E marketer cross_device_trends_roundup

August 2014
presented by
Consumers are dividing their media time more than ever across a greater
number of devices, with mobile overtaking time spent with the desktop
last year.This media fragmentation turns cross-channel advertising from a
nice-to-have to a need-to-have.To help you stay on top of the latest trends
in cross-device marketing, eMarketer has curated a roundup of some of our
latest coverage on the subject, including statistics, insights and interviews.
CROSS-DEVICE TRENDS ROUNDUP

Cross-Device Trends Roundup Copyright ©2014 eMarketer, Inc. All rights reserved. 2
CROSS-DEVICE TRENDS ROUNDUP
Overview
Cross-channel marketing may be getting more
popular, but is it getting any easier? Research
suggests that the major challenges to effective
cross-channel campaigns are still in place:
namely, attribution and understanding the path
to purchase.
These two factors were far and away deemed most
important to determining the success of a multimedia
campaign according to US client-side advertisers surveyed
by the Association of National Advertisers (ANA) and
Forrester Consulting in March 2014.
A majority of respondents were also concerned with how
to identify the same individual across a variety of channels,
and the ability to compare digital and offline metrics
concerned more than four in 10.
These problems could be a major reason cross-device
advertising is the No. 1 topic US agency media professional
want to know more about this year.
The benefits of cross-channel advertising are numerous--
and some are obvious. Consumers are dividing their media
time more than ever across a greater than ever number
of devices, with mobile overtaking time spent with the
desktop last year. This media fragmentation turns cross-
channel advertising from a nice-to-have to a need-to-have.
Small businesses and nonprofits surveyed in March 2014
by Constant Contact also reported increased customer
engagement (73%), more new customers (57%) and higher
website traffic (54%) due to multichannel marketing efforts.
% of respondents
Important Factors in Measuring Campaigns Across
Multiple Media According to US Client-Side
Advertisers, March 2014
Understanding each medium's impact
78%
Understand path to purchase
77%
Identify individuals across channels
54%
Comparability of online/ofﬂine GRPs
42%
Note: n=83; rated 8+ on a 10-point scale where 1="not important" and
10="very important"
Source: Association of National Advertisers (ANA) and Forrester Consulting,
"Media Buying's Evolution Challenges Marketers," May 22, 2014
173861 www.eMarketer.com
% of respondents
Digital Advertising Topics that US Agency Media
Professionals Would Like to Know More About in 2014
Cross-device advertising 70%
Measurement and attribution 64%
Mobile advertising 61%
Getting better results from real-time bidding 55%
Video advertising 45%
Social advertising 41%
Source: Conversant, "How the Media Buying Process Really Works"
conducted by Bovitz, April 21, 2014

