“AOL came to us with a big idea. They wanted to rethink mobile, and propel the industry beyond the constraints of conventional understanding,” stated Alec Maki of InsightsNow. “To move this idea into action, a team of experts at InsightsNow employed a BehaviorLens® Landscape study to recast the smartphone market by segmenting different mobile moments based on their underlying motivators. Through moment segmentation, we provided AOL with strategic clarity as to why consumers behave the way they do, across the moments of life, with respect to mobile apps and sites.”Maki continued, “To further advance AOL’s ‘mobile first’ strategy, we added a unique twist—integrating moment segmentation with metered mobile data. This connected stated motivators back to observed, real-world consumer behavior. The synthesis was made possible by applying a common ‘lens’ of consumer behavior.” “Rethinking mobile through the lens of moments has yielded new and different insights into consumer behavior, providing significant growth opportunities for mobile app and website designers, content publishers, brands and advertisers.” ABOUT AOL: AOL Inc. (NYSE:AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions. ABOUT BBDO: BBDO’s mantra is “The Work. The Work. The Work.” Every day, people in 289 offices in 81 countries work job by job and client by client, to create and deliver the world’s most compelling commercial content. BBDO was named 2011 Global Agency of the Year by both Adweek and Campaign magazines and, for the past six years in a row, has been recognized as the world's most creative agency network in The Gunn Report. BBDO is also the number one ranked network across all marketing communication platforms in the Directory Big Won and has been named Network of the Year at Cannes five times. In 2011, BBDO was named the world’s most Effective Agency Network in the inaugural Effie Effectiveness Index. BBDO is part of Omnicom Group Inc. (NYSE-OMC) ( www.omnicomgroup.com), a leading global marketing and corporate communications company. ABOUT InsightsNow, Inc.: InsightsNow, Inc. are experts in product innovation with a passion for accelerating our clients’ success. We do this through our deep understanding of the increasingly complex consumer world, and by applying a behavior-driven approach to innovation. Our clients benefit from our industry expertise, creative technology applications and effective research designs to fuel impactful insights and drive action.