Report: Mobile Advertising Q2 2016

Ad Intelligence
Q2 2016 Data Digest

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© 2016 Sensor Tower. All Rights Reserved.
Key Highlights
In our latest Ad Intelligence Data Digest,
you’ll learn more about:
The average length of video ads has grown 67 percent since January to 25 seconds.
More advertisers move to video: One out of every four ads on Instagram in Q2 was a
video, up 23 percent over January 2016.
Revenue Fuels Growth: 40 percent of the top advertisers on Facebook were also in the
top 25 grossing apps for June 2016.
More Than Just Games: Instagram’s top advertisers included mobile publishers from
10 different App Store categories, showing the most diverse cohort.
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Contents
What’s Inside Our Q2 2016 Ad Intelligence Data Digest
We highlight the top
creatives of the quarter
based on share of voice,
production value, and
impression trends.
Top Creatives
This quarter, we take an
in-depth look at the
Instagram ad network,
highlighting growth in
video ads, app install vs.
mobile web, and more!
Market Insights
Discover the top 20 app
install advertisers on five
of the largest mobile ad
networks: Facebook,
Google, Instagram,
Pinterest, and Tumblr.
Top Advertisers

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Welcome to the latest edition of our quarterly Ad Intelligence Data
Digest. Today, the Sensor Tower Ad Intelligence platform is being
utilized by some of the top advertisers, publishers, networks, venture
capitalists, and agencies in the world.
This data helps them better understand the mobile ad ecosystem and
make informed business decisions. We’re excited to share some of
the high level industry trends from the previous quarter in this report.
In the following pages, you’ll find an in-depth look at the world of
Instagram, quarterly advertiser leaderboards, creative trends, and
other valuable insights developed using the data we’ve collected
during the second quarter of 2016.
Thanks for reading!
The Sensor Tower Team
Brought to you by Sensor Tower
Welcome to the Ad Intelligence Digest

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About Our Data and Platform
The Sensor Tower Data Science Team compiled the data provided in this digest
using the Sensor Tower Ad Intelligence platform.
Figures represented in this report come from Ad Intelligence data for May 1, 2016
through June 30, 2016.
Top Creatives were selected based on share of voice, production value, and also
impression trends.
About the Solution: Ad Intelligence
By tracking ads as they’re delivered to actual people, Ad Intelligence accurately
measures the world of mobile advertising and reports on key impression metrics,
such as Share of Voice and Daily Network Rank. Ad Intelligence’s mobile advertising
data is driven by its panelists: millions of mobile users from around the globe.
Would your business benefit from access to Ad Intelligence insights and the data
used to build this report? See the top advertisers on more than 20 ad networks.
Email sales@sensortower.com for more information.

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Market Insights

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Inside Instagram: Image vs. Video Ads
One in Four Ads on
Instagram is a Video
More mobile marketers are finding value
in video ads. Video has always meant
higher conversion, but in the past, the
high production costs deterred app
developers from pursuing them more
heavily.
Today, the share of video ads has grown
all the way to twenty-six percent on
Instagram — up twenty-three percent
since January of 2016.
Video Ads Share Continues to Grow on Instagram 
ShareofTotalAds
0%
25%
50%
75%
100%
Nov ‘15 Dec ‘15 Jan ‘16 Feb ‘16 Mar ‘16 Apr ‘16 May ‘16 Jun ‘16
Video Ads Image Ads

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Video Ads Are Getting Longer on Instagram
As Brand Advertisers Move to
Instagram, Video Ads Get
Longer
When Instagram first launched its ad
platform, advertisers were limited to 15
second limits for video ads. In September
‘15, the team debuted 30-second video ads.
Then, in February of this year, the platform
started allowing 60-second clips. Part of the
reason for the increase is to attract more
brand advertisers. As more brands move to
Instagram, the average duration of video
ads has started to grow. In fact, the average
has grown by 67% since January of 2016.
As of June ’16, the average Instagram video
ad was twenty-five seconds long. 
15 sec.
25 sec.
January 2016
June 2016
67%
Average Video
Duration

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3 of 4 Ads Direct Users to Web,
Although App Install Ads Are
Eating Into Mobile Web’s Share
Mobile Web
Notable brand advertisers on Instagram in Q2
include Chevrolet, Jansport, Garnier, and
Squarespace.
App Install
On the App Install side, HBO Now made a
considerable push along with Supercell, MZ, and
Postmates.
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Mobile Web Is Still King on Instagram
App Install
26%
Mobile Web
74%
App Install ads represented 26 percent of all impressions on
Instagram in Q2 2016; mobile web ads remain clear majority.