Cross-Device Functionality Top of Mind for B2C Content Marketers
Attracting the largest number of desirable viewers top focus for
content strategists
Content marketing has emerged as a well-
accepted practice, blending brand-beneficial
messaging into a nonadvertising package in
order to fit in with modern media platforms like
social media, digital video or mobile search,
according to a new eMarketer report, “B2C
Content Marketing 2014: More Money, More
Pressure to Perform.”
But in a marketing world driven ever more by data, content
marketing remains very much an art form, especially in
the business-to-consumer arena. The difference between
a viral hit and an invisible flop is still a coin toss for
agencies or brands to predict. And, trickier still, there are
no universal principles for proving return on investment to
justify growing content marketing budgets.
In lieu of standardized measurement, brands and
publishers have instead rushed to innovate their content
production processes and modernize distribution to cater
to the universal demands of consumers for high-quality,
free and widely available content.
Cross-device functionality is critical for successful content
marketing. Top content marketers are making sure their
content can be consumed on virtually any screen—making
content available to the most people possible means
making the content flexible enough to present properly
across multiple devices. Furthermore, adaptive web design
has put a one-size-fits-all solution for many campaigns and
brand sites into reach of most marketers.
Marketers risk missing consumers for broad chunks of time
if they cannot push content to a digital device. eMarketer
estimates that for 2014, those with access to the mobile
internet will spend, on average, 2 hours 14 minutes on a
smartphone, 2 hours 43 minutes on a tablet, and 2 hours
39 minutes on a desktop.
But content that works well on Facebook may not work
on Twitter or Pinterest, or as an organic search result—or
perhaps a consumer only uses Facebook on mobile and
Pinterest on desktop. In a February 2014 survey of Fortune
500 CMOs by Mass Relevance and CMO Council, reaching
consumers across digital touchpoints was the second-
biggest challenge among respondents for this year.
hrs:mins
Average Time Spent per Day by US Adult Users of
Each Major Medium, 2010-2014
2010 2011 2012 2013 2014
TV 4:29 4:37 4:44 4:39 4:39
Tablet 0:21 1:38 1:59 2:22 2:43
Online* 3:04 3:14 3:03 2:49 2:39
Smartphone (nonvoice) 0:40 1:02 1:34 2:02 2:14
Radio 1:43 1:42 1:39 1:33 1:27
Print** 1:17 1:13 1:09 1:04 0:58
—Magazines 0:32 0:32 0:31 0:30 0:29
—Newspapers 0:43 0:40 0:37 0:33 0:28
Note: ages 18+; time spent with each medium includes all time spent with
that medium, regardless of multitasking; for example, 1 hour of
multitasking online while watching TV is counted as 1 hour for TV and 1
hour for online; *includes all internet activities on desktop and laptop
computers; **ofﬂine reading only
Source: eMarketer, April 2014
% of respondents
Biggest Challenges in 2014 According to US Fortune
500 CMOs
Creating fresh, timely content
35.7%
Reaching consumers across digital touchpoints
24.4%
Finding a steady stream of relevant content
17.8%
Understanding how to use social media for content marketing
17.4%
Other
4%
Note: numbers may not add up to 100% due to rounding
Source: Mass Relevance, "At the Speed of Life: Fortune 500 CMOs Share
Their Priorities and Challenges for 2014" conducted in partnership with
CMO Council, Feb 28, 2014

Mobile Search Reshapes the Path to Purchase
The consumer journey now takes place across devices
Mobile search may be the future, but desktop
search remains a heavyweight for marketers.
Thanks to a sizable advantage in conversion
metrics, the desktop promises to be a key
player throughout this decade, according to a
new eMarketer report, “Desktop Search 2014:
Marketers Find a Balance with Mobile.”
Desktop search remains a favorite among marketers
because of its deep consumer behavior history—which
benefits search engine optimization on the desktop and
mobile—its existing best practices, its measurable return
on investment (ROI) and its wide usage. But with a mobile
revolution under way, the desktop is finding a long-term
home as a piece—but no longer the center—of the
consumer journey.
Key to the future of desktop search is understanding how
it will be informed by mobile usage in terms of design and
measurement. Marketers now aim to intercept consumers
at various times on various devices, and more frequently
it’s mobile devices that catch consumers’ attention first.
September 2013 data from comScore showed that overlap
between mobile and desktop accounted for nearly half the
unique visitors among the top 15 US web properties.
Adapting to a consumer who has already viewed
something on mobile presents major shifts in how search
results pages are designed.
Designs can be tweaked to smooth transitions between
devices, but measuring cross-device results with the same
consistency is more difficult. Marketers are challenged
in proving that a mobile activity—conducted without the
tracking capability of desktop cookies—contributed to
an eventual sale and, thus, how it factors into the ROI
calculation. Matching up mobile, tablet and desktop activity
so that advertisers can establish best practices remains a
work in progress.
The future for maximizing desktop search, marketers say,
lies in identifying purchase intent by blending signals from
other platforms across the purchase process. Advertisers
are now trying to identify intent for consumers who may
have come across information in any number of ways—
YouTube, Twitter, mobile site, tablet, TV ad—and aligning
such activity with a desktop search campaign.
Paid search traffic turns into sales more often on desktops,
so the underlying goal for marketers will be to invest in a
marketing mix that gives consumers what they need on
mobile, identifying them once they transition to desktop
and delivering the right search results and content in a
consistent format.
millions
Top 15 US Multiplatform Web Properties, Ranked by
Unique Visitors, Sep 2013
1. Google
2. Yahoo
3. Microsoft
4. Facebook
5. Amazon
6. AOL
7. Apple
8. CBS Interactive
9. Wikimedia Foundation
10. Glam Media
11. Turner Digital
12. eBay
13. Ask Network
14. About.com
15. Weather.com
Source: comScore Inc. as cited in Advertising Age’s "2014 Marketing Fact
Pack," Dec 30, 2013
Desktop
Mobile
Desktop only
Mobile only
Desktop/mobile overlap
Total
204.1
198.1
175.9
144.5
119.7
132.8
77.8
91.6
84.7
90.3
83.3
69.0
70.9
59.3
52.3
119.8
111.4
66.3
110.5
90.4
71.0
75.8
57.0
60.4
49.6
54.0
50.8
31.4
36.0
46.2
108.4
111.2
125.7
71.7
72.2
85.1
54.7
61.0
56.4
66.5
55.5
43.1
58.7
48.1
37.2
24.1
24.5
16.1
37.7
42.9
23.4
52.8
26.4
32.2
25.9
26.2
24.9
19.1
24.8
31.1
95.7
86.9
50.2
72.8
47.5
47.7
23.0
30.6
28.2
23.8
27.8
25.9
12.3
11.2
15.1
228.2
222.6
192.0
182.1
162.6
156.1
130.5
118.0
116.8
116.1
109.5
93.9
90.1
84.2
83.4

