Wired - Connecting To The Mobile Marketing Revolution

Wired: Connecting to the Mobile Marketing Revolution 7/9/2009

comScore Mobile Evan Neufeld, VP + Senior Analyst, Mobile

Agenda – About comScore – The Evolution of Mobile – Mobile Content Usage & Adoption

 Mobile Advertising

 Case Studies

© comScore, Inc. Proprietary and Confidential.

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comScore Customer Knowledge Platform: A 360°View of 2 Million Global Internet Users WEB VISITING & VIEWING

DEMOGRAPHICS

• • • •

• Self-reported and validated

All Web Site/Page Click Stream Content Viewed Search Engine Queries Keyword Used

• Appended Segments (e.g. Claritas, Acxiom) • Individual & Household Level

ONLINE TRANSACTIONS

SURVEYS

• All Secure Session Activity • Purchases and Subscriptions • Price Paid, Shipping & Handling, Promotions • Applications/Configurations

• E-mail or Contextual “Pops” • Behavior-activated Surveys • Observation of All Surveys Taken Across All Suppliers

OFFLINE PURCHASING

MARKETING STIMULI • Online Ads • Referral Links

TV VIEWING

• Linked using Name and Address

• Client CRM Databases • Link to Digital Set Top TV Data • Retailer Loyalty Card Data using name and address • IRI Scanner Panel Data

Designed to be representative of the online population Projectable to the total US population TRUSTe certified for information privacy & security © comScore, Inc. Proprietary and Confidential.

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comScore/m:metrics Provides a Comprehensive Set of Tools to Measure Mobile Marketing ROI MobiLens – Connects data on mobile consumer behavior, content merchandising

and device capabilities for an unparalleled view of the U.S. and

European mobile media landscape Mobile Metrix – Direct behavioral measurement of the most active

mobile media consumers Ad Metrix Mobile – The who, what, where and when of advertising on the mobile web

Brand Metrix Mobile – Measures the attitudinal impact of your Mobile Advertising

comScore Mobile solutions offer unprecedented visibility into the mobile ecosystem © comScore, Inc. Proprietary and Confidential.

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M:Metrics Clients Define the Mobile Ecosystem

2008 Q1

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Evolution…

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What does a “phone” do? ~1900

1983

2009

Capabilities:

Capabilities:

Capabilities:

1) Initiate phone calls 2) Receive phone calls 3) In one place

1) Initiate phone calls 2) Receive phone calls 3) On the move

1) 2) 3) 4) 5) 6) 7) 8) 9) 10)

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Initiate phone calls Receive phone calls On the move Text Game Maps News Watch TV/Video Alarm clock Etc.

Market Growing, But Slowing Down  Overall growth of mobile subscribers slowing (+3% YoY) – Carrier growth dependent on winning customers from competitors – Data services driving revenue growth – Handsets and content experiences becoming key

May-08

May-09

240,000,000 233,000,000 230,000,000

226,000,000

220,000,000

+3 %

210,000,000 200,000,000 US

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Voice No Longer the Killer App: Mobile Browsers, Application Users and Downloaders (Mobile Media Users) Growing 24% Year on Year  35% of mobile users are now using a media service that connects to the network (other than SMS, MMS or voice)

 An additional 29% of the market also use text messaging (SMS), with the remainder just using voice services

 The number of ‘Just Voice’ users has fallen 18% year on year, from 45% to 35%

% Mobile Media Users

Market Segments

37.0

35.6

36.0 35.0 % Market

34.0 33.0 31.0

Mobile Media, 35.6%

Just Voice, 35.0%

32.0 30.0

30.0 SMS (and not mobile media), 29.5%

29.0 28.0 27.0

Product: MobiLens Data: Three month average ending May 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 35,520

Crackonmics Of Usage In Full Effect  Light, infrequent usage quickly turns into frequent, more immersive usage  Every Day Usage 2x YoY Growth In New & Information Category

