The document discusses insights from Opera Mediaworks' Q1 2016 mobile marketing report for APAC. It finds that: - Mobile users spend 46 minutes per day in the top 100 apps, with an average session of 9.6 minutes, showing high engagement. - Entertainment apps, especially games, dominate time spent versus social, search, or commerce apps. - In-app advertising consistently sees higher clickthrough and conversion rates than mobile web. - Using an SDK for mobile app advertising allows for more accurate targeting and customized creative compared to indirect access.

1. M O B I L E F I R S T I N S I G H T S
A P A C
A quarterly mobile marketing report from Opera Mediaworks
The world’s highest quality mobile advertising and marketing platform
Q 1 6

2. M O B I L E F I R S T I N S I G H T 6
| w w w . o p e r a m e d i a w o r k s . c o m
H I G H L I G H T S
TA B L E O F C O N T E N T S
DATA
The Top 100 apps are not just where the “eyeballs” are; they are
where users are truly engaged, too. Mobile users spend 46 minutes
a day in chart-topping apps, with an average of 9.6 minutes per session.
TECHNOLOGY
Targeting quality is a key success factor for mobile; choose an
advertising partner with direct SDK penetration to increase data signal
accuracy.
CREATIVITY
Creative matters! Purpose-built mobile creative, such as Hilton Hotels
delight for consumers, awards for marketers and ROI.
4 Mobile: Primetime in Real Time
5
6
The #1 Source for Entertainment
7
Most Popular App Categories
8
Driving Results in Today’s Premium
9
The Magic of the Mobile Ad SDK
Can You Trust Your Targeting?
Purpose-Built Mobile Creative
13
The 360 Video Experience
14 Methodology

3. Mobile is
now the first
screen.

4. M O B I L E F I R S T I N S I G H T 6
4 | w w w . o p e r a m e d i a w o r k s . c o m
D ATA
M O B I L E : P R I M E T I M E I N R E A L T I M E
T O A P P S , Q )
“Mobile Users are spending 46 minutes a day in the
is 9.6 mins.”
How many apps do you have on your phone? How many
of those do you use daily, weekly, or monthly? Chances
are, only a handful.
According to Opera Mediaworks, nearly four out of five
smartphone app minutes are spent in the user’s top
three apps. It’s important to note that these three apps
are not the same for everyone – they are different for
combination of their most-used apps.
screen is a unique
Looking at the data from the Top 100 apps that use
that mobile users are spending about 46 minutes each
day in each of these popular apps, with an average
session length of over 9.6 minutes, so it is clear that these
audiences are committed to and engaged in the app’s
content – unlike other forms of media from which the
user’s attention is quickly diverted.
DAU MAU Sessions Sessions Time (secs) Sessions Time (mins) Time / Day (mins) Time / Month (hrs)
335149 1 4.8 575 9.6 46
*Averages of the Top 100 mobile apps on the Opera Mediaworks platform.

5. M O B I L E F I R S T I N S I G H T 6
D ATA
5 | w w w . o p e r a m e d i a w o r k s . c o m
Despite what we hear about the ongoing adoption
of social media and messaging apps, and the
emergence of m-commerce, the primary driver of this
time spent is not either of these categories.
Even mobile search, which has been lauded as
overtaking desktop search in 2015, is not taking up
the majority of this mobile time. Mobile search fits
more into the category of “micro-moments,” where
decisions are made for their immediacy and utility
(I want this now) and they don’t lead to long-term
loyalty and engagement with a brand.
F O R E N T E R TA I N M E N T

6. M O B I L E F I R S T I N S I G H T 6
D ATA
6 | w w w . o p e r a m e d i a w o r k s . c o m
5% 1 % 15% % % %
AUSTRALIA – MOST POPULAR APP CATEGORIES BY IMPRESSIONS
T H E M O S T P O P U L A R A P P C AT E G O R I E S B Y I M P R E S S I O N S
35% 35% %
Games
News & Information
Music, Video & Media
Arts & Entertainment
Social Networking
Sports
Technology & Computing
Health & Fitness
Lifestyle
Source: Opera Mediaworks mobile ad platform (Australia) - March 2016
Games was the top category for impressions served on Opera’s mobile-ad platform in Australia in March, followed by News & Information.
Music Video & Media was no. 3, followed by Arts & Entertainment and Social Networking.
So what is driving all of this time spent? Without a doubt, it is apps that serve entertainment purposes

