THE GLOBAL SOURCE OF DIGITAL MARKET...

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

Mark Donovan, SVP Mobile, comScoreMichael Chang, CEO, Greystripe

2© comScore, Inc. Proprietary and Confidential.

Mobile Media is Here.

Today.

In the US.

We’re not “behind Europe” (though we’re different)

Key audiences doubling year over year

Attractive, hard to reach audience

Advertisers repeating buys

Measurement showing ROI

2


Snapshot: US Mobile Market

Widespread use of mobile media— 4 in 10 mobile phone owners use mobile media— 1 in 4 mobile phone owners use their browser

Continued increases in key drivers of mobile media— > 100% YoY growth in Smartphones and 3G— 54% YoY growth in Unlimited Data Plan Subsciptions

Mobile media users attractive to advertisers— Mobile channel is additive to PC Web audience— Mobile ads proving effective

3


Sizable, Engaged, Fast Growing Mobile Audience

Audience for Mobile News & Information access via browser and application(excludes social networking, email, and texting)

71% YoY growth in audience size


Mobile Reaching Scale of Traditional Media

> 100% YoY growth in daily users of mobile news & information

Top 100US NewspapersDaily Circulation

27MM

ABC: 3/31/08

Daily Users ofMobile News & Info

(excludes email, social media)

>22MM

comScore: 1/09


Mobile Display Advertising Moving Beyond “Mobile”

In the long tail however there are many non mobile sectors using mobile banner advertising. Of the 509 mobile banner advertisers tracked 118 were from non-mobile related sectors.

0 20 40 60 80 100 120

Mobile PublishingBroadcasting & Cable TV

Mobile GamesMobile Personalization

Movies & EntertainmentMobile Social Media

Automobile ManufacturersMobile Music & Video

Specialized Consumer ServicesEducation Services

Hotels, Resorts & Cruise LinesLeisure Products

Consumer FinanceWireless Telecommunication Services

Leisure FacilitiesApplication Software

Internet Software & ServicesAutomotive Retail

Food RetailCommunications Equipment

Top 20 industry sectors using mobile banner advertising


Smartphones/iPhone Shine

7


“Free” Content Models on the Rise

8


Mobile Expands the Digital Audience

To reach the full digital audience mobile must now be integrated into campaigns

22.4% 21.9%17.7%

Light PC Web Users Moderate PC Web Users Heavy PC Web Users

% of people who access news and info via mobile browser


comScore Mobile Suite

MobiLens— Comprehensive mobile audience metrics

Mobile Metrix— Metered panel measuring the mobile Internet

Ad Metrix Mobile— Continuous tracking of mobile display advertising

Brand Metrix Mobile— Mobile Advertising effectiveness


Case Study: Burger King

Campaign Objective: To raise awareness of Burger King’s Flame body spray.

Research Objectives: To measure effectiveness of Burger King’s Flash ad running on Greystripe’s iPhone network.

Greystripe Run of Network: U.S.

Flight dates: February 13 – March 6, 2009 (Control N=2,964 Exposed N = 2589)

Engagement: 13.9% of users interacted with the ad for an average of 16 seconds.


1 Greystripe Inc | © 2009 |

Case Study: Burger KingIncreased both intent to buy and likelihood to recommend Burger King FLAME body spray 50% lift in purchase intent for

FLAME body spray 40% lift in liklihood to

recommend FLAME body spray

Δ Lift +4% Lift: +50%



13 Greystripe Inc. | © 2009 | Confidential


Increased awareness of Burger King and Burger King’s FLAME body spray 167% lift in top-of-mind

awareness of Burger King 55% life in awareness of

FLAME body spray

Δ Lift +20% Lift: +167%


Saw ad,Did not play

Saw ad,played


14 Greystripe Inc. | © 2009 | Confidential


iPhone Flash ad was well received by the audience 95% lift in positive perception of

Burger King because of iPhone ad 85% of users enjoyed the

game


Saw ad,Did not play

Saw ad,played

Felt Positive


For More Information

Mark DonovanSVP + Sr. Analyst

comScore, [email protected]

THE GLOBAL SOURCE OF DIGITAL MARKET...

Documents

Transcript of THE GLOBAL SOURCE OF DIGITAL MARKET...