Rob SamuelsDirector, Mobile
MOBILE      A LOOK BACK2006              3.2% of mobile subscribers had a smartphone 2007             Nearly 30mm people a...
MOBILECOMING OF AGE2012     54.9% of mobile subscribers have a smartphone
HTML5   WAP   iPhone   iPad   Android   Windows   MOBILE PLATFORMS S      X       X       X       X S S        X        X ...
THE NEXT WAVE                  TABLETS ARE SURGING                                        iPad/TabletSource: Nielsen
RAPID GROWTH
PROJECTIONSSource: eMarketer
TABLETS AND TV ARE USED TOGETHER DAILYSource: Nielsen
SHARK WEEKLIVE SIMULTANEOUS VIEWING
SHARK WEEK                                                      LIVE SIMULTANEOUS VIEWINGLIVE 2 SCREEN EXPERIENCEAccess to...
IMPACT            178              M   TOTAL LIVE                                 VIEWERS         90%+ increase in        ...
IPAD/TV STUDY  SIMULTANEOUS USAGE
TABLETS ARE AT THE CORE OF                                 THE ENTERTAINMENT EXPERIENCE          The iPad further differen...
TABLET OWNERS CONSUME MORE TV                                          Hours of TV Watched (on a TV Set) a WeekSource: Dis...
PRIMETIME IS THE RIGHT TIME FOR TABLETS                        43% of iPad owners claim to watch TV & go online “all” or “...
MOBILE VIEWING HABITS                  53                  DISCOVERY                                %                  VIE...
MOBILE HABITS & PERCEPTION       More likely to search for an advertised45%    product seen on TV       Find relating cont...
SHARK WEEK   YEAR 2 ENHANCEMENTS• A True Synced Experience – ACR• Additive Experience  • The Right Programming  • The Righ...
MOVING FORWARD• Regular Programming: Discovery, TLC, Animal Planet   • Habituate viewers to a 2nd Screen Experience• Build...
MOVING FORWARD• Platform Agnostic  • Support Across more Platforms: Native & Web• DVD Extra Functionality – ACR Based  • O...
Mobile Breakfast 2012, Rob Samuels, Discovery Communications
Mobile Breakfast 2012, Rob Samuels, Discovery Communications
Mobile Breakfast 2012, Rob Samuels, Discovery Communications
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Mobile Breakfast 2012, Rob Samuels, Discovery Communications

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Mobile Breakfast 2012, Rob Samuels, Discovery Communications

  1. Rob SamuelsDirector, Mobile
  2. MOBILE A LOOK BACK2006 3.2% of mobile subscribers had a smartphone 2007 Nearly 30mm people accessed the mobile web 2011 64% of mobile phone time is spent on appsSource: Nielson
  3. MOBILECOMING OF AGE2012 54.9% of mobile subscribers have a smartphone
  4. HTML5 WAP iPhone iPad Android Windows MOBILE PLATFORMS S X X X X S S X X X S X S S X X 26 Live 9 X Slated X X X Total S X X X X X X S X X X X 35 By Year End X X S
  5. THE NEXT WAVE TABLETS ARE SURGING iPad/TabletSource: Nielsen
  6. RAPID GROWTH
  7. PROJECTIONSSource: eMarketer
  8. TABLETS AND TV ARE USED TOGETHER DAILYSource: Nielsen
  9. SHARK WEEKLIVE SIMULTANEOUS VIEWING
  10. SHARK WEEK LIVE SIMULTANEOUS VIEWINGLIVE 2 SCREEN EXPERIENCEAccess to exclusive behind the scenes footage,facts, trivia, live polls, games & live discussion
  11. IMPACT 178 M TOTAL LIVE VIEWERS 90%+ increase in iPad page views Compared to a 34% increase online 150%+ increase in iPad video streams
  12. IPAD/TV STUDY SIMULTANEOUS USAGE
  13. TABLETS ARE AT THE CORE OF THE ENTERTAINMENT EXPERIENCE The iPad further differentiates itself from usage on other devices as 52% of tablet owners are sharing their devices. More portable than a laptop, less personal than a smartphoneSource: Discovery iPad/TV Study 4Q 2011
  14. TABLET OWNERS CONSUME MORE TV Hours of TV Watched (on a TV Set) a WeekSource: Discovery iPad/TV Study 4Q 2011
  15. PRIMETIME IS THE RIGHT TIME FOR TABLETS 43% of iPad owners claim to watch TV & go online “all” or “most” of the time while only 33% of non-iPad owners claim the sameSource: Discovery iPad/TV Study 4Q 2011
  16. MOBILE VIEWING HABITS 53 DISCOVERY % VIEWERS USE THIER OF iPad WHILE WATCHING TV Source: Discovery iPad TV Study, 4Q11
  17. MOBILE HABITS & PERCEPTION More likely to search for an advertised45% product seen on TV Find relating content and/or discuss41% what they’re watching Feel they pay attention to what they’re32% watching on TV when using an tablet/mobile device Feel more connected to the show24% they’re watching20% Remembered advertised products better Source: Discovery iPad TV Study, 4Q11
  18. SHARK WEEK YEAR 2 ENHANCEMENTS• A True Synced Experience – ACR• Additive Experience • The Right Programming • The Right Timing• 3 Legs of 2nd Screen: Content, Gaming, Advertising
  19. MOVING FORWARD• Regular Programming: Discovery, TLC, Animal Planet • Habituate viewers to a 2nd Screen Experience• Build More Value for Advertisers • Expand 360 Capabilities • Smartly Facilitate eCommerce Activities• Build Core Infrastructure to Lower Barriers • Production, CMS, Advertising • Capability Across Brand & Platforms
  20. MOVING FORWARD• Platform Agnostic • Support Across more Platforms: Native & Web• DVD Extra Functionality – ACR Based • On the 2nd Screen Experience• Owned & Operated vs Aggregated Experiences • Pros & Cons: publisher & advertiser

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