A GLOBAL VIEW OF MOBILE ADVERTISING:                 Quarter 3, 2011 Webinar              InMobi Mobile Insights - Network...
ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest inde...
CONTENTSInMobi Q3 Research Webinar Content•  Q3 Network Research Highlights    •  Africa    •  Asia Pacific    •  Central ...
NETWORK DATASpecificationsData in this report are sourced from our global mobile advertising network which served 138.4 bi...
MEASURES AND TERM DEFINITIONSMeasures:Available Impressions: The total number of ads requests made to the InMobi network% ...
GLOBAL SUMMARY                                                                                  The global mobile ad ecosy...
GLOBAL          Global OS Share: Q3 2011               Available Impressions                                              ...
GLOBALGlobal Manufacturer Share: Q3 2011                                        Available Impressions                     ...
GLOBALGlobal Handset and Connected Device Detail: Q3 2011                            Handset                              ...
NORTH AMERICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 10
NORTH AMERICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 11
NORTH AMERICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 12
EUROPE SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 13
EUROPE SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 14
EUROPE SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 15
EUROPE COUNTRY DETAIL          %	  Growth	                                                   %	  Smartphone	   1)	  Spain ...
ASIA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 17
ASIA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 18
ASIA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 19
ASIA PACIFIC COUNTRY DETAIL          %	  Growth	                                        %	  Smartphone	  1)	  Taiwan	     ...
ASIA PACIFIC COUNTRY DETAIL       Share	                  Share	                                                        To...
AFRICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 22
AFRICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 23
AFRICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 24
AFRICA COUNTRY DETAIL            %	  Growth	                                                      %	  Smartphone	     1)	 ...
CENTRAL & SOUTH AMERICA SUMMARY  Source: InMobi Mobile Insights – Network Research, Q3 2011                         Page 26
CENTRAL & SOUTH AMERICA SUMMARY  Source: InMobi Mobile Insights – Network Research, Q3 2011                         Page 27
CENTRAL & SOUTH AMERICA SUMMARY  Source: InMobi Mobile Insights – Network Research, Q3 2011                         Page 28
MIDDLE EAST SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 29
MIDDLE EAST SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 30
MIDDLE EAST SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011                       Page 31
KEY MOBILE TRENDS           Page 32
ASIA LEADS SMARTPHONE GROWTH                        Number	  of	  Smartphone	  Impressions	  by	  Region	                 ...
TOP MARKETS BY NUMBER OF TOTAL IMPRESSIONSQ2	  (billions)	                  Q3	  (billions)	                              ...
TOP ADVERTISERS ARE FOLLOWING SMARTPHONES                                       Smartphone	  Impression	  Growth	         ...
IN Q1 NOKIA OS HAD THE HIGHEST IMPRESSION SHAREShare of Impressions,      Q1 2011               21.8%	                 19....
ANDROID BECOMES THE #1 GLOBAL OSShare of Impressions,               Share of Impressions,                                 ...
IPHONE MAY BOOST IOS SHARE OVER NEXT 6 MONTHSMobile Subscribers Who Plan on                              Mobile Subscriber...
GLOBAL MONETIZATION DOES NOT DIFFER BY 10X              Mobile	  MoneJzaJon	  (eCPM)	  &	  Growth	                        ...
NEXT STEPSThis data is part of a series of network reports that are released monthly.Additional regions and markets will b...
