Wired: Connecting to the Mobile Marketing Revolution

7/9/2009

comScore Mobile
Evan Neufeld, VP + Senior Analyst, Mobile

Agenda
– About comScore – The Evolution of Mobile – Mobile Content Usage & Adoption

 Mobile Advertising

 Case Studies

© comScore, Inc. Proprietary and Confidential.

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comScore Customer Knowledge Platform:
A 360°View of 2 Million Global Internet Users
WEB VISITING & VIEWING
• • • • All Web Site/Page Click Stream Content Viewed Search Engine Queries Keyword Used

DEMOGRAPHICS
• Self-reported and validated • Appended Segments (e.g. Claritas, Acxiom) • Individual & Household Level

ONLINE TRANSACTIONS
• All Secure Session Activity • Purchases and Subscriptions • Price Paid, Shipping & Handling, Promotions • Applications/Configurations

SURVEYS
• E-mail or Contextual “Pops” • Behavior-activated Surveys • Observation of All Surveys Taken Across All Suppliers

MARKETING STIMULI
• Online Ads • Referral Links

OFFLINE PURCHASING TV VIEWING
• Linked using Name and Address • Client CRM Databases • Link to Digital Set Top TV Data • Retailer Loyalty Card Data using name and address • IRI Scanner Panel Data

Designed to be representative of the online population Projectable to the total US population TRUSTe certified for information privacy & security
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comScore/m:metrics Provides a Comprehensive Set of Tools to Measure Mobile Marketing ROI
MobiLens
– Connects data on mobile consumer behavior, content merchandising

and device capabilities for an unparalleled view of the U.S. and

European mobile media landscape
Mobile Metrix
– Direct behavioral measurement of the most active

mobile media consumers Ad Metrix Mobile
– The who, what, where and when of advertising on the mobile web

Brand Metrix Mobile
– Measures the attitudinal impact of your Mobile Advertising

comScore Mobile solutions offer unprecedented visibility into the mobile ecosystem
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M:Metrics Clients Define the Mobile Ecosystem

2008 Q1

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Evolution…

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What does a “phone” do?
~1900 1983 2009

Capabilities:
1) Initiate phone calls 2) Receive phone calls 3) In one place

Capabilities:
1) Initiate phone calls 2) Receive phone calls 3) On the move

Capabilities:
1) 2) 3) 4) 5) 6) 7) 8) 9) 10) Initiate phone calls Receive phone calls On the move Text Game Maps News Watch TV/Video Alarm clock Etc.

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Market Growing, But Slowing Down
 Overall growth of mobile subscribers slowing (+3% YoY)
– Carrier growth dependent on winning customers from competitors – Data services driving revenue growth – Handsets and content experiences becoming key

May-08 240,000,000

May-09 233,000,000

230,000,000 220,000,000 210,000,000 200,000,000

226,000,000

+3 %

US

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Voice No Longer the Killer App: Mobile Browsers, Application Users and Downloaders (Mobile Media Users) Growing 24% Year on Year
 35% of mobile users are now using a media service that connects to the network (other than SMS, MMS
or voice)

 An additional 29% of the market also use text messaging (SMS), with the remainder just using voice
services

 The number of ‘Just Voice’ users has fallen 18% year on year, from 45% to 35%

% Mobile Media Users
37.0 36.0 35.0 34.0 % Market 33.0 32.0 31.0 30.0 29.0 28.0 27.0 30.0

Market Segments
35.6

Just Voice, 35.0%

Mobile Media, 35.6%

SMS (and not mobile media), 29.5%

Product: MobiLens Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 9

Country: US - N= 35,520

Crackonmics Of Usage In Full Effect
 Light, infrequent usage quickly turns into frequent, more immersive usage  Every Day Usage 2x YoY Growth In New & Information Category

Accessed News & Information

31% 41% Every Day At least once each week Once to three times throughout the month

28%

Product: MobiLens Data: Three month average ending May 09
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Country: US - N= 35,520

One of the Major Reasons for Mobile Media Growth is the Improvement in Device Technology
 Over 48% of users who have a mobile device that is 6 months old or less now use mobile media
(browsing, downloading or application usage)

 As devices improve a greater % of people use media services when they get a new handset

