From thinkLA Mobile 101 on September 18, 2012.

1. Educational Series
Mobile 101
Sponsored by
#thinkmobile

2. Educational Series – Mobile 101
Deborah Lammon
VP, Portfolio Partner, UM
#thinkmobile

3. Where r u?
hey
APPS WAP
PEOPLE ON THE GO TEXTING
STAY CONNECTED PHOTOS & FILTERS
MOBILE MEDIA MOBILE MEDIA
ENTERTAINMENT A MOVING TARGET
SEARCH UTILITY
LOCAL SHARE
thx!
Hi!

4. LEARNING AGENDA
THE MOBILE LANDSCAPE
A FOCUS ON SMARTPHONES
OPERATING SYSTEMS
TOP MOBILE ACTIVITIES
HOW BRANDS CAN ALIGN WITH MOBILE USERS

5. MOBILE UBIQUITY HAS ARRIVED 76%
of the U.S.
237MM population
mobile subscribers
in the U.S.
55%
Own Smartphones (130MM people)
45%
Own Feature Phones (107MM people)

6. A FOCUS ON SMARTPHONES
The majority of mobile subscribers
ages 18-44 are smartphone users
Smartphone users tend to live in Cell phone owners with $75k+ HH inc
urban and suburban areas are 3-4x more
likely to own
smartphone

7. SMARTPHONE USERS CONSUME MORE MEDIA
ENTERTAINMENT
CONSUMPTION HAS
GROWN 82% YOY
This growth outpaced the
55% increase in overall
smartphone ownership.

8. FOMP THE
= FEAR
THE OF
NEW MISSING
FOMO PHONE

9. OS MARKETSHARE & GROWTH
Operating System Market Share
Mobile Web Traffic
Market Share

10. TABLETS USAGE CONTINUES Apple iOS
Android
Tablet users will more That’s
from
33.7MM to 70MM 29%
than double this year
of the
country’s
47%
52%
Internet users
60% Of tablet users use their
tablets several times a day, 28% of
25-34
And use them,
on average, 13.9 hours a
week
tablet users are
of tablet users
Where do consumers use their tablets? 85% multi-task across
two screens
67% 15% 14% 4% while 66% 3
Multi-task across screens
at home at work in the car shopping

11. MOBILE ACTIVITIES CENTERED AROUND
ENTERTAINMENT & UTILITY
of consumers begin a
task on one device and complete it
on another. Smartphones are the
most common starting point.

12. EVERYTHING MOBILE IS SOCIAL

13. TOP MOBILE APPTIVITIES
Photo & video, music, productivity, social networking, and
entertainment are the fastest growing mobile app categories
Smartphone users have on average 29 apps on their phones
and have used 12 of them in the past 30 days

14. TOP MOBILE WEB (WAP) ACTIVITIES

15. HOW BRANDS CAN ALIGN WITH
CONSUMERS ON THE GO: GET PERSONAL
SMS/MMS – direct response, text programs,
always based on consumer opt-in
Mobile Web (wap) – ample inventory usually in
banners, data and targeting more sophisticated
Apps – align with the app’s purpose: utility or
entertainment
Search – make it local, provide personal value
Video – destinations or rich media executions
Social – get in conversation destinations, make
all ads sharable

16. HOW BRANDS CAN ALIGN WITH
CONSUMERS ON THE GO: CUSTOMIZE
Apps Search
First to
Market
Video Social

17. Educational Series – Mobile 101
Edwin Wong
Senior Director, B2B of Strategic Insights, Yahoo!
#thinkmobile

18. THE EVOLVING LANDSCAPE
Mobile 101
3

19. TV watching has always been about
community and connection...
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011 4

20. ... we've always been about
"crossed experiences"
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011 5

21. What does this tiny device
even mean?
4C's:
> Communications
> Community
> Content
> Culture
Digital Connective
Consciousness
6

22. MULTI-TASKING ON DIGITAL DEVICES:
It's happening... a lot
7

23. With 122M mobile Internet users...
80% 98
of respondents
million
mobile TV multitaskers
are mobile
multitasking
while watching TV
SOURCE: Base used for projections based on ComScore MobileLens, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 =
Used browser or application or SMS (except mobile to mobile)
8

24. In fact, 1/2 mobile multitask while watching TV
daily, with 1/3 checking in 2+ times
I mobile multitask while watching TV
Less than
once per
show 39%
Once or twice
21%
At least once a
week 21%
More than
twice
Everyday
49% For the full
25%
duration of
the show 15%
I multitask while I multitask while
watching TV watching TV
Q: How often do you use any of the following devices while watching TV at home?
Q: Which of the following best describes when/how you typically multitask using tech devices while watching TV?
9