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Q3 2011 - Webinar Report

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Q3 2011 - Webinar Report

  1. 1. A GLOBAL VIEW OF MOBILE ADVERTISING: Quarter 3, 2011 Webinar InMobi Mobile Insights - Network Data October 25th, 2011 Page 1
  2. 2. ABOUT THE RESEARCHProject BackgroundAfter launching in 2007 in Asia, InMobi quickly grew to become the worlds largest independentmobile advertising network. In the third quarter of 2011, we served 138.4 billion impressions in 165markets worldwide. With a physical presence in 5 continents, over 5,500 publisher partners, and abroad, independent market footprint, InMobi is well positioned to provide an objective,comprehensive, and representative view of the mobile advertising market.Research ObjectivesWe have three goals with this research:1.  Help educate the market. Statistics and information about the state of mobile advertising are lacking in most regions of the world.2.  Track consumer opinions regarding mobile advertising. With any emerging medium, the consumer perspective is critical to overall market success. We see a need for trending across regions in this area.3.  Collaborate with industry thought leaders to increase market insight and improve information quality ongoing. As a global independent company, we value partnerships that will strengthen our understanding of the market. Researchers, thought-leaders, and analysts are encouraged to contact us and apply for full partner access. Contact Information www.inmobi.com/research research@inmobi.com Twitter: @inmobi Page 2
  3. 3. CONTENTSInMobi Q3 Research Webinar Content•  Q3 Network Research Highlights •  Africa •  Asia Pacific •  Central & South America •  Europe •  Middle East •  North America•  Key Insights & Global Trends •  Smartphone growth leader •  Advertisers & Smartphones •  Android is King •  Global Monetization Page 3
  4. 4. NETWORK DATASpecificationsData in this report are sourced from our global mobile advertising network which served 138.4 billionimpressions in the third quarter of 2011. With 165 countries receiving over 50.4 billion impressions inSeptember, we are able to claim one of the broadest and most representative networks in the world. Exactspecifications are as follows:• Global Available Impressions in Quarter 3, 2011: 138.4 billion• Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America• Countries Represented: 131 countries with over 10 million impressions per month• Base Measure: Available Impressions• Time Periods: Q2 2011 (April – June 2011), Q3 2011 (July – September 2011)RepresentationInMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind,the following issues are present in this data.Mobile Advertising Market Definition: This report covers mobile display advertising only including both Mobile Web(WAP) and APP. SMS/Text and Search are NOT included in this synopsis.Scale and Time In Market: Representation within the network is a function of the both scale and time in market.Readers can expect more fluctuation and variance in younger, smaller markets for the company.Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over5,500 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact thedata.Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to amuch lesser extent than publishers. Page 4
  5. 5. MEASURES AND TERM DEFINITIONSMeasures:Available Impressions: The total number of ads requests made to the InMobi network% Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device,manufacturer, or OS under analysis.Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specifiedregion or country relative to that same inventory type, device, manufacturer, or OS share globally.Regional Development Index: Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OSunder analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region.% Chg: The percentage change in absolute value between two different time periods.Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different timeperiods.Definitions:Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, PalmOS, Nokia N & E Series Phones, or Samsung Bada.Advanced: Any impression served to any OS or handset not included in the smart phone definition above.Mobile Web: Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-layer network communications in a wireless-communication environment.App (Application): Any impressions served to a mobile application resident on the consumer mobile device.Carrier: The mobile network operator (MNO), carrier service provider (CSP), wireless service provider, wireless carrier, or cellularcompany providing service for mobile phone subscriber served the impression.OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware andprovides common services for execution of various application software receiving the impression.Handsets and Connected Device: The make and model of the mobile device receiving the impression.Manufacturer: The OEM manufacturer of the mobile device receiving the impression.Other: An aggregation of any remaining impressions not specifically detailed previously. Typically an aggregation of everything under 1%share.InMobi Regional Definitions:InMobi defines all regions per Wikipedia with the following modifications:“Asia Pacific” includes the 15 Oceania countries as listed in Wikipedia.“South America” includes South & Central Americas as listed in Wikipedia. Page 5
  6. 6. GLOBAL SUMMARY The global mobile ad ecosystem continues its significant growth, increasing ad impressions by 32.6% from Q2 2011 to Q3 2011. "  The InMobi network gained nearly 34 billion ad requests in Q3 2011. Continued significant growth in the global mobile ecosystem highlights the healthy mix of increasing consumer mobile usage, advertiser adoption and publisher focus on mobile advertising. Smartphone impression growth far outpaces advanced phones. Smartphones now represent 43% of all mobile ads on the InMobi network. "  52% growth in impressions on Smartphones over the past quarter clearly underlines the shift towards Smartphone usage among consumers globally. Available Impression Volume & Composition Q2 2011 Q3 2011 % Chg In-application advertising continues Total 104,334,888,661 138,351,025,951 32.6% to grow quickly, although it onlySmartphone 39,314,783,903 59,979,601,147 52.6% represents 21% of all mobile ads onAdvanced 65,020,104,758 78,371,424,804 20.5% the InMobi network.Mobile Web 86,948,843,684 109,314,697,724 25.7% "  In application ads are highly utilized in only a few App 17,386,044,977 29,036,328,227 67.0% key markets across the globe. Globally, most mobile ads are still delivered in the mobile web experience, which is platform agnostic. Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 6
  7. 7. GLOBAL Global OS Share: Q3 2011 Available Impressions OS Impressions % Share Pt. Chg Android 21%   Android 31,095,406,496 22.5% +7.2 22%   Nokia OS Nokia OS 25,183,777,402 18.2% -1.8 Symbian OS Symbian OS 24,348,191,250 17.6% -1.5 iPhone OS10%   iPhone OS 15,222,377,217 11.0% -3.8 RIM OS 18%   RIM OS 13,269,885,290 9.6% +3.6 Others 11%   Others 29,231,388,297 21.1% -3.7 18%  The Android OS gained 7.2 share points and surpassed both the leading operatingsystems, Nokia and Symbian."  Although iPhone OS gained significant traction in Q2 2011, Android OS growth has outpaced all the leading OS’s on the InMobi network over the past quarter."  Ad impressions are fairly well distributed across the top 4 mobile platforms. Android is controlling over 22% of impression share. Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 7
  8. 8. GLOBALGlobal Manufacturer Share: Q3 2011 Available Impressions 1%   3%   Manufacturer Impressions % Share Pt. Chg 6%   Nokia Nokia 49,491,045,378 35.8% -3.2 Samsung 4%   Samsung 24,747,590,276 17.9% +3.1 Apple 6%   36%   Apple 15,222,377,217 11.0% -3.8 RIM RIM 13,269,885,290 9.6% +3.66%   HTC HTC 8,190,274,125 5.9% +0.9 SonyEricsson 10%   SonyEricsson 7,872,153,468 5.7% -1.5 LG LG 5,700,658,465 4.1% +0.1 Motorola Motorola 3,648,747,769 2.6% -0.5 11%   18%   DoCoMo DoCoMo 1,962,380,787 1.4% +1.3 Others Others 8,245,913,176 6.0% +0.1 Nokia holds the top manufacturer spot by global ad impressions, holding a commanding 35.8% share of impressions. "  Samsung gained 3.1 share points to surpass Apple and secure the 2nd spot in the manufacturer category. "  Outside of the top 3 manufacturers, the global ad impression market is considerably fragmented across the remaining 5 major manufacturers Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 8
