This is a presentation i did as guest speaker @ Digital Content Monetization in London Jan 2012

1. Connected Devices
& Multi Tasking
Ed Laws
Pietro Lambert
1 Proprietary and Confidential. ©2011 All Rights Reserved

2. Compared to a year ago, consumers spend more time
on their mobile and less with traditional media
More time on...
Mobile Internet Reading a newspaper
Watching online
Talking & Texting Listening to radio
videos on a mobile Reading a magazine
… and less time on...
Time
Figures show net change by deducting those who claim to be doing this less often vs.
a year ago from those claiming to be doing it more often
Q1. Compared to last year, please indicate whether you spend more, less or the same amount of Proprietary and Confidential.
2 ©2011 All Rights Reserved
time doing the following . . .? (Select one for each)

3. Mobile Internet compliments PC online usage
Pull of mobile Internet
71% agree that “I prefer and like websites that I can access on both my
PC and my mobile device versus those that are just accessible on my PC”
Often more convenient
than PC or the laptop. The mobile Internet is
Portability enables multi-
physically
&
tasking
emotionally
‘How I want it, where I liberating
want it’
Qualitative/Q. Using the scale below, please tell us how much you agree or disagree with each of Proprietary and Confidential.
3 ©2011 All Rights Reserved
the following statements.

4. Mobile keeps consumers informed with
news, weather and sports the most visited written
content
Types of content read via mobile Internet
Weather 40%
National/International news & opinion 39%
TV/movies 36%
Local News 34%
Sports News/Stats 33%
31% of
written Top headlines of the day 32%
content Celebrity/Gossip/Beauty/Fashion 31%
accessed
daily… Music 30%
Humor 26%
Lifestyle/Health/Education 26%
Video Games/Gaming related 23%
Political 21%
Electronics/Technology 18%
Finance News 13%
Q10c. Which types of content did you read on your mobile phone when you last went online using Proprietary and Confidential.
4 ©2011 All Rights Reserved
your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Please select all that apply.

5. Tablet owners spend 10.9 hours a day consuming
media
24 Hr Day and Extended Day (Hrs)
Among Tablet Owners
10.9 Half of this is multi-tasked
5.5
Media
10.1
7.8 Non-Leisure
2.1 3.3 Leisure
Sleep
8.6 8.6
24 Hr Day Extended Day (incl multi-tasking)
Source: Ipsos OTX MediaCT’s LMX study. 7,500 US online consumers per wave
Proprietary and Confidential.
5 ©2011 All Rights Reserved

6. What types of Multi tasking
Situations in Which Tablet, Ereader and Smartphone
Owners Use Their Devices, Q1 2011
% of respondents
Tablet Ereader Smartphone
Watching TV 70% 35% 68%
Lying in bed 57% 61% 51%
With friends/family 44% 17% 58%
Waiting for something 42% 32% 59%
In the bathroom 25% 17% 28%
Attending a meeting/class 24% 10% 23%
Shopping/running errands 21% 9% 59%
Commuting 20% 11% 47%
Other 35% 39% 50%
Source: The Nielsen Company, "Q1 2011 Mobile Connected Device Report"
as cited in company blog, May 19, 2011
2eMarketer: “US Mobile Internet Page Views, by Device Type and Platform” March 2011
Proprietary and Confidential.
6 ©2011 All Rights Reserved

7. 3 in 4 consumers understand that advertising is part
of the mobile experience
– Attitudes Towards Mobile Advertising
Agree with any of of these statements:
either these statements:
– After I withamobile ads if sometimes look for
I find see mobile my it means that I can
I’m okadvertising on ad, Imobile device intrusive
Pro, 40% –
–
–
–
specific needs and interests 75%
more most mobile ads to be irrelevant
I find info
access mobile content for free
I’m ok with mobile ads if it’s personalized to my
And do not agree with either of these:
accept that
I’m ok with mobile ads when they are useful and
I find advertising Ion my mobile device intrusive
relevant to what am currently searching for
– advertising is a part
I find most mobile ads to be irrelevant
Accepting, 35% of the experience
And do not agree with either of these:
– I find advertising on my mobile device intrusive
– I find most mobile ads to be irrelevant
Rejecting, 25%
Q38. Below is a list of statements that may or may not describe how you feel about advertising on
mobile devices. Using the scale below, please tell us how much you agree or disagree with each of Proprietary and Confidential.
7 ©2011 All Rights Reserved
the following statements about advertising on your mobile device.