Connecting the Dots: Consumers Mixed over Connected Future
High enthusiasm, low awareness about the internet of things
The premise of the internet of things (IoT)—that
everything can and will be connected—is by
turns enticing and intimidating. Who wouldn’t
want the ability to cool a room before returning
home or have the oven start to cook the evening
meal remotely? What business wouldn’t want
to keep closer, more up-to-the-minute tabs
on inventory thanks to stock items that can
communicate levels and whereabouts?
On the other hand, the prospect of having to, in effect,
“reboot” an entire home or warehouse when a virus strikes
or the internet glitches is an unwelcome extension of the
challenges consumers and enterprises already face daily
with their various computing devices, according to a new
eMarketer report, “Key Digital Trends for Midyear 2014: The
Internet of Things, Net Neutrality, and Why Marketers Need
to Care.”
A completely connected future, while increasingly within
reach from a technological perspective, remains cloudy
from the consumer standpoint. General awareness of the
IoT is still low.
Consider the results of a May 2014 survey from SOASTA,
a platform for performance testing websites and mobile
apps. The survey found 73% of US adults were unfamiliar
with the IoT, while only 6% of respondents described
themselves as “very familiar” with it. However, when
prompted with more details, 67% said they were excited
about the promise of greater connectedness.
Enthusiasm about the prospective benefits of a more
technology-driven future is a long-running theme that
dates to the Industrial Revolution. Emblematic are the
results of a March 2014 survey by Pew Research Center’s
Internet Project in conjunction with Elon University’s
Imagining the Internet Center. Some 1,606 technology
experts and highly engaged US internet users were
polled about whether they thought the IoT would have
“widespread and beneficial effects on the everyday lives of
the public by 2025.” A significant majority—83%—said yes.
% of respondents
Internet of Things (IoT) Technologies that US Internet
Users Most Highly Anticipate, May 2014
Cars 39%
Smart home appliances 34%
Heart monitors 23%
Pet monitors (e.g., GPS tracker) 22%
Fitness devices 22%
Child monitors 20%
Toys 19%
Drones 18%
Glasses 15%
Clothes 15%
Sports equipment9%
Note: Internet of Things is internet-enabled consumer technology and
devices; respondents were provided with examples of Internet of Things
applications
Source: SOASTA, "Internet of Things Survey," June 17, 2014
Currently own a
smart home device*
Interest in owning
% of respondents
Ownership and Interest in Smart Home Devices*
Among US Internet Users, May 2014
Yes, multiple
6.7%
Yes, one
8.2%
No
85.0%
Very
interested
18.8%
Somewhat
interested
27.9%Not very
interested
25.0%
Not
interested
at all
28.2%
Note: n=400; numbers may not add up to 100% due to rounding; *smart
appliances or home apps that allow automation or remote operation
Source: AYTM Market Research as cited in company blog, May 29, 2014

Connecting the Dots: Consumers Mixed over Connected Future (continued)
But the road to that technology-centered future will be
long. Thinking of just one small niche within the broader
IoT landscape—the smart home—most US internet users
(85.0%) did not own a single smart home device, according
to a May 2014 AYTM Market Research survey. And of that
group, over half expressed little interest in owning one.
“Consumers have pretty limited awareness of the internet
of things as a concept, but there is enthusiasm for a
future punctuated by a range of new, internet-connected
devices and applications,” said Noah Elkin, executive editor
at eMarketer. “As more name brands get into the game,
from Apple and Google to big-box retailers like The Home
Depot, Best Buy and Staples, just to name a few, expect
consumer awareness to grow. Just don’t assume uptake
will happen overnight.”
There is no standard definition for the “internet of things”
(IoT). The term generally denotes an advanced level of
networked connectivity between objects, platforms,
systems and services that enables the exchange of data
without human intervention. The premise behind the IoT is
that any object, whether natural or manufactured, can gain
the ability to transmit data over a network.

