Executive Summary of Original Research Conducted by Flurry, Machinima, and comScore, and Mobilewalla **Long Ellis, VP Direct Media, Flurry Cassandra Nuttall, VP, Trade Marketing, Machinima Dr. Anindya Datta, CEO, Mobilewalla Moderated by: Bob DeSena, CEO, Engagement Marketing

1. March 2013
The Rise of Connected Devices
Long Ellis, VP & GM, Direct Media

3. Time Spent in Mobile Apps Rising, Closing on TV
U.S. Web vs. Mobile App vs. TV Consumption, Minutes per Day
180
160
162 168 168
140
120
127
100
80
94
60
70 66 72 70
40
20
-
Dec 2010 Dec 2011 Dec 2012
Web Browsing Mobile Applications Television
Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics

4. Primetime All The Time for Apps
Daypart Comparison, People 15+ Using Medium in U.S.
70%
% of Audience Using
TELEVISION INTERNET iOS & ANDROID APPS
60%
50%
40%
30%
20%
10%
0%
5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am
Hour of Day
Sources: TV & Internet dayparts from analysis by Michael Zimbalist (2/10); Nielsen National People Meter; comScore Media Metrix
Mobile application daypart from analysis by Flurry (8/11); Flurry Analytics, n = 15.2M DAUs

5. Tablet More Concentrated During Primetime
Usage by Hour, Smartphones versus Tablets
9%
% of Audience Using
Smartphones
8%
Tablets
7%
6%
5%
4%
3%
2%
1%
0%
5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am
Hour of Day
Source: Flurry Analytics, September 2012

6. The Great Mobile Spending Gap
2011 U.S. Ad Spending vs. Consumer Time Spent
AD SPEND PER MEDIA
43% TIME SPENT PER MEDIA
40%
29%
22% 23%
16%
11%
9%
6% 1%
TV Print Web Radio Mobile
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

7. The Super Bowl: America’s Top TV Media Event

8. Flurry Super Bowl Research Study
Some Super Bowl Stats
• 108m TV Viewers (Nielsen)
• 100m smartphones and tablets used in U.S. during Super Bowl
• Consumers launched 600M app sessions in U.S. during Super Bowl
• 42k app launches per second in U.S. during Super Bowl

9. Consumers Using Apps During the Super Bowl
U.S. App Session Starts per Second During Super Bowl 2013
160
App Usage Index
BEYONCE POWER 49ERS SCORE
NATIONAL HALFTIME OUTAGE ONLY TRAILING
ANTHEM STAR TREK SHOW 29 - 31
140 INTO DARKNESS
1st ADS:
BUDWEISER, M&M CLOSE LAST
s, AUDI MINUTES OF GAME
120
100
80
60
40
3:00 3:15 3:30 3:45 4:00 4:15 4:30 4:45 5:00 5:15 5:30 5:45 6:00 6:15 6:30 6:45 7:00 7:15 7:30 7:45 8:00
PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM
Source: Flurry Analytics

10. Super Bowl 2012 versus Super Bowl 2013
U.S. App Session Starts During Super Bowls 2012 and 2013
160
App Usage Index
BEYONCE POWER 49ERS SCORE
NATIONAL HALFTIME OUTAGE ONLY TRAILING
ANTHEM STAR TREK SHOW 29 - 31
2013
140 INTO DARKNESS
1st ADS:
BUDWEISER, M&M CLOSE LAST
s, AUDI MINUTES OF GAME
120
100
80
GIANTS DRIVE
(KEY FIELD GOAL)
60
BATTLESHIP COKE MADONNA CLOSE LAST
NATIONAL MINUTES
ANTHEM
MOVIE AD POLAR
BEARS
HALFTIME
SHOW OF GAME 2012
40
3:00 3:15 3:30 3:45 4:00 4:15 4:30 4:45 5:00 5:15 5:30 5:45 6:00 6:15 6:30 6:45 7:00 7:15 7:30 7:45 8:00
PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM PM
Source: Flurry Analytics

11. How Consumer Attention Varied Year-Over-Year
Average Change in App Usage Relative to Usage During Gameplay
SUPER BOWL 2012 17.8%
SUPER BOWL 2013
ADVERTISEMENTS HALFTIME
3.3%
-0.2% -3.5% POWER OUTAGE
-9.8%
Source: Flurry Analytics

12. Take Aways
• Mobile Apps usage concurrent with TV viewing
• Just because the TV is on doesn’t mean consumers are watching
– 41% of consumers use tablets while watching TV daily (Nielsen)
– 39% of consumers use smartphones while watching TV daily
(Nielsen)
• Marketers need to think about effective reach vs. pure reach
• Marketers have an opportunity to make mobile a larger part of
the media mix to extend effective reach.

13. March 2013
Thank you!
Long Ellis, VP & GM, Direct Media