Learn what activities are so engaging they are keeping people from going to sleep when they want - and how advertisers can take advantage of this

1. SleepStealer Index

2. ! Quantum Physics
! The quantum world exists as a series of probability waves, an
infinite number of potential outcomes
! Only when something is observed or measured does the
probability wave collapse and a single result is established
! Wave Collapse measures and observes the world in multiple
different ways, collapsing the various probability waves and
establishing a rich perspective on reality
! This multi-view approach provides the foundation for strategy
optimization using research and insights to drive revenue
Copyright 2012 Wave Collapse LLC

3. ! Online survey
! 500 people, 18-65 years old
! All own an iPhone, Android, Windows Phone, or BlackBerry
! Conducted July 2012
Copyright 2012 Wave Collapse LLC

5. Evening is a hot time for all media,
but what is happening Post-Bedtime?
Copyright 2012 Wave Collapse LLC

6. Why Do We Care About People Staying
Up Later Than They Want?
Engaging
Keeping
Content =
Activity them
Good for
awake
Advertisers
Engaging in an activity on a device Sacrificing sleep to keep doing People’s engagement & pleasure is
activity high which provides perfect context
to present a message in an
advertisement
Copyright 2012 Wave Collapse LLC

7. 56% Stayed Up Later
Than They Wanted
Last Night
And Own
Nook
Kindle Fire
Apple TV
More
56%
Likely
And Half Stay Up
Later Than They to Be…
Want “Almost
Always”
Copyright 2012 Wave Collapse LLC

8. Average percentage of smartphone
owners that are staying up later than
they want using these devices
26%
35%
Copyright 2012 Wave Collapse LLC

9. Tablet and Mobile Activities are as
likely to be keeping people awake as
TV & Computer activities
Of those that have done this activity
in the past week, the percent that
stayed up late last night doing this
Watching a video, movie, or TV show on iPad/tablet 59%
Watching a video, movie, or TV show on mobile 55%
Playing a game on iPad/tablet 54%
Tablet and Mobile are as Browsing the Internet on iPad/tablet 47%
engaging, if not more so, Playing a game on mobile 46%
Browsing the Internet on mobile 32%
than TV & Computer
Browsing the Internet on computer 64%
Playing a game on computer 66%
Advertisers need to Watching a video, movie, or TV show on computer 51%
take advantage of this
Watching a TV show on TV 74%
environment Watching a movie on TV 62%
Playing a game on console 51%
Copyright 2012 Wave Collapse LLC

10. Computer
Tablet
Relaxed Anxious
TV Mobile
Computer
Tablet
Happy Sad
TV Mobile
Computer
Tablet
Focused Distracted
TV Mobile
Distraction is good for Advertisers since it means people
are more open to engaging in content
Higher feelings of anxiety mean that advertising messages
may need to be refined for post-bedtime hours
Copyright 2012 Wave Collapse LLC

11. Recall of Ads & Perceived Relevancy
50%
Low Recall/ High Recall/
High Relevancy High Relevancy
45% Video on
Tablet
Relevancy of Ads (T2B)
40% Internet
on Mobile
Game on Video on
Console Computer
35%
Game on
Movie on
Computer TV Show
Internet on TV
30% on TV
Computer
Game on Internet
Game on Tablet on Tablet
25% Mobile
Low Recall/ Video on High Recall/
Low Relevancy Mobile Low Relevancy
20%
20% 30% 40% 50% 60% 70% 80%
Recall of Ads
• Recall of ads while doing these activities
when they stayed up later than they
wanted
• Top2Box Rating of Relevancy of ads they
Copyright 2012 Wave Collapse LLC recall seeing

12. ! Tablets and smartphones are gaining on TV & Computer in keeping people engaged and awake
! In less than a couple of years, these devices are rapidly changing the landscape of
engagement with content – how soon until people don’t have TVs in their bedrooms or
Computers being shut down after dinner?
! Tablet and Mobile activities are as engaging, if not more so, than TV & Computers
! Engaging content means advertisers have a great opportunity to promote their message
! People’s mood as they are being kept awake by Tablets & Smartphones continues to offer
advantages to advertisers
! Being a bit more distracted means that they are willing to be pulled into different
experiences and engage with content
! More so than they would be at other times of the day when they are more focused
! Advertisers are making an impression in certain contexts
! Ads viewed when browsing the Internet on Mobile or when watching Video on Tablet are
both highly recalled and considered highly relevant by people who are staying up later than
they want
! Lots of room for improvement in relevancy for other contexts, however. Brands need to
consider the message they are using for this day part and tailor it to the environment
Copyright 2012 Wave Collapse LLC

13. Joy Liuzzo
571.293.0021
joy@wavecollapse.com
@joyliuzzo
Copyright 2012 Wave Collapse LLC