This document discusses mobile growth projections and usage of different platforms throughout the day. It shows that eMarketer projects mobile ad spending in the US to grow from $1.1 billion in 2011 to $10 billion in 2016. A chart displays usage patterns for TV, web, mobile and iPad throughout the day, finding that mobile usage rises above web in the evening but cannot match growing cable TV patterns during prime time. The document is from Operative Media and contains proprietary information about multi-platform usage.

1. Winning Mobile Strategies
Operative Media Inc.
August 23, 2012

2. 2
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

3. 3
8/27/2012
Proprietary and Confidential.

4. 4
8/27/2012
Proprietary and Confidential.

5. 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.

6. 6
Thank You
Operative Media Inc. | 40 W. 25th St. New York, NY | www.operative.com
sales@operative.com
8/27/2012
Proprietary and Confidential.