1. 1
webinar – 3/16/11

2. Moderator:
Luke Luckett, IAB
Panelists:
Paul Borgese,
Director of Research & Insights, The Weather Channel
Edward Darmanin
VP Sales, The Weather Channel Digital and Mobile
Kathryn Koegel
Chief of Insights, Primary Impact
2
webinar – 3/16/11

3. “Like having life in your pocket.”
Steve Jobs
at the introduction of the iPhone
January 9, 2007
“10 billion apps downloaded.”
Apple
January 22, 2011
“Mobile driving most dramatic
behavior transformation in history.”
Mary Meeker
KPCB
February 10, 2010
3
webinar – 3/16/11

4. SMARTPHONES WILL BE A MAJORITY BY
Q2 2012 ACCORDING TO NIELSEN
Smartphone Penetration - Projection
All Subscribers – Q3 10
90%
87% 86%
84% 83%
81%
79% 78% Smartphone
75%
72% 61%
69%
66% 55%
63% 50%
59%
45%
55%
41%
37% 50%
34% 45%
31%
28% 39%
25%
21% 22%
17% 19%
13% 14% 16% Feature phone
10%
Q2 Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q
20 3 20 4 20 1 20 2 20 3 20 4 20 1 20 2 20 3 20 4 20 1 20 2 20 3 20 4 20 1 20 2 20 3 20
08 08 08 09 09 09 09 10 10 10 10 11 11 11 11 12 12 12
Page 4
webinar – 3/16/11

5. Top 10 most widely-owned handsets among U.S. subscribers 13+
LG - enV3 VX9200 1.3%
RIM - BlackBerry Curve 8530 1.3%
Samsung Intensity 1.0%
Apple - iPhone 4 16GB 1.0%
Motorola - Droid 1.0%
Apple - iPhone 3G S 32GB 1.0%
LG - enV Touch 1.0%
RIM - Blackberry Curve 8330 1.0%
LG - Cosmos 0.9%
Apple - iPhone 3G 8GB 0.9%
Three month average ending December 2010 Source: comScore MobiLens
webinar – 3/16/11

6. All adults
82% use cell phones
35% have apps
24% use apps
Source: Pew, September ‘10 extrapolated to total cell phone population figures from Nielsen
6
webinar – 3/16/11

7. • Higher on chart = more female
• Further to right = older
• Size of bubbles = # of users
Demographics of Mobile Media Activities
60%
Purchased Ringtone
55%
Made Own Ringtone Social Networking
Ringback
Unlimited Data Plan
50% App
% Female
Listened to Music Mobile Media
Played Games
45% Purchased Game
Browser
40% Email
35%
25 26 27 28 29 30 31 32 33 34 35
Median Age
comScore MobiLens, Three month average ending September 2010
Country: US, N=32,044
webinar – 3/16/11

8. MORE AFFLUENT MORE URBAN, EDUCATED,
PROFESSIONAL
ENGAGED WITH CONTENT
YOUNG AND MOBILE
8
webinar – 3/16/11

9. Among the top 5
most
downloaded
apps on
platforms,
including the
iPad
–
1/6 of all iPads
have The
Weather
Channel app
9
webinar – 3/16/11

10. iPad Weather Channel Usage 2010 Growth
2,500,000 40,000,000
35,000,000
UV & Cumulative Downloads
2,000,000
30,000,000
25,000,000
Page Views
1,500,000
20,000,000
1,000,000
15,000,000
10,000,000
500,000
5,000,000
0 0
Apr May Jun Jul Aug Sep Oct Nov Dec
iPad App UV iPad App Downloads iPad App PVs iPad Device PV on weather.com
Source: TWC Omniture full year stats
10
webinar – 3/16/11

11. Top Genres for Mobile Application Usage
Weather 25.8%
Maps 23.8%
Social Networking 20.0%
Personal Email 17.1%
Search 13.8%
News 12.2%
Sports Information 10.1%
Work Email 9.2%
Restaurant… 8.9%
Movie Information 8.5% Location Based Services
Traffic Reports 8.2% Email
Entertainment News 8.1% Other
Bank Accounts 8.1%
Photo or Video… 8.1%
Stock Quotes or… 7.1%
Tech News 5.6%
Business Directories 5.6%
Gaming Information 4.9%
General Reference 4.7%
Television Guides 4.7%
0% 5% 10% 15% 20% 25% 30%
Source: comScore: Three month average ending September 2010
Country: US, N=32,044
webinar – 3/16/11

12. Percent of Mobile Audience that Accessed in September 2010
(via App & WAP)
9% 8%
8%
7%
6%
5%
4%
3%
2%
2% 1%
1% 1% 1% 1% 1% 1% 0% 0% 0% 0%
0%
comScore Mobilens,Three month average ending September 2010
Country: US, N=32,044
webinar – 3/16/11

