Transpera

Press Release

July 29, 2009 - Data Shows New Breed of Mobile Media Consumers

Transpera Shares Findings from InsightExpress Consumer Research Survey

San Francisco, CA – July 29, 2009 – Transpera, the largest mobile video delivery and ad network in North America, and InsightExpress, a leading research provider for digital marketing, today announced results from a consumer research survey of mobile phone users. The study measures consumers’ reactions and feedback to mobile video advertising and their reliance on mobile for information. The study concludes that avid mobile video users represent a unique audience that may not be reachable via other digital media, as well as comprise an audience profile that is attractive to brand advertisers.

Mobile Is Vitally Important In Mobile Video Viewers’ Lives

The study shows just how much mobile video users rely on their device and that they spend more time on their mobile than they do on their computer, compared to non mobile video viewers.

For example, 62% of mobile video users surveyed, use their mobile phone more than they use a computer to browse the Internet, vs. just 9% of the non-mobile video viewers.

By advertising on mobile, brands are likely to be reaching an audience they can’t reach as well online or via other digital media.

Mobile users who watch mobile video at least once a week report their media preferences and behaviors, as follows:

• 78% rely on their mobile phone for up-to-the-minute information, vs. only 19% of those who never viewed mobile video. Showing mobile video is a great feature for news, sports and information services.
• 71% prefer to receive information via mobile internet, vs. just 13% of those who don’t view mobile video.
• 58% get more of their news from the mobile phone than ANY OTHER source, vs. only 10% of those who have never viewed mobile video. Again showing the power of reaching an unduplicated unique audience through mobile video for news and information services.
• 50% spend more time away from computers than in front of them, vs. the reported 21% of those not watching mobile video.

“The mobile video audience is savvy and focused on their mobile experience. These consumers are clearly comfortable with their phones; these devices are an integral part of their lives,” said Phuc Truong, Managing Director, US - Mobext, the mobile marketing arm of Havas Digital. “The audience is ever growing and video is becoming an important component to the overall mobile mix. From an engagement perspective, brands will find this audience highly attentive."

Mobile Video Viewers Are Key Targets For Many Advertisers

The avid mobile video viewer has a profile that is more attractive for brand advertisers, than those who have never viewed video on mobile. For example:

• 75% of the avid mobile video users surveyed eat out of the home 2 or more times a week, vs. only 47% of the non-mobile video watchers.
• 59% of the avid mobile video users have spent more than 5 nights in a hotel in the past year, vs. just 34% of the none-mobile video watchers.
• 40% of the avid mobile video users earn more than $75k income, as compared to only 25% of the non-mobile video watchers.

Of interest, 60% of the avid mobile video users in the study are male.

“These types of consumer surveys are key to understanding the potential of the mobile medium to not only reach a highly desirable consumer base, but to have a genuine impact and influence on users,” said Joy Liuzzo, Director of Marketing & Mobile Research for InsightExpress. “We are seeing a new breed of media consumers that are using mobile to supplement or replace their previous digital media consumption.”

Among the mobile ad formats available on Transpera’s network are Peek™ pre-roll video -- 15-second mobile video ads -- coupled with display advertising, that are uniquely suited for the mobile user. Ads are targeted based on content usage and demographics, and inserted server side in real-time to ensure rapid delivery with no lengthy rebuffering.

“Mobile is a great place for marketers to connect with savvy audiences who are increasingly relying on mobile exclusively in their daily lives. This is very important unduplicated reach for marketers, and the quality and breadth of video content now easily accessible means more and more consumers are turning to their phones for 24/7 access to news, sports, entertainment, weather and more” said Frank Barbieri, CEO and founder of Transpera. “We’re committed to delivering the best possible video experience to the mobile user and the brand advertisers looking to connect with this lucrative audience in a relevant and meaningful way.”

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