25. Connection & content are main drivers
What were you doing when mobile multitasking while watching TV?
CONNECT
80%
94%
Text
Talk 74%
Email 61%
Social Networking 54%
IM 46%
Not related to what I'm watching 44%
Related to what I'm watching 38%
Look up info on a commercial I just watched 36%
CONTENT Read news 32%
60% Play online games
Do work or homework
32%
24%
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011

26. There's a definite need to optimize mobile
sites
52% of consumers are
disappointed when
companies do not have
specialized sites for their
mobile Internet browser
75% of companies have no
clear mobile strategy
Consumer Marketer
Consumer Source: Y! Mobile Modes Study | August 2011
Marketer Source: ANA 11

27. BIG EVENTS:
Consolidation Through Content
12

28. Viewers multi-task around content related to
March Madness games...
Multi-tasking on mobile devices while watching March Madness Games
Checked out the latest scores and schedules 57%
Looked up team and player information & stats 55%
Checked out top March Madness headlines 51%
Checked out March Madness photos 47%
Watched March Madness online-video content 45%
Read blogs about March Madness 40%
Managed my March Madness Fantasy Bracket 29%
Fact-checked something my friend told me 27%
Fact-checked something the host/announcer said 25%
SOURCE: Into Now Case Study | June 2012
n = Total Sample (n = 750)
Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness
events/games? 13

29. ...and communicating to their friends around
March Madness content
Multi-tasking on mobile devices while watching March Madness Games
Updated social networking site related to March
Madness
34%
Responded to a post related to March Madness 31%
Shared March Madness online video content 28%
Posted a picture related to March Madness 28%
Texted someone about March Madness 33%
Emailed someone about March Madness 30%
Talked smack with other fans online about March
Madness
28%
IM with someone about March Madness 26%
SOURCE: Into Now Case Study | June 2012
n = Total Sample (n = 750)
Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness
events/games? 14

30. Part of the benefit to marketers of mobile multi-
tasking, is the looking up of ads
Multi-tasking on mobile devices while watching March Madness Games
29% 28%
Visited a website Use a search engine
related to a to look up
commercial that I information related
saw on March to a commercial that
Madness I saw on March
Madness
SOURCE: Into Now Case Study | June 2012
n = Total Sample (n = 750)
Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness
events/games? 15

31. Most will check in without alerting their social
networks and read an article
What did consumers do on Into Now?
47% Checked in' to March Madness but did not
post to my social network
30% Checked in' to March Madness and posted
it to my social network
45% Read articles related to the specific game I
was watching
36% Read articles related to March Madness,
unrelated to the game I was watching
37% Read up about the player stats and other
information
18% Joined online discussions about the game
SOURCE: Into Now Case Study | June 2012
n = Total Sample (n = 750)
How did you interact with the Into Now app while watching March Madness? 16

32. The Digital Extension
SOURCE: Y! Yodeler's Panel | Academy Awards | March 2012
n = Total Sample (n = 2,535) 17

33. CONNECTED TV:
A Connected Devices Experience
18

34. Defining Internet Connected TV (CTV)
What Makes Up Internet Connected TV? It’s accessing the Internet through your TV via your
DSL/Broadband connection in any of the following ways:
Digital Media Adapter
Game Console
TiVO or DVR
TV Smart TV
Blu-Ray/DVD
Player
Satellite/Cable Operator
Controllers
SOURCE: Connected TV: The Dawn of a New Era | May 2012 19

35. Nearly 80% show interest in using mobile &
tablet devices to interact with Y! CTV...
Device Owners: How interested are you in using [insert device] to interact with Y! CTV?
32%
30%
27%
29%
27%
18%
12%
10%
8%
6%
Not at all Not very Somewhat Very Extremely
interested interested interest interested
SOURCE: Connected TV: The Dawn of a New Era | May 2012
Q: Based on the video that you just viewed, please tell us how interested you are in this Yahoo! Connected TV product if it were available
on your current TV or a future TV that you might purchase and you had the ability to access, sync, and share content through your smart
phone or Tablet PC device instead of directly to your TV?
Base: Own device or plan to buy in the next 2 years. 20