  9. 9. GLOBALGlobal Handset and Connected Device Detail: Q3 2011 Handset Impressions % Share Pt Chg Apple iPhone 4 5,703,047,167 4.1% +0.7 RIM BlackBerry 8520 4,119,025,675 3.0% +0.6 Nokia 6300 2,503,775,917 1.8% -0.4 Nokia 5233 2,360,111,627 1.7% +0.3 RIM BlackBerry 9800 2,356,015,544 1.7% +1.2 Nokia 3110c 2,106,099,465 1.5% -0.5 Apple iPod Generation IV 2,018,186,153 1.5% +0.5 Apple iPad I 1,910,102,922 1.4% +0.2 HTC 001HT 1,868,878,125 1.4% +1.3 Nokia C3-00 1,860,928,144 1.3% +0.0 Nokia C1-01 1,747,778,250 1.3% +0.5 Nokia N73 1,744,569,994 1.3% -0.2 RIM BlackBerry 9700 1,705,622,822 1.2% +0.5 RIM BlackBerry 9300 1,674,867,330 1.2% +0.6 Samsung GT-I9000 1,641,743,468 1.2% -0.0The Apple iPhone 4 gained 0.7 share points to remain the top device globally. 6 of thetop 15 handsets are Nokia devices."  The Apple iPhone 4 is the top device by share of impressions."  The top 10 handsets are mostly smartphones, once again underlining the rich opportunity for advertisers to reach audiences at scale with rich experiences. Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 9
  10. 10. NORTH AMERICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 10
  11. 11. NORTH AMERICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 11
  12. 12. NORTH AMERICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 12
  13. 13. EUROPE SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 13
  14. 14. EUROPE SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 14
  15. 15. EUROPE SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 15
  16. 16. EUROPE COUNTRY DETAIL %  Growth   %  Smartphone   1)  Spain      105%   1)  France      87%   2)  France      102%   2)  Germany    86%   3)  UK      64%   3)  UK      84%   4)  Italy      60%   4)  Spain      78%   5)  Germany    -­‐9%   5)  Italy      72%   Share   Share   Top  Manufacturer  1)  Germany   1)  Germany   France      Apple  2)  France   2)  France   Germany      Apple  3)  Spain   3)  Italy   Italy        Samsung  4)  Italy   4)  UK   Spain      RIM  5)  UK   5)  Spain   UK        Apple   Page 16
  17. 17. ASIA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 17
  18. 18. ASIA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 18
  19. 19. ASIA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 19
  20. 20. ASIA PACIFIC COUNTRY DETAIL %  Growth   %  Smartphone  1)  Taiwan      120%   1)  Japan      99%  2)  China      99%   2)  Taiwan      96%  3)  Hong  Kong    49%   3)  China      93%  4)  Japan      45%   4)  Australia    85%  5)  Malaysia    37%   4)  Singapore    85%  6)  India      35%   6)  Hong  Kong    82%  7)  Singapore    30%   7)  Malaysia    50%  8)  Indonesia    1%   8)  Indonesia    16%  9)  Australia    0%   9)  India      13%   Page 20
  21. 21. ASIA PACIFIC COUNTRY DETAIL Share   Share   Top  Manufacturer  1)  Taiwan   1)  Singapore   Australia      Apple  2)  Japan   2)  Australia   China      Apple  3)  China   3)  China   Hong  Kong    Samsung  4)  Hong  Kong   4)  Japan   India      Nokia  5)  Singapore   5)  Hong  Kong   Indonesia      Nokia  6)  Malaysia   6)  Malaysia   Japan      Apple  7)  Australia   7)  Taiwan   Malaysia      Nokia  8)  Indonesia   8)  Indonesia   Singapore    Apple  9)  India   9)  India   Taiwan      HTC   Page 21
  22. 22. AFRICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 22
  23. 23. AFRICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 23
  24. 24. AFRICA SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 24
  25. 25. AFRICA COUNTRY DETAIL %  Growth   %  Smartphone   1)  Kenya      43%   1)  South  Africa    29%   2)  Nigeria      42%   2)  Nigeria      11%   3)  South  Africa    20%   3)  Kenya      8%   Share   Share   Top  Manufacturer  1)  Kenya   1)  South  Africa   Kenya      Nokia  2)  South  Africa     2)  Kenya   Nigeria      Nokia  3)  Nigeria   3)  Nigeria   South  Africa    Nokia   Page 25
  26. 26. CENTRAL & SOUTH AMERICA SUMMARY Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 26
  27. 27. CENTRAL & SOUTH AMERICA SUMMARY Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 27
  28. 28. CENTRAL & SOUTH AMERICA SUMMARY Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 28
  29. 29. MIDDLE EAST SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 29
  30. 30. MIDDLE EAST SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 30
  31. 31. MIDDLE EAST SUMMARYSource: InMobi Mobile Insights – Network Research, Q3 2011 Page 31
  32. 32. KEY MOBILE TRENDS Page 32
