Building More Informed Mobile Strategies
- Device and User Insights for Publishers

TODAY’S PRESENTERS
Hans Fredericks Craig Besnoy
VP, Mobile Managing Director and President,
comScore, Inc. North America
Netbiscuits
© comScore, Inc. Proprietary. 2

Netbiscuits at a Glance
The global leader in software solutions for adaptive mobile web
experiences.
Market Impact Supported by an extensive Global Partner Network
15,000 Developers using the platform
Hosting over 110,000 web apps and sites
Best Mobile Web
Publishing Platform
Leading Mobile Application Development Platforms 2012
Ranked in Gartner Magic
Quadrant Since 2009
Frost & Sullivan European Best
Practice Awards 2011
Best Mobile Apps
Deployment Platform
© comScore, Inc. Proprietary. 3
3

COMSCORE’S INNOVATIVE MEASUREMENT APPROACH
2 Million Person Panel PERSON-Centric Panel with
360°View of Person Behavior SITE-Census Measurement
Web Visiting
& Search
Online Behavior Online
& Offline Advertising
Buying Exposure PANEL CENSUS
Advertising
Transactions Effectiveness
Media & Video Demographics,
Consumption Lifestyles
PANEL
& Attitudes
Unified Digital Measurement™ (UDM)
Mobile Internet
Usage & Behavior Patent-Pending Methodology
Adopted by 90% of Top U.S. Media Properties
© comScore, Inc. Proprietary. 4

Plan for Today
 Introductions
 The new digital landscape and consumer – the digital omnivore
 Smartphone user behaviors and insights
 Usage and behaviors across devices and platforms
 Mobile device metrics
 Best practices for your mobile strategies
 Key Takeaways and Wrap Up
© comScore, Inc. Proprietary. 5

The New Digital Landscape and
Consumer – the Digital Omnivore
© comScore, Inc. Proprietary. 6

DIGITAL CONSUMPTION USED TO BE FAIRLY SIMPLE…
© comScore, Inc. Proprietary. 7

AND THEN MOBILE CHANGED EVERYTHING
© comScore, Inc. Proprietary. 8

SMARTPHONE PENETRATION PASSES 50% SHARE
 In September 2012, 119 million Americans aged 13 and older owned a Smartphone, representing
51.0% of the mobile population.
 The total Smartphone audience increased 36.5% year-on-year.
Growth of U.S. Smartphone U.S. Smartphone Penetration
Installed Base
160,000
140,000
# Phone Owners (000)
Smartphone
120,000 51.0%
Not
100,000
Smartphone 119.3 million
80,000 49.0%
60,000 +47%
40,000
20,000
Year on Year Growth
0
Smartphone Not Smartphone
Source: comScore MobiLens, US
© comScore, Inc. Proprietary. 9 Data: Three month average September 2011 – September 2012

EVEN MORE METEORIC RISE OF TABLETS
100 MILLION
Device Owners
40 MILLION
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
© comScore, Inc. Proprietary. 10 Source: comScore MobiLens & TabLens U.S

DIGITAL OMNIVORES RELY ON MULTIPLE DEVICES
© comScore, Inc. Proprietary. 11

MULTI-DEVICE OWNERSHIP BECOMING THE NORM
 In June 2012, 35.5% of all U.S. Smartphone users also owned other connected devices
 Smartphones, tablets, and other connected devices are changing the way consumers seek
information, communicate, and engage online!
11.9% also
own eReaders
4.5% also own
other handhelds
like portable
gaming devices
25.5% also
own tablets
Source: comScore MobiLens, US
Data: One month snapshot - June 2012
© comScore, Inc. Proprietary. 12

TRAFFIC INCREASING ON CONNECTED DEVICES
Trended Share of Web Traffic
100.0%
98.0% 6%
from
Non-
96.0% PCs
10%
from
Non-
94.0% PCs
92.0%
90.0% Other
88.0% Tablet
Mobile
86.0%
PC
84.0%
82.0%
80.0%
© comScore, Inc. Proprietary. 13 Source: comScore Device Essentials, U.S., June 2011 - June 2012

NON-PC SHARE OF INTERNET TRAFFIC UP 81%
 12.1% of Web traffic came from non-PC devices in June 2012 – up 81% year over year
 Tablet share of traffic rising dramatically – up 173% year over year
Share of Non-PC Device Traffic in the
U.S.
June 2011 June 2012
Mobile Mobile
4.5% 7.4%
PC Non-PC Non-PC
PC
93.3% 6.7% 12.1%
87.9%
Tablet
Tablet
4.1%
1.5%
Other Other
0.6% 0.6%
© comScore, Inc. Proprietary. 14 Source: comScore Device Essentials, U.S., June 2011 - June 2012

