DPAC 2010 Best Mobile Branded Content WINNER: Telepictures Productions / TMZ

publication date: Nov 29, 2010
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Telepictures Productions TMZ App (iPhone/Android Combined)

Brand: Mobile App for TMZ App (iPhone/Android Combined)

Executives Involved in The Campaign: Natalie Farsi, Head of Mobile, Warner Bros. Television Group Digital and Warner Bros. Digital Distribution

Brief: TMZ is the most downloaded celebrity news application (Apple/Android) with over 4.1 million unique users. TMZ announced the availability of its free TMZ application for iPhone, iPad and Android devices last year (launch date: 2/11/2009). The ad-supported TMZ Mobile App includes all the most popular sections of TMZ.com and provides a cutting-edge mobile video experience. The Mobile App allows fans to easily browse recent news headlines, updated photo galleries and loads of video clips from TMZ.

This September, the TMZ Mobile App added a breaking news alerts feature. Through alert notifications, App users will be directed to highlights of hot topics and celebrity guests featured on TMZ on TV. TMZ on TV premiered its fourth season on Tuesday, September 7, 2010.

TMZ was the first celebrity news site among its competitive set to launch an iPhone application. According to the latest Nielsen Mobile Report (September 2010), TMZ continues to rank #1 for Mobile Celebrity News (both Mobile Web and Apps combined) and has held this spot consecutively for the past 22 months (December 2008 – September 2010). In addition, TMZ is ranked # 5 of all Mobile Entertainment Brands according to Nielsen.

Below, please find highlights of TMZ Mobile’s Nielsen audience rankings:

•TMZ ranks #1 for Total Unique Audience of any Celebrity News site in the
Entertainment Category
•TMZ recorded its highest month ever for Total Unique Audience (4,097,000)
•TMZ has the highest total Female Audience among its competitive set
•TMZ has the highest total Male Audience among its competitive set
•TMZ has the highest 18-49 and 25-54 Adult Audience among its competitive
set
•TMZ has the highest 18-49 Female Audience among its competitive set
•TMZ has the highest 25-54 Female Audience among its competitive set
•For Adults18-49, TMZ has the highest Audience Composition (86%) among its
competitive set
•For Adults 24-54, TMZ has the highest Audience Composition (76%) among its
competitive set
•For Women 24-54, TMZ has the highest Audience Composition (49%) among its
competitive set
Source: Nielsen Mobile / September 2010

Link to Your Creative Materials: http://tmz-uploader.tmzcorp.com/d/8eb4905880b294daa40223407bbf55d8


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