We’ve been hearing that it’s the “Year of Mobile” for years, but it hasn’t quite fully materialized. Mobile tantalizes with its great potential, but is still something most Publishers are trying to figure out. Moderated by Operative Product Manager Barnaby Edwards, this webcast will show how Publishers can actually make this the “Year of Mobile” for themselves. Please join Barnaby and Patrick as they discuss: How to integrate mobile into your product strategy What will the impact be for Publishers? Technology issues to consider

1. LIVE Webcast
Winning Mobile Strategies
Panelist: Patrick McCormack, VP of Mobile Sales & Strategy
Moderator: Barnaby Edwards, Product Manager
Winning Mobile Strategies #winwithmobile

2. 2
Webinar Notes
Attendees are in listen only mode
Post questions in the Go To Webinar Questions Panel. They will be
answered throughout the session, with more time allocated towards the
end.
Post comments & feedback to #winwithmobile
An Essential Reading List for Mobile can be found at
theoped.operative.com
The session is being recorded and will be made available within 24 hours
Winning Mobile Strategies #winwithmobile

3. 3
Today’s Panelists
Patrick McCormack Barnaby Edwards
VP of Mobile Sales & Strategy Product Manager
Winning Mobile Strategies #winwithmobile 8/22/2012
Proprietary and Confidential.

4. 4
What to make of Mobile Growth Projections?
12
eMarketer US Mobile Ad Growth $10
10
8
$ Billion 6
4
$2.3
2 $1.1
0
2011 2012 2016
Winning Mobile Strategies #winwithmobile

5. 5
How important is
Mobile to your
business? Becoming a “Mobile First” company
#1 mobile content destination
Early adopter – launched 1st app in 1999
Continuous process of justifying headcount
and resources
Winning Mobile Strategies #winwithmobile

6. 6
How do you
integrate mobile
into your overall Integrated cross-platform solution: 4 screens
(cable, mobile, tablet, web)
Digital Product Value prop for user and advertiser varies by
screen
Best practice is to “un-silo”
strategy?
Winning Mobile Strategies #winwithmobile

7. TWC USAGE THROUGHOUT THE DAY
MULTIPLATFORM
4Q11, % Composition M-F Daily Usage by Hour
iPad soars
8% in prime
Web peaks in morning and But rises in prime as
TV peaks in the remains high in daytime with viewers return home
7% morning at-work usage But extends beyond all
other platforms
6% Mobile complements starting in early fringe
morning TV and
5% web usage Mobile neatly intersects TV
and web daytime usage
4%
iPad usage appears
to resemble TV
3%
Mobile usage rises above
web in fringe but can’t
2% mirror growing TWC cable
TV levels out during daytime as
patterns in prime
viewers go to work
1%
0%
1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12N 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12A
TWC Cable weather.com TWC mobile TWC iPad
Source: Nielsen N-Power 4Q11 unique viewers by hour for TWC cable. Omniture 4Q11 pageviews by hour for TWC mobile, web, iPad.

8. 8
How does Mobile
perform for
Not an either or proposition as seen thru
advertisers versus usage patterns
Similar KPIs to Display
Display? Brand exposure becoming more important
Mobile gives advertisers more tools to factor
in location and use contextual advertising - a
critical part of marketing mix
Winning Mobile Strategies #winwithmobile

9. 9
Free App, Paid
App, Mobile site –
how do you view No right answer – Majority use free
Apps, recently launched HTML5 mobile site and
also do have some paid features
distribution? High frequency usage lends itself to apps
Being in the App business is effective but
does come with challenges
Winning Mobile Strategies #winwithmobile

10. 10
Is local the coolest
kid on the block?
Powerful way to provide relevance to the user
TWC is the #1 location based services
company
Trading location in exchange for impactful
info is good value for users
Opens the door to engaging creative
Winning Mobile Strategies #winwithmobile

11. DELIVERING RESULTS
Wipe Away Your Weather
Westin Case Study:
Named one of AdAge’s 2011
“10 Most Important Mobile Moments”
230+ Press Mentions
Bolstered Mobile Hotel Bookings
Mobile Commerce Daily
Featured In IAB Creative Showcase

12. 12
Separate
Production
Technology or a Single stack
Simplified Ad Tech Reporting benefits
Reduced maintenance and overhead
Stack?
Winning Mobile Strategies #winwithmobile

13. 13
How will we get to
$10 billion?
ROI/Measurement
Creativity
Standardization
Targeting/Privacy
Education of all
Winning Mobile Strategies #winwithmobile

14. 14
Key Takeaways
 Mobile should be integrated with other products rather than standalone
Consumption by platform varies greatly by time of day
Must build trusted relationships with your audience so there can be give and take
Localization is spurring innovation in creative, which is critical to deliver relevance
Publishers need to work together to help educate the market and grow the total pie
Winning Mobile Strategies #winwithmobile 8/22/2012
Proprietary and Confidential.

15. 15
Questions?
Winning Mobile Strategies #winwithmobile

16. 16
Thank you!
Patrick McCormack Barnaby Edwards
VP of Mobile Sales & Strategy Product Manager
PMcCormack@weather.com bedwards@operative.com
Winning Mobile Strategies #winwithmobile 8/22/2012
Proprietary and Confidential.