Post on 22-Dec-2015
Mobile Advertising
Models
6th Annual Global Mobility Roundtable 2007 – Los Angeles
June 1, 2007
A Meteor Worldwide Company
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About Pliq
• Original Content Creation
• Re-purposed Content• Production Resources
Mobile Marketing
Mobile Content Delivery
Content Production
Branded Entertainment
• Product Integration• Celebrity Seeding• Events/Sponsorship• Corporate Alliances
Mobile
White Flower Entertainment
• A Meteor Worldwide company Core competency in Branded
Entertainment Original content creation capability
via White Flower entertainment
• Founded in 2006• Headquartered in Los Angeles,
CA • Pliq Services
Mobile Marketing Services “Pliq Flicks” – original brand-
sponsored mobile episodes
• Established partnerships with top Hollywood content
• Deep marketing agency and brand company relationships
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U.S. Wireless Market Overview
Source: Moors & Cabot, Pliq Analysis
• ~ 200 million U.S. mobile subscribers
• Penetration rate nearing 75%• Carriers looking to differentiate
themselves via the introduction of Value Added Services (VAS)
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Future
Enhanced 3G3G (Today)Low Speed
Today
Text Messages
Pictures MultiMedia
Analog Analog-Digital Digital Only
Location sensitive marketing
“Credit Card with an
antenna”
Clips Streaming Interactive
Ringtones Download Streaming
Dual-Mode Wifi+DigitalVoice
SMS/MMS
LBS/mCommerce
Video
Ringtones/Music/Gaming
Data Access
•Services are being deployed more frequently…
•Services evolve over time …
•Services are proliferating…
Mobile Value Added Services
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Mobile Video – Accelerators vs. Brake Factors
Accelerators Brake Factors
Innovative business models required!!
3G & 4G Networks
Short Codes
Subsidized Content
Content Variety
Ease of Payment
Smart Handsets
Pricing
Ease of Use
Interoperability
User Awareness
Handset Presentation
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Mobile Video Business Models
Consumers pay a recurring fee for access to video content
Consumers pay on a per download basis
Advertising is combined with video contentFree to consumers
Mobile Advertising
Subscription
On Demand
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U.S. Mobile Video Consumer Needs
Consumers are interested in viewing
mobile video…
No(56%)
Yes(44%)
Types of mobile videos consumers
are interested in viewing
8%
10%
10%
10%
10%
11%
11%
13%
14%
16%
19%
21%
21%
23%
27%
38%
0% 10% 20% 30% 40% 50%
Short Animated Clips
Game Shows
Adult Entertainment
Movie Trailers
Reality TV Shows
Talk Shows
Science Fiction
Documentaries
Sports Highlights
TV Dramas
Live Sports
News Clips
Comedy Shows
Movies
Local Traffic Updates
Local Weather Updates
% of Cell Phone UsersSource: Jupiter Research; Pliq analysis
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U.S. Mobile Video Consumer Needs (cont.)
Source: Jupiter Research; Pliq analysis
Yes(44%
Mobile services consumers are
currently paying for
…But consumers are not willing
to pay for mobile video
Yes(19%)
No(81%)
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The Advertiser Revolt
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Virtually Unlimited Carrier Controlled
Any Content vs. The Walled Garden
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Industry Validation Of Mobile Advertising Business Model
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Industry Validation Of Mobile Advertising Business Model (cont.)
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What Is Brand Sponsored Content?
• Content integrated or associated with a Brands marketing message
• Brands associate with entertaining content via: Product integration Banner ads Video Ads
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Value of Brand Sponsored Mobile Content
Engage consumers with brands marketing message using entertaining content Create direct relationships with consumers allowing brands to subsequently direct market to those consumers Additional info on brand’s products and services is easily accessible to consumers Connect with consumers via their most personal device, the mobile phone
Mobile content is free Easily share mobile videos with friends
For Brands
For Consumers
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Case Study - Toyota & Fox
• Created a series of mobisodes based on the hit drama “Prison Break” called “Prison Break: Proof of Innocence”
• Each mobisode starts with a 10-second marketing message showcasing the Yaris and select mobisodes integrated the Yaris into the story line
• Series is comprised of 26 two-minute mobisodes and is distributed through the Sprint Network
16© 2006 Pliq – All Rights Reserved
Pliq Flicks
Short FilmsSneak Peaks & Behind-the-Scene
Arts/Entertainment Review
Sports Programming
Stand-UpComedy
Teenage Soap / Drama
Original Content• Soaps & Telenovelas for
Teens and young women• Food/Cooking shows for
women• Comedies (stand-up and
short features) for young men
• Dramas (action, mystery) for young menRepurposed Content
• Animated features for young men
• Fashion/beauty/hair for young women
• “Back stories” from films/TV shows for all demographics
• Longer form add-ons for all demographics
• Art/entertainment for all demographics
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• “Everybody’s (traditional media companies) basically putting their toe in the water. We’re all aware how hugely significant this (mobile video) is going to become both culturally and financially in the next couple of years.”
- Leslie Moonves, CEO, CBS Corporation
• “Watching video on cell phones could eventually easily surpass demand for games, ringtones and wallpapers and reach 100% of the population.”
- Rob Hyatt, Executive Director of Mobile Content, Cingular
• “The Days of doing a TV spot and reaching everybody are dwindling. The mobile phone is very personal, and it’s always with you.”
- Jon Raj, Visa, New Media Chief
Sanjay Pothen
5700 Wilshire Boulevard
Suite 285
Los Angeles, CA 90036
(323) 954-1881 (T)
(323) 933-8810 (F)
www.pliq.com
s.pothen@pliq.com