Key Strategies to Maximize Your Mobile Marketing
November 2009
For more information, please contact [email protected]
Overview
 Function, features, demand & price are converging
 The size of the market and potential to target is appealing
– 35mm Smartphone users
– 200mm+ not-so-smart phones
 Connecting the PC to Mobile dots is critical going forward
– We are closer to calling mobile advertising “early” rather than “bread and
butter”
 So how do I move my mobile advertising initiatives forward?
– Who is advertising and how much?
– How do I find my target?
– How do I measure the value of my mobile campaign?
 Sample – Building and Measuring a Automobile Mobile Ad Campaign
© comScore, Inc. Proprietary and Confidential.
2
There are 235mm Mobile Subscribers; about 35mm 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 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%
Apple
20%
Smart vs. Non-Smart
Phones
Smart
12%
Microsoft
24%
Symbian
3%
Non-Smart
88%
Palm
8%
RIM
42%
Product: MobiLens
Data: Three month average ending July 09
© comScore, Inc. Proprietary and Confidential.
3
Country: US - N= 35,520
Voice Is No Longer the Killer App
 Mobile Browsers, Application Users and Downloaders (Mobile Media Users) Growing 24% Year on Year
 34% (80.1 million) of Mobile Users Browse, Use an Application or Download - Mobile Media Users
 An additional 31 % 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%
 Increase in mobile media users linked to handset sales cycle.
Market Segments
36.0%
14.0%
34.4%
13.0%
34.0%
% Market
32.0%
30.0%
12.0%
29.6%
11.0%
28.0%
10.0%
26.0%
9.0%
24.0%
8.0%
22.0%
7.0%
20.0%
6.0%
Mobile Media Users
% Device < 2 Months Old
% Mobile Media Users and % New Device Owners
Just Voice,
35%
Mobile Media,
34%
SMS (and not
mobile media),
31%
Device < 2months old (one month snapshot data)
Product: MobiLens
Data: Three month average ending June 09
© comScore, Inc. Proprietary and Confidential.
4
Country: US - N= 33,453
Mobile Owners Are More Likely to Use Mobile Media If They Have
a New Device
This brings up two points:
 Device technology is improving and is enticing a greater % of people to use mobile media with their new
device.
 Usage can then tail off after the initial excitement recedes. This is however dependent on the type of
device. For example the % of smartphone owners who use mobile media only reduces by 13% over a
year, this is compared to an 82% reduction in the % of non-smartphone owners over the same period.
% Mobile Media Users by Length of Device Ownership
60.0%
54.5%
% Mobile Media Users
50.0%
45.7%
38.9%
40.0%
31.1%
30.0%
26.0%
20.3%
20.1%
20.0%
10.0%
0.0%
< 2months old
2-6 months ago
7-12 months ago 13-18 months ago 19-24 months ago 25-36 months ago
Product: MobiLens
Data: Three month average ending June 09
© comScore, Inc. Proprietary and Confidential.
5
Country: US - N= 33,453
37+ months ago
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), devices improve (smartphones) and cost come under control
(data plans) people are more likely to use more mobile media services.
 Owners of any one of these three characteristics are more likely to use mobile media than the norm.
 93% of mobile users who have a 3G smartphone and an unlimited data plan are mobile media users,
171% more likely than the average mobile owner.
Growth of Market Enablers
37.3%
40.0%
35.0%
% Market
30.0%
28.9%
25.0%
17.5%
20.0%
15.0%
12.6%
10.0%
8.1%
13.1%
5.0%
0.0%
200806
200807
200808
200809
3G
200810
200811
200812
Unlimited Data Plan
200901
200902
200903
Smartphones
Product: MobiLens
Data: Three month average ending June 09
© comScore, Inc. Proprietary and Confidential.
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Country: US - N= 33,453
200904
200905
200906
So what kind of ads are mobile users who are browsing seeing?
Top Mobile Advertising Sectors
Rank
Industry
Sector
Ad Index
1
Mobile Content and Publishing
Mobile Publishing
698
2
Mobile Content and Publishing
Mobile Personalization
680
3
Mobile Content and Publishing
Mobile Social Media
660
4
Consumer Discretionary
Broadcasting & Cable TV
575
5
Information Technology
Internet Software & Services
497
6
Consumer Staples
Personal Products
398
7
Information Technology
Application Software
360
8
Consumer Discretionary
Movies & Entertainment
342
9
Mobile Content and Publishing
Mobile Games and Applications
329
10
Consumer Discretionary
Automobile Manufacturers
226
Source: comScore Ad Metrix Mobile, Aug 2009
© comScore, Inc. Proprietary and Confidential.
