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Opera Sofware: Mobile advertising in Q3.2012
1.
The State of
Mobile Advertising Q3 2012 Insights from Opera The world’s leading mobile ad platform 10,000 + 40 BILLION + $400 MILLION + projected revenue to sites & applications ad impressions per month mobile publishers in 2012 Publishers include … Advertisers include … In this edition of the State of Mobile Advertising report, based on data collected from Opera’s subsidiaries AdMarvel, Mobile Theory and 4th Screen Advertising, we will cover insights from the third quarter of 2012, with a focus on three key areas of business: 1. A look at monetization across devices, geography and publisher category 2. A deep dive into the United Kingdom — the top performing market in Europe 3. What’s next in mobile ad creative, featuring examples from two global automotive brands © Copyright 2012, Opera Software ASA. All rights reserved. 1
2.
The State of
Mobile Advertising iPhone continues as the top OS in monetization performance Once again, this quarter, iOS leads the pack in monetization performance with an average eCPM of $1.64. This outperforms the global average eCPM of $1.31 by over 25%. Traf c share iOS Android Other RIM Symbian 46.37% 25.66% 20.04% 4.40% 3.35% OS share % of traf c % of revenue eCPM iOS 46.37% 58.40% $1.64 - iPhone 30.43% 34.38% $1.48 - iPad 5.08% 17.19% $4.42 - iTouch 10.81% 6.83% $0.82 Android 25.66% 16.79% $0.88 RIM 4.40% 4.15% $1.06 Symbian 3.53% 0.99% $0.37 Other 20.04% 19.67% $1.28 © Copyright 2012, Opera Software ASA. All rights reserved. 2
3.
The State of
Mobile Advertising Sports = No. 1 category for mobile ad revenue Mobile apps drive 73% of revenue across the platform The overperformance of mobile web is attributed to the relative scarcity of impressions, which results in a higher eCPM for publishers. Business, Finance & Investing continues to generate the most revenue per impression Among all of the publisher categories, Business, Finance & Investing generates more revenue per impression than any other publisher category. However, this last quarter, the rapidly growing Sports category — closely followed by Music, Video & Media — caught, and then overtook, the Business category in terms of total revenue. Site category Social Business, Finance & Investing Music, Video & Media Games Computers & Electronics News & Information Sports Arts & Entertainment Health, Fitness & Self Help Other 0 6.25 12.5 18.75 25 % of revenue % of impressions One noteworthy trend to watch is the fast trajectory of total Social Social News & Information Media impressions. As publishers in Business, Finance & Investing Sports this category enhance and optimize Music, Video & Media Arts & Entertainment their ad offerings, look for levels of Games Health, Fitness & Self Help monetization to climb accordingly. Computers & Electronics Other © Copyright 2012, Opera Software ASA. All rights reserved. 3
4.
The State of
Mobile Advertising North America is the home of 7 out of 10 mobile ad requests Across the Opera platform, North America (United States & Canada) continues to generate the vast majority of ad requests (70%). While the list of top countries is similar to that of Q2, Top 25 countries by impressions the average ll rate improved from 85.2% to 87.4%. United States One area of particular interest is the widening gap Indonesia between the average eCPM of US and EU5 countries and Canada that of the global and “Rest of World” (ROW) countries. In Q2, we saw the EU5 eCPM rate almost identical to the United Kingdom (EU5) global average, while the ROW average was approximately India 17% less than the global average. Today, we find the EU5 Russian Federation below the global average with the ROW trailing by almost 44%. Japan Mexico 2% 2% Italy (EU5) Australia Vietnam 14% Africa Ukraine Middle East France (EU5) 10% Asia Paci c China European Union Central & Latin America South Africa 70% 1.3% North America Netherlands Saudi Arabia Germany (EU5) Singapore Nigeria eCPM by region Malaysia Global average eCPM $1.31 Brazil US eCPM $1.37 Philippines EU5 eCPM $1.13 Spain (EU5) Rest of World $0.73 Republic of Korea © Copyright 2012, Opera Software ASA. All rights reserved. 4
5.
The State of
Mobile Advertising Deep dive into the United Kingdom: Mobile as a culture companion, wellness tool The United Kingdom is our best performing market in Europe, ahead of Italy and France. It’s a market with much promise: according to the latest Internet Advertising Bureau UK (IAB) advertising expen- diture report, mobile ad spend grew 132% year-over-year to reach $291.6 million in the first half of 2012. Mobile now accounts for 7% of all digital ad spend in the United Kingdom. We took a deeper look at the types of impressions across our UK traffic and found that UK mobile users are similar to the rest of the world in that their top destinations are Social Networking (30%) and Music, Video & Media (22.5%) sites and apps. Comparatively, visits to these categories are slightly higher than the global average. However, UK mobile users are considerably less likely than their global counterparts to play games, consume content about computers & electronics and use their phones for sports information. They are more likely to interact with content in the Arts & Entertainment and the Health, Fitness & Self Help categories. Impressions Social Music, Video & Media Business, Finance & Investing Games News & Information Computers & Electronics Sports Arts & Entertainment Health, Fitness & Self Help Other 0 7.5 15 22.5 30 UK users Global average © Copyright 2012, Opera Software ASA. All rights reserved. 5
6.
The State of
Mobile Advertising Strong showing for UK smartphone usage While the rest of the world, particularly the United States, seems to be moving away from RIM’s BlackBerry device, UK adoption is still strong. Traf c from BlackBerry devices is nearly 4 times that of the US levels. 53.9% of UK traf c comes from BlackBerry 14% of US traf c comes from Blackberry © Copyright 2012, Opera Software ASA. All rights reserved. 6
7.
The State of
Mobile Advertising What’s next in Mobile Creative? Mobile Creative Perhaps the most exciting part about mobile advertising is the opportunity to be truly creative, the ability to use (and even invent) best practices entirely new types of ad units and visual experiences that push Challenge the user’s consumers to interact and engage with the brand. expectations. For Mazda, we used a “break-in” As we noted in Q2, campaigns that take full advantage of the unit that enters from the outside sophisticated capabilities of modern smartphones (e.g., HTML5, and places the ad in position. The camera, video) result in higher dwell times and interaction rates expanded unit dynamically drags post-click. the ad across the screen, causing surprise, as the user is accustomed This quarter, we’ve observed from our most successful creative to the static screen content of their mobile web browser. campaigns that those that emphasize fun and simplicity catalyzed the most user interaction and brand stickiness, while innovative, Appeal to the senses. new ad units delivered click-through rates of 5% and higher. They Mazda’s robotic arm effect was also generated the most revenue and publisher satisfaction. visually satisfying because of the movement, and Fiat’s bright, bold These best practices are illustrated below, in two campaigns we colors served to add an element ran in the United Kingdom for two global automotive brands. of fun to its campaign – also in alignment with the nature of the brand. Mazda Dynamic creative demonstrating the car as strong, but light. Invite the user to create and customize. Mobile users are accustomed both to playing games and creative expression such as taking photos, sketching or even including emoticons within email and text messages. Ads that allow them to continue to play and create on their phones offer incredible brand engagement opportunities. The Fiat campaign, for example, allowed Fiat 500 consumers to swipe the color onto A swipe changes the color of the car, showing customizability the car, letting them customize the image as they would want to customize their cars in real life. SHOW REEL © Copyright 2012, Opera Software ASA. All rights reserved. 7
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