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4A’s Transformation 2013 - March 12 - Flurry - Long Ellis
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4A’s Transformation 2013 - March 12 - Flurry - Long Ellis

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Executive Summary of Original Research Conducted by Flurry, Machinima, and comScore, and Mobilewalla …

Executive Summary of Original Research Conducted by Flurry, Machinima, and comScore, and Mobilewalla

**Long Ellis, VP Direct Media, Flurry
Cassandra Nuttall, VP, Trade Marketing, Machinima
Dr. Anindya Datta, CEO, Mobilewalla
Moderated by: Bob DeSena, CEO, Engagement Marketing

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  • Advertising dollars have not followed the consumer to mobile. While we estimate 23% of media consumption is mobile, mobile only receives 1% of advertiser budgets.
  • Transcript

    • 1. March 2013The Rise of Connected DevicesLong Ellis, VP & GM, Direct Media
    • 2. Time Spent in Mobile Apps Rising, Closing on TVU.S. Web vs. Mobile App vs. TV Consumption, Minutes per Day 180 160 162 168 168 140 120 127 100 80 94 60 70 66 72 70 40 20 - Dec 2010 Dec 2011 Dec 2012 Web Browsing Mobile Applications Television Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics
    • 3. Primetime All The Time for Apps Daypart Comparison, People 15+ Using Medium in U.S. 70%% of Audience Using TELEVISION INTERNET iOS & ANDROID APPS 60% 50% 40% 30% 20% 10% 0% 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am Hour of Day Sources: TV & Internet dayparts from analysis by Michael Zimbalist (2/10); Nielsen National People Meter; comScore Media Metrix Mobile application daypart from analysis by Flurry (8/11); Flurry Analytics, n = 15.2M DAUs
    • 4. Tablet More Concentrated During Primetime Usage by Hour, Smartphones versus Tablets 9%% of Audience Using Smartphones 8% Tablets 7% 6% 5% 4% 3% 2% 1% 0% 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am Hour of Day Source: Flurry Analytics, September 2012
    • 5. The Great Mobile Spending Gap2011 U.S. Ad Spending vs. Consumer Time Spent AD SPEND PER MEDIA 43% TIME SPENT PER MEDIA 40% 29% 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
    • 6. The Super Bowl: America’s Top TV Media Event
    • 7. Flurry Super Bowl Research StudySome Super Bowl Stats• 108m TV Viewers (Nielsen)• 100m smartphones and tablets used in U.S. during Super Bowl• Consumers launched 600M app sessions in U.S. during Super Bowl• 42k app launches per second in U.S. during Super Bowl
    • 8. Consumers Using Apps During the Super Bowl U.S. App Session Starts per Second During Super Bowl 2013 160App Usage Index BEYONCE POWER 49ERS SCORE NATIONAL HALFTIME OUTAGE ONLY TRAILING ANTHEM STAR TREK SHOW 29 - 31 140 INTO DARKNESS 1st ADS: BUDWEISER, M&M CLOSE LAST s, AUDI MINUTES OF GAME 120 100 80 60 40 3:00 3:15 3:30 3:45 4:00 4:15 4:30 4:45 5:00 5:15 5:30 5:45 6:00 6:15 6:30 6:45 7:00 7:15 7:30 7:45 8:00 PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM Source: Flurry Analytics
    • 9. Super Bowl 2012 versus Super Bowl 2013 U.S. App Session Starts During Super Bowls 2012 and 2013 160App Usage Index BEYONCE POWER 49ERS SCORE NATIONAL HALFTIME OUTAGE ONLY TRAILING ANTHEM STAR TREK SHOW 29 - 31 2013 140 INTO DARKNESS 1st ADS: BUDWEISER, M&M CLOSE LAST s, AUDI MINUTES OF GAME 120 100 80 GIANTS DRIVE (KEY FIELD GOAL) 60 BATTLESHIP COKE MADONNA CLOSE LAST NATIONAL MINUTES ANTHEM MOVIE AD POLAR BEARS HALFTIME SHOW OF GAME 2012 40 3:00 3:15 3:30 3:45 4:00 4:15 4:30 4:45 5:00 5:15 5:30 5:45 6:00 6:15 6:30 6:45 7:00 7:15 7:30 7:45 8:00 PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM Source: Flurry Analytics
    • 10. How Consumer Attention Varied Year-Over-YearAverage Change in App Usage Relative to Usage During Gameplay SUPER BOWL 2012 17.8% SUPER BOWL 2013 ADVERTISEMENTS HALFTIME 3.3% -0.2% -3.5% POWER OUTAGE -9.8% Source: Flurry Analytics
    • 11. Take Aways• Mobile Apps usage concurrent with TV viewing• Just because the TV is on doesn’t mean consumers are watching – 41% of consumers use tablets while watching TV daily (Nielsen) – 39% of consumers use smartphones while watching TV daily (Nielsen)• Marketers need to think about effective reach vs. pure reach• Marketers have an opportunity to make mobile a larger part of the media mix to extend effective reach.
    • 12. March 2013Thank you!Long Ellis, VP & GM, Direct Media

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