Winning with Mobile in the Multi-screen world

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    

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

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

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

Understanding the Media Consumption Behavior

Mobile devices ranks 1st in media consumption

108

93 92

52

37

35

7.0 HOURS 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

minutes minutes

minutes

minutes

minutes

Source: InMobi & Decision Fuel, On Device Research, Mobile Media Consumption Research, Wave 2

Mobile has started to impact purchase behaviour

0% 10% 20% 30% 40% 50% 60%

11%

43% 48% 31% 10% 18%

40%

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%

of mobile users are as comfortable with mobile advertising as they are with TV or online advertising

59%

Multi-Screen behavior among global consumers

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)

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)

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

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

69% Increase in brand recall

72% Increase in purchase intent

Source: Nielsen study

Likelihood of recalling Advertisers on favorite show

Instant action based on what was seen on the TV

10 Ways Marketers are Using the Multi-screen

phenomenon

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

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

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”

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

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

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

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.

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

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

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

4 must-dos for a marketers to leverage

mobile and multi-screen

1. Know your audience 2. Keep it Simple

3. Be Relevant 4. Engage and Re-engage

An integrated mobile strategy for multi-screen

Thank you You can reach me at: shri@inmobi.com

Shrikant Latkar

VP of Global Marketing

San Francisco