Smartphone User Behaviors and
Insights
© comScore, Inc. Proprietary. 15

COMMUNICATIONS AND NEWS ARE TOP CATEGORIES
Top 10 Smartphone Categories
90,000 70.0%
61.6%
80,000 57.7%
# Smartphone Owners (000)
54.3% 60.0%
52.1%
70,000 48.6% 49.5% 49.3%
43.8% 50.0%
43.5%
% YoY Growth
60,000 39.9%
50,000 40.0%
40,000 30.0%
30,000
20.0%
20,000
10.0%
10,000
0 0.0%
June 2011 June 2012 YoY Growth
Source: comScore MobiLens, US
© comScore, Inc. Proprietary. 16 Data: Three month average June 2011 - June 2012

EMERGING RETAIL/COMMERCE, SOCIAL CHECK-IN
Top 10 Smartphone Categories by
Growth  Broad retail/commercial sector
growth
social networking check- 29,751 +100%
14,873
in service  Social networking with check-in
insurance services 9,438 +87% service doubles audience size
5,057
adult entertainment 13,380 +86%  Online Retail now accessed by
services 7,208
more than 27 million Smartphone
electronic payments 12,538
23,072 +84% owners
online retail 27,204
14,891 +83%
classifieds 26,698 +81%
14,719
health information 17,298
9,586 +80%
credit cards 24,176
13,701 +76%
home lifestyle 11,064
6,412 +73%
men's magazines content 9,994
5,837 +71%
0 10,000 20,000 30,000 % YoY
40,000
June 2012 June 2011 # Unique Users (000) Growth
Source: comScore MobiLens, US
© comScore, Inc. Proprietary. 17 Data: Three month average June 2011 - June 2012

SMARTPHONES ARE CHANGING COMMERCE
E-commerce and Related Services Accessed By % of Smartphone Users
June 2012
Bank Accounts 38%
Online Retail 25%
Credit Cards 22%
Electronic
21%
Payments
Deal-A-Day 16%
Shopping Guides 16%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: comScore MobiLens, US
© comScore, Inc. Proprietary. 18 Data: Three month average ending June 2012

CONSUMERS SHOP – AND BUY ON-DEVICE
Shopping Activities with Smartphone
June 2012
Found store location 34%
Compared product prices 22%
Researched product features 21%
Found coupons or deals 21%
Made shopping lists 20%
Purchased goods or services 18%
Checked product availability 17%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
% Smartphone Audience
Source: comScore MobiLens, US
© comScore, Inc. Proprietary. 19 Data: Three month average ending June 2012

MOBILE SHARE OF E-COMMERCE GROWING
Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device
Source: comScore Mobile Measurements
Spike in percentage of 9% 9%
e-commerce sales via
mobile coincides with
8% 8%
surge in tablet ownership
6% 6%
3% 3%
2%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2010 2010 2010 2011 2011 2011 2011 2012 2012
© comScore, Inc. Proprietary. 20

SOCIAL, ENTERTAINMENT, GAMES LEAD ENGAGEMENT
Total Minutes (Billions) by Category, Browser/App Combined
August 2012
71.8
42.9
37.0
12.1 11.1 10.4 9.0 8.5 7.5 7.2 6.8
Source: comScore Mobile Metrix 2.0, US
Data August 2012
© comScore, Inc. Proprietary. 21 *Excludes Services and Corporate Presence categories

APPS DOMINATE TIME SPENT IN MOST CATEGORIES
Top Smartphone Categories by UVs,
% Share of Time Spent by Access Method
August 2012
Entertainment
Search/Navigation
Directories/Resources
Social Media
Portals
News/Information Web
Retail App
Games
Community
Business/Finance
Technology
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: comScore Mobile Metrix 2.0, US
Data August 2012
© comScore, Inc. Proprietary. 22 *Excludes Services and Corporate Presence categories

VARYING USE OF WEB/APPS IN NEWS/INFO CATEGORY
Top Smartphone News/Info Properties,
% Share of Time Spent by Access Method
August 2012
Yahoo!-ABC News Network
Google News and Weather
The Weather Channel
HPMG News
New York Times
CNN Network
Gannett Sites
Web
AccuWeather
App
NBC News
WeatherBug
CBS News
Fox News Digital Network
Tribune Newspapers
Washington Post
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: comScore Mobile Metrix 2.0, US
Data August 2012
© comScore, Inc. Proprietary. 23

