New Study Shows True Value of Cross-Platform Advertising

SAN MATEO, CA, Oct 29 (MARKET WIRE) --
As advertisers continue to experiment with cross-platform advertising, a
new study released today reveals how the value of advertising across
multiple media platforms can be effectively measured to determine if the
additional media spend will pay off. The data, released by Integrated
Media Measurement Inc. (IMMI), a leading provider of consumer behavior and
audience exposure data to media companies and advertisers, shows the
actual increase in audience reach when an additional media platform is
added into a campaign.

The study, conducted among men and women ages 18 and above that have PCs
and Smartphones, shows an 87.75 percent combined all-platform (television,
online, mobile) reach for panelists on a given day. 75.51 percent of
panelists watched television; of these, 63.27 percent watched television
and consumed media online using their PC and 2.04 percent used their
mobile device online in addition to their television. The data also
showed that only 10.20 percent of panelists watched television (and did
not use their PC or mobile device for media consumption) while 12.24
percent only used their PC to consume media.

"It is important for advertisers and media companies not only to
understand their total reach, but also the specific audience contribution
gained by adding a media platform to the mix," said Bill McKenna, CEO of
Integrated Media Measurement Inc. "In addition to a complete 360-degree
view of media exposure, IMMI is providing quantitative, single-source
measurement of the audience overlap from one platform to another. This is
the first time so detailed a level of data and insight has been available
and provides stakeholders with a glimpse into the future of the
television industry."

Further analysis of the data also showed notable patterns, including:

-- There is a small but not insignificant segment of the population who
have migrated to the PC as their primary source for media.
-- Of those people who regularly use multiple media platforms to consume
media, there is competition between the platforms during the day while
those same platforms are used more in tandem in the evening.
-- The Internet continues to represent a unique opportunity for
broadcasters seeking ways to achieve greater levels of reach and economic
return for their program investments.
-- When the numbers are broken out by gender, men disproportionately
drive the mobile and PC audiences in relation to women.

IMMI provides panel members across the country with mobile phones,
asking them to carry it with them wherever they go. The mobile phone is
equipped with a technology that creates digital signatures of all the
audio media to which it has been exposed, as well as any online
activities performed through the mobile device. In addition, software is
installed on panel members' computers at home and work (where allowed) to
monitor their online activities, including the media they consume (video
and audio) as well as the URLs of Web sites they visit. Data gathered
from panelists' mobile phones and computers is transmitted to a central
database giving IMMI the ability to determine viewing audiences, consumer
behavior and other trends. Specific media-viewing behavior and online
activities are never connected to the personal identity of a particular
panelist, thereby assuring complete anonymity.

Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media measurement system that links media exposure to consumer action.
Using a mobile-phone-based digital monitoring system and computer
monitoring software, IMMI tracks all media 24/7 and helps businesses
understand their customers and evaluate the effectiveness of their
advertising campaigns. IMMI is based in San Mateo, Calif. More
information is available at http://www.immi.com.

Contact:
Steve Honig
The Honig Company
818-986-4300
Email Contact

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