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[2013] State of Mobile Advertising (May 2013)
[2013] State of Mobile Advertising (May 2013)
[2013] State of Mobile Advertising (May 2013)
[2013] State of Mobile Advertising (May 2013)
[2013] State of Mobile Advertising (May 2013)
[2013] State of Mobile Advertising (May 2013)
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[2013] State of Mobile Advertising (May 2013)

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  • 1. MAY 2013 STATE OF MOBILE ADVERTISING www.velti.com
  • 2. STATE OF MOBILE ADVERTISING Device Index: iOS Played Its Cards Right in 2013 TOP DEVICES MAY 2012 vs. MAY 2013 iPhone iPad iPod Touch Samsung Galaxy S • This data shows that iOS played its cards right in 2013 with the release of its new devices, giving iOS an overall 5% increase in impression share from 2012 to 2013. 6% 5% 3% 2% 1.7% 4% 2.3% % SHARE OF IMPRESSIONS 2.3% 5% 2.7% 6.6% 14.9% 10% 0% May-13 7% 13.4% 15% 7.9% 27.5% 20% May-13 8% 17.1% 25% May-12 20.4% % SHARE OF IMPRESSIONS 30% NEW DEVICES SINCE MAY 2012 1% 0% iPhone 5 Samsung Galaxy SIII iPad Mini • On the other hand, one of Android’s most popular phones over the past year, the Samsung Galaxy S III, only contributed 2.3%, giving Android a boost of only 2.7% since last May. • Since last year, the iPhone in particular grew 15% with the help of its new iPhone 5, which contributed 7.9%. Carrier Index: Verizon Grabs Share from AT&T in the U.S. MAY 2012 T-Mobile 1% Sprint 23% Verizon 23% T-Mobile 1% Sprint 19% AT&T 53% • Verizon grabbed a significant amount of impression share from AT&T since May 2012, up 11%. www.velti.com MAY 2013 AT&T 46% Verizon 34% • This could be due to the iPhone’s growing popularity with Verizon’s customer base; it will be interesting to see how the release of Apple’s new iPhone in Fall 2013 will further affect carrier share. 2
  • 3. STATE OF MOBILE ADVERTISING Platform Index: Android Continues to Shrink MAY 2012 MAY 2013 iOS Android Android 41% iOS 36% 59% 64% • Android’s impression share shrinks between May 2012 and May 2013, dropping 5%. • We predict iOS impression share may start to see a decline until the release of its new iPhone in Fall 2013, as we saw a similar pattern before the release of iPhone 5. Category Index: Games See More Competition Rising May-13 Photography Social Networking Utilities Productivity 2.7% Books Healthcare & Fitness 0.8% 1.3% Entertainment 3.2% 1.5% Games 0.7% 0% 1.4% 2.8% 10% 4.0% 5.2% 0.7% 7.3% 20% 2.1% 6.1% 30% 10.3% 5.6% 40% 15.6% 22.6% % SHARE OF IMPRESSIONS 50% May-12 42.7% 60% 57.8% TOP 10 CATEGORIES Music Education • As we look at how impression share changed throughout • Though the number of Gaming apps continue to the year, we see a huge drop in Games impression share increase, there seems to be more competition coming since May 2012, almost 15%. from photography and entertainment apps that mobile users are veering towards in 2013. • Entertainment, Books and Photo apps see significant increases in impression share since May 2012, around 7%, 7% and 4% respectively. www.velti.com 3
  • 4. STATE OF MOBILE ADVERTISING Day of Week: App Usage Shifts from Beginning to End of the Week IMPRESSION BREAKDOWN BY DAY OF WEEK 18.0% May-12 % SHARE OF IMPRESSIONS 17.0% 16.0% 15.9% 16.0% 15.9% 15.0% 14.0% 13.0% May-13 15.7% 15.1% 15.6% 13.6% 13.3% 14.3% 13.8% 13.2% 12.8% 12.0% 12.5% 12.3% 11.0% Mon Tue Wed • Mobile users shifted smartphone usage since May 2012, from earlier in the week to later in the week, specifically Fridays, which saw a 2.8% increase. Thu Fri Sat Sun • Throughout the rest of the week, patterns stayed fairly similar to this time last year, with Wednesdays keeping most consistent at 15.9%. • This year, people with mobile devices tend to start the weekend off at home, playing games or reading books, as opposed to last year, when usage spiked as high as 16% on Tuesdays. Price Model Index: Brands Better Understand Mobile with CPM Campaigns on the Rise MAY 2012 MAY 2013 CPM 10% CPI 40% CPC 10% CPC 50% CPM 40% CPI 50% • Since last year, there has been a rise in CPM’s share of is only run on a CPM model, this increase helps show campaigns running; CPM campaigns increased 30% that brands are spending more and more on RTB. since May 2012, grabbing market share solely from CPC • Also, CPM buys drive brand awareness, which is in line campaigns. with the goals of larger, well-known brands, proving • The increase in CPM buys show that real-time bidding that Fortune 1,000 companies are starting to better (RTB) is the future of mobile advertising—IDC predicts understand mobile and allocating more dollars towards RTB to grow 59% each year through 2016. Since RTB it. www.velti.com 4
  • 5. STATE OF MOBILE ADVERTISING Ad Unit Index: Brands Look to Advertise with Bigger Ad Units 300 x 250 320 x 50 60% 2.0% 1.0% Android iPhone/iPod Touch 30% 10% FULL SCREEN INTERSTITIAL May-12 May-13 3.0% 12% % SHARE OF IMPRESSIONS 2.5% 1.3% 4.0% 0.8% % SHARE OF IMPRESSIONS 5.0% May-13 12.8% May-12 14% 6.0% 10% 8% 6% 4% 2% 1.0% 0.0% iPhone/iPod Touch 728 x 90 7.0% 2.0% Android 7.2% 8.0% 36.4% 20% 0% iPad 25.8% 40% 8.4% 0.0% 50% 24.5% 4.3% 2.7% 3.0% 2.9% 5.0% 4.0% 4.4% 6.0% % SHARE OF IMPRESSIONS 7.0% May-13 51.5% May-12 6.7% 8.0% % SHARE OF IMPRESSIONS May-13 7.8% May-12 0% Android iPhone/iPod Touch • Overall, Android and iOS devices have seen a rise in impression share for ad units with larger real estate. iPad • Both Android and iOS see an increase in impression share for larger ad units, namely iPhone’s 4.7% increase for Full Screen ads since last May. • The 15.1% drop in iPhone impressions for 320 x 50 ad units shows a shift in brands wanting to advertise with larger ad units, like 300 x 250 and Full Screen. www.velti.com 5
  • 6. STATE OF MOBILE ADVERTISING About the Velti ‘State of Mobile Advertising’ Report Velti’s ‘State of Mobile Advertising’ report delivers insight into trends in the mobile advertising market on a monthly basis. The data is from the Mobclix Exchange, which sits at the intersection of +33,500 apps and +45 demand sources. The outcomes of many sales teams, business development teams, and ad networks are aggregated and reflected in this report to give the reader a highly accurate picture of the market. About Velti Velti is the leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGage™, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. Velti is a publicly held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT. Visit www.velti.com for more information and to read our blog on mobile advertising and marketing insights. www.velti.com 6

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