APPS DRIVING GREATER ENGAGEMENT
Average Minutes per Visitor
Aug 2012
Category Via App Via Browser Overall
403 64 412
Entertainment
57 41 70
Search/Navigation
85 40 106
Directories/Resources
767 75 732
Social Media
92 54 116
Portals
76 36 91
News/Information
Retail 145 39 134
Games 473 36 466
Community 94 50 95
Business/Finance 68 19 62
Technology 122 16 89
Source: comScore Mobile Metrix 2.0, US
© comScore, Inc. Proprietary. 24 Data August 2012
*Excludes Services and Corporate Presence categories

OPPORTUNITIES FOR PUSH AND CHECK-IN
Have you used a retail app to alert you about coupons/deals based on
your location (push notifications)?
Among Mobile Shoppers
Yes, I would
like to be
No No, I would
Yes alerted
60% not be
40% 46%
interested
54%
Check in services or sharing location for a reward/discount/deal at the store
Among Mobile Shoppers
Yes, I would
share my
Yes, I use No, I do not 55% location for a
Check-in use check- discount
Services in services
38% 62% 45 No, I would
not share my
location
© comScore, Inc. Proprietary. 25 Source: Custom Mobile Retail Advisor Survey April 2012

40% OF SMARTPHONE USERS WATCH MOBILE VIDEO
Mobile Video Audience Reach by
Video Category (000s)
August 2012
47,914
46,286
21,565 20,359
Mobile Video Video Web Video TV Video Paid
(any)
Source: comScore MobiLens, US
© comScore, Inc. Proprietary. 26 Data: One month snapshot – August 2012

Usage And Behaviors Across
Devices and Platforms
© comScore, Inc. Proprietary. 27

TABLETS REINVIGORATING BROWSING
Top 10 News & Info Categories
June 2012
App Browser
Technology News
Sports
Photo/Video Sharing
Retail
General Reference
Entertainment News
News
Social Networking
Weather
Search
0 5,000 10,000 15,000 20,000 25,000 30,000
Tablet Owners (1000s)
Source: comScore MobiLens and Tablens, US
© comScore, Inc. Proprietary. 28 Data: Three month average June 2011 - June 2012

NEW CONTENT OPPORTUNITIES ON TABLETS
Reach of Top Tablet Categories
June 2012
39%
Sports
48%
25%
Retail
51%
38%
Entertainment News
56%
Smartphone
News
49% Tablet
61%
67%
Weather
69%
60%
Search
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: comScore MobiLens and Tablens, US
© comScore, Inc. Proprietary. 29 Data: Three month average June 2011 - June 2012

TABLETS CAN EXTEND REACH
Tablet Audience Advantage v. Smartphone
(Reach Delta)
June 2012
Weather 2%
Sports 10%
Stock Trading 11%
News 12%
Search 14%
Credit Cards 14%
Shopping Guides 17%
Gaming Information 17%
Entertainment News 17%
Techology News 18%
Food/Recipes 20%
Health 22%
Retail 27%
General Reference 28%
Source: comScore MobiLens and Tablens, US
© comScore, Inc. Proprietary. 30 Data: Three month average June 2011 - June 2012

TABLETS SURPASS SMARTPHONES ON ENTERTAINMENT
Monthly Penetration of Entertainment Activities
August 2012
68%
53%
48% 50% 51%
40%
Played Games Listened to Music Watched TV/Video
Smartphone Tablet
Source: comScore MobiLens and Tablens, US
© comScore, Inc. Proprietary. 31 Data: One month snapshot – August 2012

DIFFERENT CONSUMERS ON DIFFERING TABLETS
Apple vs. Amazon Owners – Metrics Comparison
August 2012
All tablet Apple Amazon
Metric (took action in past month)
owners Index Index
Female 51% 96 113
$100k+ Household Income 36% 120 96
Read books 55% 82 137
Read magazines or periodicals 40% 102 111
Purchased goods or services 37% 116 95
Accessed News 60% 113 90
Accessed Social Networking 66% 110 99
Listened to Music 50% 111 94
Watched Video 51% 111 93
Source: comScore Tablens, US
© comScore, Inc. Proprietary. 32 Data: Three month average August 2012