Accessed News & Information

31% 41%

Every Day At least once each week Once to three times throughout the month

28%

Product: MobiLens Data: Three month average ending May 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 35,520

One of the Major Reasons for Mobile Media Growth is the Improvement in Device Technology  Over 48% of users who have a mobile device that is 6 months old or less now use mobile media (browsing, downloading or application usage)

 As devices improve a greater % of people use media services when they get a new handset

% of users with 6 months old device or less who are mobile media users 50.0

49.0

48.0

% Market

46.0 44.0 42.0

41.5

40.0 38.0 36.0

200805

200806

200807

200808

200809

200810

200811

200812

200901

200902

Product: MobiLens Data: Three month average ending May 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 35,520

200903

200904

200905

The PC Internet Took Off When People Moved From Dial-Up to Broadband. Mobile Will Be The Same  When the network speed gets faster (3G) and cost come under control (data plans) people are more likely to use more mobile media services

 Unlimited data plan subscribers grew by 43.1% year on year in US  79% of unlimited data plan subscribers and 48% of 3G device owners are mobile media users

Growth of Market Enablers 40.0

36.4

35.0 % Market

30.0

27.7

25.0 20.0 15.0

16.7 12.0

10.0 5.0 0.0 200805

200806

200807

200808

200809

200810

3G

200811

200812

200901

200902

Unlimited Data Plan Product: MobiLens Data: Three month average ending May 09

© comScore, Inc. Proprietary and Confidential.

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Country: US - N= 35,520

200903

200904

200905

To Keep Things In Perspective of 233mm Mobile Subscribers, About 29mm are Smart Phone Users  Rapid, exponential growth over last year

 Distinct Demographic Skews (Males, 18-44)  Disproportionately contributes to key non-voice services – 3x as likely to mobile browse mobile web – 3x as likely to use a mobile app – 2x as likely to send photos or videos

Smart Phone Penetration (by OS) Google 3%

Apple 20%

Smart vs. Non-Smart Phones Smart 12%

Microsoft 24%

Symbian 3% Non-Smart 88%

Palm 8% RIM 42% Product: MobiLens Data: Three month average ending March 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 35,520

Mobile Prime Time Is … All of the Time  Ubiquitous usage of smart phones across time and days  Variations based on content type & access method

Subs

Segments By Day of Week 4,600,000 4,400,000 4,200,000 4,000,000 3,800,000 3,600,000 3,400,000 Series1

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

4,150,723

4,219,376

4,464,265

4,291,464

4,162,219

4,167,212

3,870,306

Segments By Day Part 6,000,000

Subs

5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0

Series1

Early Morning (M-F 6am-8am)

Daytime (M-F, 8am-5pm)

Evening (M-F, 5pm-11pm)

Late Night (M-F, 11pm-6am)

Weekends (SatSun, all day)

2,232,170

5,523,428

4,967,532

2,939,906

4,921,808

© comScore, Inc. Proprietary and Confidential.

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Product: Mobil Metrix Data: Three month average ending March 09 Country: US

There are 1031 Separate Devices Being Used to Access Mobile Media in US,  Top mobile media devices dominated by touchscreens and smartphones.

 Top 6 devices represent 11.4% of mobile media users, top 20 devices – 23.9%.

 Although the iPhone gains a large amount of publicity it currently only represents 7% of mobile media users.

Product: MobiLens Data: Three month average ending May 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 35,520

Mobile Content Usage & Adoption

© comScore, Inc. Proprietary and Confidential.