7
So what kind of ads are mobile users who are browsing seeing?
Top Mobile Advertising Sectors
Rank
Industry
Sector
Ad Index
1
Mobile Content and Publishing
Mobile Publishing
698
2
Mobile Content and Publishing
Mobile Personalization
680
3
Mobile Content and Publishing
Mobile Social Media
660
4
Consumer Discretionary
Broadcasting & Cable TV
575
5
Information Technology
Internet Software & Services
497
6
Consumer Staples
Personal Products
398
7
Information Technology
Application Software
360
8
Consumer Discretionary
Movies & Entertainment
342
9
Mobile Content and Publishing
Mobile Games and Applications
329
10
Consumer Discretionary
Automobile Manufacturers
226
Source: comScore Ad Metrix Mobile, Aug 2009
© comScore, Inc. Proprietary and Confidential.
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So what are my competitors doing in the space? Ad Metrix Mobile: A
Comprehensive View of the Mobile Display Advertising Landscape
• Ad Metrix Mobile reports the who, what, where and
when of advertising on the mobile web so you can
 Better plan your mobile advertising campaigns
 Understand competitors‟ mobile presence
 Know who to sell to and when to call
• Answer questions such as:
 Which publishers have secured advertising from
which brands?
 Which advertisers and industries are the most
active in advertising on mobile?
 Within a competitive set, how does the creative
strategy differ across brands?
 Which ad servers are being used by publisher
and advertiser?
© comScore, Inc. Proprietary and Confidential.
9
Tracking of the Most Popular Destinations & Devices
• Carrier deck
 Updated monthly
 to capture feature phone traffic to brands linked from operator portals.
• Unique URLs by carrier
• Top off deck entities
 updated monthly
 to include new properties adopting display advertising
• New platforms attract advertisers targeting their audience by device.
© comScore, Inc. Proprietary and Confidential.
10
Source: comScore Ad Metrix Mobile
Pull reports from Ad Metrix Mobile according to your
needs
Ad Metrix Mobile
Advertiser Reports
brands that
advertise on the
mobile web
Publisher Reports
major web
publishers
and the companies
that advertise on
each of them
Creatives Reports
actual images of all
advertisement
creative seen in
a month
Detailed Reports
1
2
3
4
Insights:
Who’s advertising what on the mobile web?
When, where, and what are they advertising?
How have they changed over time?
© comScore, Inc. Proprietary and Confidential.
11
5
Ad Metrix Mobile – Mobile Ads are categorized by Industry and
Sector
Industry
Sector
Advertising
Apparel Retail
Apparel, Accessories & Luxury Goods
Auto Parts & Equipment
Automobile Manufacturers
Automotive Retail
Broadcasting & Cable TV
Casinos & Gaming
Catalog Retail
Computer & Electronics Retail
Consumer Electronics
Department Stores
Education Services
General Merchandise Stores
Home Improvement Retail
Homebuilding
Hotels, Resorts & Cruise Lines
Household Appliances
Internet Retail
Leisure Facilities
Leisure Products
Movies & Entertainment
Photographic Products
Publishing
Restaurants
Specialized Consumer Services
Textiles
Tires & Rubber
Consumer Discretionary
Consumer Staples
Energy
Financials
Health Care
Industrials
Information Technology
Materials
Mobile Content and
Publishing
Telecommunication
Services
© comScore, Inc. Proprietary and Confidential.
12
Who is advertising in the Automobile sector on Mobile?
BMW
Ford
GMC
Honda
Infiniti
Jaguar
Jeep
Land Rover
Nissan
Porsche AG
Subaru
Suzuki
Toyota
Ad Index
3
121
3
2
227
487
1
108
8
16
4
2
317
Source: comScore Ad Metrix Mobile, Aug 2009
© comScore, Inc. Proprietary and Confidential.