  33. 33. ASIA LEADS SMARTPHONE GROWTH Number  of  Smartphone  Impressions  by  Region   (billions)   Asia   North  America   Europe   Middle  East   South  America   Africa   Total:  Oct  09   2.1bn   Total:  Oct  10   7.2bn   Total:  Sep  11   35%     31%     18%     6%    4%     4%     23.2bn   (100%)   Asia  is  the  largest  region  based  on  number  of  Smartphone  impressions   Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 33
  34. 34. TOP MARKETS BY NUMBER OF TOTAL IMPRESSIONSQ2  (billions)   Q3  (billions)   Fastest  Growing  Markets,  Q2  –  Q3  1.  India  (24.3)   1.  India  (32.7)   1.  India  (+8.4)  2.  USA  (13.7)   2.  USA  (18.9)   2.  USA  (+5.1)  3.  Indonesia  (12.9)   3.  Indonesia  (13.0)   3.  Canada  (+2.4)  4.  Vietnam  (4.9)   4.  Vietnam  (4.6)   4.  UK  (+1.4)  5.  Japan  (3.1)   5.  Canada  (4.5)   5.  Japan  (+1.4)  6.  South  Africa  (2.6)   6.  Japan  (4.5)   6.  China  (+1.1)  7.  Nigeria  (2.3)   7.  UK  (3.6)   7.  Nigeria  (+1.0)  8.  Mexico  (2.3)   8.  Nigeria  (3.3)   8.  Spain  (+0.9)  9.  UK  (2.2)   9.  South  Africa  (3.1)   9.  Brazil  (+0.9)  10.  Canada  (2.1)   10.  Mexico  (2.8)   10.  Saudi  Arabia  (+0.8)  •  4  of  the  fastest  growing  markets  by  number  of  impressions  are  currently  not  in   the  top  10  •  Growth  coming  from  emerging  markets  (India,  China,  Nigeria)  as  well  as   developed  ones  (UK,  Japan,  Canada)   Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 34
  35. 35. TOP ADVERTISERS ARE FOLLOWING SMARTPHONES Smartphone  Impression  Growth   (billions)   250   203   Fortune 1000 Advertisers - Global 138   Africa   South  America   Middle  East   62   Europe   37   North  America   25   3   4   8   Asia   2.1   2.7   3.5   4.7   7.2   11.4   14.0   18.3   23.2  Oct  09   Jan  10   Apr  10   Jul  10   Oct  10   Jan  11   Apr  11   Jul  11   Sep  11   Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 35
  36. 36. IN Q1 NOKIA OS HAD THE HIGHEST IMPRESSION SHAREShare of Impressions, Q1 2011 21.8%   19.8%   13.8%   10.0%   Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 36
  37. 37. ANDROID BECOMES THE #1 GLOBAL OSShare of Impressions, Share of Impressions, Q1-Q3 Q1 2011 Q3 2011 Change 21.8%   22.5%   8.7   19.8%   18.2%   3.6   13.8%   17.6%   2.2   10.0%   11.0%   1.0   Source: InMobi Mobile Insights – Network Research, Q3 2011 Page 37
  38. 38. IPHONE MAY BOOST IOS SHARE OVER NEXT 6 MONTHSMobile Subscribers Who Plan on Mobile Subscribers Who Plan on Switching to iPhone 4S: Switching to iPhone 5: 27.9%   51.8%   11.1%   50.7%   10.8%   27.1%   Before the October 4th Apple iPhone announcement, 41% ofcurrent mobile subscribers in North America intended to buy an iPhone 5 Source: iPhone 5 and the Mobile Market, InMobi, September 27, 2011 Page 38
  39. 39. GLOBAL MONETIZATION DOES NOT DIFFER BY 10X Mobile  MoneJzaJon  (eCPM)  &  Growth   Global  Y/Y  Change:  +84%    186      164      90      89      78      70    +176%   +186%   +21%   +674%   +94%   +117%   Y/Y  Change  Europe   North   Africa   South   Asia   Middle   America   America   Pacific   East   Source: InMobi Mobile Insights – Network Research, October 2011 Page 39
  40. 40. NEXT STEPSThis data is part of a series of network reports that are released monthly.Additional regions and markets will be released throughout the quarter.Release ScheduleOnce a quarter InMobi will release a full data report which will include global, regional and countrydata views. The next full release is planned for mid January. Infographics with monthly data will beavailable in November and December. Monthly data updates including key information by market willbe released via our mailing lists and website.While we move to a quarterly release schedule, we will still continue to release insightful data on keymarkets across regions on a monthly basis. These releases will shed light on emerging trends andunique developments specific to those key markets.Open Source Research: Getting InvolvedObjective industry analysts and thought-leaders are encouraged to comment, question, andparticipate. We will be sure to consider and update the research based on feedback and questionsto improve the quality for all end users.To join our monthly research mailing list, contact us at Research@InMobi.comTo download the full reports, visit us at www.InMobi.com/research Page 40

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