June 1, 2007
Mobile
Advertising
Models
6th Annual Global Mobility
Roundtable 2007 – Los Angeles
A Meteor Worldwide Company
About Pliq
• A Meteor Worldwide company
Mobile Content
Delivery
Mobile
Mobile
Marketing
 Core competency in Branded
Entertainment
 Original content creation capability via
White Flower entertainment
• Founded in 2006
• Headquartered in Los Angeles, CA
Branded
Entertainment
Content
Production
White Flower
Entertainment
• Product Integration
• Celebrity Seeding
• Events/Sponsorship
• Corporate Alliances
• Original Content
Creation
• Re-purposed Content
• Production Resources
• 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
2
U.S. Wireless Market Overview
• ~ 200 million U.S. mobile
subscribers
• Penetration rate nearing
75%
• Carriers looking to
differentiate themselves via
the introduction of Value
Added Services (VAS)
Source: Moors & Cabot, Pliq Analysis
3
Mobile Value Added Services
Today
Future
Voice
Analog
Analog-Digital
Digital Only
Dual-Mode
Wifi+Digital
Data Access
Low Speed
•Services
evolve over
3G (Today)
Enhanced 3G
SMS/MMS
time …
Text
Messages
Pictures
MultiMedia
Ringtones/Music/Gaming
•Services are
proliferating…
Ringtones
deployed more
frequently…
Streaming
Video
Clips
•Services are being
Download
Streaming
Interactive
LBS/mCommerce
Location
sensitive
marketing
“Credit Card
with an
antenna”
4
Mobile Video – Accelerators vs. Brake Factors
Accelerators
Brake Factors
3G & 4G Networks
Pricing
Short Codes
Ease of Use
Subsidized Content
Content Variety
Interoperability
Ease of Payment
User Awareness
Smart Handsets
Handset Presentation
Innovative business models required!!
5
Mobile Video Business Models
Subscription
 Consumers pay a recurring fee for access to video content
On Demand
 Consumers pay on a per download basis
Mobile
Advertising
 Advertising is combined with video content
 Free to consumers
6
U.S. Mobile Video Consumer Needs
Consumers are interested in
viewing mobile video…
Types of mobile videos consumers
are interested in viewing
Local Weather Updates
38%
Local Traffic Updates
27%
Movies
23%
Comedy Shows
21%
News Clips
21%
Live Sports
19%
TV Dramas
Yes
(44%
)
No
(56%
)
16%
Sports Highlights
14%
Documentaries
13%
Science Fiction
11%
Talk Shows
11%
Reality TV Shows
10%
Movie Trailers
10%
Adult Entertainment
10%
Game Shows
10%
Short Animated Clips
8%
0%
Source: Jupiter Research; Pliq analysis
10%
20%
30%
40%
% of Cell Phone Users
50%
7
U.S. Mobile Video Consumer Needs (cont.)
…But consumers are not
willing
to pay for mobile video
Mobile services
consumers are currently
paying for
Yes
(44%
Yes
(19%
)
No
(81%
)
Source: Jupiter Research; Pliq analysis
8
The Advertiser Revolt
9
Any Content vs. The Walled Garden
Virtually Unlimited
Carrier Controlled
10
Industry Validation Of Mobile Advertising
Business Model
11
Industry Validation Of Mobile Advertising
Business Model (cont.)
12
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
13
Value of Brand Sponsored Mobile Content
For Brands
 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
For Consumers
 Mobile content is free
 Easily share mobile videos with friends
14
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
15
Pliq Flicks
•
•
•
•
•
•
•
•
•
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 men
Stand-Up
Comedy
Teenage Soap /
Drama
Repurposed 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
© 2006 Pliq – All Rights Reserved
Sports
Programming
Arts/Entertainment Review
Sneak Peaks & Behindthe-Scene
Short Films
16
•
“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.”
-
•
“Watching video on cell phones could eventually easily surpass demand
for games, ringtones and wallpapers and reach 100% of the
population.”
-
•
Leslie Moonves, CEO, CBS Corporation
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
17
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