Smartphone usage is widespread in the US, with over half of Americans owning smartphones. Android and iPhone have the largest operating system shares. Tablet ownership is also growing rapidly and tablets are increasingly being used for activities like video viewing and online shopping.

1. Mobile
May 21, 2012

2. STATS

3. Smartphone Users –
Highlight Video
http://www.youtube.com/watch?v=CjUcq_E4I-
s&list=PL371A061320ACD090&index=12&feat
ure=plpp_video

5. Stats - Smartphones
% Smartphone
Penetration
Total U.S.1 50% (36% YAG)
White/Black/Hispanic/Asian (index vs.. total U.S.)3 87/106/145/145
18-242 62%
25-342 66%
35-442 58%
45-542 45%
55-642 33%
65+2 22%
Operating System Share - Android/iPhone/Blackberry/Other1 48%/32%/12%/8%
1NielsenWire Mar 29, 2012 (Feb ‘12 data).
2NielsenWire Feb 20, 2012 (Jan ’12 data).
3NielsenWire Feb 1, 2011 (Dec ’10 data).

6. Income Plays a Major Role in
Smartphone Ownership

7. Time Spent vs.. Other Media

8. Stats – Shopping/e-Commerce
• Over 1/3rd of smartphone owners have used their
phone to make some kind of purchase
(comScore, Dec. 2011)
• 49% of mobile users comparison shopped via
mobile while in retail stores in Q1 2012 (JiWire)
– 15% compared prices to the stores own web site
– 13% searched for mobile coupons
– Tablet owners were 2x (10% vs. 5%) as likely to
comparison shop in-store and purchase on a mobile
device instead

9. Stats - 2011 Holiday Shopping
Google/Ipsos Post Holiday Shopping Study – Jan 2012
• 12% of visits to a retailer’s website were from a mobile devices
(+5% YOY)
• 9% of online sales were conducted by mobile phones
• 82% of smartphone shoppers used their phone at home to research
• 75% of smartphone shoppers used their phone in-store
• 46% researched on smartphone, went to store to purchase
• 37% researched on smartphone, then purchased online on
computer
• 41% researched on smartphone, purchased on smartphone
• 69% of smartphone shoppers while shopping on their device used
apps and websites

10. Stats - Tablets
• 28.1MM tablet owners at end of 2011 (source: iGR)
• eMarketer predicts there will be 55MM tablet users in US by end of 2012 and
89MM by 2014
• According to a Viacom study:
– Tablet owners use the devise 75% of time at home
– 96% use them in living room, 94% in bedroom, 75% in home office, 70% on porch, 68% in
kitchen, nearly half in bathroom
• According to Freewheel’s video viewing report:
– 27% of all non-PC video viewing is on a tablet
• Tablets accounted for 10% of total mobile app downloads in 2011
• Larger screens equals more views (comScore):
– 10” tablets = average 125 views per device in Feb.
• 39% higher consumption than 7” tablets and 58% higher than 5” models
• According to Adobe Systems Digital Index:
– Tablets account for 4.3% of web site visits compared to smartphones at 6.1% in Q1 2012
– Estimates tablet web site visits will reach 10% by 2014

11. PROS/CONS

12. Pros/Cons Mobile Advertising
Pros Cons
• Less advertising pressure • Limited space for messaging
• Available 24/7 with some opportunities
(i.e. banners)
• Direct and immediate • Smaller scale audience than
e-commerce opportunities computer-based web access
(such as click-to- • Potential for consumers to
call, directions, coupons, etc have a negative experience
.) with a brand’s site if not set
• Local (down to zip codes) or up as a Mobile Web Site or
national geo-targeting App
• Ability to develop an App

13. AD CAPABILITIES

14. Ad Capabilities
Static and Multi-Panel Banners
• What are they?
– Image banners and animated
banners are available across all
mobile devices, including
smartphones and feature
phones, from high-end devices
such as iPhones and Androids to
simple WAP phones
• Why you'd use them
– You can use banners to cost-
effectively increase awareness of
your brand and mobile
properties