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Device Technology, Data Speeds (3G) & Data Plans Enable the Mobile Internet to Take Off but Content & Services Drive up-take  There are many services available on Mobile Devices, ranking their popularity gives context  Top 5 activities all relate to SMS, camera and messaging services  Mobile games top mobile content genre  Strong growth in news and info services, music and all connected services, e.g., e-mail and IM  Applications show second highest annual growth rate at 111.3%. Ranking 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Activity

# Users

Total Market Sent text message to another phone Took photos Used network services for photos/videos Sent photo directly to another phone Received an SMS Ad Changed to native ringtone Played games Set graphics with camera Changed to native graphics News or Info via Browser Transferred photo to PC Used email Captured video News or Info via SMS IM Made own ringtone Listened to music on mobile phone News or info via app Uploaded video to computer Listened to Music Transferred from PC

% Users

233,000,000 138,594,169 105,089,843 73,914,853 67,861,046 58,918,660 57,023,057 55,369,263 55,180,472 51,986,263 47,719,265 46,348,715 42,294,361 40,914,935 32,918,510 31,584,004 30,266,148 28,253,239 24,515,366 22,148,994 Product: MobiLens 21,236,408 Data: Three month average ending May 09

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Country: US - N= 35,520

% Year on Year Change 59.5% 45.1% 31.7% 29.1% 25.3% 24.5% 23.8% 23.7% 22.3% 20.5% 19.9% 18.2% 17.6% 14.1% 13.6% 13.0% 12.1% 10.5% 9.5% 9.1%

21.0% 15.8% 30.9% 29.8% 33.1% 7.8% 13.4% 14.1% 18.3% 42.3% 29.0% 41.5% 32.3% 84.5% 63.0% 27.5% 51.4% 111% 51.3% 48.4%

Information Snacking Genres Dominate Mobile Browsing with Search the Entry Point  Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc  Financial services starting to gain transaction  Top web brands translating to mobile web

Top Mobile Browsing Genres (excluding social networking) 13% 13% 14% 15% 16% 16% 17% 17% 19% 19% 20%

Dating service Gaming information Classifieds Bank accounts Business directories Tech news

23% 24% 25% 26%

Financial news Sports information

32% 32%

News

39% 47%

Web search

50% 0%

10%

20%

30%

40%

% of news and info browsers Product: MobiLens Data: Three month average ending May 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 39,241

50%

60%

12% of Mobile Owners Now Listen to Music on their Device. Up 60.4% Year on Year  Majority of growth coming from listening to music sideloaded from PC, however streaming and purchasing OTA starting to cause some up lift.

 25% of mobile music listeners now DON’T sideload from PC, this has grown 80% year on year.  The number of people downloading music over the air (OTA) has grow 47% in 6 months. In the six months previous it grew just 0.6%.

 The iPhone is having a significant effect. 16% have downloaded OTA, this represents a 23% market share. 8.8% have also listened to streamed music, a 25% market share.

Mobile Music Trends 14.0%

12.1%

% Market

12.0% 10.0% 8.0%

8.3%

6.0% 4.0% 2.0% 0.0% 200805

200806

200807

200808

Listen to Music

200809

200810

200811

Sideloaded Music From PC

200812

200901

200902

Downloaded a song OTA

Product: MobiLens Data: Three month average ending March 09 © comScore, Inc. Proprietary and Confidential.

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200903

Country: US - N= 39,241

200904

200905

Programmed Video Users (broadcast or on-demand) Growing 19.3% in 6 Months  This does however only represent 2.6% of the market, with on-demand the access method of choice at 1.9% compared to 1.0% using broadcast linear TV services

 High levels of growth are coming from consumers watching video which has been transferred, either direct from a PC (65% in 6 months) or from another phone (72.2% in 6 months)

 Once again the iPhone is having its effect. 20% of Apple owners watch programmed video, giving it a 21% market share

 Mobile video users are primarily 18-34 year old males…prime candidates for advertising

Mobile Video Trends 2.5%

% Market

2.0% 1.5% 1.0% 0.5% 0.0% 200808

200,809

Broadcast TV

200810

200811

On-Demand Video

200812

200901

200902

Transferred Directly from PC

200903

Data: Three month average ending March 09 20

Country: US - N= 39,241

200905

Transferred from another phone

Product: MobiLens

© comScore, Inc. Proprietary and Confidential.