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Number of
Creatives
9
101
8
4
32
30
4
108
21
12
10
5
126
We can further drill in to advertisers to understand which
products they are advertising
Brand
BMW
Ford
Ford
GMC
Honda
Infiniti
Infiniti
Jaguar
Jeep
Land Rover
Land Rover
Land Rover
Nissan
Porsche AG
Subaru
Suzuki
Toyota
Toyota
Toyota
Toyota
Toyota
Toyota
Product
BMW Local Dealers
Ford 2010 Mustang
Ford Dealers
GMC Local Dealers
Honda Local Dealers
Infiniti G Series
Infiniti Local Dealers
Jaguar XF
Jeep Local Dealers
Land Rover LR2 HSE
Land Rover LR3
Land Rover Range Rover Sport
Nissan Local Dealers
Porsche AG Automobiles
Subaru Local Dealers
Suzuki Local Dealers
Toyota Cars
Toyota Corolla
Toyota Local Dealers
Toyota Prius
Toyota Vehicle Spotlight
Toyota Venza
Source: comScore Ad Metrix Mobile, Aug 2009
© comScore, Inc. Proprietary and Confidential.
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Ad Index
6
124
81
5
4
28
356
825
2
1
1
181
13
27
7
3
52
142
22
102
74
145
Where are they advertising (and where might I want to advertise)?
Time Period: August 2009
Advertiser: Tata Motors Limited
Brand-Product: Jaguar XF, Land Rover LR2 HSE, Land Rover LR3, Land Rover Range Rover Sport
3GForFree.com
A and E Mobile
ABC News Mobile
Accuweather.com Wireless
AOL Mobile
Beauty Riot Mobile
Bossip Mobile
Boston.com Mobile
Buzznet Mobile
Car and Driver Mobile
CBS Mobile
CBS Mobile News
CBS Sports Mobile
Cellufun
CNET Mobile
CNN Mobile
College Humor Mobile
courier-journal.com Mobile
Cracked.com Mobile
DailySentinel.com Mobile
Dayton Daily News Mobile
Deadspin Mobile
digg Mobile
E! Online Mobile
Edmunds.com Mobile
eHow Mobile
Elle Mobile
eVite
Florida Today Mobile
Fox Business Mobile
Frengo Mobile
FunForMobile.com Mobile
GamePro Mobile
Gawker Mobile
go2 Mobile
Gossip Bucket Mobile
Gossip Girls Mobile
History Mobile
Hollywood.com Mobile
Indystar.com Mobile
Journal News Mobile
JustJared.com Mobile
kiwibox Mobile
Kotaku Mobile
Lifehacker Mobile
LimeLife Mobile
Mapquest Mobile
Maxim Mobile
© comScore, Inc. Proprietary and Confidential.
Mocospace Mobile
Movietickets.com Mobile
MSN Mobile
mywaves Mobile
Myxer Mobile
New York Post Mobile
NewsMax Mobile
NFL.com Mobile
NHL Mobile
PalmBeachPost.com Mobile
Perez Hilton Mobile
Playboy Mobile
Pocket PC Freeware. mobi
Premiere Mobile
RealGM Mobile
Red Carpet Magazine Mobile
Shape Magazine
SignOnSanDiego.com Mobile
Smartphone Freeware.mobi
SnapMyLife Mobile
Star Mobile
Starpulse.com Mobile
StarTribune.com Mobile
statesman.com Mobile
15
StupidVideos.com Mobile
tampabay.com Mobile
TapTap Mobile
The Biography Channel Mobile
The CW Mobile
The Honolulu Advertiser Mobile
the Insider Mobile
The Onion Mobile
Thumbplay Mobile
TinyTube.net Mobile
TMZ Mobile
Topix Mobile
treemo Mobile
TV Guide Mobile
Twilight Zone Mobile
UFC Mobile
Us Mobile
wattpad Mobile
Weather Bug Mobile
Weather Underground Mobile
Xanga Mobile
Yahoo! Mobile
Zedge Mobile
Zoovision Mobile
Source: comScore Ad Metrix Mobile, Aug 2009
How are they advertising and what kind of creatives are being
used?
Sector Name:
Industry:
Advertiser:
Division Name:
Brand Name:
Consumer Discretionary
Automobile Manufacturers
Toyota
Toyota Motor Manufacturing North America
Toyota
Product Name: Venza
Product Name: Cars
Product Name: Corolla
Product Name: Local Dealers
Product Name: Prius
Product Name: Vehicle Spotlight
Source: comScore Ad Metrix Mobile, Aug 2009
© comScore, Inc. Proprietary and Confidential.
16
How are they advertising and what kind of creatives are being
used?
