Mobile in the MixJeremy Wacksman – VP Marketing & Mobile@jwacksman
Nearly 64 Million Monthly Unique Users
Jan-
07
May-0
7
Sep-
07
Jan-
08
May-0
8
Sep-
08
Jan-
09
May-0
9
Sep-
09
Jan-
10
May-1
0
Sep-
10
Jan-
11
May-1
1
Sep-
11
Jan-
12
May-1
2
Sep-
12
Jan-
13
May-1
30
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
Total Zillow Inc Visitors
25 appsacross every major platform
3xHigher
contact rate than desktop
60%
of ALL Traffic
321M
Homes viewed on mobile
in Aug 2013
Sun Mon Tue Wed Thu Fri Sat-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
Daily UsagePC Phone Tablet
12:0...
1:00 A
M
2:00 A
M
3:00 A
M
4:00 A
M
5:00 A
M
6:00 A
M
7:00 A
M
8:00 A
M
9:00 A
M
10:0...
11:0...
12:00 P
M
1:00 P
M
2:00 P
M
3:00 P
M
4:00 P
M
5:00 P
M
6:00 P
M
7:00 P
M
8:00 P
M
9:00 P
M
10:00 P
M
11:00 P
M
Hourly UsageTablet Phone
150x
# of times people check their phone every day
44% of people admit they have slept
with their phones
Source: AdTruth
Name of presentation | 11
New World Order…
Product as Marketing
iOS 7 Launch
iPad Launch
Internal, Integrated BI
Identifier: Browser Cookie? UDID? MAC Address?Apple ID for Ads?Digital Fingerprint?
Mobile can be measured
Demand data beyond the download
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Mobile Acquisition
Attributable Not-Attributable
Mobile can be measured
0 1 2 3 4 5 6 7 8 9 10 11 12
Conversions by iOS Cohort
Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13
Months of Fill
Co
st
pe
r C
on
ve
rsio
n
Network A
Network C
Network D
Network B
Dozens of Ad Networks
XMultipleDevices
XMultipleFormats
MultipleMessages
X
Mobile must be optimized
Mobile must be optimized
Morning Daytime Early_Fringe Prime Latenight Overnight TotalMonday 1.45 1.65 1.91 0.22 0.38 0.39 0.54Tuesday 1.01 1.27 1.45 0.51 1.28 0.48 0.76Wednesday 1.42 0.38 0.17 1.17 2.47 0.39 0.59Thursday 0.04 0.12 3.02 2.05 0.60 0.18 0.51Friday 1.38 0.89 1.54 0.75 0.89 0.55 1.38Saturday 0.53 0.41 0.49 2.38 1.89 0.29 0.96Sunday 0.25 0.60 1.32 1.57 1.86 0.40 2.26All 0.76 0.78 1.34 1.39 1.33 0.40
National
1. Product = Marketing
2. What is your ‘mobile owned’ media doing?
3. Mobile can be measured
4. Mobile must be optimized