200904

The Mobile / PC Connection: 24% of Mobile Users Connect their Device to their PC * * Connecting device to the PC defined as those who transfer photos / videos to their PC or sideload music or video’s to their mobile phone from their PC.

 With the hype surrounding apps stores (iTunes apps store, Andriod Market, BlackBerry Apps World, Ovi Store, etc) this figure has significant interest. Downloading apps directly from PC to devices removes the need for data charges when downloading and provides a significant threat to operators app store ambitions.

 77% of iPhone, 60% of HTC G1 (Android) and 60% of Blackberry Storm users connect to their device to their PC.

Connected Phone to PC 27.0% 24.7%

25.0% 23.0% 21.0%

19.2%

19.0% 17.0% 15.0% 200805

200806

200807

200808

200809

200810

200811

200812

200901

200902

Product: MobiLens Data: Three month average ending May 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 35,520

200903

200904

200905

The Mobile / PC Connection: Online & On Device Browsing

Facebook usage is surprisingly similar on mobile and PC

mobile users spend 24 minutes on facebook, average 3.3 visits per day. © comScore, Inc. Proprietary and Confidential.

PC users spend 27.5 minutes per day; average 2.3 visits.

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Yellowpages.com Expands Reach by 6% with its Mobile Website

Cross-Platform Website Reach

DIRECTORIES WEB SITE USAGE

Business Directories Category

Site visitation lift

% mobile users accessing content via PC

% PC users accessing content via mobile device

(increase in Internet site visitor base due to mobile visitation)

64%

2%

1%

28%

1%

4%

43%

4%

6%

64%

5%

3%

© comScore, Inc. Proprietary and Confidential.

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Product: Cross Media Panel Data: Feb 09 Country: US

Top Apps for News and Info Show Maps and Local Information Prominent  61% of iPhone users have used an app in a month for news and info and momentum is growing, 6 months ago 47.8% of iPhone owners used an app.

 In comparison 46.0% of HTC G1 (Android) and 46.3% of Blackberry Storm owners use an app for news and info. Top Mobile Apps Genres (excluding social networking + games) Business Directories

12.8%

Finance Account Access

13.5%

Finance News

13.7%

Movie Info

15.3%

Restaurant Info

15.8%

Sports Info

15.9%

Entertainment News

16.2%

Traffic

17.6%

News

18.1%

Search Engines

24.3%

Weather

37.2%

Maps 0.0%

39.7% 10.0%

20.0%

30.0%

40.0%

% of news and info apps users

Product: MobiLens © comScore, Inc. Proprietary and Confidential.

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Data: Three month average ending May 09 Country: US - N= 35,520

50.0%

New iTunes App Tracker Service Shows Top Mobile Apps Downloaded From iTunes in US  Games, Entertainment and Social Networking Dominant Apps Downloaded via iTunes Application Tap Tap Revenge Backgrounds Touch Hockey: FS5 Facebook Pac-Man iBowl MySpace Mobile Google Earth Labyrinth Pandora Flashlight Virtual Zippo Lighter Movies Hangman Bubblewrap Lightsaber Unleashed Shazam Mazefinger Cube Runner Sol Solitaire Crazy Penguin Catapult Topple Sudoku Remote

Penetration of Installs 32% 27% 26% 26% 24% 24% 23% 22% 22% 21% 19% 18% 18% 18% 18% 17% 17% 16% 16% 15% 15% 15% 14% 13%

Category Games Entertainment Games Social Networking Games Games Social Networking Travel Games Music Utilities Lifestyle News Games Entertainment Entertainment Music Games Games Games Games Games Games Entertainment

Developer Tapulous, Inc. Stylem Media FlipSide5, Inc. Facebook, Inc. Namco SGN MySpace.com Google Inc. Codify AB Pandora Media, Inc. John Haney Moderati Inc. and Zippo Manufacturing Co. Flixster Jamsoft Orsome Software Ltd. Lucasfilm Ltd Shazam Entertainment Ltd. ngmoco Andy Qua Smallware LLC Digital Chocolate Inc. ngmoco Mighty Mighty Good Games Apple

Source: comScore iTunes Mobile App Report © comScore, Inc. Proprietary and Confidential.

