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. Why is audience measurement difficult in
mobile apps?
Anindya Datta, CEO
Mobilewalla

2. Mobilewalla
• Seattle-based, venture funded company founded and
run by leaders in the big-data and advertising
technology space
• Pioneering audience measurement in mobile apps
• Applying ground breaking data science techniques to
the largest volumetric database of mobile app
market data

3. Traditional audience measurement relies on
panels!
 Instrument “Gateway Devices” (Cable Box, Browser) to record
user behavior
 Extrapolation to wider audience!
 Panel limitations well-known Ireland – Total TV Universe
4,205,000
 Not enough people on the panels
 Panels not harmonised
 Doesn’t reflect all populations &
lifestyles Audience measurement panel size
2500 (0.06%!)
*Source: Nielsen Television Audience Measurement 2012
RTE Television media Sales - Oct 2012

4. Had to throw in my favorite Extrapolation cartoon
Source: xkdc.com

5. Panels & Popularity Persistence
Fundamental to panel driven measurement
Idea of popularity persistence
Large pool 99 – 1 rule
“small” set of
of options popular choices
Objects popular today  popular 30-60-90 days
from today
• Panel can be assumed to eventually gravitate towards
the persistent popular set

6. App Popularities do not Persist
0 day 30 day 90 day 0 day 30 day 90 day
Majority of churn due to one time
special broadcasts like the Presidential
Debates, Oscar’s,17
Grammy’s & 13 Sporting 10 1
20 55
Events 0
App Popularities are highly5
transient!
Regular broadcast TV shows
hardly demonstrate any Panels don’t work for Apps
popularity churn Churn
Top 20 US TV 30 day Churn 90 day Top 100 30 day Churn 90 day Churn
programs 15% 35% Apps 45% 85%
Top 20 US TV Progams over 90 days Top 100 Apps over 90 days
Source: Programs - Nielsen Television (TV) Ratings for Network Primetime Series
Apps - mobilewalla

7. Volatility – Ranks!
18-24 Jun 2012 16-22 July 2012 13-19 Aug 2012 17-23 Sep 2012 15-22 Oct 2012 12-18 Nov 2012 17-23 Dec 2012
0
50
100
150
200 TV Programs
250
300
350
400
The Big Bang Theory 60 Minutes Two and a Half Men NCIS*
0
50
100
150
200
250
300
350 Apps
400
Link The Gugl (Games) MailBox (Overall) Draw Something Free (Overall) Go To Meeting (Business)
Source: Programs - Nielsen Television (TV) Ratings for Network Primetime Series
Apps – mobilewalla; *Note: NCIS was not aired in the week of 15-22 Oct

8. Mobilewalla Pioneers Audience Measurement for
Mobile Apps
Audience data delivered in two ways
Rule Based Refinement  Given an App
3 Step  Output indexed audience
Approach demographics (like Quantcast)
 Given a target demographic
Reference Based Estimation
 Output apps that provide
reach into that demographic
Ground breaking big
data techniques • Ability to cross-reference
Audience Based Clustering
audience with popularity
• Provide data in real-time
Use Cases Rapid Adoption in the Mobile Ad
● Campaign targeting Industry
● Supply enrichment in RTBs
● Publisher Prospecting

9. In Summary
• One of the greatest impediments towards the widespread
adoption of advertising in mobile has been the unavailability
of reliable audience data for apps
• It turns out that audience measurement in mobile is difficult
– The inapplicability of traditional panel based measurement techniques
is a major reason
• Mobilewalla has invented techniques, based on ground-
breaking big-data science, to reliably estimate app audiences
and is powering targeted campaigns as well as supply
enrichment at major ad technology companies