Presentation1

mobileTv : Doubles Engagement, Boosts ROI

Increase Your Media Marketing ROI for Businesses and Executives

Highlights

• MobileTv outperforms in the news, sports, music and finance sections

• Rollover user-initiated mobileTv performs best, followed by auto-

initiated video; click user-initiated performs worst.

• Weekdays from 9am to 5pm is users’ preferred time to watch In-

Banner and Floating mobileTv ads.

• An increase of mobileTv length by five seconds reduces Video Fully

Played rate by 2.8%, on average.

mobileTv Best Practices

In-Stream

General • Short online content videos should have short In-Stream ads, while full shows and movies can have longer In-Stream ads.

• In-Stream ads have a very high Video Fully Played Rate, and therefore the main point of the ad can be presented at the end.

• In-Stream is a sound-on environment. Ads can rely on sound as a part of the brand experience.

• In-Stream ads especially increase upper funnel attributes such as unaided brand awareness and online ad awareness.

mobileTv Best Practices

In-Banner and Floating

General • Typically, In-Banner and Floating video ads’ experience is comprised of two stages: First, advertisers need to draw users’ attention to the video; then, users should be drawn to play, turn sound on, or engage with the silent video.

• Combining interactive features and placing users in the middle of the experience may increase Dwell Rate and Dwell Time.

• In-Banner and Floating ads positively impact especially lower funnel image and persuasion metrics such as brand favorability and intent to purchase.

• Weekdays from 9am to 5pm, during office hours, is users’ preferred time to watch In-Banner and Floating video ads.

mobileTv Best Practices

In-Banner and Floating

Expandable Banners

• Add a “teaser” video on the pre-expanded ad or a clear call to action. The “teaser” video can be lightweight and invite the user to engage.

• Use Expandable Banners for video campaigns that require ample space for the brand, as they expand after a user interaction, such as a click or a rollover.

• Expandable Banners are a good fit for campaigns with longer marketing messages, as they maintain attention for longer.

mobileTv Best Practices

In-Banner and Floating

Polite Banners • Can be used with user-initiated and auto-initiated video.

• In the auto-initiated case, the video in Polite Banner is exposed to the user at first glance, but without sound.

• If sound is turned off by default, use a clear “sound on” call to action and make sure that the point is clear without sound

Floating Ads • Can be used with repurposed TV ads in implementations

• Exceptional in gaining users’ attention.

• Typically maintain attention for a short duration of time.

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Executive Summary

The evolution of mobileTv

Impression growth

Online video capabilities

mobileTv and branding

Online video measurement

Comparing results

mobileTv best practices

mobileTv and formats

mobileTv and section/environement

mobileTv by hour of day

Initiation methods

Call to action

mobileTv length

Regional differences

Summary

Executive SummaryAdding video to your online campaign can significantly improve your marketing results. Marketers are responding in kind with a

larger slice of their advertising budgets.

What makes online video advertising so successful? What can make your video campaign even better?

Online video advertising can be delivered in many forms. Browsers, desktop applications, mobile phones, portable players, IPTV devices and even outdoor billboards deliver

online video advertising.

In this research we will focus on three formats – In-Banner, Floating and In-Stream video advertising.

Online video advertising spending in the

US is projected to grow from $1.1 billion in

2009 to $4.1 billion in 2013 – quadrupling

in four years

Doubles Engagement, Boosts ROI

Online video advertising spending is projected to quadruple in the next four years. In addition, at the same period, video impressions have climbed 60% faster than Rich Media Impressions. This overwhelming growth is

facilitated by the strong branding powers of online video, the increase in time spent online and the displacement of

TV viewing with video viewing across other devices.

Beyond TV’s Second Fiddle

In 1895 the Lumière brothers played one of the first videos in history. The film, lasting only 50 seconds, showed a train arriving to the train station at La Ciotat, a serene town in southern France. When the film was first publically shown, the audience was so overwhelmed by the

moving image of a life-size train advancing directly towards them that they rushed to the back of the room, trying to avoid being run over.

