1. Marketing Solutions Mobile Fact Pack LinkedIn Confidential ©2013 All Rights Reserved

2. Agenda/Executive Summary  Purpose of this information is to provide foundational mobile knowledge for the University of Illinois Digital Certificate Program Participants  Fact Pack Contents –Mobile/Tablet Ownership –Mobile Advertising Marketplace –LinkedIn Mobile Audience –Native/Sponsored Content Mobile Advertising Marketplace

3. Todays Mobile/Tablet Ownership LinkedIn Confidential ©2013 All Rights Reserved

4. 3 in 5 US Mobile Users Own a Smartphone Source: comScore MobiLens September 2013 Today’s Mobile User

5. Source: eMarketer September 2013, Adfonic November 2013 2 out of 5 US Mobile Users Own a Tablet Today’s Tablet User LinkedIn Confidential ©2013 All Rights Reserved

6. Mobile Phones/Tablets  Replaced every 2 years  Personal  Taken everywhere PC  Replaced every 4-5 years  Shared/used at work  Semi-portable at best 6 Mobile Device Sales Out Pace PCs 5:1 Source: Enders Analysis LinkedIn Confidential ©2013 All Rights Reserved

7. Mobile Advertising Marketplace LinkedIn Confidential ©2013 All Rights Reserved

8. In 2013 Marketers will spend… $16B World Wide Mobile Advertising Spending Source: eMarketer August 2013 $8.5B US Mobile Advertising Spending LinkedIn Confidential ©2013 All Rights Reserved

9. How They Will Spend $8.5B: Mobile Ad Formats  Search captures over 50% of mobile dollars –Expected to remain lead ad format  33% of paid search clicks during the holiday shopping season originated on mobile*  Native/Sponsored Content too nascent to earn its own line item –Yet the outlook is promising with over 60% of agencies & marketers likely to invest in native advertising US MOBILE AD SPENDING, BY FORMAT, 2011-2017 (millions) 2011201220132014201520162017 Search$743$2,241$4,348$6,661$9,300$12,229$15,253 Display$547$1,848$3,809$5,988$8,661$11,571$14,499 -Banners, rich media and other*$479$1,605$3,233$4,960$7,041$9,248$11,512 -Video$68$244$576$1,029$1,619$2,324$2,987 SMS/MMS/P2P Messaging$251$223$240$223$211$209$200 Other (classified, email, lead gen)$27$50$112$214$389$695$1,176 TOTAL$1,568$4,363$8,508$13,086$18,561$24,705$31,128 Source: eMarketer, Aug 2013 Note: Ad spending on tablets is included; numbers may not add up to total due to rounding, *includes ads such as Facebook's Sponsored Stories and Twitter's Promoted Tweets *Source: 2013 Global Online Retail Seasonal Shopping Report, December 2013 Holiday Shopping Season defined as mid-November to mid-December

10. Google 53% Facebook 16% Millennial <1% YP 2.2% Other* 23% Will represent 70% of all global mobile ad revenue in 2013 Source: eMarketer (Aug 2013) Note – Revenue count includes display (banner, rich media), video & search. *Other includes ad networks and other publishers Pandora 2.4% Twitter 1.8% Who Will They Spend $8.5B With?

11. There’s still a lot of room for growth…

12. 2012 U.S. Ad Spending vs. Time Spent by medium LinkedIn Confidential ©2013 All Rights Reserved

13. LinkedIn Mobile Audience

14. LinkedIn Users Migrate To Mobile Source: Internal Metrics, November 2013 % Breakout of Monthly Unique Visitors 75% LinkedIn Confidential ©2013 All Rights Reserved +40% in the past year

15. 18.4 M Source: comScore Mobile Metrix, October 2013 Includes both phone & tablet users Mobile LinkedIn Users LinkedIn Confidential ©2013 All Rights Reserved

16. LinkedIn Cross-Platform Audience Duplication Source: Internal Metrics, November 2013 PC Only 61% Mobile/ Tablet 13% Tablet X M 26% 74% of our users accessed LinkedIn on more than one platform last month (web, mobile or tablet) Only 26% duplication between mobile and PC (ad products that span mobile becoming an important part of your media mix) LinkedIn Confidential ©2013 All Rights Reserved

17. The Native/Sponsored Content Mobile Advertising Marketplace Ad Product Overview

18. “…native non-advertising content now represents more than 1/3(35.7%) of all advertising sold by social media outlets in the U.S.” - LinkedIn Confidential ©2013 All Rights Reserved18 Source: BIA/Kelsey US Social Media Forecast Report, December 2013

19. LinkedIn Confidential ©2013 All Rights Reserved Comparison Snapshot: Reach & Time Spent Mobile Audience Comparison Monthly Unique Visitors (000)Average Minutes per Visitor Facebook112,779951 Huffington Post39,6257 Twitter36,781173 CNN29,95629 Buzzfeed22,7429 Fox News20,16523 Tumblr19,44060 Gawker18,6369 LinkedIn18,35721 NY Times18,0736 Forbes9,9084 Business Insider8,3582 WSJ6,5164 Flipboard5,51863 Slate3,5997 The Atlantic2,9686 Quartz1,0468 Source: comScore Mobile Metrix Oct'13 Includes both browsing and application combined

20.  Sponsored Updates –Runs across Desktop, Mobile and Tablet  iPad Display –300x250 –Full Page LinkedIn Confidential ©2013 All Rights Reserved LinkedIn

21.  Suggested Stories –Runs across Desktop, Mobile and Tablet LinkedIn Confidential ©2013 All Rights Reserved Facebook

22. Promoted Tweets Promoted Trends Promoted Accounts Product Cards LinkedIn Confidential ©2013 All Rights Reserved Twitter Promoted Tweet Promoted Trend Promoted Account Product Cards

23. Branded content Sponsored Stories LinkedIn Confidential ©2013 All Rights Reserved BuzzFeed

24. Partner Posts LinkedIn Confidential ©2013 All Rights Reserved Gawker

25. Sponsored Articles LinkedIn Confidential ©2013 All Rights Reserved Huffington Post

26. Sponsored Posts LinkedIn Confidential ©2013 All Rights Reserved Business Insider

27. Sponsored Content LinkedIn Confidential ©2013 All Rights Reserved Forbes

28. Sponsored Content LinkedIn Confidential ©2013 All Rights Reserved The Atlantic

29. Sponsored Content LinkedIn Confidential ©2013 All Rights Reserved Tumblr

30. Sponsored Content LinkedIn Confidential ©2013 All Rights Reserved Quartz

31. In-article full screen ads Brand Magazines LinkedIn Confidential ©2013 All Rights Reserved Flipboard

32. LinkedIn Confidential ©2013 All Rights Reserved 32 Appendix

33. LinkedIn Confidential ©2013 All Rights Reserved33 Mobile Advertising Ecosystem