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Country: US

?

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Is the Mobile Marketing Glass Half-Empty or Half- Full?  Pros – Critical mass of consumers – Paradigm shift in usage – Attractive marketing platform – Devices hit a trifecta of feature, function, and price

 Cons – Fragmented usage (sms vs. browsing vs. applications)

– USP is a bit unclear – Too many devices – Smartphone's are great but are still far from mainstream….

© comScore, Inc. Proprietary and Confidential.

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Mobile Advertising: Where On the Hype Curve Are We?

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Accessing Content: Can There Only be One?  Usage increasingly fragmented across 3 primary access methods  Jury still out on what modes of access (if any) will predominate & the respective strengths & weaknesses of each method

Total

Parent Brand

Projected Subs

Browsing

Reach % Within Category

Projected Subs

Reach % Within Category

Application Projected Subs

Reach % Within Category

SMS Projected Subs

Reach % Within Category

AOL

20,057,880

29.2% 13,315,646

24.4% 10,409,536

27.6%

6,576,864

24.5%

Google

32,406,796

47.2% 27,459,101

50.4% 10,780,186

28.6%

8,083,838

30.2%

Microsoft

16,950,356

24.7% 12,251,127

22.5%

21.5%

3,507,565

13.1%

Yahoo!

33,202,529

48.4% 26,039,991

47.8% 14,943,369

39.6% 11,175,954

41.7%

Other

56,721,203

82.7% 47,766,579

87.6% 20,432,478

54.2%

9,523,640

35.5%

Total

68,588,594

100.0% 54,525,005

100.0% 37,704,757

100.0% 26,793,354

100.0%

© comScore, Inc. Proprietary and Confidential.

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8,097,822

Mobile Advertising: Not Just About Ringtones Anymore

Mobile Web Drawing Diverse Advertisers

© comScore, Inc. Proprietary and Confidential.

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Mobile Advertising Starting to Look Like all Advertising…  More promotion of ‘traditional’ industries over the last year: Personal Products, Apparel, Packaged Foods, Food Retail NON-MOBILE INDUSTRIES RANKED BY SHARE OF AD INSTANCES

Rank April 2009

Rank May 2008

Consumer Discretionary - Broadcasting & Cable TV

1

2

Consumer Discretionary - Movies & Entertainment

2

12

Consumer Discretionary - Automobile Manufacturers

3

3

Consumer Staples - Personal Products

4

18

Consumer Discretionary - Hotels, Resorts & Cruise Lines

5

4

Telecommunication Services - Wireless Telecommunication Services

6

30

Information Technology - Communications Equipment

7

11

Information Technology - Internet Software & Services

8

13

Information Technology - Application Software

9

7

Consumer Discretionary - Apparel, Accessories & Luxury Goods

10

44

Information Technology - Computer Hardware

11

8

Consumer Discretionary - Education Services

12

53

Consumer Staples - Food Retail

13

22

Consumer Discretionary - Homebuilding

14

No Ads

Industrials - Aerospace & Defense

15

5

Consumer Staples - Packaged Foods & Meats

16

27

Consumer Discretionary - Automotive Retail

17

16

Consumer Discretionary - Computer & Electronics Retail

18

6

© comScore, Inc. Proprietary and Confidential.

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Procter & Gamble – May Display Ads

 Over 350 different creatives  Product Advertised: Covergirl LashBlast and Covergirl Outlast Lipstain  Ads ran on over 100 of the 530+ mobile websites Mobile Ad Metrix monitors

© comScore, Inc. Proprietary and Confidential.