13. • A download is an important expression of consumer interest
• Downloads do NOT equate to usage: people have apps on their
phones they do not use.
• 75% of apps are deleted within 90 days of the download (Flurry 7/10)
• 35% active user base is good according to app developers
• Marketers need to look at actual monthly usage figures in order to
calculate potential reach of an audience for a campaign
• Where can you get these figures?:
• Analytics sources like Omniture, Webtrends and Flurry: ask the App!
• comScore and Nielsen release monthly reports on app usage from their panels –
and can tell you demography as well
13
webinar – 3/16/11

14. 1. What makes an app become part of someone’s regular media
habit?
2. How do consumers value the various types of apps they have
downloaded?
3. What is the difference between a Weather app user and users of
other apps?
4. What does connection to an app mean to an advertiser?
14
webinar – 3/16/11

15. 15
webinar – 3/16/11

16. SURVEY METHODOLOGY
2,886 1,146 have 894 have 509 have
recruited on phones that are actually downloaded
weather.com capable of downloaded or The Weather
downloading used apps on Channel App on
apps their phone their mobile phone
webinar – 3/16/11

17. TYPE OF PHONE OWNED
Apple is dominant for usage but BlackBerry and Android also rank
All App Users TWC Mobile App Users
Other
18% Blackberry
Other Blackberry 24%
25% 26%
Android
21%
Android
19% iPhone iPhone
30% 37%
Q. Indicate which of the following you own:
N= 509 TWC Mobile App Users
N= 894 All App Users
webinar – 3/16/11

18. 45% HAVE HAD A PHONE THAT
DOWNLOADS APPS FOR LESS THAN A YEAR
Dynamic nature of the market
Q. How long have you had a phone that could download Apps?
Less than 1 year More than 1 year
26%
23%
22% 26%
22%
21%
19%
17%
13%
12%
TWC Mobile App users
All App Users
Less than 6 months 1-2 years 2-3 years 3 years plus
6 months to 1 year
N= 509 TWC Mobile App Users
N= 894 All App Users
webinar – 3/16/11

19. APPS RANKED BY FREQUENCY OF USAGE
Weather is more frequently used than search or maps by all app users
Q. How often do you use the following apps? Check all that apply.
Frequently/Very
81% Often
TWC Mobile
63% 65% App Users
61%
56%
52% 54% All App Users
46%
42%
38% 36%
36% 34% 35% 33%
29%
22%
19%
Weather Search Maps News Social Sports Games Entertainment Banking
Networking
N= 509 TWC Mobile App Users
N= 894 All App Users
webinar – 3/16/11

20. FREQUENT USAGE AMONG MEN AND
WOMEN
• Social networking and games more frequently used by women than men
• Sports, banking and maps skew more male
Q. How often do you use the following apps? Check all that apply.
82% Frequently/Very
78%
Often
65% 67%
64%
Male Female
53% 54% 54% 53%
43%
40%
36% 36%
33% 33%
24% 25%
18%
Weather Maps Search News Sports Social Entertainment Games Banking
Networking
N= 509 TWC Mobile App Users: 324 Males, 185 Females
webinar – 3/16/11

21. FREQUENT USAGE AMONG
PROFESSIONALS
Professionals more likely to access news than other demos; weather
still ranks highest
Q. How often do you use the following apps? Check all that apply.
81% Frequently/Very
Often
TWC Mobile App
63% 62%
58% Users Professionals
45%
36% 33%
28%
11%
Weather Search News Maps Sports Social Entertainment Games Banking
Networking
N= 141 TWC Mobile App Users are Professionals (Occupation: Executive/Managerial/Professional)
webinar – 3/16/11

22. FREQUENT USAGE AMONG 18-34 YR OLDS
Social networking and games more important than for other demos;
weather ranks highest for usage
Q. How often do you use the following apps? Check all that apply.
Frequently/Very
82% Often
66% 66%
62% TWC Mobile App
Users 18-34 yr olds
51% 49%
44%
35%
25%
Weather Search Social Maps News Games Entertainment Sports Banking
Networking
N= 270 TWC Mobile App Users age 18-34
webinar – 3/16/11

23. WHY DO YOU USE?
Checking major weather, next day weather and before holiday travel are the top
occasions that influence the use of The Weather Channel app
Q. What occasions typically influence your desire to use The Weather
Channel app? Check all that apply.
79%
67%
55% 53% 53%
39% 36%
28%
When a major In the evening Before leaving On Fridays Before work On Sundays Before leaving Before
weather event to determine on holiday to determine to determine to determine on business you go home
is happening next day travel weekend clothing choices weekday travel from work
weather weather weather
N= 509
16% not included on chart answered “other”
webinar – 3/16/11

24. THOSE STYLISH 18 – 34 YEAR OLDS…
14 point increase over average weather app user for determining clothing choices
Q. What occasions typically influence your desire to use The Weather
Channel app? Check all that apply.
80%
18-34 yr olds
75%
67%
61%
48%
45%
33%
29%
When a major In the evening Before work On Fridays Before leaving On Sundays Before Before leaving
weather event to determine to determine to determine on holiday to determine you go home on business
is happening next day clothing choices weekend travel weekday from work travel
weather weather weather
N= 270
9% not included on chart answered “other”
webinar – 3/16/11

