Mobile Devices: PDA’s and Game Consoles

1. Tips to Viewing PowerPoint On-Line in Slide-Sorter View (multiple slides): 1. Right click anywhere on this slide. 2. Choose “Edit Slides” from the drop- down list. 3. In the lower left corner of the window, choose the icon. Mobile Devices: PDA’s and Game Consoles This presentation was updated: October 2007

2. Mobile Device: Definition A mobile device (also known as converged device, handheld device, handheld computer, "Palmtop" or simply handheld) is a pocket-sized computing device, typically comprising a small visual display screen for user output and a miniature keyboard or touch screen for user input. In the case of the personal digital assistant (PDA) the input and output are combined into a touch-screen interface. Smartphones and PDAs are popular amongst those who require the assistance and convenience of a conventional computer, in environments where carrying one would not be practical. The following are typical mobile devices: Mobile phone Portable media player Smartphone Personal digital assistant Information appliance Personal Communicator Handheld game console Ultra-Mobile PC Handheld television Source: 10/07 Wikipedia

3. 57% 51% Mobile Device: Penetration “Which of the following would you be interested in doing with your game console?” Source: Forrester Consumer Technographics N. American Youth Devices & Access & Finance Online Study

4. Mobile Devices: Target Marketing Target Buying Power, Influence Dispelling Mobile Marketing Myths I: Leave SMS to the Kids By Neil Versen pdastree.com By targeting smartphones, PDAs and cellular-wireless handhelds marketers gain distinct advantages by reaching those with buying power and influence with the ability to deliver a richer user experience. • A busy mom may use her smartphone to keep track of recipes and grocery lists. Doctors might rely on their PDAs to access key medical publications or the latest clinical trial information. An advertisement for the new Cadillac STS performance sedan would have greater influence on this demographic than on a 16 year-old who works at the local mall. • Delivering a rich user experience is key when you are accessing vital news and applications and this makes screen size a big differentiator. Rather than relying on text-messaging that is more conducive to the small cell phone screen, marketers can take advantage of rich, interactive media on mobile Internet services (for example) that use larger PDA and smartphone screens. • Content delivery platforms that deliver both text and graphics for smartphones and PDAs can be leveraged for a broad range of marketing programs, from simple banner advertisements to in-depth mobile product brochures or even a full-blown extension of the marketer's website. Source: imediaconnection.com

5. Mobile Devices: Target Marketing We’ve all heard of or experienced the multitasking teen doing four things at once on their broadband connected computer and moving between text messaging cell phones, iPods, game machines and video players. The next group up, the 21- to 34-year-olds (I'll call them “Generation B” for the Broadband Generation) have lived with the internet for the past 10 years, had broadband wired dorms with PlayStations and Xboxes, found their dates, jobs and housing online, and now consume most of their news online. Here is how to take advantage of this new category: • Think video. Can your product or service be explained and marketed with video instead of text and flash banners? You have a receptive audience out there.Watch the video game and film markets. They are already heavily using video trailers, ads and integrated broadband messages that resonate well with Generation B.Think speed. Check out a game at EB Games or Best Buy. Notice the speed of the action, the tight integration of music, action and imagination. Slowness will bore Generation B. Think fast, witty and entertaining -- especially if yours is a consumer product not usually associated with these traits. • Games = Movies = Entertainment. Source: Mark Friedler, CEO and co-founder of Gigex, Inc./GameDAILY / imediaconnection.com

6. Mobile Devices: Games Advertising AudienceTargeted and efficient reach into the teen and young adult male buying demographic, an audience that has shifted billions of hours of media attention out of television and into video games. EngagementVideo games by their very nature are the only medium that can command the audience's attention with limited to no multi-tasking. RelevanceBuild relationships with game consumers in their world versus interrupting them in yours. The key is to move beyond a skyscraper or 30 seconds between shows and introduce your brand into the entertainment, taking a lead role in the action. AccountabilityIf a brand invests in a 30-second placement, it is guaranteed the ad will be seen on screen for that period of time, a commitment no other medium provides its customers. MindshareLook at the numbers: 67.8 million gamers have yet to be reached by an in-game ad. Research to date indicates that the combination of storyline engagement and brand signage offers the greatest lifts in awareness and brand affinity. Game content offers marketers a way to connect with consumers on a deeper, more meaningful level. “. . . the mass medium of games is tracking to reach $42 billion by the end of the decade. Often referenced as the most immersive form of media ever invented, the influence of video games inescapable and steals countless hours from millions of gamers across the globe. Analysts are predicting a growth curve for in-game advertising that outpaces the growth of online and follows suit with what has already happened: gamer hours surpassing time spent on the internet.” In-Game Branding: Get In While It’s Hot 2007 Source: imediaconnection.com