8. 8
8 Proprietary and Confidential. ©2011 All Rights Reserved

9. 9

10. 10

11. 11

12. New tray
design for
turkey
dinner?
12 Photo credit: Flickr user Paul Beattie

13. 13

14. 14

15. METHODOLOGY | PHASE 1
WHO 3,000 mobile device owners
HOW 22-minute online survey with
WHEN July 2011
15

16. METHODOLOGY | PHASE 2
Measured U.S. user activity on Yahoo! Mobile
Super Bowl Same time & day a week before and after
World Cup Same time & day a week before and after
Academy Awards Same time & day a week before and after
* Mobile user activity measured with Yahoo! internal data. TV commercial data sourced from TNS.
16

17. 21% 59%
of respondents admit
to texting while driving
are more responsible;
they text in the car
while NOT driving
17 Photo credit: Flickr user stevendamron

18. 52%
pretend to use their
mobile device
to avoid awkward
situations
18

19. Okay, seriously:
Mobile TV
multitasking results
19

20. With 122M mobile internet users....
80% 98
of respondents mobile TV multitaskers
million
are mobile-
multitasking
while watching TV
SOURCE: Base used for projections based on ComScore MobileLens, June
20 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or
application or SMS (except mobile to mobile)

21. WHAT DO THEY DO?
I do the following...
2C's
94%
Are engaged with
60%
Are engaged with
some kind of some kind of
communication content
21

22. CONNECTION & CONTENT ARE MAIN DRIVERS
What were you doing when mobile multi-tasking while watching TV?
CONNECT Text 80%
94% Talk
Email
74%
61%
Social Networking 54%
IM 46%
Not related to what I'm watching 44% A lot of content
Related to what I'm watching 38% relates directly to
the TV Program
Look up info on a commercial I just watched 36% or Commercial
CONTENT Read news 32%
60% Play online games
Do work or homework
32%
24%
22

23. Case Histories :
Multitasking during
commercials.
Pietro Lambert – Head of Video
23

24. DURING COMMERCIALS
I frequently do this during commercial breaks…
Text 52%
Talk 45%
Email 42%
Social Network 39%
IM 28%
24

25. DURING COMMERCIALS
I frequently do this during commercial breaks…
Content not related to the
program I was watching 34%
Website related to a
commercial 26%
A quarter are reacting
Use search engine to look up immediately to a
info related to commercial 25% commercial
Content related to the
program I was watching 25%
25

26. SUPERBOWL
Case Study : The Superbowl
26

27. A LOOK AT THE ENTIRE GAME
Half-
1Q 2Q 3Q 4Q Game
Starts Starts Time Starts Starts End
Break
40%
30% TV Ad Breaks
20%
10%
0%
+
INDEX
-10%
Time
3:40 PM
3:55 PM
4:45 PM
5:00 PM
5:15 PM
6:05 PM
6:20 PM
6:35 PM
7:25 PM
3:30 PM
3:35 PM
3:45 PM
3:50 PM
4:00 PM
4:05 PM
4:10 PM
4:15 PM
4:20 PM
4:25 PM
4:30 PM
4:35 PM
4:40 PM
4:50 PM
4:55 PM
5:05 PM
5:10 PM
5:20 PM
5:25 PM
5:30 PM
5:35 PM
5:40 PM
5:45 PM
5:50 PM
5:55 PM
6:00 PM
6:10 PM
6:15 PM
6:25 PM
6:30 PM
6:40 PM
6:45 PM
6:50 PM
6:55 PM
7:00 PM
7:05 PM
7:10 PM
7:15 PM
7:20 PM
- (by 5min slot)
-20%
Post-
2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Game
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
27 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

