Mobile Advertising and 2D Barcodes: Entertainment or Essential?

Mobile Advertising and 2-D BarcodesEntertainment or Essential?

Diane Strahan

Vice President

Registry and Digital Content Services

Power of Mobile as a Channel Barcodes: Easy to Use, Relevant, Flexible, Dynamic, Measureable

Mobile Barcodes are printed symbols that link consumers with interactive content:

Information» Access to critical information is quick and easy

» Provides relevant information when and where you need it most

Marketing/advertising» Transforms traditional mediums into interactive digital media – a powerful new media form where print, mobile and web converge

» Dramatically broadens the scope of mobile marketing opportunity

» Leverages unmeasured media (packaging, direct mail, in-store display, etc.) that add to the potential ubiquity of the medium

Entertainment» Instant access to movie trailers, music, book excerpts, associated meta data

» Drive awareness & excitement for new entertainment releases, introductions/upsell for associated licensed content

Commerce/Retail» Shortens sales cycles – influences buying decisions in and out of store

» Supports partner marketing, marketing coop and upsell opportunities through product tie ins

Enterprise/Supply Chain Logistics» Increases supply chain efficiency

» One code - Link marketing, advertising and supply chain where appropriate

2© Neustar Inc. / Proprietary and Confidential

Barcodes - Here, There, Everywhere


Mobile Barcodes – The Time is Now

What it is

• The ability to scan an object with a camera

phone and experience

» Deep link content

» Pre Populated SMS

» Calendar Event

» Pre populated phone call

» Other phone invocations

• Already big in Japan, and growing

worldwide

• Satisfying and engaging user experience

Why care

Operator

• An opportunity for revenue enhancement (ie advertising, meta data, new services)

• Drives data usage and customer satisfaction –easier method; opt in

• Provides key insights into subscribers’ interests for digital content and additional advertising leverage.

Brand/media

• Establishes relationships with consumers

• Accurately measures campaign performance near real-time

• Influences purchase decisions

Advertisers Want It. Retailers Need It.

Operators Can Enhance It.4

© Neustar Inc. / Proprietary and Confidential

Why Barcodes Deliver Value

• Competitive against other direct

response media

» Average cost per lead is $.60.

Barcodes can come in at half that

price.

» Comparable to Google Ad-word:

$.69 (2008)

• Converts offline audience to online

relationships – adds measurement


How Brands/Agencies/Advertisers ProfitAs Mobile Channel Evolves, Advertisers Personalize To Drive Customer Loyalties


Evolution of Media & Marketing Value Chain

Value of

Targeted

Media to

Advertisers

Print

Radio

TV

Internet

Mobile

Grab attention with greater context/relevancy

Increase interest with user simplicity,

immediacy & ease

Enhance desire by tuned content, more

qualified offer with Metadata

Ease of payment and POS tie ins for

Prospect to takes action on the offer

Ease of address book/community tie ins

promote viral return for brand

Awareness

Interest

Desire

Action

Loyalty

Mobility has the potential to improve

advertiser reach & ROI with targeted

and personalized campaigns, reducing

time between customer “awareness”

and “sale”

Barcodes are worth more

becauseconsumers enter the hierarchy here

Interoperability is Essential

• Most campaigns rely on one proprietary

symbology, one campaign resolution

company and have no mass or scale

» The result: Industry fragmentation.

» Competing vendors and technologies

resulting in a market unable to sustain

unique point solutions.

• Brands who buy advertising demand:

» Reach

» Targeting

» Measurement and

» Competitive ROI for their spend

• Importantly: Interoperability is critical

» Leverage each players’ investment

» Supplies broad reach for brands and advertisers

» Provides safety and security of large numbers

− Standardized systems and competitive suppliers

− Clearinghouse provides secured gateway

» Provides the critical mass required to build and sustain healthy ecosystem

− Peering and point solutions don’t address

− Competition, innovation and scale matter


Neustar Supports Players With Different Needs


Clearinghouse

Registry

Gateway

Clearinghouse/

Registry

Content

Campaign Manager

Large MNOs

Gateway

Small MVNOs

Campaign Manager,

Publisher

Campaign Manager,

Agency

NeustarLinking

players and

systems to

provide

reach

and create a

marketplace

exchange

Mobile Application Providers

1. A code is scanned and sent through a local gateway to the designated clearinghouse.

2. The CCH does a registry lookup then queries the Campaign Manager for content

3. The URI is sent back to the handset which invokes it, commonly retrieving some remote content

The User Experience – How it Works


Visa “Check Your Balance” Contest


Get Event Updates Delivered to Your Phone


Barcodes to Download Show Content


Vide

o

NeoMedia “Scan to Give” Campaign


Campaign Manager Partners

Company Contact

Mobile Discoveryhttp://www.mobilediscovery.com

David Miller, CEO

[email protected]

(703) 929-3597

NeoMediahttp://www.neom.com

Dean Wood, VP of BD

[email protected]

+447798 853228

3G Visionhttp://www.i-nigma.com

Maury Margol, Director, U.S. BD

[email protected]

(770) 289-1769

Mobile Data Systemshttp://www.mobiledatasys.com

Joe Spiteri, President & CEO

[email protected]

(630) 360-3400


http://www.mobilediscovery.com/

mailto:[email protected]

http://www.neom.com/


http://www.i-nigma.com/




http://www.mobiledatasys.com/


http://www.neom.com/

Players and roles• Brands- pay money for campaigns and fund

everything - Control system success. May

purchase names and codes directly from Registry,

but require CM to resolve.

• Campaign Manager (CM)- resolves codes and

can develop and run mobile campaigns on behalf

of brands

• Mobile Network Operators (MNOs)– Deploy and

support reader proliferation so brands can

advertise to a sufficiently large audience.

Operators can contract with CMs for a share of

advertising revenues.

• Clearinghouse- Routes traffic from MNO

Subscribers to CMs and back

• Media Company – Publisher of print, video, or

electronic content. Includes magazines, outdoor,

television, Internet, etc.

• Advertising Agency – Acts to coordinate message,

placement, and content of advertising, often in

coordination with media and CMs

• Code Reader – Software on handsets that

recognizes barcode symbols and sends traffic to the

clearinghouse. Also receives response from CM

(through clearinghouse) and launches device

functions. May also be CM.

• Registry– Reference database documenting

relationship between CMs and the codes they

publish.


Code Resolution Pilot Ecosystem


An Invitation to Participate

• Learn how your company can participate in and gain from the oncoming

mobile advertising market

• Test multiple business models and entry strategies to determine best

approach and sequencing

• Low risk environment

• Industry Supported Initiative

• Standards Based – Interoperable system

Contact [email protected] for more details



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Mobile Advertising and 2D Barcodes: Entertainment or Essential?