7. M O B I L E F I R S T I N S I G H T 6
A U S T R A L I A
D ATA
7 | w w w . o p e r a m e d i a w o r k s . c o m
5 categories with highest CTR
CTR
Web App
Revenue
5 categories with highest conversion rates
E N G A G E M E N T C O N V E R S I O N S A P P V S .
M O B I L E W E B
Height of bar indicates relative value over the average CTR or conversion rate of ads served on the Opera Mediaworks platform (Australia) in March 2016.
It is not surprising that apps in these categories are experiencing such tremendous growth,
because they are providing real value to mobile users.
In fact, they are what we are calling “Today’s Premium.” And in such a trusted, high - quality app environment,
it is also not surprising that it is where we find the most ad value. Advertising campaigns running in these categories
are seeing higher levels of engagement than any other, and in many cases, higher conversions as well.
Finally, while comparing the value of apps vs. mobile web on our mobile ad platform, we can see that the click-through
rate in apps is twice that of mobile web, and the revenue generated from brand & app download advertising is more than 4X.
Technology &
Computing
Travel Productivity Education Games Shopping Games Sports Travel Health &
Fitness

8. 8

9. I N D I A
9

10. M O B I L E F I R S T I N S I G H T 6
D ATA
| w w w . o p e r a m e d i a w o r k s . c o m
5% 1 % 15% % %
INDONESIA – MOST POPULAR APP CATEGORIES BY IMPRESSIONS
T H E M O S T P O P U L A R A P P C AT E G O R I E S B Y I M P R E S S I O N S
%
Technology & Computing
Games
Social Networking
Communication services
Music, Video & Media
Sports
Arts & Entertainment
Source: Opera Mediaworks mobile ad platform (Indonesia) - March 2016
Technology & Computing was the top category for impressions served on Opera’s mobile-ad platform in Indonesia in March,
followed by Games. Social networking was no. 3, followed by Communication services, Music, Video & Media.
So what is driving all of this time spent? Without a doubt, it is apps that serve entertainment purposes

11. M O B I L E F I R S T I N S I G H T 6
I N D O N E S I A
D ATA
11 | w w w . o p e r a m e d i a w o r k s . c o m
5 categories with highest CTR
CTR
Web App
Revenue
5 categories with highest conversion rates
E N G A G E M E N T C O N V E R S I O N S A P P V S .
M O B I L E W E B
Height of bar indicates relative value over the average CTR or conversion rate of ads served on the Opera Mediaworks platform (Indonesia) in March 2016.
It is not surprising that apps in these categories are experiencing such tremendous growth, because they
are providing real value to mobile users.
In fact, they are what we are calling “Today’s Premium.” And in such a trusted, high- quality app environment,
it is also not surprising that it is where we find the most ad value. Advertising campaigns running in these categories
are seeing higher levels of engagement than any other, and in many cases, higher conversions as well.
Finally, while comparing the value of apps vs. mobile web on our mobile ad platform, we can see that the click-through
rate in apps is twice that on mobile web. Despite higher revenue from mobile web, revenue in app grew 3.2x Year On Year.
Nearly 60% higher than the average growth across APAC.
Business,
Finance & Investing
LifestyleEducation Arts &
Entertainment
Games Sports LifestyleShopping GamesHealth &
Fitness

