iMedia October Breakthrough Summit - Launch Pad Day "Everything We Know is Wrong! Starting Over With Tablet Metrics" David Smith, CEO and Founder, Mediasmith, Inc. Marcus Pratt, Associate Director, Insights & Technology, Mediasmith, Inc.

1. The State of Tablet Metrics Everything We Know is Wrong

2. So What’s Wrong? Tablet media will provide unprecedented levels of engagement But major media publishers apply print media metrics ? =

3. So What’s Wrong? Clickthroughs are dead Fulfillment must be done within app to maximize user experience Readers per copy is dead Here Lies CTR and RPC

4. Well What DO we Know? People are relaxed: 20% of iPad usage occurs in bed* *NPD survey data

5. Well What DO we Know? Engagement: more time spent with tablet apps than smartphone apps* *Ipsos/Mendelsohn 2010 Affluent survey

6. Well What DO we Know? Early adopter factor brings a young male skew1 Will likely even out over time Interest seen by older affluent crowd2 1 Nielsen Connected Devices Report 2Ipsos/Mendelsohn 2010 Affluent survey

7. Planning Metrics Largely vendor supplied Total installs Time spent Easy to blame Apple Publishers hiding behind Apple issues

8. Planning Metrics Harder to come by: Avg. monthly users (audience) Audience demographics

9. Pricing Pricing: Flat fee or CPM CPMs high FT app brought in $1.5MM+ in less than 6 months Flat fee pricing problematic with little post analysis or verification available

10. Party Like it’s 1999? 3rd party serving only for basic units Like early web, benchmarks are lacking

11. Post Campaign Reporting Publisher supplied metrics Impressions Engagement rates Rich media actions

12. What Else Can we Get? Video metrics applicable for in-app ads Started Time spent with each brand experience % completed

13. The Quandary The tablet is more than a new media vehicle It is a new platform/media environment In addition to the platform, individual vehicles must be evaluated for their significant differences

14. Getting the Mindset Recognize that tablet facilitates/replicates more than one medium, all of which need separate metrics Print Video

15. The Next Steps Tracking across apps, browsers, platforms Increased use of location Front-facing cameras More advanced web apps - HTML 5 Improved experience in web visitation and return to app

16. Basic Wish List Some immediately applicable areas: Serving across platforms Time spent with app/ad Pages viewed (% and completion) Engagement + Interactivity Apply existing video metrics: Started Time spent Completed