Digital Age 2008 Laurence Aderemi, Director, Business Development AdMob.

Digital Age 2008Laurence Aderemi, Director, Business Development AdMob

Mobile Media Business

• End of the Beginning Phase of Mobile

• Major Strides Forward in 2008

• Beginning of the Next Phase of Mobile

2005-2007 AdMob, Inc. Confidential & Proprietary

2005-2008 AdMob, Inc. Confidential & Proprietary

ExamplesWho is AdMob?

2005-2008 AdMob, Inc. Confidential & Proprietary

• Size and Scope Leader 49 Billion ads served

• Global Scale4.5 Billion impressions / mo

• European Scale500 Million impressions / mo

• Publisher Partnerships6000+ mobile sites / premium publishers

• Advertisers Thousands of active advertisers

Leading Mobile Advertising Marketplace

iPhone Network & Ad Formats

2005-2008 AdMob, Inc. Confidential & Proprietary

Canvas

Video

Audio

Web

iTunes

Maps

App Store

Call

Mobile Metrics Report

2005-2008 AdMob, Inc. Confidential & Proprietary

October 2008 preview: • 5 Billion Ads Served• iPhone #1 Device Worldwide

• 38 % of iPhone traffic is outside the US • 5 % of total requests• iPhone #2 Device in the US

Mobile Analytics

2005-2008 AdMob, Inc. Confidential & Proprietary

• Understand Visitors

• Evaluate Traffic Sources

• Improve Site Performance

• Track Beyond the Click

• Monitor Conversion Events

2005-2008 AdMob, Inc. Confidential & Proprietary

ExamplesState of the Mobile Media Business

End of the Beginning Phase

• Operator-centric world

• Slow networks

• Expensive data plans

• Phones with limited capabilities

• Minimal user engagement

2005-2007 AdMob, Inc. Confidential & Proprietary

End of the Beginning Phase

• Limited quality content

• No advertising standards or best practices

• Limited campaign reporting and transparency

• Lack of real scale

• No real proof points of success

2005-2007 AdMob, Inc. Confidential & Proprietary

Major strides forward in 2008

• Openness

• High speed networks

• Affordable data plans

• Compelling new devices

• Browser and Application usage start to take off

• Increased developer interest

2005-2007 AdMob, Inc. Confidential & Proprietary

Major strides forward in 2008

• Tracking and standards

• Real success stories

• Broadening advertiser interest

• Scale and targeting

• Strong brand recall

2005-2007 AdMob, Inc. Confidential & Proprietary

Beginning of The Next Phase

2005-2007 AdMob, Inc. Confidential & Proprietary

• True openness

• Broad range of compelling devices

• Mobile-specific content leverages rich context

• Users embrace mobile media

• Commerce

Beginning of The Next Phase

• Promise of interactive + unique capabilities of mobile

• Sophisticated targeting

• Measurement

• Rich context

• At scale media buys

• Rapid growth & virtuous cycle

2005-2007 AdMob, Inc. Confidential & Proprietary

So What 2009?

• Mobile advertising works for both performance and brand advertisers.

• There is a Real Publishing Model in mobile media

• Proving segments and Educating advertisers is essential

• New devices will be a catalyst.

• We begin to see mobile’s potential realized in 2009.

2005-2007 AdMob, Inc. Confidential & Proprietary