28. 98 COMMERCIALS PLAYED
Half-
1Q 2Q 3Q 4Q Game
Starts Starts Time Starts Starts End
Break
40%
-3:43 -4:16 -5:36 -6:32
[1Q] Bud Light Bridgestone
-5:01
Fox in house -
Cars.com Rango (movie)
• 17 TV Ads
Doritos Chevy Volt Etrade Cars.com
Audi a8 American idols Best Buy
Go Daddy Bud Light - dogs
-3:45 Android Fox in house - Chicago
Fox in house Fox in house - Glee
during 23 MIN
30% -3:50 -4:18
Sony Ericsson
Acura TSX
Fox in house - American idol -6:34
• Avg. Ads/Ad-
Doritos 2nd quarter starts @4:19 -5:38 -6:34
Chevy Xfinity - Comcast Touchdown @5:42 Steelers
-4:23 Hyundai Sonata hybrid
Pepsi Max Cadillac CTS -5:43
Budweiser Pepsi Max - man vs woman
break = 3.4 -3:51 Tele flora.com
-5:03
-5:07
Jack Sparrow Pirate (movie) Rio (movie)
• Time-interval
-3:56 Transformer 3 (movie) Car - MINI -6:36
Bud Light Fox in house - Daytona Homeaway.com
-4:25 -6:44
Chevy Silverado 500 -5:45
-4:26 Bridgestone - River flood
between Ads-20%
• 98 Ads during Super Bowl (3hr 40min)
Fast & Furious3 Chatter (Salesforce) -5:49
BMW X3 Go Daddy
Fox in house -5:09 Hyundai Elantra
Motorola Zoom Volkswagen (beetle)
time = 3.5 min -3:58 BMW Diesel
SHOW: BlackEyedPeas
Groupon.com - Tibet Fox in house
• avg. 30 sec/ad
First touchdown - -4:28 Coke - Borderline -6:46
GreenBay 4:01 -4:31 -5:51 -6:47
-4:02 -5:22 -5:53
Coca Cola - Dragon Mercedes – p-diddy
Pepsi Max Chatter Stella Artois
THOR (movie) Fox in house –Chicago code
• Frequency: 2min Ads break per every 5 min
Doritos (salesforce.com) CarMax
Volkswagen Fox in house - house
10% Hyundai Elantra -4:33
Fox in house
Car fax
The X factor -6:49
Fox in house-Fringe -4:39 -5:55 -6:56
-4:04 Chase Bank -6:00
Snickers Chevy - Camaro (1min)
-4:05 GM Ram 1500 Chrysler (2:00min)
Career Builder - monkey Verizon + iPhone
Cowboys (movie) Car fax -6:02
Super 8 (movie) -6:58
Kia optima Daily tablet -iPad -6:21
-4:41 -7:00
Fox in house -5:25 NFL
Touchdown GreenBay @4:45 Chevy – Cruz
-5:27
0% -4:06 -4:49 HTC Sprint Fox in house - Glee
+ -4:09 NFL.com Jack In the Box
Chevy - Cruze Limitless (movie)
Brisk Fox in house - House Chevy – Tree planting
Captain America (movie) Shape-ups (Sketcher)
-4:09 Fox Speed channel - - 6:24
Castrol - Edge Fox in house -terra nova
car warriors
CarMax Fox in house - glee
FOX Daytona 500
Fox in house -7:02
-5:29
-4:51 Green bay won @7:07
INDEX
-10%
Time
[2Q] [Half - Time] [3Q] [4Q]
3:30 PM
3:45 PM
4:00 PM
4:50 PM
5:05 PM
5:20 PM
6:10 PM
6:25 PM
6:40 PM
3:35 PM
3:40 PM
3:50 PM
3:55 PM
4:05 PM
4:10 PM
4:15 PM
4:20 PM
4:25 PM
4:30 PM
4:35 PM
4:40 PM
4:45 PM
4:55 PM
5:00 PM
5:10 PM
5:15 PM
5:25 PM
5:30 PM
5:35 PM
5:40 PM
5:45 PM
5:50 PM
5:55 PM
6:00 PM
6:05 PM
6:15 PM
6:20 PM
6:30 PM
6:35 PM
6:45 PM
6:50 PM
6:55 PM
7:00 PM
7:05 PM
7:10 PM
7:15 PM
7:20 PM
7:25 PM
- • 21 TV Ads
during 40 MIN
• 19 TV Ads
during 30 MIN
• 19 TV Ads
during 50 MIN
• 22 TV Ads
during 40 MIN
(by 5min slot)
-20% • Avg. Ads/Ad- • Avg. Ads/Ad- • Avg. Ads/Ad- • Avg. Ads/Ad-
break = 3.5 break = 4.8 break = 3.2 break = 3.7
• Time-interval • Time-interval • Time-interval • Time-interval Post-
2011 Super Bowl between Ads-
between Ads- (Main game: 3:30pm – 7:10pm,
between Ads- PST) between Ads- Game
time = 4.4 min time = 3 min time = 3.4 min time = 3.8 min
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
28 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

29. Y! MOBILE FP TRAFFIC SAW SPIKES
Mobile-Web Front Page User Traffic
40% Half-Time Show
Mobile-Web
User Traffic
+ 33% + 34%
30%
+ 28% Fox Promo
TV Ad Breaks American SalesForce Game End
NFL.com
Idol
20% Snickers
BMW X3
10% Go Daddy
+ X Factor Chrysler Pepsi Max
0%
INDEX Time
- GB Touchdown (by 5min slot)
-10%
Black Eyed Peas
-20%
In the beginning of the Super Post-
2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST)
Bowl (SB), TV viewers are more Game
engaged in SB game and SB TV
commercials. As the games goes
on, TV viewers use more mobile.
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
29 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

