4A’s Transformation 2013 - March 12 - Flurry - Long Ellis

March 2013

The Rise of Connected DevicesLong Ellis, VP & GM, Direct Media

930 MMonthly Unique Users

Number 1 Mobile Reach

Flurry Track Record

Number 1 Analytics

100 KApplication Developers

290 KApplications

2.6 BDaily Sessions

1.2 TMonthly Events Tracked

12Apps per Device

Dec 2010 Dec 2011 Dec 2012 -

20

40

60

80

100

120

140

160

180

Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics

70

162

66 72

168

9470

168

127

Mobile ApplicationsWeb Browsing Television

Time Spent in Mobile Apps Rising, Closing on TV

U.S. Web vs. Mobile App vs. TV Consumption, Minutes per Day

5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 0%

10%

20%

30%

40%

50%

60%

70%

Sources: TV & Internet dayparts from analysis by Michael Zimbalist (2/10); Nielsen National People Meter; comScore Media Metrix Mobile application daypart from analysis by Flurry (8/11); Flurry Analytics, n = 15.2M DAUs

Primetime All The Time for Apps

Daypart Comparison, People 15+ Using Medium in U.S.

TELEVISION INTERNET iOS & ANDROID APPS

Hour of Day

% o

f Aud

ienc

e Us

ing

5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

% o

f Aud

ienc

e Us

ing

Hour of Day

Source: Flurry Analytics, September 2012

Smartphones

Tablets

Tablet More Concentrated During Primetime

Usage by Hour, Smartphones versus Tablets

TV Print Web Radio Mobile

43%

29%

16%11%

1%

40%

6%

22%

9%

23%

Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

TIME SPENT PER MEDIAAD SPEND PER MEDIA

The Great Mobile Spending Gap

2011 U.S. Ad Spending vs. Consumer Time Spent

The Super Bowl: America’s Top TV Media Event

• 108m TV Viewers (Nielsen)

• 100m smartphones and tablets used in U.S. during Super Bowl

• Consumers launched 600M app sessions in U.S. during Super Bowl

• 42k app launches per second in U.S. during Super Bowl

Flurry Super Bowl Research Study

Some Super Bowl Stats

Source: Flurry Analytics

Consumers Using Apps During the Super Bowl

U.S. App Session Starts per Second During Super Bowl 2013

3:00 PM 3:17 PM 3:34 PM 3:51 PM 4:08 PM 4:25 PM 4:42 PM 4:59 PM 5:16 PM 5:33 PM 5:50 PM 6:07 PM 6:24 PM 6:41 PM 6:58 PM 7:15 PM 7:32 PM 7:49 PM40

60

80

100

120

140

160BEYONCEHALFTIME

SHOW

POWER OUTAGE

CLOSE LAST MINUTES OF GAME

NATIONALANTHEM

1st ADS:BUDWEISER, M&Ms, AUDI

STAR TREKINTO DARKNESS

49ERS SCOREONLY TRAILING

29 - 31

App

Usag

e In

dex

Source: Flurry Analytics

Super Bowl 2012 versus Super Bowl 2013

U.S. App Session Starts During Super Bowls 2012 and 2013

3:00 PM 3:17 PM 3:34 PM 3:51 PM 4:08 PM 4:25 PM 4:42 PM 4:59 PM 5:16 PM 5:33 PM 5:50 PM 6:07 PM 6:24 PM 6:41 PM 6:58 PM 7:15 PM 7:32 PM 7:49 PM40

60

80

100

120

140

160

MADONNAHALFTIME

SHOW

CLOSE LAST MINUTESOF GAME

NATIONALANTHEM

BATTLESHIP MOVIE AD

GIANTS DRIVE (KEY FIELD GOAL)

BEYONCEHALFTIME

SHOW

POWER OUTAGE

CLOSE LAST MINUTES OF GAME

NATIONALANTHEM

1st ADS:BUDWEISER, M&Ms, AUDI

COKEPOLARBEARS

STAR TREKINTO DARKNESS

49ERS SCOREONLY TRAILING

29 - 31 2013

2012

App

Usag

e In

dex

-0.2% -3.5%

3.3%

-9.8%

17.8%SUPER BOWL 2013

SUPER BOWL 2012

POWER OUTAGE

HALFTIMEADVERTISEMENTS

Source: Flurry Analytics

How Consumer Attention Varied Year-Over-Year

Average Change in App Usage Relative to Usage During Gameplay

• Mobile Apps usage concurrent with TV viewing

• Just because the TV is on doesn’t mean consumers are watching– 41% of consumers use tablets while watching TV daily (Nielsen)– 39% of consumers use smartphones while watching TV daily

(Nielsen)

• Marketers need to think about effective reach vs. pure reach

• Marketers have an opportunity to make mobile a larger part of the media mix to extend effective reach.

Take Aways

March 2013

Thank you!Long Ellis, VP & GM, Direct Media