Sector Name: Consumer Discretionary
Industry: Automobile Manufacturers
Advertiser: Tata Motors Limited
Division Name: Land Rover N.A.
Brand Name: Land Rover
Product Name: LR2 HSE
Division Name: Jaguar Cars Limited
Brand Name: Jaguar
Product Name: XF
Product Name: LR3
Product Name: LR2 HSE
Source: comScore Ad Metrix Mobile, Aug 2009
© comScore, Inc. Proprietary and Confidential.
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What about looking at user intent? Announcing Plan Metrix
Mobile (PMxM): Media Planning With A Mobile Slice
 comScore Plan Metrix Mobile is an extension of the industry-leading comScore Plan Metrix® service that
combines mobile Internet users‟ behavior with detailed information on their lifestyles, interests, attitudes and
product preferences.
 Plan Metrix Mobile provides users with a tool that allows them to identify a set of mobile brands that meet their
target demographic and psychographic requirements.
 Provides three Powerful Inputs (Consumer Behavior and Affinities , Mobile Device Ownership Characteristics &
Mobile Content Consumption) for mobile media planning.
 Plan Metrix Mobile allows advertisers, ad networks and publishers to create a consideration set that meets their
goals.
© comScore, Inc. Proprietary and Confidential.
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Plan Metrix Mobile (PMxM):
Clear Benefits For All Participant in the Mobile Marketing Ecosystem
 Plan Metrix Mobile helps you answer questions such as:
– How can I go beyond standard demographics to describe my audience?
– What are the lifestyles, interests and product preferences of visitors to a particular site or a
site category?
– What role does device type play in targeting my desired consumer segment?
– When my target audience is defined by lifestyles and interests, where can I find them on
mobile?
 Agencies and Advertisers can use Plan Metrix Mobile™ to:
– Build powerful media plans and persuasive campaigns based on a deep understanding of
your target audience‟s on-device and off-device behavior
– Align your marketing strategies with key interests and lifestyles
– Identify relevant mobile properties and size any target audience based on the needs of a
specific media plan
– Identify a set of mobile web properties that meet target demographic and psychographic
requirements across more than 5,000 variables, including purchasing habits and media
consumption
© comScore, Inc. Proprietary and Confidential.
19
How big is the auto buyer audience in the mobile space?
Very likely to buy auto in the next 6 mo
Cell Phone Users:
Non-Voice consumption:
© comScore, Inc. Proprietary and Confidential.
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10.6MM
6.6MM
comScore Plan Metrix Mobile, August 2009 Data
Plan Metrix Mobile (PMxM):
Consumer Behavior & Affinities Data Hierarchies Defined
Over 5,000 Behavior & Affinities Targets across 18 key categories
Auto
Behavioral Segments
Business Purchase Decisions
Demos
Electronics/Computers
Health
Home & Living
Financial
Food & Beverage
Internet Usage
Music/Video Books
Portal Service Affiliation
Retail/Apparel
Sports/Leisure
Telecommunications
Traditional Media
Travel
Work Demos
© comScore, Inc. Proprietary and Confidential.
\
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Plan Metrix Mobile (PMxM):
Mobile Content Consumption Data Hierarchies Defined
Contains Brand reporting at the categories (8 total), Sub Category (32 total) & individual
brand level (200 unique brands)*


* Top 50 brands only availed in excel
© comScore, Inc. Proprietary and Confidential.
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Community

– Dating

– Photo/Video Sharing
– Social Networking/Chat/Blog
Directories
– Business Directories
– Classified Listings
– Entertainment Listings
– Job Listings

– Maps/Directions
– Real Estate
– Restaurant/CityGuides
– Traffic
– TV Listings

Personal Email


Search
Entertainment
– Family Entertainment
– Games
– Health/Spiritual
– Horoscopes
– Humor
– Magazines
Instant Messaging
News
– Entertainment News
– Financial News
– Local/World News
– Sports News
– Technology News
– Weather
Utilities
– Auction/Classifies
– Banking/Credit
– Electronic Payments
– Reference
– Retails
– Shopping/Price Guides
– Stock Trading
– Travel
On which categories can I find Auto Buyers on Mobile?
Mobile Media Category Visitation by Auto Buyers
August 2009
Mobile Categories
Community
Directories
Entertainment
IM
News
Personal Email
Search
Utilities
Target
Composition
24%
21%
27%
23%
20%
20%
18%
20%
© comScore, Inc. Proprietary and Confidential.