Consumers Choose Digital for Product Research, Purchases
Comparing prices the most common in-store mobile activity
Digital channels are now the method of choice
for both product research and purchasing.
According to a March 2014 study by UPS,
comScore and the e-tailing group, 82% of US
digital buyers preferred to research products
from multichannel retailers on the internet via
desktop/laptop (61%), tablet (11%) or smartphone
(10%), compared with 13% who said they would
rather research items in a physical store.
In addition, digital devices were favored for purchasing
products from multichannel retailers, with 55% of
respondents preferring to use a desktop/laptop, tablet or
smartphone when buying items, vs. 41% who liked to do
so in brick-and-mortars. Though smartphones and tablets
trailed PCs by a long shot for the preferred digital buying
method, that didn’t mean they weren’t seeing any action:
46% of users had made a purchase on such devices.
And while desktops and laptops were also the method
of choice for research, mobile was gaining ground—both
in and out of stores. One-quarter of respondents said
they researched products on their mobile devices prior
to visiting a store weekly, and 22% reported conducting
research—and looking for alternatives—via mobile while at
a store.
Respondents were likely looking for alternatives to make
sure they were getting the best deal, as the study found
that comparing prices was the most frequent in-store
smartphone activity, cited by 36%.
November 2013 research conducted by Research Now
for Swirl found similar results. Among the 85% of US
smartphone users polled who had used a mobile shopping
app while inside a store, 81% said they did so to search for
sales and offers.
Brick-and-mortar retailers have tried to combat this
behavior, but pure play ecommerce companies are
proving to be a challenge—in particular, Amazon, whose
recently unveiled Fire Phone includes Firefly, which
promotes showrooming.
% of respondents
Retail-Related Mobile Activities Conducted on a
Weekly Basis According to US Digital Buyers,
March 2014
Tracked delivery
28%
Researched products on your mobile device prior to visiting a
store
25%
Researched products and alternatives on a mobile device during
a store visit
22%
Located stores or checked inventory
22%
Opened email from retailers on your mobile device and made a
purchase on your mobile device
20%
Opened retailer's email on a mobile device and made a purchase
in-store
19%
Purchased products on your mobile device
18%
Called, email or texted family/friends to get feedback on a
product you are considering
18%
Posted product review or feedback
16%
Scanned a QR code
15%
Contacted customer support
14%
Reserved a product on your mobile device for subsequent pickup
in a retail store
14%
Purchased products as a result of a text message sent by a
retailer
13%
Note: n=4,343; during the past 3 months; includes smartphones and
tablets
Source: UPS, comScore Inc. and the e-tailing group, "Pulse of the Online
Shopper," June 11, 2014