13. M A L A Y S I A
13

14. 14

15. P H I L L I P I N E S
15

16. 16

17. S I N G A P O R E
17

18. 18

19. 19
T H A I L A N D

21. V I E T N A M

22. M O B I L E F I R S T I N S I G H T 6
| w w w . o p e r a m e d i a w o r k s . c o m
T E C H N O L O G Y
T H E M A G I C O F T H E M O B I L E S D K
Knowing where your potential customer
is spending time on their mobile device –
or even knowing when and how they are
interacting with advertising within those
apps – is only half the battle. Popular apps,
consumer behavioral data and mobile-ad
engagement hotspots will give you a vision
of what you want to do, but it won’t help you
realize that vision.
access to mobile-ad supply. On the bottom
rung, there is “indirect access,” where the
the buyer does not have a relationship with
the publisher and thus goes through an
intermediary such as a mobile ad exchange.
More premium access comes from a direct
relationship between advertiser and publisher
end, you might have direct access, but only
through webview tags, which means there
are severe limitations to what you can do
within that app. For instance, you would not
be able to pre-load a video, only stream it
– which in today’s world of variable mobile
connection speeds, many of which are still
quite poor, can often degrade the outlook for
a mobile video campaign.
In the most premium of relationships, the
publisher will integrate their partner’s ‘SDK’,
or software development kit. When the apps
that you want to advertise in use the mobile-
ad SDK of your advertising partner, the world
opens up.
In this premium tier, you can run Instant-Play™
video, which is pre-loaded HD video content
other proprietary ad units that tap into the
native features of the device. Instead of
choosing “lowest common denominator”
creative that will run reliably everywhere, you
can create truly customized campaigns that
work seamlessly within the SDK.
But there is another reason a mobile ad SDK
dramatically improves the ad experience that
goes beyond custom creative – and it has
nothing to do with high-resolution or speedy
delivery.

23. M O B I L E F I R S T I N S I G H T 6
T E C H N O L O G Y
| w w w . o p e r a m e d i a w o r k s . c o m
One of the greatest benefits of mobile advertising is the enormous menu
of targeting options. On top of those that marketers are already familiar
with from desktop (e.g., contextual, behavioral, demographic) there are
those that are unique to mobile, such as device type, OS, carrier or GPS
location. You can look internally within your ad network, data such as ads
engaged with or in-network behavior, or look outward to integrate third-
party data from other sources.
GPS Location
Device OS
Vertical
Contextual
Device Type
Gender
S TA N D A R D M O B I L E TA R G E T I N G

24. M O B I L E F I R S T I N S I G H T 6
T E C H N O L O G Y
| w w w . o p e r a m e d i a w o r k s . c o m
But how much of that data can you really trust? Unfortunately, not much, if
your access is indirect, because you cannot be certain the data hasn’t been
obfuscated or altered in some way. At the most basic level, you need to know
that the Advertising Identifier (IFA) for that device hasn’t been altered, otherwise
sources comes into question.
Take location, for example. If you are relying on lat/long from an indirect source,
you cannot be fully confident the data represents the exact location of that
user. It could look like GPS coordinates, but it might be a location derived from
the IP address through which the user is connecting – so it could be the GPS
coordinates of a central location in the city, postal code, state or country the
user is believed to be in.
If you are working directly with the publisher, but without an SDK, you will have
more faith in those key signals, but still no access to those signals yourself, so
you don’t have 100% certainty.
However, when you have an SDK embedded within publisher partner apps, the
trustworthiness of those data signals increases. You can pull the IFA directly and
be assured that it should match up against the IFAs in your targeting database
(or that of your partner). You will know exactly how the location signal was
derived, whether from precise GPS capabilities or from more coarse location
capabilities, and utilize the signal accordingly. Just as importantly, the SDK has
access to a host of useful device characteristics that aid in presenting the right
ad to the user, such as audio levels and screen characteristics.
And that’s really what SDKs are about: creating a trusted relationship between
publisher and advertiser, which ultimately leads to greater opportunity for
optimization and better outcomes against advertiser KPIs.
C A N Y O U T R U S T Y O U R TA R G E T I N G D ATA?

25. M O B I L E F I R S T I N S I G H T 6
| w w w . o p e r a m e d i a w o r k s . c o m
C R E AT I V I T Y
LT M O B I L E C R E AT I V E
When you combine the amount of time
consumers are spending on mobile with the
way it is integrated so deeply into their lives,
it is clear that mobile is the most personal of
screens, too. It truly spans all aspects of our
personal lives, from photos of our family, our
complete social networks, music from our
favorite artists, our favorite games – even our
credit card and health information.
As such, the proverbial bar for advertisers is
set far higher than that for other mediums.
Consumers simply expect more from a brand
when it presents itself in this kind of close,
personal environment. Both advertisers and
publishers have to deliver the highest quality
experiences in order to maintain a strong
The first way they can do this is through the
power of context, that is, using the distinct
signals unique to mobile (e.g., demographic
and behavioral data, device signals, content
type/environment, location, time of day,
real-time conditions) to inform and drive the
creative messaging. As a brand begins to
consider what the ad experience should be
for the consumer, they must activate those
mobile-only signals, to be able to deliver a
The second way is through the creative
palette, or the native hardware and software
capabilities that are built into mobile
devices. From the camera, accelerometer
and gyroscope to apps, mobile wallets and
messaging platforms, each of these capabilities
allows for an advertising experience that could
only occur on a mobile device.
“Consumers simply expect more
from a brand when it presents
itself in this kind of close, personal
.”