% of users with 6 months old device or less who are mobile media users
50.0 49.0

48.0
46.0 % Market 44.0 42.0 40.0 38.0 36.0 41.5

200805

200806

200807

200808

200809

200810

200811

200812

200901

200902

200903

200904

200905

Product: MobiLens Data: Three month average ending May 09
© comScore, Inc. Proprietary and Confidential. 11

Country: US - N= 35,520

The PC Internet Took Off When People Moved From Dial-Up to Broadband. Mobile Will Be The Same
 When the network speed gets faster (3G) and cost come under control (data plans) people are more
likely to use more mobile media services

 Unlimited data plan subscribers grew by 43.1% year on year in US
 79% of unlimited data plan subscribers and 48% of 3G device owners are mobile media users

Growth of Market Enablers
40.0 35.0 30.0 % Market 25.0 20.0 15.0 10.0 5.0 0.0 200805 200806 200807 200808 200809 3G 200810 200811 200812 200901 200902 200903 200904 200905 12.0 16.7 27.7 36.4

Unlimited Data Plan
Product: MobiLens Data: Three month average ending May 09

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Country: US - N= 35,520

To Keep Things In Perspective of 233mm Mobile Subscribers, About 29mm are Smart Phone Users
 Rapid, exponential growth over last year

 Distinct Demographic Skews (Males, 18-44)
 Disproportionately contributes to key non-voice services
– 3x as likely to mobile browse mobile web – 3x as likely to use a mobile app – 2x as likely to send photos or videos

Smart Phone Penetration (by OS)
Google 3%

Smart vs. Non-Smart Phones
Smart 12%

Apple 20%

Microsoft 24%

Symbian 3% Palm 8% RIM 42%
Product: MobiLens Data: Three month average ending March 09
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Non-Smart 88%

Country: US - N= 35,520

Mobile Prime Time Is … All of the Time
 Ubiquitous usage of smart phones across time and days  Variations based on content type & access method

Segments By Day of Week
4,600,000 4,400,000 4,200,000 4,000,000 3,800,000 3,600,000 3,400,000 Series1 Subs

Sunday 4,150,723

Monday 4,219,376

Tuesday 4,464,265

Wednesday 4,291,464

Thursday 4,162,219

Friday 4,167,212

Saturday 3,870,306

Segments By Day Part
6,000,000 5,000,000 Subs 4,000,000 3,000,000 2,000,000 1,000,000 0 Early Morning (M-F 6am-8am) 2,232,170 Daytime (M-F, 8am-5pm) 5,523,428 Evening (M-F, 5pm-11pm) 4,967,532 Late Night (M-F, 11pm-6am) 2,939,906 Weekends (SatSun, all day) 4,921,808

Series1

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Product: Mobil Metrix Data: Three month average ending March 09 Country: US

There are 1031 Separate Devices Being Used to Access Mobile Media in US,
 Top mobile media
devices dominated by touchscreens and smartphones.

 Top 6 devices
represent 11.4% of mobile media users, top 20 devices – 23.9%.

 Although the
iPhone gains a large amount of publicity it currently only represents 7% of mobile media users.

Product: MobiLens Data: Three month average ending May 09
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Country: US - N= 35,520

Mobile Content Usage & Adoption

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Device Technology, Data Speeds (3G) & Data Plans Enable the Mobile Internet to Take Off but Content & Services Drive up-take
 There are many services available on Mobile Devices, ranking their popularity gives context  Top 5 activities all relate to SMS, camera and messaging services  Mobile games top mobile content genre  Strong growth in news and info services, music and all connected services, e.g., e-mail and IM  Applications show second highest annual growth rate at 111.3%.
Ranking 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Activity Total Market Sent text message to another phone Took photos Used network services for photos/videos Sent photo directly to another phone Received an SMS Ad Changed to native ringtone Played games Set graphics with camera Changed to native graphics News or Info via Browser Transferred photo to PC Used email Captured video News or Info via SMS IM Made own ringtone Listened to music on mobile phone News or info via app Uploaded video to computer Listened to Music Transferred from PC
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# Users 233,000,000 138,594,169 105,089,843 73,914,853 67,861,046 58,918,660 57,023,057 55,369,263 55,180,472 51,986,263 47,719,265 46,348,715 42,294,361 40,914,935 32,918,510 31,584,004 30,266,148 28,253,239 24,515,366 22,148,994 Product: MobiLens 21,236,408