Retailers Look to Merge Offline and Online Shopping Experiences
in 2014
US retail ecommerce sales will jump 15.5% this year
US retail ecommerce will continue its torrid
growth in 2014, with sales forecast to rise 15.5%
to $304.1 billion. Although ecommerce sales
will account for just 6.4% of the $4.73 trillion in
total US retail sales expected this year, their true
impact will be much bigger, according to a new
eMarketer report, “US Retail Ecommerce: 2014
Trends and Forecast.”
Sales alone do not tell the whole story of US retail
ecommerce. Consumers may not buy online all the time,
but they are shopping through digital channels constantly.
Of the 219.4 million internet users in the US ages 14 and
older, eMarketer expects 196.6 million, or 89.6%, to shop
online this year, compared with 163.2 million who will go on
to complete a purchase digitally.
As the difference between those figures makes plain,
digital shopping doesn’t always lead to an immediate
conversion. Retail executives, however, say it does
translate to influence throughout the path to purchase.
The influence works both ways. According to a November
2013 survey of US digital shoppers by consulting firm
Accenture, 78% of respondents reported “webrooming,”
or researching online before heading to a store to make
a purchase. At the same time, some store trips eventually
led to a digital purchase. The same Accenture study
found that 72% of respondents “showroomed,” or bought
digitally after seeing a product in a store. Consumers,
then, have merged online and offline into a single
shopping experience.
Retailers often lag behind consumers when it comes to
blending the offline and online shopping experiences, but
they are working to catch up. “The majority of stores are
just learning how to [sell] online,” said Marshal Cohen,
chief industry analyst at The NPD Group. “However, once
they figure that out, the next step is how do they take the
online and meld it in with the store experience to enhance
them both.”
Ecommerce and digital marketing teams increasingly
understand that they need to drive sales in a channel-
agnostic way. Scott Falzone, industry director of retail
specialty at Google, noted that particularly among
multichannel retailers, “their interest in digital is
increasingly focused on driving customers and shoppers
into their store locations as well as continuing to have a
growing ecommerce and mobile commerce presence.”
Gihad Jawhar, vice president of customer interface at
Lowe’s, exemplified this approach: “I truly don’t care if
shoppers end up buying online or in-store.”
millions and % of internet users
US Digital Shoppers and Buyers, 2012-2018
2012
183.8
88.1%
149.4
71.6%
2013
191.1
88.8%
157.1
73.0%
2014
196.6
89.6%
163.2
74.4%
2015
201.7
90.2%
169.1
75.6%
2016
206.2
90.8%
174.8
77.0%
2017
210.8
91.6%
180.4
78.4%
2018
215.1
92.3%
185.5
79.6%
Digital shoppers Digital buyers
Note: ages 14+; digital shoppers deﬁned as internet users who have
browsed, researched or compared products digitally via any device during
the calendar year but have not necessarily bought digitally; digital buyers
deﬁned as internet users who have made at least one digital purchase via
any device during the calendar year
Source: eMarketer, April 2014
% of respondents
US Digital Shoppers Who Have Made Purchases
Webrooming vs. Showrooming, Nov 2013
Webrooming (bought in-store after browsing digitally) 78%
Showrooming (bought digitally after browsing at a store) 72%
Note: in the past 12 months
Source: Accenture, "The Seamless Consumer Retail Survey," Feb 3, 2014

MEDIA VOICES: Reaching MTV’s Multidevice Viewers
Colin Helms
SVP, Connected Content
MTV Networks
Colin Helms, senior vice president of connected
content at MTV Networks, says that while mobile
video viewing of the network’s programming
continues to grow, tablet users are more engaged,
with streams per user 80% higher compared
with smartphone viewers. Helms spoke with
eMarketer’s Rimma Kats about how viewers
of MTV’s programming are consuming video
content across a variety of platforms and devices.
eMarketer: What video programming does MTV offer
on mobile?
Colin Helms: Everything fans can find on our desktop
experience is now available on mobile. This includes shows
like “Teen Wolf,” “Finding Carter,” “Catfish” and “Awkward,”
to annual events like the MTV Video Music Awards and
MTV Movie Awards. Additionally, music programming,
including live performances, interviews, music videos, new-
form content originals and after-shows, is on mobile too.
“On desktop, mobile and our apps, ‘Finding
Carter,’ ‘Teen Wolf,’ ‘Teen Mom 2’ and
‘Awkward’ are consistently the top-
performing shows.”
eMarketer: What are your most-viewed videos or shows
on mobile?
Helms: There has not been much difference in the most-
viewed shows across different platforms or devices. On
desktop, mobile and our apps, “Finding Carter,” “Teen Wolf,”
“Teen Mom 2” and “Awkward” are consistently the top-
performing shows.
eMarketer: How does MTV mobile viewing compare with
desktop? Has the mix changed in recent years, and do you
envision it changing in the next couple of years?
Helms: We’re seeing strong and consistent growth on
our mobile platforms. A large part of this uptick is due to
the introduction of our TV Everywhere mobile app in 2013
and the ability to authenticate to watch full episodes on
mobile web.
It’s also due in part to migrating show pages to a more
responsive design that optimizes the mobile experience.
eMarketer: How do viewing patterns differ between
smartphones and tablets?
Helms: Currently, tablets make up 30% of mobile usage,
but account for 45% of mobile streams. Our tablet users
are more engaged, with streams per tablet user 80% higher
than those for smartphone users.
eMarketer: Do you have insights about how people are
watching your mobile programming—is it with mobile as
the primary screen or in conjunction with TV?
Helms: It depends on the type of program. For water-
cooler moments like the VMAs or “Teen Wolf,” we know
our audiences are not only watching live, but are also in an
active dialog via their mobile device.
“Our tablet users are more engaged, with
streams per tablet user 80% higher than those
for smartphone users.”
We’ve found great success in tapping into that passion
to create experiences that can amplify and extend
that engagement.
eMarketer: What can you tell us about advertising on
smartphones and tablets—what sorts of ads work best
on each of those devices, and how does this compare
with desktop?
Helms: In the market overall, content is king. However,
when it comes to handheld devices, the reality is that
convenience is paramount.
When delivering ads to mobile viewers, it’s important that
you not create too many barriers or delays for them getting
to what they want.