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How Does Pinterest Compare to Instagram?
The share of App Install ads grew again in Q2 on both Instagram and
Pinterest. App Install campaigns represent a larger share on Instagram.
Share of Total Ad Impressions 
United States - Q2 2016
App Install
26%
Mobile Web
74%
Share of Total Ad Impressions 
United States - Q2 2016
App Install
17%
Mobile Web
83%

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What Types of Advertisers Are on Instagram?
Shopping & Entertainment Bounced Back
Following the holiday season, Entertainment and Shopping
advertisers dialed back their campaigns as expected in the
first quarter. In Q2 though, we saw a resurgence from both
categories led by mobile-first shopping apps such as
Mercari, SHEIN, and OfferUp.
Games continued to dominate the leaderboards, led by
significant campaigns from MZ and Supercell.
Top 5 Advertisers by iOS App Store Category  
on Instagram (U.S.)
Games
Shopping
Entertainment
Social  
Networking
Lifestyle
0% 25% 50% 75% 100%
Indexed Impressions

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Top Advertisers

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Mobile Strike
Wish
Clash of Kings
HBO NOW
Instagram
OfferUp
Zoosk
League of War
MARVEL CoC
Jurassic World™
Vikings: War of Clans
Mercari
Lords Mobile
iFunny
Checkout 51
Clash Royale
Magic Rush: Heroes
Super Evolution
Mile IQ
Clover Dating App
25% 50% 75% 100%
Top 20 Facebook Advertisers
Revenue Fueled User Acquisition
40 percent of the top 10 advertisers were also top 25
grossing apps in June 2016.
Strategy Games Had A Huge Quarter
From Mobile Strike at No. 1 to the refresh of League of
War, strategy games were heavily advertised in Q2.
Facebook Advertisers by Indexed Impressions - United States

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Mobile Strike
Google App
Game of War
Amazon
HBO NOW
Toy Blast
YouTube Music
WordWhizzle
ABC News
Clash of Kings
Audible
Jigsaw HD
Panda Pop
Magic Rush: Heroes
Wish
Live.me
Cookie Jam
Chrome
SHOWTIME
iFunny
25% 50% 75% 100%
Top 20 Google Advertisers
AdMob Advertisers by Indexed Impressions - United States
MZ Was King on Google
The only app separating MZ from owning the No. 1 and
No. 2 spots was Google promoting its Google App.
Google Was Home to Consistent Spenders
65 percent of the top advertisers on Google we’re also on
the Q1 Top Advertisers leaderboard.
Google includes the AdMob, DoubleClick, Adwords, and AdX networks

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HBO NOW
Mobile Strike
Mercari
SHEIN Shopping
Clash Royale
OfferUp
Fullscreen
Postmates
Whisper
Gametime
Headspace
Amazon App
Tap Sports Baseball 2016
The Walking Dead
Lyft
Shopkick
Qapital
Unison League
5miles
Chatbooks
0% 25% 50% 75% 100%
Top 20 Instagram Advertisers
Instagram Advertisers by Indexed Impressions - United States
More Than Just Games
Instagram’s top advertisers represented 10 different
app categories, showing the most diverse cohort.
Shopping Apps Saw SOV Drop
In Q1, four of the top five advertisers were shopping
apps. Amazon fell to No. 12, Wish didn’t make top 20.

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Etsy
ipsy
Macy’s
thredUP
Sears
Kohl’s
SHEIN Shopping
Tumblr
CUPSHE
Stylebook
BR
Poshmark
AllModern
timeshel
JCPenney
Ovia Pregnancy Tracker
Zola Wedding Registry
OpenSky
BabyList
Oasap
25% 50% 75% 100%
Top 20 Pinterest Advertisers
Pinterest Advertisers by Indexed Impressions - United States
Shopping & Lifestyle Made up 80%
Every app, except Ovia, identified as a Lifestyle app
according to Apple’s category/sub-category data.
Etsy Found Success on Pinterest
For the second quarter in a row, Etsy was the No. 1
advertiser in terms of share of voice.

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Mobile Strike
Episode
Game of War
The Sims
Battle Camp
Clash Royale
Dashlane
MARVEL CoC
BINGO Blitz
Highrise
Cookie Jam
Kisses & Curses
Poshmark
Daily Celebrity Crossword
SimCity BuildIt
Star Trek Timelines
Zoosk
CLUE Bingo
YAHTZEE With Buddies
Magic: The Gathering
25% 50% 75% 100%
Top 20 Tumblr Advertisers
Tumblr Advertisers by Indexed Impressions - United States
MZ Proved It’s in a League of Its Own
MZ moved Mobile Strike from No. 5 in Q1 to No. 1 in Q2
while also pushing up Game of War from No. 6 to No. 3.
15 of Top 20 Were in Games Category
Dashlane (Productivity) became the first non-game to
break into the Top 10.

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Top Creatives

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Top Facebook Creative
Mobile Strike by MZ
MZ took the top creative again on Tumblr. This time
showing rich gameplay footage in this 15-second
video ad.
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Top Instagram Creative
Clash Royale by Supercell
Similar to what happened on YouTube, a massive
push in April helped secure this ad as the most seen
creative on Instagram, despite it being phased out
by the end of June.
www.sensortower.com

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Top Pinterest Creative
thredUP
thredUP found success including their product
alongside branded packaging in this advertisement.
Good example of a mobile first company working to
build brand awareness, while also incentivizing an
app install.
www.sensortower.com

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Top Tumblr Creative
Episode by Pocket Gems
Once again, Episode claimed the No. 1 spot on
Tumblr in Q2 2016. The advertiser also had the
most-seen ad on Tumblr in Q1, which was this
interstitial prompting users to “play now.”
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Top YouTube Creative
Clash Royale by Supercell
The top creative on YouTube for Q2 was once again
a video ad from Supercell. To combat ad fatigue, we
started to see a new set of videos in late May.
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This report, and all original content contained within, are wholly owned by Sensor Tower, Inc. © 2016.
Modification, republication, distribution, or other unauthorized usage violate this copyright, unless express
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Report: Mobile Advertising Q2 2016

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Report: Mobile Advertising Q2 2016