% Users 59.5% 45.1% 31.7% 29.1% 25.3% 24.5% 23.8% 23.7% 22.3% 20.5% 19.9% 18.2% 17.6% 14.1% 13.6% 13.0% 12.1% 10.5% 9.5% 9.1%

% Year on Year Change 21.0% 15.8% 30.9% 29.8% 33.1% 7.8% 13.4% 14.1% 18.3% 42.3% 29.0% 41.5% 32.3% 84.5% 63.0% 27.5% 51.4% 111% 51.3% 48.4%

Data: Three month average ending May 09 Country: US - N= 35,520

Information Snacking Genres Dominate Mobile Browsing with Search the Entry Point
 Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc  Financial services starting to gain transaction  Top web brands translating to mobile web

Top Mobile Browsing Genres (excluding social networking)
Dating service Gaming information Classifieds Bank accounts Business directories Tech news Financial news Sports information News Web search 0% 10% 20% 30% % of news and info browsers
Product: MobiLens Data: Three month average ending May 09
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13% 13% 14% 15% 16% 16% 17% 17% 19% 19% 20% 23% 24% 25% 26%

32% 32%
39% 47% 50% 40% 50% 60%

Country: US - N= 39,241

12% of Mobile Owners Now Listen to Music on their Device. Up 60.4% Year on Year
 Majority of growth coming from listening to music sideloaded from PC, however streaming and
purchasing OTA starting to cause some up lift.

 25% of mobile music listeners now DON’T sideload from PC, this has grown 80% year on year.
 The number of people downloading music over the air (OTA) has grow 47% in 6 months. In the six
months previous it grew just 0.6%.

 The iPhone is having a significant effect. 16% have downloaded OTA, this represents a 23% market
share. 8.8% have also listened to streamed music, a 25% market share.

Mobile Music Trends
14.0% 12.1%

12.0%
% Market 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905

8.3%

Listen to Music

Sideloaded Music From PC

Downloaded a song OTA

Product: MobiLens Data: Three month average ending March 09
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Country: US - N= 39,241

Programmed Video Users (broadcast or on-demand) Growing 19.3% in 6 Months
 This does however only represent 2.6% of the market, with on-demand the access method of choice at
1.9% compared to 1.0% using broadcast linear TV services

 High levels of growth are coming from consumers watching video which has been transferred, either
direct from a PC (65% in 6 months) or from another phone (72.2% in 6 months)

 Once again the iPhone is having its effect. 20% of Apple owners watch programmed video, giving it a
21% market share

 Mobile video users are primarily 18-34 year old males…prime candidates for advertising

Mobile Video Trends
2.5% 2.0% % Market 1.5% 1.0% 0.5% 0.0% 200808 200,809 200810 200811 200812 200901 200902 200903 200904 200905

Broadcast TV

On-Demand Video

Transferred Directly from PC
Product: MobiLens

Transferred from another phone

Data: Three month average ending March 09
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Country: US - N= 39,241

The Mobile / PC Connection: 24% of Mobile Users Connect their Device to their PC *
* Connecting device to the PC defined as those who transfer photos / videos to their PC or sideload music or video’s to their mobile phone from their PC.

 With the hype surrounding apps stores (iTunes apps store, Andriod Market, BlackBerry Apps World, Ovi
Store, etc) this figure has significant interest. Downloading apps directly from PC to devices removes the need for data charges when downloading and provides a significant threat to operators app store ambitions.

 77% of iPhone, 60% of HTC G1 (Android) and 60% of Blackberry Storm users connect to their device to
their PC.

Connected Phone to PC
27.0% 25.0% 23.0% 21.0% 19.0% 17.0% 15.0% 200805 200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 19.2% 24.7%

Product: MobiLens Data: Three month average ending May 09
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Country: US - N= 35,520

The Mobile / PC Connection: Online & On Device Browsing

Facebook usage is surprisingly similar on mobile and PC

mobile users spend 24 minutes on facebook, average 3.3 visits per day.
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PC users spend 27.5 minutes per day; average 2.3 visits.

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Yellowpages.com Expands Reach by 6% with its Mobile Website

Cross-Platform Website Reach

DIRECTORIES WEB SITE USAGE

% mobile users accessing content via PC

% PC users accessing content via mobile device

Site visitation lift
(increase in Internet site visitor base due to mobile visitation)

64% 28% 43%

2% 1% 4%
5%

1% 4% 6%
3%
Product: Cross Media Panel Data: Feb 09 Country: US

Business Directories Category

64%

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Top Apps for News and Info Show Maps and Local Information Prominent
 61% of iPhone users have used an app in a month for news and info and momentum is growing, 6
months ago 47.8% of iPhone owners used an app.