36. Build updates for the screen, go past the remote
control for interaction & communication
On which device would you prefer to access the following Y! CTV-related CONTENT?
Media Search Guide 26%
30% 17%
18% 12% 57% 40%
Extra TV Show or movies
Info 28%
29% INFORMATION 40%
15%
21% 11% 56%
Personalized Alerts 21%
29% 28%
15% 20% 51% 36%
Extra Sports Info 29%
30% 20%
20% 14% 51% 36%
Recommend TV Programs 28%
32% 21%
19% 14% 51% 35%
TV Show Check CONTENT INTERACTION
30%
32% 20%
25% 17% 45% 30%
Voting or Polls 31%
35% 25%
20% 16% 45% 29%
Access content not related
to what you are watching 32%44% 30% 21% 14% 35%24%
E-mail or IM 32%
38% COMMUNICATION 22%
26% 29% 20% 32%
Social Networking 33%
39% 26%27% 18% 33%22%
No Preference Tablet PC Smart Phone Internet Enabled TV
SOURCE: Connected TV: The Dawn of a New Era | May 2012
Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a
Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or
does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base) 21

37. Information and transaction can start on the big
screen
How would you prefer to access Y! CTV-related ADVERTISING & PROMOTIONAL content?
Pictures or video of a product
30% 19%
21% 13% 51%35%
or service
An actual showcase of a
29%
32%
INFORMATION34%
21%
20% 14% 50%
product or service
The ability to purchase from
your home
31%
34% 23%
21% 14% 46%31%
The ability to "check-in" for
more savings
31%
33% TRANSACTION 31%
22%
21% 15% 46%
Finding out where to buy
locally
33%
34% 22%
27% 18% 39%26%
Entering Contest &
Sweepstakes
35% 23%
26% 17% 38%25%
COMMUNICATION
Talk about a product or ad
on my social network
31%
36% 25%30% 21% 24%
34%
Talk about a product or ad
via email or IM
31%
38% 26% 30% 21% 22%
32%
No Preference Tablet PC Smart Phone Internet Enabled TV
SOURCE: Connected TV: The Dawn of a New Era | May 2012
Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a
Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or
does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base) 22

38. THE CHANGING CONVERSATION:
Taking Risks from Consumer Cues
23

39. Consumers want to hear about and
experience brands more fully
96% 91%
86%
58% 56%
41% 45% 41%
Price, Product Knowing the history, Finding interesting Creating shared
Attributes, Proof stories, or quirky stories experiences with
Points details other customers
Consumers Marketers
24

40. Risk taking can benefit brands for being
more innovative & caring
Test versus Control Lifts for 2 Case Studies
LIFT
ATTRIBUTE FOR BRANDS
TEST VS. CONTROL
+37%  Is an innovative brand
Innovation
+17% Is forward thinking or progressive
+27% Understands me and what I like
Care
+17%  A brand that cares about it's customers
+90% Connecting with me around the content I love
Content
+54% Trying to engage with me in new ways
25 25

41. Key Findings
Multi-tasking on Digital Devices: It's the way of life, capitalize on second screen
It's happening ...a lot interaction
Enhance brand sponsorships and incremental
Big Events: effectiveness by understanding consumer
Consolidation Through Content patterns around these events
Leverage platforms like CTV and publishers
Connected TV: building out application experiences that cross
A Connected Devices Experience devices
The Changing Conversation: Change the consumer conversation before
Taking Cues from the Consumer you are forced to change
26

42. For more information:
advertising.yahoo.com or edwinw@yahoo-inc.com
27

43. Educational Series – Mobile 101
Jason Zollan
Mobile Account Executive, Yahoo!
#thinkmobile

44. 29

45. My mobile is “ an
extension
of
me &
a part of
30
who I am”

46. 3 Major Activities People Engage on Their
Mobile Device
SEARCH SOCIAL CONTENT
#1 Google #1 Facebook #1 Yahoo!

47. Mobile advertising around
content
(59% recall/42% engage)
is
more effective
than ads on
social networking (45% recall/29% engage) and
search engines (34% recall/24% engage)
Yahoo!/Ipsos Mobile Modes: How to Connect with Mobile
Consumers, 2011

48. Filling the Gaps with Mobile
Changes in Media Consumption Behaviors
Time

49. Previously, usage spiked at specific points
in time, leaving gaps for “Life”
TV Desktop Laptop Smartphone
Time
an ebb and flow of usage, leaving both small and
wide gaps throughout the day

50. Now, convenience of multiple devices
allows consumers to fill in the gaps
Time
Consumers no longer access single devices at
specific points in time
for specific activities or occasions.