7. Mobile Devices: Games Revenue On-portal mobile game revenue jumped 61 percent year-to-year to $151 million in 4th Qtr’06. Nearly 17.4 million mobile consumers downloaded a mobile game last quarter, up 45 percent from a total of 12 million downloaders a year ago. On-Portal Mobile Game Revenue and Audience Size Trending (U.S.) Source: Telephia Press Release, 3/5/07

8. Mobile Devices: Games Advertising Projections for increased revenues could be well justified based on the results from a recently released study conducted by Nielsen Entertainment on behalf of Microsoft-owned in-game advertising specialist Massive Inc.. The research showed that: • Average brand familiarity increased by 64% due to in-game ads on Massive’s network. • Average brand rating increased by 37%. • Average purchase consideration increased by 41%. • Average ad recall increased by 41%. • Average ad rating increased by 69%. Source: 10/24/07 Research Brief from MediaPost

9. Mobile Devices: Game Ad Formats Source: Interactive Advertising Bureau, October 2007

10. Mobile Devices: Games Advertising Adidas in Power FootballGameplay attributes are assigned to each of the Adidas shoe models that the player chooses from. Corresponding gameplay attributes match the brand attributes of each shoe, delivering product education and virtual sampling. General branding is throughout the game via signage, branded ball, branded apparel and an instant replay sponsorship. An Adidas tournament within the game offers prizing and the opportunity to play in a live soccer game with the Adidas "stars," including David Beckham. Pontiac in College Hoops 2K7 The Pontiac-sponsored NCAA Final 4 tournament in College Hoops 2K7 mirrors the actual NCAA tournament, including all of the brackets with team drafting and online play. The top four gamers in the Pontiac Virtual NCAA Final 4 public tournament will win a trip to Atlanta to play the Final 4 match-ups at a live event. In addition, four Pontiac Game Changing Performances -- plays that turn the tide and change the outcome of the game -- will be selected from games played during each round of the virtual tournament. Source: imediaconnection.com

11. Mobile Devices: Music There are now 23.5 million mobile subscribers in the U.S. who have phones with integrated music players. Many of these subscribers report loading music on their phones via their PC, but only a small number have actually downloaded music over the air (OTA) from a wireless carrier music store. Uptake of Music Phones and OTA Download Services (U.S.) Source: Telephia Press Release, 3/5/07

12. Mobile Devices: Music “There is no doubt that marketers will see rapidly escalating demand for activity centered on mobile music. It is one of the few bright spots in an otherwise clouded future for the global music business.” Source: eMarketer

13. Mobile Devices: Music / Video Ads SmartVideo Technologiesprovides an advertising-supported streaming video channel to wireless phone subscribers. The service features 15-second commercial spots in between videos as well as ad pop-up images. WindowsMobile Media player, Symbian or Palm are compatible operating systems. Users can type in the DMV Network URL through the smartphone or PDA's public internet browser to access a selection of more than 40,000 music videos. Universal Music will make its catalog of recordings and music videos available for free on an ad-supported Web site launching in 2007. The two-year deal calls for New York-based SpiralFrog.com to split advertising revenue with the recording company, said Lance Ford, chief marketing and sales officer for SpiralFrog. Users can download an unlimited number of songs or music videos permitting playback offline and on portable devices by registering at the site. Source: SpiralFrog / Associated Press 2006

14. Mobile Devices: Music / Video Ads TiVo’s ‘TiVoToGo’ offers recordings in formats specifically for the Playstation Portable and the video iPod. It allows users to transfer their personal playlist of videos to a handheld device. • ‘TiVo Product Watch' offers advertisers a way to reach TiVo subscribers who are actively looking for products ("In Market") with advertising content and information. • TiVo Product Watch will deliver targeted, relevant advertising content, from more than 70 advertisers and 100 leading brands, from up to five different product categories including Automotive, Entertainment, Financial, Lifestyles, and Travel and Leisure. • TiVo subscribers will be able to create searches and select advertising content, ranging from one minute to 60 minutes, from any of the five different product categories of interest and have it delivered directly to their Now Playing section of the TiVo service. • TiVo Product Watch will also offer subscribers the ability to create a search based on their favorite brands and opt-in to receive video content directly from that company on an ongoing basis. Source: TiVo

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