30. Y! M. SPORTS ALSO SAW SPIKES
Mobile-Web Sports User Traffic
500%
Mobile-Web
400%
User Traffic +387%
TV Ad Breaks
+305%
300%
200%
100%
Half-Time
+ show
INDEX 0%
Time
- (by 5min slot)
-100%
Post-
2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Game
2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST
Control dates: Same time & day a week before (1/30) and a week after (2/13)
30 Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from TNS

31. MOBILE SEARCH QUERIES EXPLODE
Search queries related to TV ADs
during Super Bowl have significantly
increased
– Go Daddy: 6900%
– Chevy Camaro: 1700%
– Super 8 (Movie): 1970%
– Transformer (movie): 610%
– Volkswagen: 300%
– THOR (movie): 81%
• Super Bowl queries: 980%
• Green Bay: 180%
31
Note:
•
1) Super Bowl query term*: Super Bowl, Superbowl , or query terms including Super Bowl or Superbowl
2) The most frequent query terms: excluding usual navigational query terms such as yahoo, facebook, google, etc
3) Top 10,000 query terms on Super Bowl day (Feb 6, 2011) in US

32. ...this is the Chevrolet Camaro
32

33. Case Study:

34. TV watching is multi-screen and social
80% of people are multitasking while watching TV
34

35. Video
35

36. IntoNow has years of content and live TV
36

37. IntoNow - Deepen the connection between
Audiences, TV Content, and Advertisers
ACTIVATE ENGAGE
Tag, Unlock, Reward Go deeper, Learn More, Get Notified
SOCIALIZE
37
Share, Discuss, Recommend

38. Program Example – Jersey Shore
The Experience: Viewers simply tagged the remaining episodes of Season 3 to
enter the contest.
Notifications: Online Instructions & Updates:
Users could opt to receive IntoNow created a dedicated Jersey Shore
notifications on upcoming landing page that gave instructions on how to
episodes
38 participate

39. Program Example – Pepsi
To increase product consumption and
awareness of Pepsi MAX, Pepsi worked
with us to create the a product
giveaway.
Users simply “tag” a Pepsi MAX
commercial to receive a free 20 oz.
Pepsi MAX.
Unique coupons are created
preventing fraud, consumers share the
experience among their friends.
39

40. Program Example – Pepsi
The Experience: A “one-touch” process allowed users to “tag” the
commercial, generate a coupon, and receive their free Pepsi MAX
Step 1: Step 2: Step 3: Step 4:
Users tag the Users select a retailer Users can redeem Users share the
commercial to redeem their for free product in activity (2-3
coupon with store downstream
40 activations occur)

41. Program Example – Golden Gloves 2012.
The Experience: Discussion, Related Content, News, Profiles and Real Time Polls.
41

42. Program Example – Conferences (eg: CES).
The Experience: Related Content, Promotional Videos, Real Time
interactions, Live Videos
42

43. IntoNow Metrics: December 2011
Total Downloads: 2.5 Million (U.S. only)
Active Users: ~1M (US only)
Most Tagged Shows Most User Comments Most FB & Twitter Shares Top Genres
1. NFL Football 1. Republican Debate 1. NFL Football 1. Sitcom
2. The Big Bang Theory 2. The X Factor 2. The Big Bang Theory 2. Comedy
3. College Football 3. NFL Football 3. American Horror Story 3. Drama
4. Family Guy 4. American Horror Story 4. Dexter 4. Crime drama
5. How I Met Your Mother 5. The Year With Katie Couric 5. Family Guy 5. Reality
6. American Horror Story 6. Family Guy 6. NBA Basketball 6. Sports event
7. Dexter 7. Presidential Debate 7. College Football 7. Children
8. Republican Debate 8. Dexter 8. How I Met Your Mother 8. Talk
9. The X Factor 9. College Football 9. Republican Debate 9. Special
10. SportsCenter 10. NBA Basketball 10. A Christmas Story 10. Suspense
Usage by time of day
Usage by device
iPad 41%
iPhone 36%
Android 23%

44. Recent Highlights
Facebook f8 Launch Partner Mobile Marketing Award Winner

45. CONCLUSIONS
• TV multi-tasking is big. 80% mobile multi-task
while watching TV.
• Commercial time = mobile primetime. Y!
mobile web traffic during live TV events is
strongly correlated to ad breaks.
• I need to know more! 25% frequently look up
info on a TV ad during the commercial break.
45

46. IMPLICATIONS
• Think tie-in. Integrate mobile ads into your TV
media buys to engage users on both screens.
• Cater to the info-seekers. Make sure additional
info from your TV ad is easily accessible on your
mobile site.
• Be in the content. During major (live)
events, advertise on sites relevant to the
sponsored program to reinforce your message.
46

47. Thanks
47