ME Live Mobile Media Update March 31 st , 2009

Big mobile audiences Page 145M mobile media consumers 127M using SMS 70M downloading content 49M using mobile internet 12M using mobile video

Key trends and growth areas Page The iPhone Effect Kids Today Mobile Advertising The next gear in consumption Teens/Tweens soon to be and already heavy users From experimental to essential Evolution Opportunity

Page iPhone (and clones) are only going to grow mobile usage Major Data Activities by US iPhone Users – Past 30 Days Q4 2008 Source: Nielsen Mobile Device Census Q407: Which of the following data applications did you use on a wireless telephone/handset in the past 30 days? Please select all that apply. **Only iPhone 3G is GPS-capable, this refers to location based services such as mapping/directions sites

Tweens (8-12) are the growth opportunity Page Penetration of Mobile Phones Among Tweens Age 8–12 US Tweens (n=1,009) CK410. Which of the following describes your child’s cell phone use? Source: Nielsen Mobile Kids Insights Q1 2009 Note: The weighting methodology for Mobile Kids Insights changed in Q1 2009 and penetration of mobile phones is not trend-able from previous periods. 2008 US Population Under Age 25 by Age Segment (M) US Census Bureau, March 2008 All US (N=298,215,344)

Page Mobile Data Services Penetration - Teens US Mobile Tweens/Teens (n=1,077/2,838) Get ‘em young… Tweens show high potential for increased usage, teens already there Source: Nielsen Mobile Kids Insights Q1 2009 Nielsen Mobile Insights Q4 2008 CK407. In addition to making calls, what other ways have you used your cell phone in the past 30 days?

Teens are hooked on texting Page Average Number of Text Messages by Age Q3/Q4 2008, National

Burst of growth for Twitter, Facebook, ChaCha… lots of available ad space Page Standard Rate Media SMS Transactions (000’s) Q2/Q4 08 2008, National 1.7B SMS Transactions in Q4 08

Ad space on mobile web too – ~49M users Page Unique Mobile Internet Users (millions) Jan 2008 – Jan 2009, National Source: Mobile Media Measurement – Mobile Internet Report Note: User: an individual who used the service in the last 30 days in the given period +31% YOY Growth

Entertainment sites alone had almost 14M users in January 09 Page Mobile Internet Users (in millions) by Service Type January 2009, National Source: Mobile Media Measurement – Mobile Internet Report

So Who is Advertising on the Mobile Web Right Now?

So Who is Advertising on the Mobile Web Right Now?

And there’s more inventory to go around! Page Page Monetization – Mobile Web December 2008 Source: Nielsen Mobile AdRelevance

Page Scottrade and EA are top mobile advertisers Top 3 rd Party Advertisers by Share of Impressions December 2008 Source: Nielsen Mobile Device Census

What Sites Should You Advertise On?

What Sites Should You Advertise On?

Page Use Mobile @Plan profiling to find your target audience Top Sites Among Movie Ticket Buyers Q1 2009 Source: Nielsen Mobile Device Census

Thank you Page Jerry Rocha Sr. Director – Mobile Media [email_address]