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Mobile Breakfast 2012, Rob Samuels, Discovery Communications
 

Mobile Breakfast 2012, Rob Samuels, Discovery Communications

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Presentation slides used Rob Samuels, Director of Mobile, Discovery Communications

Presentation slides used Rob Samuels, Director of Mobile, Discovery Communications

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    Mobile Breakfast 2012, Rob Samuels, Discovery Communications Mobile Breakfast 2012, Rob Samuels, Discovery Communications Presentation Transcript

    • Rob SamuelsDirector, Mobile
    • MOBILE A LOOK BACK2006 3.2% of mobile subscribers had a smartphone 2007 Nearly 30mm people accessed the mobile web 2011 64% of mobile phone time is spent on appsSource: Nielson
    • MOBILECOMING OF AGE2012 54.9% of mobile subscribers have a smartphone
    • HTML5 WAP iPhone iPad Android Windows MOBILE PLATFORMS S X X X X S S X X X S X S S X X 26 Live 9 X Slated X X X Total S X X X X X X S X X X X 35 By Year End X X S
    • THE NEXT WAVE TABLETS ARE SURGING iPad/TabletSource: Nielsen
    • RAPID GROWTH
    • PROJECTIONSSource: eMarketer
    • TABLETS AND TV ARE USED TOGETHER DAILYSource: Nielsen
    • SHARK WEEKLIVE SIMULTANEOUS VIEWING
    • SHARK WEEK LIVE SIMULTANEOUS VIEWINGLIVE 2 SCREEN EXPERIENCEAccess to exclusive behind the scenes footage,facts, trivia, live polls, games & live discussion
    • IMPACT 178 M TOTAL LIVE VIEWERS 90%+ increase in iPad page views Compared to a 34% increase online 150%+ increase in iPad video streams
    • IPAD/TV STUDY SIMULTANEOUS USAGE
    • TABLETS ARE AT THE CORE OF THE ENTERTAINMENT EXPERIENCE The iPad further differentiates itself from usage on other devices as 52% of tablet owners are sharing their devices. More portable than a laptop, less personal than a smartphoneSource: Discovery iPad/TV Study 4Q 2011
    • TABLET OWNERS CONSUME MORE TV Hours of TV Watched (on a TV Set) a WeekSource: Discovery iPad/TV Study 4Q 2011
    • PRIMETIME IS THE RIGHT TIME FOR TABLETS 43% of iPad owners claim to watch TV & go online “all” or “most” of the time while only 33% of non-iPad owners claim the sameSource: Discovery iPad/TV Study 4Q 2011
    • MOBILE VIEWING HABITS 53 DISCOVERY % VIEWERS USE THIER OF iPad WHILE WATCHING TV Source: Discovery iPad TV Study, 4Q11
    • MOBILE HABITS & PERCEPTION More likely to search for an advertised45% product seen on TV Find relating content and/or discuss41% what they’re watching Feel they pay attention to what they’re32% watching on TV when using an tablet/mobile device Feel more connected to the show24% they’re watching20% Remembered advertised products better Source: Discovery iPad TV Study, 4Q11
    • SHARK WEEK YEAR 2 ENHANCEMENTS• A True Synced Experience – ACR• Additive Experience • The Right Programming • The Right Timing• 3 Legs of 2nd Screen: Content, Gaming, Advertising
    • MOVING FORWARD• Regular Programming: Discovery, TLC, Animal Planet • Habituate viewers to a 2nd Screen Experience• Build More Value for Advertisers • Expand 360 Capabilities • Smartly Facilitate eCommerce Activities• Build Core Infrastructure to Lower Barriers • Production, CMS, Advertising • Capability Across Brand & Platforms
    • MOVING FORWARD• Platform Agnostic • Support Across more Platforms: Native & Web• DVD Extra Functionality – ACR Based • On the 2nd Screen Experience• Owned & Operated vs Aggregated Experiences • Pros & Cons: publisher & advertiser