DEVICES HAVE DIFFERENT ‘BIORYTHMS’
© comScore, Inc. Proprietary. 33

Mobile Device Metrics
© comScore, Inc. Proprietary. 34

Traffic Share of Top 25 Devices -- Global
Top 25 Global Devices by Traffic Share
Apple/iPhone (iOS 5.x) 26%
Apple/iPhone 3G, 3GS, 4 (iOS 4.x) 4.39%
Samsung/GT-i9100 (SPH-D710, Galaxy S2,… 3.11%
Blackberry/8520 (Gemini, Curve) 2.63%
Samsung /GT-I9000 (Galaxy S Series, T-… 2.24%
Samsung /GT-i9100 (SPH-D710, Galaxy S2,… 1.51%
Apple/iPod Touch (4G)(iOS 5.x) 1.48%
Blackberry/9300 (Curve 3G, Onibi) 1.03%
HTC/Desire HD (Ace) (Android 2.3) 1.01%
Blackberry/9800 (Torch) 0.88%
Samsung /GT-S5830 (Cooper, Ace) (Android… 0.86%
Apple/iPod Touch (4G)(iOS 4.x) 0.85%
Apple/iPhone; 3G; 3GS (iOS 2.2-3.2) 0.75%
Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-… 0.72%
Apple/iPad, iPad2 (iOS 5.x) 0.70%
Blackberry/9900 (9930, Dakota, Bold Touch) 0.63%
HTC/Evo 4G (Supersonic) (Android 2.1) 0.60%
HTC/Desire (ADR6200, ADR6275, Bravo,… 0.57%
Samsung /GT-I9300 (Galaxy S III, Galaxy S3)… 0.56%
Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-… 0.54%
Blackberry/9780 0.54%
Nokia/N8-00 0.52%
Nokia/Lumia 800 0.51%
Motorola/XT910 (RAZR, Droid RAZR XT912,… 0.52%
HTC/Sensation 4G (Pyramid, Z710a, Z710e)… 0.49%
**Data from June 2012
© comScore, Inc. Proprietary. 35
35 © Netbiscuits 2012

Traffic Share of Top 10 Devices by Country
Apple/iPhone (iOS 5.X) 32.20%
Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 4.70%
Apple/iPod Touch (4G) (iOS 5.X) 2.70%
HTC/Evo 4G (Android 2.2) (Supersonic) 2.30%
Motorola/XT910 (Android 2.3)… 1.70%
Motorola/Droid X (Android 2.3)… 1.40%
Apple/iPod Touch (4G) (iOS 4.X) 1.40%
Apple/iPad, iPad 2 (iOS 5.X) 1.30%
Samsung /GT-I9000 (Galaxy S Series,… 1.10%
LG/L5670 (Android 2.3) (US670… 1.00%
Apple/iPhone (iOS 5.X) 44.10%
Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 6.40%
Samsung /GT-i9100 (Android 2.3)… 4.80%
Blackberry/8520 (Gemini, Curve) 4.20%
Samsung /GT-i9100 (Android 4.)… 1.90%
Blackberry/9300 (Curve 3G, Onibi) 1.90%
Apple/iPod Touch (4G) (iOS 5.X) 1.50%
Blackberry/9800 (Torch) 1.50%
HTC/Desire HD (Ace) (Android 2.3) 1.50%
Samsung/GT-S5830 (Cooper, Ace)… 1.40%
**Data from June 2012
© comScore, Inc. Proprietary. 36
36 © Netbiscuits 2012

Traffic Share of Top 10 Devices by Region
Apple/iPhone (iOS 5.X) 42.50%
Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 9.60%
Apple/iPad, iPad 2 (iOS 5.X) 5.20%
Samsung /GT-i9100 (Android 2.3)… 3.30%
Samsung /GT-N700 (Android 2.3)… 1.70%
Apple/iPod Touch (4G) (iOS 5.X) 1.70%
Samsung /GT-S5830 (Cooper,… 1.30%
Samsung /GT-N700 (Android 4.0)… 1.20%
Samsung /GT-i9100 (Android 4.)… 1.10%
Samsung /GT-i9300 (Android 4.)… 1.00%
Apple/iPhone (iOS 5.X) 29.50%
Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 5.80%
Samsung /GT-i9100 (Android 2.3)… 4.90%
Samsung/GT-S5830 (Cooper, Ace)… 4.00%
Samsung /GT-I9000 (Galaxy S Series,… 3.90%
Apple/iPad, iPad2 (iOS 5.X) 2.40%
Apple/iPod Touch (4G) (iOS 5.X) 1.90%
Samsung /GT-S5570 (Galaxy Mini)… 1.90%
Samsung /GT-i9100 (Android 4.0)… 1.70%
SonyEricsson/MT11i (Android 4.0)… 1.70%
**Data from June 2012
© comScore, Inc. Proprietary. 37
37 © Netbiscuits 2012