23
Target
Composition
Index
314
271
351
296
253
251
234
261
comScore Plan Metrix Mobile, August 2009 Data
On which sub-categories can I find Auto Buyers on Mobile?
Sub Category
Community
Dating
Photo/Video Sharing
Social
Networking/Chat/Blog
Directories
Business Directories
Classified Listings
Entertainment Listings
Job Listings
Maps/Directions
Real Estate
Restaurant/City Guides
Traffic
TV Listings
Entertainment
Family Entertainment
Games
Health/Spiritual
Horoscopes
Humor
Men's Magazines
Women's Magazines
Target
Composition
Target
Composition
Index
25%
23%
326
300
24%
304
23%
30%
24%
35%
21%
22%
15%
25%
20%
292
382
313
455
268
282
188
314
254
11%
36%
13%
22%
20%
32%
15%
144
460
172
277
261
405
192
© comScore, Inc. Proprietary and Confidential.
Sub Category
News
Entertainment News
Financial News
Local/World News
Sports News
Technology News
Weather
Personal Email
Personal Email
Search
Search
Utilities
Auction/Classified
Banking/Credit
Electronic Payments
Reference
Retail
Shopping/Price
Guides
Stock Trading
Travel
24
Target
Composition
Target
Composition
Index
25%
23%
22%
20%
24%
18%
327
298
281
258
310
235
20%
251
18%
234
20%
26%
38%
17%
27%
253
334
490
215
349
22%
18%
25%
286
231
319
comScore Plan Metrix Mobile, August 2009 Data
On which mobile brands can I find the most number of visitors who
are very likely to buy a car in the next 6 months?
Top Mobile Media Sites Visited by Auto Buyers
August 2009
Mobile Sites
Google
Yahoo!
Microsoft
Facebook
MySpace
Operator
The Weather Channel
Craigslist
Paypal
AOL
© comScore, Inc. Proprietary and Confidential.
25
Visitation
(MM)
4.6
3.8
2.9
2.7
2.2
1.9
1.8
1.6
1.3
1.2
comScore Plan Metrix Mobile, August 2009 Data
On which mobile brands am I most likely to find a person who will
buy an auto in the next 6 months?
Top Mobile Media Sites To Target Auto Buyers
August 2009
Target
Target
Composition
Mobile Brand
Composition
Index
Careerbuilder.com
54%
689
Comcast
47%
597
Paypal
43%
552
People
35%
455
Weatherbug
35%
453
Reuters
34%
440
Bank of America
34%
431
MSNBC
30%
388
Craigslist
30%
384
Monster.com
30%
383
© comScore, Inc. Proprietary and Confidential.
26
comScore Plan Metrix Mobile, August 2009 Data
There are 1,034 Separate Devices Being Used to Access Mobile
Media in the US
 Top 6 devices
represent 12% of
mobile media
users, top 20
devices – 25%.
There is an
extremely long
tail.
 Although the
iPhone gains a
large amount of
publicity it
currently
represents 8% of
mobile media
users.
 Samsung,
Motorola and LG
have 20% of
mobile media
users each.
Product: MobiLens
Data: Three month average ending June 09
© comScore, Inc. Proprietary and Confidential.
27
Country: US - N= 33,453
Plan Metrix Mobile allows advertisers to identify key mobile segments
based on OEMs and devices
 People looking to buy a car in the next six months are much more likely to have
smartphones.
 This heavily active mobile content consumer group is also the best audience for
targeting automotive ads
Who’s buying?
Who’s not buying?
Very likely to buy a car
in the next 6 months
All Mobile Users
Blackberry…
Apple Users
Very unlikely to buy a car
in the next 6 months
All Mobile Users
100
237
388
Nokia
Sanyo
UT Starcom
% Reach Composition Index
% Reach Composition Index
© comScore, Inc. Proprietary and Confidential.
100
104
109
130
28
comScore Plan Metrix Mobile, August 2009 Data
What kind of mobile plans do Auto Buyers have?
 50% of people very likely to buy a car in the next 6 months subscribe to data
services, or about 2.2X the average
 52% of people very likely to buy a car in the next 6 months have a text message
plan, or about 31% higher than the average phone user
Mobile Subscription Plan Reach/Index by Type
For Auto Buyers
Category
Data Service
Data Service (limited)
Target Group Target Composition
Reach
Index
50%
220
11%
271
Data Service (unlimited)
Photo Msgs
Text Msgs
© comScore, Inc. Proprietary and Confidential.