15. Ad Capabilities
Text (SMS) Ads
• What is it?
– SMS advertising uses text messages, which are limited to
160 characters or less
• Why you'd use it
– Can reach mass audience down to niche audience
– Increase engagement with consumer through different
tactics such as voting, offering coupons, etc.
– Recommended to only send SMS message to consumers
that have opted-in

16. Ad Capabilities
Interactive Video Ads
• What is it?
– Interactive video ads engage the
users as they launch apps or click
on banners
• Why you'd use it
– You can mix video and audio with
touch screen interactivity to attract
your mobile audience
• Details
– You can add buttons that users can
click to find out more without
leaving the video experience or
exiting the app

17. Ad Capabilities
Interactive Interstitial Ads
• What are they?
– Interstitials are interactive ads
that appear within an app
• Why you'd use them
– Rich media ads engage more
users than basic text or image
ads
– Interstitials offer mobile
websites great interactivity in
eye-catching placements

18. Ad Capabilities
Canvas and Expandable Ads
• What are they?
– Expandable ads are started
by the user and can expand
to cover the entire phone
screen
• Why you'd use them
– Rich media ads like click-to-
interactive video, animated
banners and expandables
are more engaging than
basic ads like text banners

19. Ad Capabilities
Click-to-download App Ads
• What is it?
– Text or banner ads linking to the
app store promote your app to
targeted mobile users
• Why you'd use it
– The most cost-effective way to
drive downloads of your app
and attract new users is a click-
to-download campaign that
links directly to the Google Play
Store or the iTunes App Store

20. Ad Capabilities
Mobile Roadblock (YouTube)
• What is it?
– Roadblocks let you see how many people
viewed your ad on YouTube Mobile for a
full day. YouTube Mobile Roadblocks
appear on the home, browse and search
pages of m.youtube.com
• Why you'd use it
– In the past year, YouTube’s percentage of
video views from mobile has doubled, and
video viewing activity on YouTube Mobile
has tripled
– With an ad on YouTube Mobile’s
homepage you reach a truly significant
audience - 13MM monthly users in the US
alone

21. Ad Capabilities
InStream Video Ads (YouTube)
• What is it?
– InStream video ads run when
Android YouTube app users play a
video from a premium inventory
partner
• Why you'd use it
– Video ads increase brand
engagement within mobile videos
• Details
– YouTube InStream appears within
the Android YouTube app and
m.youtube.com

22. Ad Capabilities
Brand Channels (YouTube)
• What is it?
– YouTube Mobile Brand
Channels increase video views
and brand engagement with
iOS and Android users
• Why you'd use it
– A mobile YouTube brand
channel that's up to date and
“always on” keeps your brand
fresh and relevant to potential
customers on mobile devices

23. You Might be a Mobile
Power User if…
• You routinely use your phone to find places and things around you
• Attending a conference, you live Tweet from your smartphone, although your laptop is in your
bag
• You have both the SoundHound and the Shazam apps to be sure you can identify any song
you hear anytime
• You figured out how to do the workaround to get Google Wallet loaded and functioning on
your Android with Ice Cream Sandwich (and, of course, you know what Ice Cream Sandwich
is)
• Your utilities include a speedometer app such as Ulysse Speedometer or Speed-o-Meter and
a flashlight such as TeslaLED (Android) or Flashlight (iPhone)
• Your 2D barcode readers include Scanlife and SnapTag Reader -- and you use them
• You routinely price-check in stores using ShopSavvy, Red Laser or Amazon’s Price Check
without giving it a second thought
• You use your phone for navigation
• Your primary weather checking device is your phone
• You have at least three airline apps and three hotel apps, and are registered at all
• If you travel, you regularly use travel apps such as OnTheFly, Kayak, AutoPilot or Flight sites
while in transit
• You regularly use check-in apps, such as Foursquare for location and Shopkick for rewards
• You are self-equipped to use mobile payments such as via Square, MoneySend, Google
Wallet or Serve, and are just waiting for the market to catch up
• You have your phone synced to your computer and/or your other mobile phone and are
comfortable with syncing apps such as SugarSync or Dropbox
• Your reward card numbers all are in your phone in Key Ring or CardStar
• You program your DVR remotely from your phone