Nearly 115 years later, audiences respond more mildly to moving pictures; nevertheless, video has remained one of the most engaging

forms of media. Studies in the field of Psychology have shown that the combination of senses creates greater retention and brand recall. It has been estimated that people retain only 10% of what they read, 20% of

what they hear, and 30% of what they see. When these senses are combined, however, retention takes a dramatic leap forward. Those same estimates say that when someone hears and sees, retention jumps to 50%. Delivering video online provides another benefit –

interactivity and touch. Stimulating retention by combining interactivity has shown to increase retention to 70% and in some cases up to 90%

Enhanced capabilities

At present, online advertising still tends to use ads with linear stories such as repurposed TV ads; these do not take advantage of

the full interactive capabilities of online video. It took TV advertising decades to evolve to the levels of sophistication that it

currently has. The evolution of online video advertising is happening much faster with new and more effective features

being developed every year.

The level of advertiser control over users’ attention is highly dependent

on the environment. Cinema is an example of an environment with

relatively high control over users’ attention. Users are in a dark room,

with loud sound, and are unable to leave or speak to each other.

TV and In-Stream are examples of intermediate control. In live TV and

In-Stream, users cannot skip the commercial, but they can leave the

room, read the newspaper, or engage in a conversation. With

Newspapers, In-Banner and Floating ads, advertisers have a relatively

low control over users’ attention. Users focus on the publisher’s content,

and it is the advertiser’s job to allure their attention from the content to

the ads.

mobileTv and Branding

Using video, marketers can quickly convey sophisticated ideas, tell a coherent story and persuade customers to identify with their brand message. Video ads on TV were the enablers of

the creation of big powerful brands that customers are willing to pay a premium for. Now, as video is moving online, online video advertising will help them to stay. Online also changes branding, as consumers no longer take advertisers messages

at face value. The power of online video stems from its ability to provide more information to users in an interactive

manner.

A Millward Brown and Dynamic Logic survey has found that only 21%

of the people watching DVR playback and 30% of people watching TV

airtime pay attention to commercials, compared to 46% of people

watching In- Stream video ads online

Adding a Flare to your Campaign

One of the engines behind the growth of online video advertising is its success in retaining users’

attention for a longer period of time and in leaving a lasting impact. Advertisers should avoid looking at

online advertising as a purely direct marketing tool, judging success with direct marketing measurement such as clicks. This approach misses much of what online video advertising is all about – conveying

branding messages.

Users need almost three more exposures of ads from campaigns without

video to accumulate the same Dwell Time gained from campaigns based

solely on video.

Research by the Interactive Advertising Bureau (IAB) suggests that In-Stream Videos have higher effect on upper funnel attributes such as

unaided brand awareness and online ad awareness. In-Banner and Floating ads are more successful in positively impacting lower funnel image and

persuasion metrics such as brand favorability and intent to purchase

Aligning the format with the message

Tell me how!

Online video advertising delivers a wealth of creative possibilities

to craft an ad, the most important of which is interactivity – placing

the user in the center of the ad. Advertisers can choose not only

multiple ad formats, but also the ad’s length, initiation method,

turning the sound on or off, and whether to place a call to action.

Many of the creative choices are also affected by users’ viewing

habits such as the environment and the time of day in which the

ad is watched.

Video and the section/ environment

It is possible to transform a successful TV campaign directly to the

Web. mobileTv is a floating ad that plays video spots besides the

publishers’ content. Typically, the video is auto-initiated and is played

with the sound turned slightly on, to attract users’ attention. Once the

video has finished playing, the floating ad collapses, leaving a

reminder.

mobileTv helps advertisers to stretch their investment in the

production of TV ads to the web easily and with great results.

mobileTv ads tend to be long for advertising – 30 seconds; still their

fully played rate is similar to the average. Therefore, this format

provides a great platform for longer and more complex marketing

messages.