 In comparison 46.0% of HTC G1 (Android) and 46.3% of Blackberry Storm owners use an app for news
and info.
Top Mobile Apps Genres (excluding social networking + games)
Business Directories Finance Account Access Finance News Movie Info Restaurant Info Sports Info Entertainment News Traffic News Search Engines Weather 12.8% 13.5% 13.7% 15.3% 15.8% 15.9% 16.2% 17.6% 18.1% 24.3% 37.2% 39.7% 10.0% 20.0% 30.0% 40.0% 50.0%

Maps
0.0%

% of news and info apps users

Product: MobiLens
© comScore, Inc. Proprietary and Confidential. 24

Data: Three month average ending May 09 Country: US - N= 35,520

New iTunes App Tracker Service Shows Top Mobile Apps Downloaded From iTunes in US
 Games, Entertainment and Social Networking Dominant Apps Downloaded via iTunes
Application
Tap Tap Revenge Backgrounds Touch Hockey: FS5 Facebook Pac-Man iBowl MySpace Mobile Google Earth Labyrinth Pandora Flashlight Virtual Zippo Lighter Movies Hangman Bubblewrap Lightsaber Unleashed Shazam Mazefinger Cube Runner Sol Solitaire Crazy Penguin Catapult Topple Sudoku Remote

Penetration of Installs
32% 27% 26% 26% 24% 24% 23% 22% 22% 21% 19% 18% 18% 18% 18% 17% 17% 16% 16% 15% 15% 15% 14% 13%

Category
Games Entertainment Games Social Networking Games Games Social Networking Travel Games Music Utilities Lifestyle News Games Entertainment Entertainment Music Games Games Games Games Games Games Entertainment

Developer
Tapulous, Inc. Stylem Media FlipSide5, Inc. Facebook, Inc. Namco SGN MySpace.com Google Inc. Codify AB Pandora Media, Inc. John Haney Moderati Inc. and Zippo Manufacturing Co. Flixster Jamsoft Orsome Software Ltd. Lucasfilm Ltd Shazam Entertainment Ltd. ngmoco Andy Qua Smallware LLC Digital Chocolate Inc. ngmoco Mighty Mighty Good Games Apple

Source: comScore iTunes Mobile App Report
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Country: US

?

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Is the Mobile Marketing Glass Half-Empty or Half- Full?
 Pros
– Critical mass of consumers – Paradigm shift in usage – Attractive marketing platform – Devices hit a trifecta of feature, function, and price

 Cons
– Fragmented usage (sms vs. browsing vs. applications)

– USP is a bit unclear
– Too many devices – Smartphone's are great but are still far from mainstream….

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Mobile Advertising: Where On the Hype Curve Are We?

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Accessing Content: Can There Only be One?
 Usage increasingly fragmented across 3 primary access methods  Jury still out on what modes of access (if any) will predominate & the respective strengths & weaknesses
of each method

Total
Projected Subs Reach % Within Category

Browsing
Projected Subs Reach % Within Category

Application
Projected Subs Reach % Within Category

SMS
Projected Subs Reach % Within Category

Parent Brand

AOL Google Microsoft Yahoo! Other Total

20,057,880 32,406,796 16,950,356 33,202,529 56,721,203 68,588,594

29.2% 13,315,646 47.2% 27,459,101 24.7% 12,251,127 48.4% 26,039,991 82.7% 47,766,579 100.0% 54,525,005

24.4% 10,409,536 50.4% 10,780,186 22.5% 8,097,822

27.6% 28.6% 21.5%

6,576,864 8,083,838 3,507,565

24.5% 30.2% 13.1% 41.7% 35.5% 100.0%

47.8% 14,943,369 87.6% 20,432,478 100.0% 37,704,757

39.6% 11,175,954 54.2% 9,523,640

100.0% 26,793,354

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Mobile Advertising: Not Just About Ringtones Anymore