CMO One-to-One: Omni Hotels’ Omnichannel Experience Helps
Nurture Leads
Tom Santora
CMO and SVP of Sales
Omni Hotels & Resorts
eMarketer: Omni Hotels has just released a new mobile
app. Could you tell me about that?
Tom Santora: We worked in conjunction with Encore
Technologies, who is our audiovisual partner at over 95%
of our hotels and resorts across North America. Along with
Omni’s customer advisory board, we developed something
that meeting planners and attendees could use.
The mobile app allows them to access agenda, speaker,
transportation and property information. Additionally, the
app helps eliminate all printed material.
eMarketer: Do you find that more consumers are
accessing you through mobile?
Santora: Mobile is not a trend anymore, it’s a reality. In
March, about 37% of all Omni searches were coming via
mobile. Consumers are using multiple devices to research,
to dream, and then to potentially come back and make
a purchase.
eMarketer: Omnichannel is becoming quite the buzzword.
Are you tracking consumers who are accessing you
through one device and then taking their session to a
different device later on?
Santora: Yes. We are able to see a consumer’s path to
purchase. We can see where people are coming in via
mobile, when they’re coming back on their desktop or
tablet device and what they are purchasing.
“We’re teeing up the website to allow users,
whether on tablet or mobile, to react and
save all their research.”
We’re relaunching OmniHotels.com this summer. We’re
launching with the new website, which features everything
from photography, recipes, specials and hotel information.
Pretend you’re at the airport and on your phone doing a
little research. You go, ‘That’s interesting. Favorite. Oh, that’s
interesting. Favorite.’
When you come back and log in on your desktop, you
have all your favorites in your profile and you don’t have to
research again. It’s all right there for you. We’re teeing up
the website to allow users, whether on tablet or mobile, to
react and save all their research.
eMarketer: What trends are you seeing in regards to
travelers conducting searches over multiple visits? Do you
find that smartphone users purchase more last-minute
bookings? How are tablet consumers different?
Santora: Desktop usage is happening during the day and
it really trails off at night and that’s when we see more
tablet viewing. Smartphone usage tracks close to tablet
throughout the day.
eMarketer: What are your thoughts on direct response vs.
branding?
Santora: The beauty of mobile, tablet and PC is that you
have so much data that you can track and understand
and put a ROI (return on investment) to everything you
do. We’re very focused on a lot of testing and learning.
It’s important to see what works, what doesn’t, and then
modify and adjust.
At the end of the day, it’s really about driving bookings vs.
the impressions that you might see through banner ads
that are on every website. We’re privately held and it’s a
very different business model than some of the bigger
brands who have lots of owners and shareholders to
speak to.
eMarketer: Many marketers are becoming heavily reliant
on their direct response advertising. Do you think that this
tactic is going to continue to increase this year?
Santora: Yes. When you are using digital, you know exactly
what happened, how many people looked at it, clicked on
it, opened it, forwarded it and booked.

