MobileMay 21, 2012

STATS

Smartphone Users – Highlight Video

http://www.youtube.com/watch?v=CjUcq_E4I-s&list=PL371A061320ACD090&index=12&feature=plpp_video

Stats - Smartphones

% Smartphone Penetration

Total U.S.1 50% (36% YAG)White/Black/Hispanic/Asian (index vs.. total U.S.)3 87/106/145/14518-242 62%25-342 66%35-442 58%45-542 45%55-642 33%65+2 22%Operating System Share - Android/iPhone/Blackberry/Other1 48%/32%/12%/8%

1NielsenWire Mar 29, 2012 (Feb ‘12 data). 2NielsenWire Feb 20, 2012 (Jan ’12 data). 3NielsenWire Feb 1, 2011 (Dec ’10 data).

Income Plays a Major Role in Smartphone Ownership

Time Spent vs.. Other Media

Stats – Shopping/e-Commerce

• Over 1/3rd of smartphone owners have used their phone to make some kind of purchase (comScore, Dec. 2011)

• 49% of mobile users comparison shopped via mobile while in retail stores in Q1 2012 (JiWire)– 15% compared prices to the stores own web site– 13% searched for mobile coupons– Tablet owners were 2x (10% vs. 5%) as likely to

comparison shop in-store and purchase on a mobile device instead

Stats - 2011 Holiday Shopping

Google/Ipsos Post Holiday Shopping Study – Jan 2012• 12% of visits to a retailer’s website were from a mobile devices

(+5% YOY)• 9% of online sales were conducted by mobile phones• 82% of smartphone shoppers used their phone at home to research• 75% of smartphone shoppers used their phone in-store• 46% researched on smartphone, went to store to purchase• 37% researched on smartphone, then purchased online on

computer• 41% researched on smartphone, purchased on smartphone• 69% of smartphone shoppers while shopping on their device used

apps and websites

Stats - Tablets

• 28.1MM tablet owners at end of 2011 (source: iGR)• eMarketer predicts there will be 55MM tablet users in US by end of 2012 and 89MM by

2014• According to a Viacom study:

– Tablet owners use the devise 75% of time at home– 96% use them in living room, 94% in bedroom, 75% in home office, 70% on porch, 68% in

kitchen, nearly half in bathroom• According to Freewheel’s video viewing report:

– 27% of all non-PC video viewing is on a tablet• Tablets accounted for 10% of total mobile app downloads in 2011• Larger screens equals more views (comScore):

– 10” tablets = average 125 views per device in Feb.• 39% higher consumption than 7” tablets and 58% higher than 5” models

• According to Adobe Systems Digital Index:– Tablets account for 4.3% of web site visits compared to smartphones at 6.1% in Q1 2012– Estimates tablet web site visits will reach 10% by 2014

PROS/CONS

Pros• Less advertising pressure• Available 24/7• Direct and immediate

e-commerce opportunities (such as click-to-call, directions, coupons, etc.)

• Local (down to zip codes) or national geo-targeting

• Ability to develop an App

Cons• Limited space for messaging

with some opportunities (i.e. banners)

• Smaller scale audience than computer-based web access

• Potential for consumers to have a negative experience with a brand’s site if not set up as a Mobile Web Site or App

Pros/Cons Mobile Advertising

AD CAPABILITIES

Ad Capabilities

Static and Multi-Panel Banners • What are they?

– Image banners and animated banners are available across all mobile devices, including smartphones and feature phones, from high-end devices such as iPhones and Androids to simple WAP phones

• Why you'd use them – You can use banners to cost-

effectively increase awareness of your brand and mobile properties

Ad Capabilities

Text (SMS) Ads• What is it? – SMS advertising uses text messages, which are limited to

160 characters or less

• Why you'd use it – Can reach mass audience down to niche audience– Increase engagement with consumer through different

tactics such as voting, offering coupons, etc.– Recommended to only send SMS message to consumers

that have opted-in

Ad Capabilities

Interactive Video Ads • What is it?

– Interactive video ads engage the users as they launch apps or click on banners

• Why you'd use it – You can mix video and audio with

touch screen interactivity to attract your mobile audience

• Details – You can add buttons that users can

click to find out more without leaving the video experience or exiting the app

Ad Capabilities

Interactive Interstitial Ads • What are they?

– Interstitials are interactive ads that appear within an app

• Why you'd use them – Rich media ads engage more

users than basic text or image ads

– Interstitials offer mobile websites great interactivity in eye-catching placements

Ad Capabilities

Canvas and Expandable Ads • What are they?

– Expandable ads are started by the user and can expand to cover the entire phone screen

• Why you'd use them – Rich media ads like click-to-

interactive video, animated banners and expandables are more engaging than basic ads like text banners

Ad Capabilities

Click-to-download App Ads • What is it?

– Text or banner ads linking to the app store promote your app to targeted mobile users

• Why you'd use it – The most cost-effective way to

drive downloads of your app and attract new users is a click-to-download campaign that links directly to the Google Play Store or the iTunes App Store

Ad Capabilities

Mobile Roadblock (YouTube) • What is it?

– Roadblocks let you see how many people viewed your ad on YouTube Mobile for a full day. YouTube Mobile Roadblocks appear on the home, browse and search pages of m.youtube.com

• Why you'd use it – In the past year, YouTube’s percentage of

video views from mobile has doubled, and video viewing activity on YouTube Mobile has tripled

– With an ad on YouTube Mobile’s homepage you reach a truly significant audience - 13MM monthly users in the US alone

Ad Capabilities

InStream Video Ads (YouTube) • What is it?

– InStream video ads run when Android YouTube app users play a video from a premium inventory partner

• Why you'd use it – Video ads increase brand

engagement within mobile videos • Details

– YouTube InStream appears within the Android YouTube app and m.youtube.com

Ad Capabilities

Brand Channels (YouTube) • What is it?

– YouTube Mobile Brand Channels increase video views and brand engagement with iOS and Android users

• Why you'd use it – A mobile YouTube brand channel

that's up to date and “always on” keeps your brand fresh and relevant to potential customers on mobile devices

You Might be a Mobile Power User if…

• You routinely use your phone to find places and things around you• Attending a conference, you live Tweet from your smartphone, although your laptop is in your

bag• You have both the SoundHound and the Shazam apps to be sure you can identify any song you

hear anytime• You figured out how to do the workaround to get Google Wallet loaded and functioning on your

Android with Ice Cream Sandwich (and, of course, you know what Ice Cream Sandwich is)• Your utilities include a speedometer app such as Ulysse Speedometer or Speed-o-Meter and a

flashlight such as TeslaLED (Android) or Flashlight (iPhone)• Your 2D barcode readers include Scanlife and SnapTag Reader -- and you use them• You routinely price-check in stores using ShopSavvy, Red Laser or Amazon’s Price Check

without giving it a second thought• You use your phone for navigation• Your primary weather checking device is your phone• You have at least three airline apps and three hotel apps, and are registered at all• If you travel, you regularly use travel apps such as OnTheFly, Kayak, AutoPilot or Flight sites

while in transit• You regularly use check-in apps, such as Foursquare for location and Shopkick for rewards• You are self-equipped to use mobile payments such as via Square, MoneySend, Google Wallet or

Serve, and are just waiting for the market to catch up• You have your phone synced to your computer and/or your other mobile phone and are

comfortable with syncing apps such as SugarSync or Dropbox• Your reward card numbers all are in your phone in Key Ring or CardStar• You program your DVR remotely from your phone