40%
24%
52%
29
209
148
131
comScore Plan Metrix Mobile, August 2009 Data
Discover the highest-value carrier markets for mobile media planning
 What are the most strategic operator partnerships for automotive advertisers?
 AT&T and T-Mobile users are the highest probability audience; small operators
may present an opportunity to influence user intent
Where best to influence
users with ads?
Who is the most relevant
audience?
Neither likely nor unlikely to
buy a car in the next 6 months
Very likely to buy a car
in the next 6 months
All Mobile Users
AT&T Users
T-Mobile Users
100
124
127
All Mobile Users
Cricket
Other
Metro PCS
% Reach Composition Index
% Reach Composition Index
© comScore, Inc. Proprietary and Confidential.
100
145
205
341
30
comScore Plan Metrix Mobile, August 2009 Data
But how do I measure the impact of mobile advertising? Brand
Metrix Mobile
The randomized experimental design creates campaign exposed
(Test ad cell) and non-exposed groups(Control ad cell)
Both groups are invited and surveyed with
the same screeners and incentives via our
proprietary technology
Exposed to Ads
(Test Cell)
Not exposed to Campaign Ads
(Control Cell)
© comScore, Inc. Proprietary and Confidential.
Since a limited number of phones are able to
accept cookies at this time, we collect control
respondents prior to campaign launch in
order to gather a clean sample.
31
A survey instrument available on any phone capable of web
browsing
Typical Measures Include
 Demographics
– Age, Gender, Income
 Awareness
– Unaided & Aided
 Favorability
 Purchase or other intent
 Ad or Message Recall
 Campaign specific questions
© comScore, Inc. Proprietary and Confidential.
32
Best Practices for Deployment of Survey
 Because attention spans on mobile devices are very short it is important
that our surveys are also kept very short (around three minutes).
 Limiting the surveys to 10 questions in total with no more than 5 answer
choices in a given question to avoid the need for scrolling.
– Experience has told us that 7-9 questions is the most you are going to be
able to get into a questionnaire before losing attention.
 One to two questions per page is currently where we are with format.
 The surveys can incorporate skip patterns/logic as well as randomization.
 Text of over 20-25 characters in a question (or answer) causes wrapping
and thus scrolling and thus losing participation and quality (most likely)
of answers.
© comScore, Inc. Proprietary and Confidential.
33
Custom Options Available As Well
 Completing a more detailed survey off-device
– In some cases you will need to go beyond the 10 questions that on device
surveys are typically limited to. We have a proven approach in which we
recruit respondents on devices but incentivize them to complete a more
detailed survey online.
 Re-contact Studies
– In many cases, an additional survey way is optimal to measure actual
purchased behavioral, etc.
 Integration with larger Web based display campaign
– Quite often Mobile is part of a larger media buy. We are able to “add” on a
mobile component to our standard BMX surveys and produce cross platform
comparison reports.
© comScore, Inc. Proprietary and Confidential.
34
Benchmark your Success with our Mobile Norms Data:
In Many Cases, Mobile Is More Effective Then PC
Delta Brand
A
Delta Brand
B
Delta Brand
C
Delta Brand
D
Average
Delta
Online
Top of mind awareness of
brand
+12
+1
+18
---
+1
Total awareness of brand
---
+3
-3
---
+2
Awareness of ad
+16
+16
+8
+8
+3
Likelihood to recommend
brand
+4
+1
+1
---
+1
Purchase consideration
+4
+0
+7
+4
+4
Point lift based on
exposure
© comScore, Inc. Proprietary and Confidential.
35
Summary
 Function, features, demand & price are converging
 The size of the market and potential to target is appealing
– 35mm Smartphone users
– 200mm+ not-so-smart phones
 Who is advertising and how much?
– comScore Ad Metrix Mobile
– Top mobile sites crawled for clickable advertising that is organized, categorized,
aggregated and made available for analysis
 Where can I find my target on mobile devices and in mobile channels?
– comScore Plan Metrix Mobile
– Over 5,000 data points looking at mobile consumer lifestyles, interests, attitudes and
product preferences.
 How do I measure the value of my mobile campaign?
– comScore Brand Metrix Mobile
– Lift analysis of changes in brand awareness and
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