Smartphone OS Traffic Share – U.S.
Windows WebOS
Symbian Windows
Mobile 0.11%
0.88% Phone
PalmOS 0.12%
0.98%
0.02%
meego/maemo
0.00% RIM OS
5.25%
Android
45.81%
iOS
46.82%
bada
0.02%
**Data from June 2012
© comScore, Inc. Proprietary. 38
38 © Netbiscuits 2012

Smartphone OS Traffic Share - Global
Windows
Mobile
Windows Windows
0.23%
Mobile Phone
0.20% 3.05%
PalmOS
0.02% Symbian
RIM OS 5.41%
meego/maemo
10.48%
0.07%
Android
40.15%
iOS
39.20%
bada
1.17%
**Data from June 2012
© comScore, Inc. Proprietary. 39
39 © Netbiscuits 2012

Smartphone OS Traffic Share – Eastern Europe
WebOS Windows
Mobile Windows
0.10%
PalmOS 0.24% Phone
0.00% 1.76%
RIM OS
2.01%
meego/maemo
0.21% Symbian
6.67%
Android
iOS 50.11%
37.68%
bada
1.23%
**Data from June 2012
© comScore, Inc. Proprietary. 40
40 © Netbiscuits 2012

Traffic Share by Device Type - Global
eReaders Consumer
TV & Set top 0.01% Electronics
0.00% 0.06%
Media Players
Tablets 2.81%
2.92% Feature Phones
10.67%
Smartphones
83.52%
**Data from June 2012
© comScore, Inc. Proprietary. 41
41 © Netbiscuits 2012

Traffic Share by Device Type – Central/South America
Consumer
Electronics
eReaders 0.17%
0.01%
Media Players
7.69%
TV & Set top
0.00%
Feature Phones
23.86%
Tablets
5.48%
Smartphones
62.79%
**Data from June 2012
© comScore, Inc. Proprietary. 42
42 © Netbiscuits 2012

Traffic Share by Device Type – APAC (Developing)
Consumer
Electronics
eReaders 0.06% Media
0.01% Players
2.50%
TV & Set top
0.00%
Feature
Phones
14.35%
Tablets
12.13%
Smartphones
70.95%
**Data from June 2012
© comScore, Inc. Proprietary. 43
43 © Netbiscuits 2012

HTML5 Readiness of Top 10 Devices – U.S.
With only 48%, the USA provides the lowest level of HTML5 readiness out of 7 global markets we focus
on. This results as much from a relatively low combined traffic share among the Top 10 devices (49.8%) as
from a low number of devices (3) that provide an HTML5 readiness score of 59% or more.
However, we do see a year over year improvement in individual HTML5 feature capability among top 10
devices.
© comScore, Inc. Proprietary. 44
44 © Netbiscuits 2012

HTML5 Readiness of Top 10 Devices – Singapore
With a total of 66%, Singapore provides the best HTML5 readiness of all markets we
looked at.
The Top 10 devices in Singapore account for a combined traffic share of 68.6% on the
Netbiscuits Platform, which shows that the diversity among the most relevant mobile
web access devices is relatively low in this market.
© comScore, Inc. Proprietary. 45
45 © Netbiscuits 2012

Best Practices For Your Mobile
Strategies
© comScore, Inc. Proprietary. 46

Mobile Strategy Buy-In
 Success on mobile is achieved when the
entire organization is vested in your mobile
strategy
 Mobile must become the mindset of the
organization
– Editorial – CMS optimized for mobile including:
• collaborate via social/mobile integration
• associate mobile information with content
– Marketing – capture data based on:
• location, device type, time of day
– Ad Sales – agree on achievable metrics
– Commerce – “mobile sales” do not always occur
on the mobile device
– IT Departments – architect technology to
optimize UX based on mobile information
© comScore, Inc. Proprietary. 47
47 © Netbiscuits 2012

Everything is a Mobile Driver
 Traditional marketing communications must
have mobile elements to be effective.
 Assume that when marketing messages are
delivered your consumer is connected
 The message must allow for immediate
consumer feedback
 Attach mobile drivers to all marketing
messages
– QR Codes, SMS short codes, website/email hot links,
click to call
 Leverage all the tools in your marketing tool-
belt to activate mobile engagement
© comScore, Inc. Proprietary. 48
48 © Netbiscuits 2012

