What Can Mark Wahlberg Teach Us About Consumers &

Marketing Strategy?

Will Kassoy, CEO Ira Rubenstein, EVP Digital Marketing

2

• Mobile is reaching a tipping point• Within mobile, apps vs. mobile web,

apps are where time is spent• iOS is dominating minutes spent• Social and gaming = broadest

reach!

Mobile Landscape

@AdColony 3

203,644,607

But While Device Penetration is Huge, Mobile Video Issues

@AdColony 4

@AdColony

What Can Mark Wahlberg Teach Us About Consumers and Marketing Strategy

5

Partnered with Nielsen and Universal/Ignited:

What’s the impact of TV + Mobile Video?

@AdColony 6

Recent Studies Show Consumers Increasingly Multitask When Watching TV

@AdColony 7

Fielded “Contraband” Theatrical Release Spot as Test Video Ad

• Ran :15 second video spots on TV and mobile

• Mobile ads served with AdColony’s Instant-PlayTM HD video ad technology on iPhone & iPad

@AdColony 8

TV + Mobile Drives Huge Lift Across All Brand Metrics

@AdColony 9

Key Takeaways

• Mobile campaigns complement TV by driving substantial additive effects on all key brand metrics

• Consider dayparting a portion of the mobile flight to match the TV flight

• Cross-platform video campaigns yield higher brand recall rates

• Additional exposure on mobile video allows users to immediately engage and learn more about brands

• Video campaigns run across multiple platforms drive stronger word-of-mouth recommendations

• Consumers are more likely to purchase when exposed to video ads across multiple platforms

@AdColony 10

How Mobile Video Solves Entertainment

Marketing Objectives

@AdColony 11

#1: Create Awareness

• Complement TV with hi-def, instantly playing mobile video to drive awareness

@AdColony 12

#2: Drive Trailer Views

@AdColony

#3: Engage Socially

@AdColony

#4: Get Showtimes & Boost Ticket Sales

@AdColony

Summary• Mobile = Scale: Mobile has penetrated 50% of US

population and is key media channel to reach 150 million+ consumers

• TV + Mobile Video = 72% Lift: Mobile video is an excellent complement to TV campaigns to drive demand as shown by AdColony/Nielsen Ad Effectiveness Study

• Solves Multiple Marketing Objectives: From awareness to buzz generation to social engagement to ticket sales, mobile meets a breadth of needs@AdColony 16

Ira Rubenstein

EVP Digital Marketing,

20th Century Fox

@AdColony 17

Thank You

@AdColony 18