26. M O B I L E F I R S T I N S I G H T 6
C R E AT I V I T Y
| w w w . o p e r a m e d i a w o r k s . c o m
T H E 3 6 V I D E O E E R I E N C E
G O A H E A D , T U R N A R O U N D
To provide potential vacation-goers with the feeling of what it would be like to
stay at their property, Hilton created a campaign called “Our Stage, Your Story.”
It begins with a short, scripted video ad, followed by an interactive end card.
From there, the user is presented with a sequence of “stages” where they can
explore a Hilton property through 360
directions. In this way, they feel in control of their own story — the one that they
will create at that Hilton resort.
“When the interactive portion begins, set at Hilton Barbados, the voiceover
explains that this Hilton hotel is a launchpad for guests to discover new places,
experience unique adventures and create their own story. Viewers are then
presented with a sequence of ‘stages’ for that story: the ocean from inside of a
sea cave, the expansive beach from a guestroom balcony, thick ferns all around
them on a jungle walk – these virtual reality moments are what drive travelers to
book their dream vacation, right then and there.”
— Kyle Zvacek, Global Account Director, OMD (for Hilton)
Many brands are now
recognizing the potential
impact of these experiences
and are designing purpose-
built mobile creative that
activate those underlying
capabilities. Here are two
examples.
Play Ad

27. M O B I L E F I R S T I N S I G H T 6
C R E AT I V I T Y
| w w w . o p e r a m e d i a w o r k s . c o m
H A P T I C E F F E C T S
C A N Y O U F E E L T H AT ?
Iconic spirits brand Stoli partnered with Opera Mediaworks and
Immersion Corporation to create a mobile video ad that prompted
the phone to vibrate in the user’s hand when the bartender in
the ad shook a martini. A first-of-its-kind ad, it was delivered to 1
million users, with extraordinary results.
“Early consumer focus groups conducted by Immersion showed
feeling of immersion, intent to buy and brand recall.”
— Jason Patton, Vice President and General Manager of Content
& Media, Immersion Corporation
“Time and time again, we’ve seen that designing and delivering
purpose-built mobile advertising in Today’s Premium
environments delivers higher response, engagement, brand
health and performance-based outcomes than those run in a
more ‘traditional,’ desktop-centric manner. Brands have the
opportunity to use all of the technology built into these devices
to directly enable a massive expansion and advancement of
creative activation, connecting them to their customers in the
most exciting, entertaining and organic of ways.”
Play Ad

28. M O B I L E F I R S T I N S I G H T 6
| w w w . o p e r a m e d i a w o r k s . c o m
M E T H O D O L O G Y 1.43B Monthly Active Users (Mar)
Apps (at least 100 requests)
added every month to our network
1 Apps added every day
New app added every 14 minutes
L A R G E S T A D S D K F O O T P R I N T I N T H E T E
315
273
191
158 152
115
154
811
255
170 152
97 103
0
1126
528
361
310
249 218
154
0
300
600
900
1200
AdMob/
Google
Opera MoPub/
Twitter
LiveRail/FAN/
Facebook
Millennial/
AOL
InMobi Apple
All data cited as coming from “the Opera Mediaworks global ad platform” is based on aggregated
information obtained from Opera Mediaworks mobile advertising platform and mobile ad exchange servers.
The data presented represents track and monetization metrics and statistics compiled across multiple
advertising campaigns delivered to us by our mobile publisher customers.
The data includes ads requested from and delivered by us on behalf of multiple ad
from and delivered by us on behalf of multiple ad networks as well as directly sold campaign created
by our customers themselves. Country-level details are based on IP addresses of the originating ad
requests as forwarded to us by our mobile publisher and app developer customers.

29. M O B I L E F I R S T I N S I G H T S
info@operamediaworks.com
Please direct media inquiries to: press@operamediaworks.com