For In-Banner and Floating video ads, users’ viewing habits are very different from those of TV advertising. A large

portion of TV ads are watched in the evening, during TV primetime while cuddling on the living room couch. Online video ads are mostly watched at the office during working

hours and in the evening, at home.

Primetime at the office

The fact that a large portion of video ads are watched at the office also

puts some constraints on the manner in which they are delivered.

Depending on the country, culture and online environment, advertisers

may want to refrain from delivering auto-initiated and rollover user-

initiated ads with sound turned on by default, to avoid rubbing office

etiquette the wrong way. When crafting their messages, advertisers and

agencies should remember that their audience might be hard pressed

at the office as opposed to relaxed at home.

You didn’t call, they didn’t play If there is one golden rule of success in user-initiated video, and in online advertising at

large, it is to use a crystal clear call to action. In user-initiated video, a call to action

should entice users to play the video, or expand the adds. While it may sound

obvious to many, some advertisers choose to keep the space for their marketing

message, rather than to use a call to action. This line of thinking may not be prudent.

Research by the IAB indicates that different lengths are appropriate to different marketing objectives. Shorter videos of 5 seconds may work for simple communication, but have

the weakest levels of breakthrough and are the most difficult to understand.

The IAB suggests that longer videos are more effective. 15-second videos have the highest brand association, are

easiest to understand, obtain the highest engagement and are the most cost effective. They are most appropriate for

simple messaging and for a pre-roll in In-Stream. Thirty second ads are the most persuasive; they allow for complex

communication and work well as user-initiated video.

Regional differences

What’s next? Video is expected to be one of the major drivers of online advertising in the next few

years. At current levels of spending, online video advertising has plenty of room to grow. Even with projected growth of 40% annually, online video ads will amount to only 10% of

total online advertising spending by 2012.

Advertisers have gained experience in the art of TV advertising for decades, until they were able to bring it to its current effectiveness frontier. If current growth rates persist beyond 2012, WiZE Mobile Research and many other industry analysts estimate that

online video advertising is going to become a staple of every branding campaign – similar to what TV is now. This may have a disruptive effect on marketers and advertisers who

are caught unprepared.

Online video advertising has a steep learning curve. The unique attributes of online video advertising, such as the different time and surroundings in which it is watched, the

choice of ad length, the variety of ad formats and creative features suggests that the mere repurposing of a successful TV spot may not guarantee success online.

Marketers and advertisers who will not have a strong online branding capability using online video advertising may risk jeopardizing their brand’s health. In a few years, when

online video ascends to be advertising’s branding engine, sufficient experience in running online video campaigns may be the difference between a blockbuster and a flop.

“mobileTv.my Proximity

Marketing: your targeted message at the precise time

and place”

Definitions of Proximity marketing on the Web:

Proximity marketing is the localized wireless distribution of advertising content / tailored advertising associated with a particular place. ...

en.wikipedia.org/wiki/Proximity_marketing

WiZE Mobile solution supported Device

HTC-Pro S621(Same as T-Mobile Dash) HTC S740 HTC Touch Cruise P3650 HTC Touch Diamond HTC Touch P3452 HTC TyTN II P4551 Motorola Q Motorola Q9c

Motorola Q9h (CDMA) Motorola Q9m Motorola Q Norman (same as Moto Q 9h(GSM)) Palm Treo 700w Palm Treo 750 Palm Treo Pro Samsung SGH-i607 BlackJack I Samsung SGH-i617

Nokia N78 Nokia E65 Nokia N95 8GB Nokia N95 Nokia N73 Nokia N81 Nokia 6120 Classic Nokia E51 Nokia N81 8GB Nokia E71 Nokia N96 Nokia N82

Nokia 6110 Navigator Nokia 5320 Nokia 5700 Nokia E50 Nokia E66 BlackJack II Samsung SGH-i780 T-Mobile Shadow T-Mobile Wing