25. PAID OR AD SUPPORTED?
• 59% prefer having ads run to support the app vs. paying a fee
• 37% wouldn’t mind a one time nominal fee
Q. Apps typically are either paid for by the users or supported by the
revenues from advertising on the apps. Which of the following business
models would you prefer to see The Weather Channel use?
Charge users a
Have ads run to one time, nominal
support the app fee for
59% downloading the
app ($1.99 or less)
37%
Charge users
based on how
often they use the
app (those who
use the app most
are charged a
nominal fee of
$1.99 a month or
less)
4%
N= 509
webinar – 3/16/11

26. 26
webinar – 3/16/11

27. 27
webinar – 3/16/11

28. 28
webinar – 3/16/11

29. webinar – 3/16/11

30. Continental Airlines targets consumers in New NJ Transit targets consumers in the
York City DMA state of NJ
webinar – 3/16/11

31. LL Bean ads
targeting ZIP codes
Starbucks ads with “Young
targeting ZIP codes with Accumulators”
professionals and “Young
Achievers”
webinar – 3/16/11

32. 32
webinar – 3/16/11

33. webinar – 3/16/11

34. webinar – 3/16/11

35. 35
webinar – 3/16/11

36. 36
webinar – 3/16/11

37. Opening page featuring Rich Media 300x250 ad
“sponsored by Toyota” video interstitial on iPad App
webinar – 3/16/11

38. • Introducing
• Open Rich Media Mobile Advertising SDK
• Initiative created by The Weather Channel Mobile, Crisp
Wireless and TringApps among others
• Create a standard for rich media so that it works
regardless of platform (iPhone, Android, WinMo,
Blackberry etc.)
• Lessens the coding necessary on the part of agency
creatives and publishers running it
• IAB working on a portion of the project: creating a set of
standard mobile rich media APIs, starting March 2011
• For more info or to get involved: www.ormma.org or
contact Joe Laszlo, joe@iab.net
webinar – 3/16/11

39. Online Norms Mobile Norms
22%
12%
6%
5% 5%
4%
3% 3%
2% 2%
Aided Awareness Ad Awareness Brand Favorability Consideration Message
Association
Figures represent comparisons in deltas among Insight Express Online Norms as of 6/29/10, Dynamic Logic Norms 4/07-12/09 and TWC Mobile norms 4/07-12/09.
39
webinar – 3/16/11

40. 61% Mobile Norms
Auto iPad
29%
24%
22%
6% 7%
Aided Awareness Mobile/iPad Ad Awareness Purchase Intent
Figures represent comparisons in deltas between Automotive campaign results and Dynamic Logic Mobile Norms Q1/10 (Category: Mobile/Automotive, Baseline
Adjusted, N=13 campaigns). Chart includes TWC Norms from 4/07 – 12/09.
40
webinar – 3/16/11

41. Receptivity to Advertising
Apple iPad Apple iPhone All Connected Device Owners
49%
I am more likely to look at ads if they have
40%
an interesting video 39%
46%
I enjoy ads that have interactive features 26%
27%
40%
I am more likely to click on ads that are
25%
simple text ads 25%
39%
Ads on my connected device are new and
20%
interesting 19%
37%
I like to see what ads can do on a
23%
connected device 19%
Source: Nielsen, State of the Media Report, Oct 2010
41
webinar – 3/16/11

42. For a copy of this deck: ihechme@weather.com
For Weather research contact:
• Paul Borgese, Director of Research & Insights, The Weather Channel: pborgese@weather.com
For mobile research and insights:
• Kathryn Koegel, Chief of Insights, Primary Impact: kathryn@primaryimpact.com
42
webinar – 3/16/11

43. • Please type your questions into the
chat feature on the upper-right
corner of your screen
webinar – 3/16/11

44. IAB Case Study Road Show
Followed by IAB.networking events
March 16 • Detroit
March 29 • Los Angeles
April 6 • Chicago
April 12 • Dallas
April 14 • San Francisco
IAB Marketplace: Digital Video
April 4, 2011
New York MIXX Conference & Expo
October 3-4, 2011
IAB Marketplace: Networks & New York
Exchanges
May 16, 2011 MIXX Awards
New York October 4, 2011
New York
IAB Innovation Days: The Future
of Display IAB Ad Operations Summit
June 2011 Winter 2011
New York New York
IAB Marketplace: Mobile
July 2011
New York
webinar – 3/16/11

45. • If you are taking part in our Digital Advertising Certificate
Program, you have just earned 1 credit for completing
this webinar session. For more information, email
luke@iab.net
• If there are digital media and advertising topics you’d like
the IAB to address in an upcoming webcast or other
program, please fill out our webinar proposal submission
form on our website, or email luke@iab.net
webinar – 3/16/11