51. Each device fills gaps & needs
% most typically use device while in the following situations….
Multitasking at home 61 43 56
(i.e. in conjunction with something else)
Winding down at home 61 38 54
(i.e. relaxing/before bed)
Filling in the gaps at home 46 39 47
(i.e. while roaming around the house)
Getting things done 38 36 66
(i.e. specific tasks)
Filling in the gaps on the go 33 45 21
(i.e. while traveling, waiting on others, out-of-home ‘me-time’)
Navigating the moment 26 44 24
(i.e. out running errands, need last minute info, location-based)
Communal activity 25 35 18
(i.e. social settings, with family/others, family activities)
Getting the day started 21 33 30
(i.e. when waking up, before work)

52. Tablets sit in a unique space…
Device family tree
Cool older sibling
• Cutting edge, powerful and enticing
• Always has neat tricks up his sleeve
Younger sibling/teenager
• Cute and useful
• Always tags along; constantly growing
and surprising
Parental figure
• Powerhouse
• Handles the heavy,
but staid
Cousins
Grandparents • Hyperactive
• Started the whole tech family; • Fun but glad to
always comes back; mostly used take a break
for background noise

53. Mobile Offers a Creative Playground for
Marketers
No rules, just guidelines:
40% of mobile users
Agree with any of these statements:
 Play to the device’s form – After I see a mobile ad, I sometimes look for more
info
 Inform your audience – I’m ok with mobile ads if it’s personalized to my
specific needs and interests
 Be Relevant – I’m ok with mobile ads when they are useful and
relevant to what I am currently searching for
 Offer personalized & localized
experience
And do not agree with either of these:
 Enrich the Experience
– I find advertising on my mobile device intrusive
– I find most mobile ads to be irrelevant
44%
noticed an ad during
their last Tablet activity

54. Custom Rich Media
Drive Better Performance & Engagement With Custom Rich Media Units

55. Increase CTR with mobile and rich media
Mobile
9% 8.07%
8%
7% 5.70%
6%
4.15%
5%
4% PC 2.64%
3% 1.53%
2% 0.74%
0.07% 0.20%
1%
0%
Standard PC PC Rick
PC Rich Static Web Static Banner Click to Video Standard Expandable Custom Rich
Media (w/frequency Expandable with Video Media
cap)
Source: All Yahoo! Rich Media Campaigns- Crisp Wireless reporting. Regular
banners are all campaigns H1 2011.
40

56. Yahoo! Beyond Gold Olympics App – Visa
Cheer Experience

57. Yahoo! Beyond Gold Olympics App – Visa
Cheer Experience

58. Multi-Screen Approach
Target Customers Across All Screens To Drive Message

59. Mobile Smartphone Front Page

60. Mobile Smartphone Front Page
45

61. Have Fun – Really, Explore the Space
Play to the Strength of the Device

62. Taking Advantage of the Tablet

63. Chevy Volt - Exploring the Space

64. Hit Your Mark – Make it Count
Get the Right Message In Front of the Right Target

65. Humorous, bold, and graphic rich ads
attract consumers most
Respondents Most Likely to Respond to this Form of Mobile Advertising
Ads that are humorous 61% 13% Ads that are serious
Ads that are bold (uses Ads which are more
vivid colors, etc.) 47% 14% subtle and discrete
Ads which are not
Ads that are interactive 37% 20% interactive
Ads that include
39% 18% Ads that include video
images/graphical elements
elements
(not video)
Yahoo/Ipsos Mobile Modes study 2011

66. Ads that are relevant, specific and
geographically targeted are also effective
Respondents Most Likely to Respond to this Form of Mobile Advertising
Ads which are relevant to Ads which are broader in
my interests/ background 55% 13% focus
Ads which are relevant to Ads which are broader in
local area 47% 14% focus
Ads which are relevant to Ads which are broader in
my current location 45% 15% focus
Ads that are visually
Ads that provide a lot of 37% 20% attractive and provide
detailed information
little information
Yahoo/Ipsos Mobile Modes study 2011

67. Peak time for ad interaction is during
break times and when winding down
Respondents Most Likely to Respond to Mobile Ads….
As soon as you wake-up 27%
When preparing for your day 30%
On the go 35%
While working 31%
While at school 25%
While running errands 30%
During break time 55%
While socializing 31%
While eating meals 30%
While shopping or in a store 31%
While you are winding down 45%
Before getting ready for bed/right before bedtime 36%
Yahoo/Ipsos Mobile Modes study 2011 52

68. Be Where Your Customers Are – Leverage
Mobile Targeting
CARRIER DEMO GEO
GEO DEVICE
DEVICE DAYPART
DAYPART BEHAVIORAL
BEHAVIORAL CUSTOM
18
45 20 34
13
30 17 29
21
39
35 50 25 70
65 44

69. A Great Mobile Example
54

70. Yahoo Continues to Pave the Way
Thank you!
78MM
74%

71. Thank
You!
Q&A