• Checks their phone 150x per day

• Has 20 apps installed on their device

• Goes to their phone 12x per day to play games

The Average Smartphone User…

• "M-Commerce" is growing: 55% of time on retail sites is spent on mobile devices

• 142 million U.S. consumers owned smartphones, 69 million owned tablet devices (6/13)– close to one of every 10 e-commerce dollars was transacted via smartphones and tablet devices– spending per buyer was higher on smartphones than on tablet devices.

M-Commerce

Effect of Mobile directly seen across Verizon channelsVZW.com Shopper Visits: Feb 2012 – June 2013

Mobile Influences Shopping Behaviors

Shopping Aside, How Are Consumers Using Mobile Devices?

May 2013 “How US Consumers Shop On Mobile Devices”

Mobile is Not a Silo

Mobile Media: In-App vs Mobile Web

82% of all time spent on mobile is in-app

CONSUMER LANDSCAPE•Device: Smartphone is mostly in-app, while tablet is growing in mobile web•Shopping: Smartphones used more for browsing and tablets for transactions

VERIZON APPROACH•Focus on in-app, with some mobile web across segments/devices

– For in-app, app download KPI– Some mobile web for broad reach– More conversion driving environments, sales KPI

Core Mobile Marketing Challenges

Identification & Targeting Creative & Engagement Measurement

Identification: Operating Systems Fragmentation

“Without sophisticated tracking, running mobile advertising is like throwing money out the window. It's worse than buying TV advertisements”. - Ravi Kamran, CEO of Trademob

Mobile Web and App have separate tracking mechanisms - not in sync with ad networks and publishers

Targeting: A single user may look like one or more separate individuals

The Screen Size Effect

Are mobile ads intrusive or engaging?

Mobile Measurement Evolution

• Minimal differentiation between smartphone and tablet

• KPIs the same as desktop (i.e., CPGA, online conversions)

• Limited mobile media presence

Current 2014 and beyond

• Unique goals by device based on user behavior

• Evolve measurement capabilities and performance goals

• Increase mobile spend

Account for consumer behavior and measurement advances to enhance mobile approach and justify investment

Monetization OpportunitiesAudience targeting App discoveryAccessory SamplingConnectivity and smart appliances and hardware, to and through the device-In the home-On the go-For business

Goal: Use mobile tech + big data to empower & simplify people’s lives

• 20+MM Mobile Unique Visitors

• 100 Million Customers Profiles

• #1 Mobile Network Provider in the US

Audience ProfilesPrecisely Target the Right Audience with Our Mobile Solution

Mobile Targeting Capabilities

Remarketing

Demographic & Psychographic

Content CategoriesDevice, OS, Carrier

Keyword TargetingLocation

Sample VZW 1ST Party Data Segments• Age• Presence of Children• Device Profile• Primary Language• Education• Ethnicity• Gender• Current Location• Homeowner Status• Household Income• Marital Status• Mobile Operating System• Top Browsers

• Top 100 Apps. Used• Top 100 Apps. Downloaded• Top 25 App. Categories• Top 25 Site Categories• Top 100 Sites Visited

Quiz

• Top grossing app?

• Percentage of total app revenue the top 100 apps account for?

• What portion of apps in the App Store have never been downloaded?

• A:

• A: 85%

• A: Two-Thirds (900K apps available for iOS

• Formats– Mobile Display

• Mobile Web or In-App• Banners or Full-Screen• Usually CPI• Static or Rich Media

– Appwalls• CPI Revenue Share

Appvertising On Mobile

Source: AppTap Source: AppLift

Appvertising on VZW Desktop• App marketing not as prevalent on Desktop, but still significant

opportunity – even with a CPI model• New ad networks allow users to text themselves links to download the app

on their mobile device

Source: Txtmeapp.com

How to Solve MobileNon PII Cookie-less tracking that enables accurate identification, targeting and measurement across Mobile (app+web) and cross device

Utilizing Mobile to Measure Digital’s ImpactIP Matching

User clicks on Mobile Ad

User parameters are logged in a

database for future identification on desktop devices

User is sent to mobile landing page

User does not complete specified

activity (purchase or App install)

User is identified later on a desktop device

by matching IP address and referring

URL patterns

User is retargeted on desktop device

Several measurement opportunities are based on the concept of IP Address Matching

How It Works

Integration with buying platform

UIDH UIDHUIDH

Device identification is the key to unlocking this fragmented media space – cross-device

marketing