Mobile Web Drawing Diverse Advertisers

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Mobile Advertising Starting to Look Like all Advertising…
 More promotion of ‘traditional’ industries over the last year: Personal Products, Apparel,
Packaged Foods, Food Retail
NON-MOBILE INDUSTRIES RANKED BY SHARE OF AD INSTANCES Consumer Discretionary - Broadcasting & Cable TV Consumer Discretionary - Movies & Entertainment Rank April 2009 1 2 Rank May 2008 2 12

Consumer Discretionary - Automobile Manufacturers
Consumer Staples - Personal Products Consumer Discretionary - Hotels, Resorts & Cruise Lines Telecommunication Services - Wireless Telecommunication Services Information Technology - Communications Equipment Information Technology - Internet Software & Services Information Technology - Application Software Consumer Discretionary - Apparel, Accessories & Luxury Goods Information Technology - Computer Hardware Consumer Discretionary - Education Services Consumer Staples - Food Retail Consumer Discretionary - Homebuilding Industrials - Aerospace & Defense Consumer Staples - Packaged Foods & Meats Consumer Discretionary - Automotive Retail Consumer Discretionary - Computer & Electronics Retail

3
4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

3
18 4 30 11 13 7 44 8 53 22 No Ads 5 27 16 6

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Procter & Gamble – May Display Ads

 Over 350 different creatives  Product Advertised: Covergirl LashBlast and Covergirl Outlast Lipstain  Ads ran on over 100 of the 530+ mobile websites Mobile Ad Metrix
monitors

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Lots of Mobile Web Inventory to go...
 1/5th of all inventory are house ads  Supply/Demand dynamic reminiscent of early internet

Ad Monetization by Genre, April US
Paid Ads
0% 0% 0% 0% 6% 7% 8% 13% 16%

House Ads

18%

25%

25%

25%

28%

21% 33% 35% 36% 57%

100%

100%

100%

100%

94%

93%

92%

87%

84%

82%

75%

75%

75%

72%

79% 67% 65% 64% 43%

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Case Studies

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Case Studies: SMS The Perfect Tool to Reach “Less Smart” Phone Users
 100% platform compatible
 1 in 2 consumers actively text  1 in 4 actively receive SMS marketing
SMS Ads: Offer product/service received Downloads for mobile phone 15,347,682 News or information 7,430,017 Mobile phone or plan Entertainment Clothing/Fashion 10,022,942 7,100,772 3,725,525 3.1% 55.0% 4.6% 31.4% 3.0% 57.9% 1.6% 128.6% 6.7% 21.8% Projected Subs as % YoY Growth

Restaurants
Cars Food Financial services Consumer electronics Travel Other

3,638,702
3,276,447 3,664,558 5,814,964 4,174,461 3,720,195 3,142,913

1.4% 75.0%
1.6% 166.7% 1.7% 88.95 2.4% 50.0% 1.6% 60.0% 1.6% 60.0% 1.5% 36.4%

Unknown
© comScore, Inc. Proprietary and Confidential. 35

Product: MobiLens Data: Three month average ending May 09 Country: US - N= 35,520

6,917,771

3.0% 11.1%

Case Study: Targeting African-Americans & Hispanics on Mobile Devices
 Total Subs in US 232mm
– African - American 18.6mm (7% vs. 14% of total population ) – Hispanic 16.8 (7.2% on mobile vs. 15.1% of total population)

Mobile Subs (by ethnicity)
1% 7% 4% African American American Indian; Eskimo; Aleut 7% 4% Asian; Native Hawaiian; or other Pacific Islander Hispanic Other White

77%

Regional Distribution Hispanic African-American

New York Midwest Northeast South West Total State 1,747,280 2,937,055 5,974,365 5,751,234 16,409,934 1,346,438 2,930,861 3,009,468 9,761,531 2,453,748 18,155,607 1,491,147
Product: MobiLens Data: Three month average ending march 09 Country: US N= 35,629

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Case Study: Targeting African-Americans & Hispanics on Mobile Devices Summary & Recommendations
 Mobile is an attractive platform to engage your target groups
– Small but active group on-device

 While African-American & Hispanics share may traits, significant
differences in behavior need to be taken into consideration in your marketing efforts
– iPhones vs. Blackberries

 Targeting & Demographic considerations key
– Factoring in carries key to help marketing efficiencies – Younger skews must be factored into messaging

 Content behavior suggest strategy:
– Heavy content consumption suggest media placements in both browsing

and application environments – Heavy SMS usage suggest including text messaging updates and offers as part of your campaign as well – Interest in news and information category suggest potential for campaign specific apps/ information delivery mechanism
© comScore, Inc. Proprietary and Confidential. 37

Case Study: Mobile Provides Excellent Opportunity for Advertisers to Target Affluent Demographics
 For example Cartier (Watches) or business solutions such as IBM and Verizon use mobile advertising

 Mobile advertising provides a unique opportunity to target by device.  The data below shows that 40% of Blackberry (RIM) and Apple device owners earn over $100,000.