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Lots of Mobile Web Inventory to go...  1/5th of all inventory are house ads  Supply/Demand dynamic reminiscent of early internet

Ad Monetization by Genre, April US Paid Ads 0%

0%

0%

0%

6%

7%

8%

13%

16%

18%

House Ads

25%

25%

25%

28%

21% 33%

35%

36% 57%

100%

100%

100%

100%

94%

93%

92%

87%

84%

82%

75%

75%

75%

72%

79% 67%

65%

64% 43%

© comScore, Inc. Proprietary and Confidential.

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Case Studies

© comScore, Inc. Proprietary and Confidential.

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Case Studies: SMS The Perfect Tool to Reach “Less Smart” Phone Users  100% platform compatible  1 in 2 consumers actively text  1 in 4 actively receive SMS marketing SMS Ads: Offer product/service received

Projected Subs

as %

YoY Growth

Downloads for mobile phone 15,347,682

6.7% 21.8%

7,430,017

3.1% 55.0%

10,022,942

4.6% 31.4%

Entertainment

7,100,772

3.0% 57.9%

Clothing/Fashion

3,725,525

1.6% 128.6%

Restaurants

3,638,702

1.4% 75.0%

Cars

3,276,447

1.6% 166.7%

Food

3,664,558

1.7%

Financial services

5,814,964

2.4% 50.0%

Consumer electronics

4,174,461

1.6% 60.0%

Travel

3,720,195

1.6% 60.0%

Other

3,142,913

1.5% 36.4%

6,917,771

3.0% 11.1%

News or information Mobile phone or plan

Unknown © comScore, Inc. Proprietary and Confidential.

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88.95

Product: MobiLens Data: Three month average ending May 09 Country: US - N= 35,520

Case Study: Targeting African-Americans & Hispanics on Mobile Devices  Total Subs in US 232mm – African - American 18.6mm (7% vs. 14% of total population ) – Hispanic 16.8 (7.2% on mobile vs. 15.1% of total population)

Mobile Subs (by ethnicity) 1% 7%

African American

4%

American Indian; Eskimo; Aleut 7% Asian; Native Hawaiian; or other Pacific Islander

4%

Hispanic Other

77%

White

Regional Distribution Hispanic African-American

New York Midwest Northeast South West Total State 1,747,280 2,937,055 5,974,365 5,751,234 16,409,934 1,346,438 2,930,861 3,009,468 9,761,531 2,453,748 18,155,607 1,491,147

© comScore, Inc. Proprietary and Confidential.

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Product: MobiLens Data: Three month average ending march 09 Country: US N= 35,629

Case Study: Targeting African-Americans & Hispanics on Mobile Devices Summary & Recommendations  Mobile is an attractive platform to engage your target groups – Small but active group on-device

 While African-American & Hispanics share may traits, significant differences in behavior need to be taken into consideration in your marketing efforts – iPhones vs. Blackberries

 Targeting & Demographic considerations key – Factoring in carries key to help marketing efficiencies – Younger skews must be factored into messaging

 Content behavior suggest strategy: – Heavy content consumption suggest media placements in both browsing

and application environments – Heavy SMS usage suggest including text messaging updates and offers as part of your campaign as well – Interest in news and information category suggest potential for campaign specific apps/ information delivery mechanism © comScore, Inc. Proprietary and Confidential.

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Case Study: Mobile Provides Excellent Opportunity for Advertisers to Target Affluent Demographics  For example Cartier (Watches) or business solutions such as IBM and Verizon use mobile advertising

 Mobile advertising provides a unique opportunity to target by device.  The data below shows that 40% of Blackberry (RIM) and Apple device owners earn over $100,000.

14,000,000

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Unique Users

12,000,000 10,000,000

8,000,000 6,000,000 4,000,000 2,000,000 0

Unique Users - Income $100,000+

% Income $100,000+ Product: MobiLens Data: Three month average ending March 09

© comScore, Inc. Proprietary and Confidential.

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Country: US - N= 39,241

% Penetration

Devices Owners with Income $100,000+

Case Study: Financial News and Tech News Provide the Greatest % of Browsers with Income $100,000+  Over 37% of financial news and 32% of tech news browsers earn over $100,000 per year providing the best targeting for advertisers searching for this demographic.