Mobile Optimization is a MUST
 Content built for your PC-based experiences was not designed to translate
to a mobile device
– Point and click mouse ≠ mobile touchscreen
– PC Workflow ≠ mobile workflow
 comScore data shows that 12.1% of Website hits/pageviews came from a
mobile device in June 2012
 According to Google, two-thirds of smartphone users say a mobile-friendly
site makes them more likely to buy a product or service
– 74% say they are more likely to return to the site later
– 50% say that even if they like a business, they’ll use its website less often if it is not
mobile optimized
© comScore, Inc. Proprietary. 49
49 © Netbiscuits 2012

Device Categories
 Create experiences that cater to each Device
category
– Smartphone
– Tablet
– Feature Phone
– Large Screen vs. Small Screen
 Within each category there are variances in
hardware/chipset, speed, screen resolution
 Take Device Diversity into account
– How are your customers using their devices
– Tablets for videos and reading
– Smartphones for communication, sharing
and more
© comScore, Inc. Proprietary. 50
50 © Netbiscuits 2012

Mobile ROI
 The calculation of Mobile ROI should not be limited to
engagements that occur on a mobile device
 Activities performed on a mobile device many times results in
online or brick and mortar engagements
– Search for locations, coupons, deals, sneak previews, etc.
 Mobile activities that result in non-mobile engagements should be
calculated against your Mobile ROI
– In-store comparison shopping
– Social sharing/Likes
– Product recommendations
– Content viewing/sharing
– Brick and mortar purchases
© comScore, Inc. Proprietary. 51
51 © Netbiscuits 2012

Optimize Your Mobile Advertising
 Be a device detective….you must know whether a device can handle rich
media, video, HTML5, 3D, 2D, GPS, and more
– Know your device type – smartphone, tablet, iPhone, Android, BBerry, etc.
– Make sure you’re passing this information to your ad server in order to target the
optimized ad
– Create multiple types of ads -- rich, static, video, text
 Focus on post-click engagement
– Biggest mistake made by publishers and mobile marketers is lack of post click
engagement strategies
– It’s one thing to engage a consumer with a fancy ad, its another to activate them
to take action
 All of your mobile ads should lead to mobile optimized landing pages
– Create and deliver landing pages that are optimized in both form and functionality
– Understand your mobile ad goals – registration, sweepstakes, and more
© comScore, Inc. Proprietary. 52
52 © Netbiscuits 2012

Geo-content
 Identify opportunities to take advantage of GPS
capabilities of smartphones and tablets to deliver
geo-content
 By capturing a consumers location, based on their
device, you can map your content and/or ad
targeting strategies to that location
 Location-based content leads to delivery of more
relevant content which drives more engagement and
more revenue
– Content based on weather at a location
– Content based on store location within X distance of
consumer
– Content based on previous engagements/user history
– Content based on time of day
– Content based on device type
 Ensure your Mobile Development Platform, CMS and
Adserver have fields for geo-location
© comScore, Inc. Proprietary. 53
53 © Netbiscuits 2012

Key Takeaways and Wrap Up
© comScore, Inc. Proprietary. 54

KEY TAKE AWAYS
 Ubiquity of smartphones has created a mobile audience of scale
– And rapid rise of tablets adding new fuel to audience, changing habits
 Traffic moving to mobile at an increasing rate – be ready
– To serve your users across differing devices and OS platforms
 Mobile becoming key to commerce – and can add value at all stages
of customer purchase journey
 Apps a big driver of usage, varying across and within categories,
but don’t ignore your browser audience – especially on tablets
 Digital Omnivores on the rise
– Use multiple devices and access methods—web, apps, and
increasingly video—in different ways across their day
– The key challenge/opportunity for publishers and marketers
© comScore, Inc. Proprietary. 55

COMSCORE MOBILE TAGGING
 Enable new multi-platform audience
measurement for Media Metrix® Multi-Platform
 Demonstrate the full value of your audience
across Web, Smartphone and Tablet platforms
 Tagging available at no cost to publishers
 For more information or to begin tagging:
– http://direct.comscore.com (for free signup
and client log-in portal)
– tagsupport@comscore.com (for questions)
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Hans Fredericks
VP, Mobile
comScore, Inc.
hfredericks@comscore.com
www.comscore.com
Craig Besnoy
Managing Director and President, North America
Netbiscuits
c.besnoy@netbiscuits.com
www.netbiscuits.com
@netbiscuits
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