Presentation slides used Rob Samuels, Director of Mobile, Discovery Communications

1. Rob Samuels
Director, Mobile

3. MOBILE
A LOOK BACK
2006 3.2% of mobile subscribers had a smartphone
2007 Nearly 30mm people accessed the mobile web
2011 64% of mobile phone time is spent on apps
Source: Nielson

4. MOBILE
COMING OF AGE
2012 54.9% of mobile subscribers have a smartphone

5. HTML5 WAP iPhone iPad Android Windows MOBILE PLATFORMS
S X X X X
S
S
X
X
X
S
X
S
S
X
X
26 Live
9
X Slated
X
X
X Total
S
X
X
X
X
X
X
S
X
X
X X
35 By
Year
End
X X S

6. THE NEXT WAVE
TABLETS ARE SURGING
iPad/Tablet
Source: Nielsen

7. RAPID GROWTH

8. PROJECTIONS
Source: eMarketer

9. TABLETS AND TV ARE USED TOGETHER DAILY
Source: Nielsen

10. SHARK WEEK
LIVE SIMULTANEOUS VIEWING

12. SHARK WEEK
LIVE SIMULTANEOUS VIEWING
LIVE 2 SCREEN EXPERIENCE
Access to exclusive behind the scenes footage,
facts, trivia, live polls, games & live discussion

13. IMPACT
178 M TOTAL LIVE
VIEWERS
90%+ increase in
iPad page views
Compared to a 34%
increase online
150%+ increase in
iPad video
streams

14. IPAD/TV STUDY
SIMULTANEOUS USAGE

15. TABLETS ARE AT THE CORE OF
THE ENTERTAINMENT EXPERIENCE
The iPad further differentiates itself from usage on other devices as 52% of tablet owners are sharing their
devices. More portable than a laptop, less personal than a smartphone
Source: Discovery iPad/TV Study 4Q 2011

16. TABLET OWNERS CONSUME MORE TV
Hours of TV Watched (on a TV Set) a Week
Source: Discovery iPad/TV Study 4Q 2011

17. PRIMETIME IS THE RIGHT TIME FOR TABLETS
43% of iPad owners claim to watch TV & go online “all” or “most” of the time while only 33% of non-iPad
owners claim the same
Source: Discovery iPad/TV Study 4Q 2011

18. MOBILE
VIEWING HABITS
53
DISCOVERY
%
VIEWERS USE THIER
OF
iPad
WHILE WATCHING TV
Source: Discovery iPad TV Study, 4Q11

19. MOBILE
HABITS & PERCEPTION
More likely to search for an advertised
45% product seen on TV
Find relating content and/or discuss
41% what they’re watching
Feel they pay attention to what they’re
32% watching on TV when using an
tablet/mobile device
Feel more connected to the show
24% they’re watching
20% Remembered advertised products
better
Source: Discovery iPad TV Study, 4Q11

20. SHARK WEEK
YEAR 2 ENHANCEMENTS
• A True Synced Experience – ACR
• Additive Experience
• The Right Programming
• The Right Timing
• 3 Legs of 2nd Screen:
Content, Gaming, Advertising

21. MOVING FORWARD
• Regular Programming: Discovery, TLC, Animal Planet
• Habituate viewers to a 2nd Screen Experience
• Build More Value for Advertisers
• Expand 360 Capabilities
• Smartly Facilitate eCommerce Activities
• Build Core Infrastructure to Lower Barriers
• Production, CMS, Advertising
• Capability Across Brand & Platforms

22. MOVING FORWARD
• Platform Agnostic
• Support Across more Platforms: Native & Web
• DVD Extra Functionality – ACR Based
• On the 2nd Screen Experience
• Owned & Operated vs Aggregated Experiences
• Pros & Cons: publisher & advertiser