PopSugar’s Content Plan Aims to Be Device-Agnostic
Rob McLoughlin
VP, Consumer Research
PopSugar
More video consumption behaviors are shifting
to mobile, according to Rob McLoughlin, vice
president of consumer research at PopSugar, a
global women’s lifestyle brand focused on media,
commerce and technology. McLoughlin spoke
with eMarketer’s Rimma Kats about growth in
mobile video programming and how consumers
are becoming more screen-agnostic.
eMarketer: What video programming does PopSugar offer
on mobile?
Rob McLoughlin: Over the past couple of years, we’ve
found that video is really an integral part of our audience’s
lives. Our sweet spot is women between the ages of 18
to 40, and as they continue to watch more video across
mobile, we’re trying to feed their hunger for positive,
inspirational content.
We create original video content across all of our lifestyle
channels, ranging from fitness to food to fashion. From a
production perspective, we’re creating content that is in
line with both the amount of time that women have, as well
as the type of content they are seeking. We try to mix it up
among being entertaining, informative and inspirational.
eMarketer: Are the videos that you offer on mobile similar
across smartphones and tablets?
McLoughlin: Absolutely. We program for today’s multi-
platform women, and one of the things that we’ve learned
from the research we conducted is that women—and all
consumers, frankly—want to watch video on their terms.
“We believe consumers will become more
screen-agnostic, and women will choose
to consume content based on their
preferred device, as well as the quality of
the content.”
We try to create all of our videos with the mindset that
they’re going to be consumed on multiple devices, whether
that be a smartphone or a tablet. The goal is to provide
users with everything they want, all in the place that they
are consuming it. We not only have smartphone- and
tablet-enabled content, but we’re also on television and
we’ve got a partnership with Virgin Airlines.
eMarketer: How does PopSugar’s mobile viewing
compare with desktop? Has the mix changed in
recent years?
McLoughlin: The change from desktop visitation to mobile
visitation has been pretty dramatic for tons of publishers
across the board this year. Our audience is remaining
brand-loyal, but they’re definitely shifting their consumption
behaviors to mobile. We expect that to continue.
We believe consumers will become more screen-agnostic,
and women will choose to consume content based on
their preferred device, as well as the quality of the content.
eMarketer: Can you talk about advertising on
smartphones and tablets? What types of ads work best on
each of those devices?
McLoughlin: Across the board, we found that the most
effective content on smartphones is native content.
That’s true because of the screen size and because of
the personal attachment that consumers have to their
device. It’s a very personal device and sometimes ads can
feel intrusive when they are not native to the content-
consumption experience. We found that smartphones are
not an ideal environment for display advertising, but they’re
definitely a great environment for native advertising.
On tablets, the screen size is different, so we see a mix of
native content and content-aligned display ads work well.
We work with a lot of advertising partners in the food,
fashion, beauty and retail categories. The ads that tend to
work best are both visually creative and they are ads that
users can flip through and have more than a merchant
experience with. Those are the ones that tend to work the
best on the tablet devices.

BUT WE’D RATHER
TALK ABOUT
CONNECTING
CONSUMERS
TO YOUR BRAND.
Of COURSE WE
CAN TALK ABOUT
CONNECTING
CONSUMERS
TO THEIR DEvICES.
Knowing which device belongs to which consumer is only part of the
picture. Our approach completes the view. It’s called CrossWalk, and
it combines device matching with brand intelligence. We find the real,
scientifically-proven connections between your potential customers
and your brand. Because it’s easy to get your audience to listen when
they’re willing. On any or all of their devices.
BUT WE’D RATHER
TALK ABOUT
CONNECTING
CONSUMERS
TO YOUR BRAND.
Of COURSE WE
CAN TALK ABOUT
CONNECTING
CONSUMERS
TO THEIR DEvICES.
BUT WE’D RATHER
TALK ABOUT
CONNECTING
CONSUMERS
TO YOUR BRAND.
OF COURSE WE
CAN TALK ABOUT
CONNECTING
CONSUMERS
TO THEIR DEVICES.
BUT WE’D RATHER
TALK ABOUT
CONNECTING
CONSUMERS
TO YOUR BRAND.
OF COURSE WE
CAN TALK ABOUT
CONNECTING
CONSUMERS
TO THEIR DEVICES.
BUT WE’D RATHER
TALK ABOUT
CONNECTING
CONSUMERS
TO YOUR BRAND.
OF COURSE WE
CAN TALK ABOUT
CONNECTING
CONSUMERS
TO THEIR DEVICES.
BUT WE’D RATHER
TALK ABOUT
CONNECTING
CONSUMERS
TO YOUR BRAND.
OF COURSE WE
CAN TALK ABOUT
CONNECTING
CONSUMERS
TO THEIR DEVICES.
Let's talk: 646-278-4929 | sales@dstillery.com
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470 Park Ave S, NYC

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