The document discusses the growth of mobile usage of Zillow's real estate services. Some key points: - Zillow has nearly 64 million monthly unique mobile users across their 25 mobile apps. - Mobile traffic accounts for 60% of all Zillow traffic and users view homes 3x more on mobile than desktop. - Mobile usage peaks in the evenings and weekends when people are more likely to search on their phones. - The document advocates for optimizing mobile marketing strategies by testing different ad networks, formats, messages and times to maximize conversions.

1. Mobile in the Mix
Jeremy Wacksman – VP Marketing & Mobile
@jwacksman

3. Nearly 64 Million Monthly Unique Users
Total Zillow Inc Visitors
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0

4. 25 apps
across every major platform

5. 3x 321M 60%
Higher contact
rate than desktop
Homes viewed on
mobile
in Aug 2013
of ALL
Traffic

6. 40%
Daily Usage
PC
30%
Phone
Tablet
20%
10%
0%
-10%
-20%
-30%
-40%
Sun
Mon
Tue
Wed
Thu
Fri
Sat

7. Hourly Usage
Tablet
Phone
12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00
AM AM AM AM AM AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM

10. 150x
44%
# of times people check their
phone every day
of people admit they
have slept with their
phones
Source: AdTruth

11. Name of presentation | 10

13. New World Order…

14. Product as Marketing

18. Mobile can be measured
Internal, Integrated BI
Identifier:
Browser Cookie?
UDID?
MAC Address?
Apple ID for Ads?
Digital Fingerprint?

19. Demand data beyond the download
Mobile Acquisition
Attributable
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Not-Attributable
Mar-13
Apr-13
May-13
Jun-13
Jul-13

20. Mobile can be measured
Conversions by iOS Cohort
Aug-12
Cost per Conversion
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
0
1
2
3
4
5
6
7
Months of Fill
8
9
10
11
12

21. Mobile must be optimized
Network A
Network B
Network C
Network D
Dozens of
X
Ad Networks
Multiple
Devices
X
Multiple
Formats
X
Multiple
Messages

22. Mobile must be optimized
National
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
All
Morning
1.45
1.01
1.42
0.04
1.38
0.53
0.25
0.76
Daytime
1.65
1.27
0.38
0.12
0.89
0.41
0.60
0.78
Early_Fringe
1.91
1.45
0.17
3.02
1.54
0.49
1.32
1.34
Prime
0.22
0.51
1.17
2.05
0.75
2.38
1.57
1.39
Latenight
0.38
1.28
2.47
0.60
0.89
1.89
1.86
1.33
Overnight
0.39
0.48
0.39
0.18
0.55
0.29
0.40
0.40

24. 1. Product = Marketing
2. What is your ‘mobile owned’ media doing?
3. Mobile can be measured
4. Mobile must be optimized