Mobile Browsers with Income $100,000+ 7,000,000

40.0%

6,000,000

35.0%

Unique Users

25.0% 4,000,000 20.0% 3,000,000 15.0% 2,000,000

10.0%

1,000,000

5.0%

0

0.0% Web search

News

Weather

Sports information

Unique Users - Income $100,000+

Financial news

Entertainment news

% Income $100,000+ Product: MobiLens Data: Three month average ending March 09

© comScore, Inc. Proprietary and Confidential.

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Country: US - N= 39,241

Tech news

% Penetration

30.0%

5,000,000

Case Study: Nearly 60% of Blackberry Device Owners Who Browse Financial News Sites Have Income $100,000+  By combining device and content genre information it is possible to increase targeting.  40% of Blackberry (RIM) owners, 37% of financial news and 32% of tech news customers have income $100,000+.

 The combination of Blackberry and financial news increases the penetration by 17.5 percentage points.

% Income $100,000+ 70.0% 60.0%

58.0%

% income $100,000+

51.4% 50.0% 40.5% 40.0%

37.3% 32.0%

30.0%

20.0% 10.0% 0.0% BlackBerry Financial News Browsers

BlackBerry Tech News

BlackBerry Owners

Financial news

Product: MobiLens Data: Three month average ending March 09 © comScore, Inc. Proprietary and Confidential.

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Country: US - N= 39,241

Tech news

Case Study: Sprint Targets Their Competitors Customers

Marketers targeting users by device type

Sprint using targeting to entice competitors customers to change carriers

© comScore, Inc. Proprietary and Confidential.

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Measuring The Attitudinal Impact of Mobile Campaigns Typical Measures Include

 Demographics – Age, Gender, Income

 Awareness – Unaided & Aided

 Favorability  Purchase or other intent

 Ad or Message Recall  Campaign specific questions

BMx surveys are available on any phone capable of browsing the web © comScore, Inc. Proprietary and Confidential.

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Benchmark your Success with our Mobile Norms Data: In Many Cases, Mobile Is More Effective Then PC

Delta Brand A

Delta Brand B

Delta Brand C

Delta Brand D

Average Delta Online *

Top of mind awareness of brand

+12

+1

+18

---

+1

Total awareness of brand

---

+3

-3

---

+2

Awareness of ad

+16

+16

+8

+8

+3

Likelihood to recommend brand

+4

+1

+1

---

+1

Purchase consideration

+4

+0

+7

+4

+4

Point lift based on exposure

* comScore norms based on online, not mobile campaigns. Additionally, different scales were used to calculate recommendation and purchase consideration questions.

© comScore, Inc. Proprietary and Confidential.

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Case Study: Media Mix & Response Mobile Media Audience Receptive to Advertising

% of media consumers who agree

“I’m tempted to buy products I’ve seen advertised” 35

30

25

Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+) © comScore, Inc. Proprietary and Confidential.

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Case Study: Media Mix & Response Potential Greater Effectiveness than DM Coke Zero drinkers Responsiveness 130

Index

120

110

100

90 Responded to SMS advert

Responded to DM Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)

© comScore, Inc. Proprietary and Confidential.

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So, In Summary…  Perfect storm of function, features, demand & (almost) price has arrived  Evolving carrier & OEM business models make on device marketing an increasingly interesting proposition

 29mm Smartphone users can’t be wrong …..  But neither can 200mm + “dumb” phones ….

 Connecting the PC to Mobile dots is critical going forward ….  We have only seen the tip of the content usage iceberg (same can be said of advertising)

 Mobile is a big (brand) tent …..  Ignore market projections and shift money to mobile based on goals and audience  It’s all about targeting …..  Campaign Measurement is key to understanding impact and competitive dynamics

© comScore, Inc. Proprietary and Confidential.

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Thank You.

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