2. What Can Mark Wahlberg Teach
Us About Consumers &
Marketing Strategy?
Will Kassoy, CEO Ira Rubenstein,
EVP Digital Marketing
2

3. Mobile Landscape
• Mobile is reaching a tipping point
• Within mobile, apps vs. mobile
web, apps are where time is spent
• iOS is dominating minutes spent
• Social and gaming = broadest
reach!
@AdColony 3

4. But While Device Penetration is
Huge, Mobile Video Issues
203,644,607
@AdColony 4

5. What Can Mark
Wahlberg
Teach Us About
Consumers and
Marketing
Strategy
@AdColony 5

6. Partnered with Nielsen and Universal/Ignited:
What’s the impact of TV + Mobile Video?
@AdColony 6

7. Recent Studies Show Consumers
Increasingly Multitask When Watching TV
@AdColony 7

8. Fielded “Contraband” Theatrical
Release Spot as Test Video Ad
• Ran :15 second video
spots on TV and mobile
• Mobile ads served with
AdColony’s Instant-
PlayTM HD video ad
technology on
iPhone&iPad
@AdColony 8

9. TV + Mobile Drives Huge Lift
Across All Brand Metrics
@AdColony 9

10. Key Takeaways
• Mobile campaigns complement TV by driving
substantial additive effects on all key brand metrics
• Consider dayparting a portion of the mobile flight to
match the TV flight
• Cross-platform video campaigns yield higher brand
recall rates
• Additional exposure on mobile video allows users to
immediately engage and learn more about brands
• Video campaigns run across multiple platforms drive
stronger word-of-mouth recommendations
• Consumers are more likely to purchase when
exposed to video ads across multiple platforms
@AdColony 10

11. How Mobile
Video Solves
Entertainment
Marketing
Objectives
@AdColony 11

12. #1: Create Awareness
• Complement TV with hi-def, instantly
playing mobile video to drive
awareness
@AdColony 12

13. #2: Drive Trailer Views
@AdColony

14. #3: Engage Socially
@AdColony

15. #4: Get Showtimes&
Boost Ticket Sales
@AdColony

16. Summary
• Mobile = Scale: Mobile has penetrated 50%
of US population and is key media channel to
reach 150 million+ consumers
• TV + Mobile Video = 72% Lift: Mobile video
is an excellent complement to TV campaigns
to drive demand as shown by
AdColony/Nielsen Ad Effectiveness Study
• Solves Multiple Marketing Objectives:
From awareness to buzz generation to social
engagement to ticket sales, mobile meets a
breadth of needs
@AdColony 16

17. Ira Rubenstein
EVP Digital
Marketing,
20th Century
Fox
@AdColony 17

18. Thank You
@AdColony 18