WiZE Mobile solution supported Country

Kuwait Malaysia Mexico Netherlands Norway Panama Peru Philippines Poland Portugal Romania United States of America

Russia Saudi Arabia Singapore South Africa South Korea Spain Sweden Switzerland Taiwan Turkey UK United Arab Emirates

Argentina Australia Austria Belgium Brazil Canada China Columbia Costa Rica Czech Republic Denmark

Finland France Germany Greece Hong Kong India Indonesia Ireland Israel Italy Japan

Why become a mobileTv.my Partner? What do we offer our partners?....

As a mobileTv.my Partner you will enjoy:

1- Small start-up entry fee. You will never have to

purchase equipment, we will provide all the

equipment you need. Benefit: Low risk, no

complications, and a very healthy income

projection.

2- Create a network of top quality Proximity

Marketing channels and make a constant residual

profit on all that advertising space. Benefit: Time,

Money, personal & professional satisfaction.

3- Have mobileTv.my manage all of your clients’

campaigns’ details so you can focus on selling the

advertising space and on creating new channels.

Benefit: Time and Money

- Because only by using Proximity Marketing a brand may:

Deliver content of value to consumers

1- At the precise moment

2- At the right venue

3- With no cost to the consumer

4- and place it on consumers’ preferred

platform of communication: Their

handsets.

Why become a mobileTv.my Partner?

Why use mobileTv.my Proximity Marketing?....

Why become a mobileTv.my Partner? Why use mobileTv.my Proximity Marketing? …more reasons…

Differentiating factor for brands and businesses.

Repeated impact of the brand over a long time.

Viral and Extensive: Users will see the content

several times, interact with it (if applicable), show it

around, resend to colleagues and peers, etc.

Non invasive: Users appreciate this and they relate

this gesture positively with the brand.

Track able detailed results: Online and in real time.

Environmentally friendly: The technology used is

harmless, does not consume paper or other material

resources, and does not produce residues

Benefits: Real commercial results for your clients,

which translates into residual, low maintenance,

high income for you, and into repeated business.

mobileTv.my MARKETPLACE

CSCs : Common short codes. Are being used effectively to create a dialog with mobile users. Voting, polling, requests for feedback, sweepstakes, and contests all require interactivity with the consumer and the brand.

CPM: Cost per Thousand. The CPM model refers to advertising bought on the basis of impressions. Advertisers pay a predetermined price for a thousand impressions.

CPC: Cost per Click. Advertisers pay for a click, irrespective of the impressions. Commonly found in search advertising. Also referred to as PPC (Pay per Click) advertising.

CPL: Cost per Lead. Advertisers pay for customer leads, irrespective of clicks or impressions. Fastest growing segment in online advertising

CRM - Calculate the value. Exactly how will CRM benefit your business? Strive to answer this question in terms of measurable ROI (return on investment) and how CRM helps your employees use customer data more effectively.

mobileTv.my MARKETPLACE

1. Traditional -These are the 30 second (or less) spots typically seen on television today.

2. Long-Form -These may vary from 60 seconds to 2 minutes and can take the form of traditional advertising, infomercials or advertainment.

3. Preview Spots -A 30 second (or shorter) spot to preview. The content of long form advertising. viewers to click-through.

4. Direct Response and Per Inquiry -The viewer is encouraged to respond to the add to purchase merchandise/services or to get additional information.

5. Banner Ads - As described above, the viewer encounters several menus when choosing a mini-channel and then choosing a program. These menus will include banner ads that the viewer can .click-through. with his/her mobile to get additional information.

6. Companion web sites - Ads will offer the viewer the ability to spontaneously accessthe sponsor's web.

7. Classifieds - The mini-channels can offer its viewers the opportunity to advertise in an interactive classified section.

Contact

Questions? Next steps?

Maha

Business Development

[email protected]

http://mobiletv.my

012 6580089