Marketers have been paying attention, and are utilizing the activity on multi-screens to push their brands in several ways: by leveraging the small screen during big live events, by incentivizing ad engagement, by gamifying ads etc. Find out how to exploit the full potential of the multi-screen viewing experience and succeed in this new era of personalized marketing.

1. Winning with Mobile in the Multi-screen world

2. A
li%le
bit
about
me
In
140
characters
–
VP
Marke)ng
@InMobi;
SFBayarea;
powerpoint
junkie,
loves
technology,
hollywood,
bollywood,
and
everything
mobile
Twi%er:
@shrikantlatkar
Linkedin:
www.linkedin.com/in/
shrikantlatkar‎

3. InMobi is in MIT’s top 50 disruptive companies of 2013

4. Highlights of our consumer
media consumption
behavior
Multi-screen impact on
purchase behavior
10 interesting case studies
that you can learn from
Key topics
covered
today

5. Multi-tasking has now become a way of life with the ever increasing
capabilities of smart phones and tablets

6. Understanding the Media
Consumption Behavior

7. Mobile devices ranks 1st in media consumption
108
93
92
52
37
35
7.0HOURS
OF MEDIA PER DAY
THE AVERAGE MOBILE
WEB USER CONSUMES
Using mobile
(ex SMS/calls)
Watching TV
Listening
to Radio
Online via
desktop/laptop
Reading
Magazines /
Newspapers
Tablet
devices
minutes
minutesminutes
minutes
minutes
minutes
Source: InMobi & Decision Fuel, On Device Research, Mobile Media Consumption Research, Wave 2

8. Mobile has started to impact purchase behaviour
0% 10% 20% 30% 40% 50% 60%
11%
43% 48%31%10% 18%
40%

9. and it continues to grow across all stages of the funnel
Introduced you to
something new
Saved you
time or money
Helped you find
something nearby
Been relevant to
who you are/what
you are doing
Influenced your
in-store purchase
Influenced you to
buy via your mobile
2012
2013 75% 67% 69% 55% 45% 46%
49% 37% 38% 25% 17% 20%

10. of mobile users are as
comfortable with mobile
advertising as they are
with TV or online
advertising
59%

11. Multi-Screen behavior
among global consumers

12. Mobile devices have become an always-on companion to TV
watching
62%
of mobile web users
engage in mobile
activities while
watching TV (Wave 2-
2012 Nov)
39%
of mobile web users
engaged in mobile
activities while
watching TV (Wave
1-2012 Feb)

13. Multi-screen behaviour is highest among Gen M
55%
59%
65% 62%
69%
65%
61% 64%
Affluents Young
Professionals
Youth Mobile
Mothers
Gen M Urban Youth Techies Millennial
(20-34)

14. Mobile web users are mainly engaged in social activities
while watching TV
11%
9%
15%
17%
18%
30%
46%
48%
Other
Shopping online
Information:content irrelevant to TV
Information:show running on TV
Information:products seen on TV
Playing games/ listening to music
Text messaging
Social Networking

16. Impact of multi-screening
on ad-engagement and
other brand lift metrics

17. 69%
Increase in brand
recall
72%
Increase in
purchase intent
Source: Nielsen study

18. Likelihood of recalling Advertisers on favorite show

19. Instant action based on what was seen on the TV

20. 10 Ways Marketers are
Using the Multi-screen
phenomenon

21. Idea:
60% of the Super Bowl's 111 million viewers
would be using a second screen during the
game.
Impact:
• 3 TV spots viewed by 132m people
• 9 million screens/ consumers accessed
Coke bears on FB, Twitter,
CokePolarowl.com
• Average time spent by visitors = 28 min
each
1. Leveraging the small screen during big live events

22. 2. Incentivizing ad engagement
Idea:
Reward app users with a free soda
for tagging the drink-maker's new
Pepsi MAX spot
Impact:
50,000 digital coupons generated
for users who tagged the spot

23. Idea:
Viewers who downloaded the iPhone app
could use it to “capture” on-screen
characters by physically swiping their
phone at the ad. Users were encouraged
to keep viewing the ad to catch all the
characters.
Impact:
Within 2 weeks of launch, achieved 10,000
app downloads, and over 100,000 hits on
YouTube.
3. Gamifying TV Ads
Honda Jazz - “This Unpredictable Life”

24. Idea:
Enigma bear mascot helping consumers to “reveal
their soft side” Shazaming the TV spot led viewers
directly to a mobile version of that site
Impact:
• Youtube views: 250,000+
• Site visits: 56,266
• Messages sent: 13,500
• Rich Media impressions: 25 Mn
• New FB fans: 55,000
• Quarterly sales value- 8.8 Mn (highest since 2007)
• Share of Multi-packs: 7.7% (more than double of
last yr)
• Highest volume and value market share
4. Bridging a campaign’s TV and digital elements
Cornetto Enigma / Shazam for TV

25. Idea:
Lets users “shop your favorite shows.”
“Shop Like a Star,” allows app users to
choose from among an actor’s favorite
eBay categories, with purchases
benefiting the celeb’s favorite charity
5. Syncing e-commerce with TV content
Watch with ebay App

26. Idea:
X Factor added a synchronized Xtra Factor
mobile app that can rate performances,
interact with other viewers and access
bonus content such as song lyrics. Live
View and watch episode highlights.
6. Sponsoring Second screen extras
Verizon / The X Factor

27. Idea:
To bring interactivity to the Super
Bowl game by allowing fans to to play
trivia, participate in polls, and engage
with each other through Twitter.
Users could win one of 20 Chevys or
other prizes.
Impact:
700,000 app users interacted in real
time with the commercials and the
game for a chance to win Chevys.

28. Idea:
2011: #SoLongVampires
2012: #BraveryWins
Impact:
• The #SoLongVampires became #8
most popular Super Bowl ad.
• 4x increase in mentions during the
week leading up to the Super Bowl
• The ad has had 6.4 million views
on Youtube
Impact:
The #BraveryWins got just
5000 mentions on twitter,
but the ad got 8 Mn views
on youtube.
8. Spurring social chatter with Hashtags

29. Idea:
A trailer for Prometheus ran in the U.K.
and featured the hashtag
#areyouseeingthis.
These Sunday night viewers had added
incentive to tweet: During the next
commercial break, a 40-second spot
showcased some of the tweets the first ad
had elicited.
Impact:
• At one point that evening, the hashtag
was the No. 2 trending topic in the U.K.
9. Enabling real-time interactivity

30. Idea:
Red Bull-sponsored backcountry freestyle
snowboarding competition was Shazamable when
it aired on NBC in March. Shazam users could
access point-of-view footage for several
competitors, enabling them to see both the wide
view on the big screen and the snowboarder’s
own dizzying perspective on a second screen.
Impact:
• The numbers were “through the roof,” with the
percentage of viewers who Shazamed the
show in the single digits versus what’s
typically decimal places. Video viewership was
around 130%, meaning users watched more
than one video.
10. Creating Trans-media opportunities

31. 4 must-dos for a
marketers to leverage
mobile and multi-screen

32. 1. Know your audience 2. Keep it Simple
3. Be Relevant 4. Engage and Re-engage
An integrated mobile strategy for multi-screen

33. Thank you You can reach me at: shri@inmobi.com
Shrikant Latkar
VP of Global Marketing
San Francisco