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Microsoft Office Division | Microsoft Confidential, For Internal Use Only Good morning everyone, and thank you for coming. For a while over the last decade or so, we kept hearing that the upcoming year was to be the year of mobile. In fact, it was so often claimed, that it became a bit of a joke. I believe 3 things needed to be in place to ensure that mobile comes of age, scale of adoption, ease of integration into life. However there is a third angle, and that is how to make marketing on mobile devices a commercial success. Scale of adoption and ease of integration have been achieved. But there is still some way to go on commercial success. One important thing to remember is that mobile is just a platform, you still need to have great content Newsbrands have seen rapid growth in content being accessed on smartphones. Today I’m going to reveal the results of some bespoke research that will show the value of the newsbrand consumer on smartphones and provide practical guideline to help make mobile marketing a success.. * So we have learned that we pick up or look at our phones over 200 times a day. So that must mean that it doesn’t matter when you target people right? Wrong! Looking at the actual tracked behaviour of people on YouGov’s panel who had read newsbrands – either via mobile websites or via an app – in the previous 3 months, we were able to pinpoint times of day when it is better to reach this valuable and engaged audience. We looked at 3 key measures: Reach – ie the number of people accessing newsbrand websites/apps on smartphones Breadth – the number of visits those people are making Depth - how long they are spending and how many pages they are accessing Each peak offers opportunities to tap into different need states – there are times when they are grazing of course, but there are also times when they are feasting or ruminating. * We know that mobile matters, you just have to look at the stats to see that. Smartphones are everywhere,