Devices Owners with Income $100,000+
14,000,000 12,000,000 Unique Users 10,000,000 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

8,000,000
6,000,000 4,000,000 2,000,000 0

Unique Users - Income $100,000+

% Income $100,000+
Product: MobiLens Data: Three month average ending March 09

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Country: US - N= 39,241

% Penetration

Case Study: Financial News and Tech News Provide the Greatest % of Browsers with Income $100,000+
 Over 37% of financial news and 32% of tech news browsers earn over $100,000 per year providing the
best targeting for advertisers searching for this demographic.

Mobile Browsers with Income $100,000+
7,000,000 6,000,000 5,000,000 Unique Users 4,000,000 20.0% 3,000,000 15.0% 2,000,000 1,000,000 0 Web search News Weather Sports information Financial news Entertainment news Tech news 10.0% 5.0% 0.0% 40.0% 35.0% 30.0%

Unique Users - Income $100,000+

% Income $100,000+
Product: MobiLens Data: Three month average ending March 09

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Country: US - N= 39,241

% Penetration

25.0%

Case Study: Nearly 60% of Blackberry Device Owners Who Browse Financial News Sites Have Income $100,000+
 By combining device and content genre information it is possible to increase targeting.  40% of Blackberry (RIM) owners, 37% of financial news and 32% of tech news customers have income
$100,000+.

 The combination of Blackberry and financial news increases the penetration by 17.5 percentage points.

% Income $100,000+
70.0% 60.0% % income $100,000+ 50.0% 40.5% 40.0% 30.0% 37.3% 32.0% 58.0% 51.4%

20.0%
10.0% 0.0% BlackBerry Financial News Browsers BlackBerry Tech News BlackBerry Owners Financial news Tech news

Product: MobiLens Data: Three month average ending March 09
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Country: US - N= 39,241

Case Study: Sprint Targets Their Competitors Customers

Marketers targeting users by device type

Sprint using targeting to entice competitors customers to change carriers

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Measuring The Attitudinal Impact of Mobile Campaigns
Typical Measures Include

 Demographics
– Age, Gender, Income

 Awareness
– Unaided & Aided

 Favorability  Purchase or other intent

 Ad or Message Recall
 Campaign specific questions

BMx surveys are available on any phone capable of browsing the web
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Benchmark your Success with our Mobile Norms Data: In Many Cases, Mobile Is More Effective Then PC
Point lift based on exposure Top of mind awareness of brand Total awareness of brand Awareness of ad Likelihood to recommend brand Purchase consideration
Average Delta Online *

Delta Brand A

Delta Brand B

Delta Brand C

Delta Brand D

+12 --+16

+1 +3 +16

+18 -3 +8

----+8

+1 +2 +3

+4
+4

+1
+0

+1
+7

--+4

+1
+4

* comScore norms based on online, not mobile campaigns. Additionally, different scales were used to calculate recommendation and purchase consideration questions.

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Case Study: Media Mix & Response Mobile Media Audience Receptive to Advertising “I’m tempted to buy products I’ve seen advertised”
% of media consumers who agree

35

30

25

Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)
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Case Study: Media Mix & Response Potential Greater Effectiveness than DM Coke Zero drinkers Responsiveness
130

120 Index

110

100

90 Responded to SMS advert Responded to DM
Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)
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So, In Summary…
 Perfect storm of function, features, demand & (almost) price has arrived  Evolving carrier & OEM business models make on device marketing an increasingly
interesting proposition

 29mm Smartphone users can’t be wrong …..  But neither can 200mm + “dumb” phones ….

 Connecting the PC to Mobile dots is critical going forward ….
 We have only seen the tip of the content usage iceberg (same can be said of
advertising)

 Mobile is a big (brand) tent …..  Ignore market projections and shift money to mobile based on goals and audience  It’s all about targeting …..  Campaign Measurement is key to understanding impact and competitive dynamics

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