#MobileSTAT

Simple Targeting & Audience Trends

September 2013

The Automotive Issue

1 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Top Line Look at Mobile Automotive

Auto Intenders Go Mobile
The mobile revolution has taken hold of auto intenders in a big way. According to comScore, theyre a group that is more likely to shop on mobile devices, to multi-screen while watching TV and to engage with mobile ads. Auto Intender Behavior Compared to Average Consumer

more likely to shop on mobile

Source : comScore

5x

more likely to use a mobile device while watching TV

2x

more likely to click on a mobile ad

6x

The Auto Opportunity

In the past five months, the number of automotive intenders on the Jumptap network has reached 25 million, an increase of 47 percent. Given that there are typically between five to ten million cars sold each year in the U.S., this quickly growing mobile audience is a critical segment to reach. And auto manufacturers have certainly taken notice.
30

For over a year now, Auto has been the No. 1 advertising category on the Jumptap network, followed closely by the fast-growing CPG and Finance categories. Top 3 Advertising Categories
Rank Industry YOY Growth

47%
20

25m

1 2

23%+ Automotive

17m 69%+ CPG

10 April 2013 Sep 2013

3
Source : Jumptap

79%+ Finance

Unique Auto Intenders

2 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Top Mobile Devices for Auto Intenders

According to data from the Jumptap network of over 218m U.S. consumers, auto intenders who prefer different types of vehicles also prefer different mobile devices. For example, truck intenders are more likely to use Android devices than those planning to purchase hybrids, luxury cars and SUVs.

Top 5 Smart Devices

Ranking of top smart devices for auto intenders and how purchase intenders of each type of vehicle over or under index as users of each device.
Hybrid Luxury SUV Truck

1 2 3 4 5

Apple iPhone Samsung Comeback Samsung Galaxy S Apple iPod Touch Samsung Galaxy Note

9.8% -1.6% -1.8% 3.1% -1.2%

10.4% 0.9% -4.3% -8.3% -4.5%

9.1% -8.7% -2.9% 9.1% -1.0%

-2.3% -4.2% 0.1% 6.3% 6.0%

Top 5 Tablets
Ranking of top tablets for auto intenders and how purchase intenders of each type of vehicle over or under index as users of each device.
Hybrid Luxury 8.8% -7.2% -18.9% 2.5% -11.9% SUV 1.8% 5.0% -13.5% -21.4% -39.7% Truck -2.1% -4.1% 8.0% 9.5% 9.6%

1 2 3 4 5

Apple iPad Amazon Kindle Samsung Galaxy Tab Asus TF 101 B&N Nook

5.7% -6.2% -10.6% 0.8% -14.4%

TAKEAWAY No matter what type of vehicle an advertiser is promoting on mobile, its essential they run their campaigns across iOS and Android platforms. That said, advertisers should heavy up on certain platforms or devices based on the vehicle theyre marketing.

3 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

The United States of Auto Intenders

Leveraging data from 3rd party data partners like Polk and Datalogix, we identified specific states that overindex for different categories of auto intenders. For example, Wyoming was 70.9% more likely than the average state to have truck intenders on mobile devices.

Top Five States in August for Each Type of Vehicle Purchaser

HYBRID
1 Hawaii: 2 Oregon: 3 Utah: 47.8%+ 45.9%+ 38.9%+

TRUCK
Wyoming: Alaska: Idaho: Montana: 70.9%+ 44.1%+ 40.2%+ 39.4%+ Iowa:

SUV
27.5%+ 26.5%+ 24.9%+ 21.4%+

LUXURY SEDAN
New York: New Jersey: Maryland: 40.6%+ 33.4%+ 27.6%+

Wyoming: Louisiana: Utah:

4 Washington: 30.7%+ 5 California: 30.7%+

Connecticut: 23.4%+ DC: 19.2%+

South Dakota: 38.2%+

Oklahoma: 20.6%+

Percentage Each State Over-Indexed for Different Categories of Auto Intenders

TAKEAWAY While some of the states associated with each vehicle type are not surprising, the fact that this data is available in mobile is surprising to many and is something most auto advertisers are leveraging aggressively.

4 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Cross-Screen Behavior for Auto Content

Jumptap recently partnered with comScore on a study of cross-screen behavior. The study showed that, overall, PC usage is heaviest during work hours, smartphone usage grows steadily throughout the day, and tablet usage sees a bump in the evening. Cross-Screen behavior is slightly different when it comes to auto content, however. PC consumption of auto content is heavier early in the a.m., and tablet content sees a huge spike at night.

Overall Usage Pattern

PCs are most popular in the morning Phones are used throughout the day Tablets dominate in the evening

Late Night (12 am - 7 am)

Early Morning (7 am - 10 am)

Daytime (10 am - 5 pm)

Early Evening (5 pm - 8 pm)

Prime (8 pm - 12 am)

Usage Pattern for Auto Content

Late Night (12 am - 7 am)

Early Morning (7 am - 10 am)

Daytime (10 am - 5 pm)

Early Evening (5 pm - 8 pm)

Prime (8 pm - 12 am)

TAKEAWAY Auto advertisers should leverage tablet advertising during prime time as the perfect companion for TV advertising.

5 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Catching the Auto Intenders Eye

Jumptaps research team took a look at rich media auto campaigns that ran in first half of 2013 to analyze which tactics prompted consumer interaction. Below are some best practices based on the analysis:

Tablet versions of auto banners show first interaction rates that are 6% higher than those same ads displayed on a smartphone.

Click to See Live Demo

Consumers are 124% more likely to expand a banner that has clear product shots, limited text and a simple color scheme.

Photo Gallery and Colorizer options in rich media see engagement rates that are 580% higher than units without these visual elements.

Consumers interact 180% more with auto rich media that offers multiple features versus a single feature.

6 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

Auto Intenders

Video

Its no secret that consumers love watching video on their smartphones and tablets. Mobile video views grew 300% in 2012 over the prior year. While some might think mobile video ads are only suited for movie trailers or other entertainment industry ads, the truth is that advertisers in every industry, especially automotive, are seeing great results. In fact, 38% of auto advertisers are using video in their mobile campaigns, and theyre seeing an impressive 28.6% average engagement rate.

Average Engagement Rate

14.1%

28.6%

10.5%

11.4%

30.8%

Use Video

53%
Entertainment

38%
Auto

33%
CPG

21%
Financial

21%
Retail

Celtras Quarterly Ads Performance report, Mobile Rich Media, Q1 2013

TAKEAWAY Auto advertisers that have video content (which is all of them), should be leveraging that content in mobile.

7 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

About MobileSTAT
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising. Jumptaps unique, data-driven approach allows us to cultivate the insights highlighted in the report. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make advertising across screens smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.

Reporting Methodology
The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap
Jumptap, Inc. is the leading unified audience platform, taking a programmatic and mobile-first approach to reaching audiences across screens. Jumptap reaches over 218 million mobile users in the U.S. and over 439 million mobile users worldwide. It has built an audience profile store with over 134 million unique, data-rich profiles, of which over 46 million can be reached across screens. Jumptap powers its audience-centric advertising through industry-first partnerships with more than 20 third-party data providers, and garners the highest yield for its 84,000 mobile sites and apps. Visit www.jumptap.com and www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.

Jumptap, Inc. 155 Seaport Blvd, 8th Floor Boston, MA 02210 Phone: +1.617.301.4550 Fax: +1.617.301.4599 www.jumptap.com

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8 | SEPTEMBER 2013 | SIMPLE TARGETING & AUDIENCE TRENDS