The close of 2012 finds clear trends in the global mobile advertising market with important implications for
marketers and ...
2012 Year in Review
Consumers in emerging markets are more likely to click through to an ad—three out of the top five count...
2012 Year in Review
State of Mobile Advertising
The U.S. and Canada lead the world in impressions served, with a 43% marke...
2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
SPOTL...
2012 Year in Review
State of Mobile Advertising
The Samsung Galaxy S3 came out onto the market with a big bang (more impre...
2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
BATTL...
2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
CTR B...
2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
THE I...
2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
PHOTO...
2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
IPHON...
2012 Year in Review
Throughout the year, Wi-Fi impressions consistently beat out carrier impressions by a margin of 3:1. T...
2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
Note:...
Velti’s ‘State of Mobile Advertising 2012: Year in Review’ report delivers insight into trends in the mobile
advertising m...
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Transcript of "State of mobile report 2012 eoy"

  1. 1. The close of 2012 finds clear trends in the global mobile advertising market with important implications for marketers and publishers. Instead of losing ground to Android-based devices as some had predicted, Apple has regained its dominance with 63 percent market share for its iOS devices, due in part to the introduction of popular new iPhone and iPad models and the increasing affordability of established offerings. This has in turn depressed the share of impressions on Samsung tablets and smartphones, as well as the impressions delivered by mobile carriers that do not carry the iPhone. By comparison, AT&T, with the longest-running iPhone business, holds nearly twice the mobile impression share of its nearest competitor. Meanwhile, international mobile sales and mobile ad impressions continue to grow rapidly, especially in emerging economies, which also show the highest click-through rates (CTR). Among apps, games continue to lead all categories in both popularity and impressions served, though photography is growing quickly. The report below explores these and other key findings in depth, providing essential insight to help every member of the fast-growing mobile advertising ecosystem develop strategies to capitalize on the opportunities it offers. 2012 Year in Review State of Mobile Advertising EXECUTIVE SUMMARY
  2. 2. 2012 Year in Review Consumers in emerging markets are more likely to click through to an ad—three out of the top five countries with the highest CTR are emerging markets. Brazil leads the pack with an average CTR of 2.58%, while China trails close behind at 2.4%. Italy comes in third at 2.18%, while Russia places fourth at 1.88%. Fun Fact: Smartphone sales in Brazil were predicted to increase 77% in 2012 compared to 2011 (IDC, September 2012), which may explain their number 1 spot. Smartphone users in developed markets were less likely to click on ads. The UK places eighth at 1.67%, while Australia, the U.S., Japan, and Canada trail. Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 Includes Top 15 Countries (by impressions served). ......................................................................................................................... State of Mobile Advertising CONSUMERS IN BRAZIL SHOW HIGHEST ENGAGEMENT 01 2.58% 2.40% 2.18% 1.88% 1.76% 1.69% 1.68% 1.67% 1.66% 1.63% 1.62% 1.56% 1.46% 1.43% 0.99% Brazil China Italy Russia Norway France MexicoUnited Kingdom Denmark Germany Australia United States Japan Canada Spain AVERAGE CTR BY COUNTRY
  3. 3. 2012 Year in Review State of Mobile Advertising The U.S. and Canada lead the world in impressions served, with a 43% market share. Western Europe comes in second at 24%, while APAC trails in at third place with 17% share of the market. GLOBAL IMPRESSIONS BREAKDOWN The U.S. saw the most ads clicked per minute with 1,202. Other countries listed saw only a fraction of the number. Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012; World Bank, 2011. ......................................................................................................................... Latin America 4% Australia 3% Middle East / North Africa 7% APAC 17% Eastern Europe 2%Western Europe 24% USA / Canada 43% SHARE OF IMPRESSIONS BY REGION ADS CLICKED PER MINUTE United States Canada United Kingdom Spain China 1,202 Japan Netherlands Germany France SouthKorea Mexico BrazilSweden Italy 268 227 221 183 169 156 131 124 83 77 74 74 74
  4. 4. 2012 Year in Review State of Mobile Advertising Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 SPOTLIGHT: EUROPE AND ASIA EUROPE: IMPRESSION GROWTH, JANUARY THROUGH NOVEMBER ASIA: IMPRESSION GROWTH, JANUARY THROUGH NOVEMBER 1020.7%Spain Russia Italy GermanyUnited Kingdom France Norway Netherlands Denmark Sweden 726.7% 671.3% 654.8% 553.3% 500.7% 323.3% 314.4% 298.7% 263.2% In Europe, Spain saw the highest impression growth in 2012 at 1,020.7%. Not surprising considering that Spain sees higher smartphone consumption (63.2%) than the average penetration rate for Europe (54.6%) (comScore, 2012). France saw just half the impression growth of Spain at 500.7%. Despite seeing high smartphone consumption in Europe, the U.K. (62.3%) came in fifth place. ......................................................................................................................... 1115.2% Thailand Singapore India Philippines Japan Malaysia Hong Kong Taiwan China Korea 886.5% 809.4% 784.7% 587.9% 509.9% 390.1% 294.3% 83.7% 29.2% Smartphones are exploding in Asia: Thailand saw even higher impression growth than Spain (1,020.7%) at 1,115.2%. Fun Fact: One in four consumers in Thailand will have a smartphone by the end of 2012 (Ericsson, Sep 2012). China saw only an 83.7% growth of impressions through 2012, despite the fact that smartphone shipments in China surpassed feature phone shipments in August of this year (IDC, August 2012). Fun Fact: China is predicted to surpass the U.S. in smartphone shipments at the end of this year (IDC, Aug 2012).
  5. 5. 2012 Year in Review State of Mobile Advertising The Samsung Galaxy S3 came out onto the market with a big bang (more impressions in its first month than the iPhone 5 had in its first month), but it looks like the iPhone 5 will win the “most popular device of the year” title. Despite the popularity of the Galaxy S3, which was released at the end of May, the iPhone 5, released in mid-September, was able to match impression share by the end of November. Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 DEVICE WARS: IPHONE 5 VS. SAMSUNG GALAXY S3 ......................................................................................................................... MARKET SHARE: IPHONE 5 VS. SAMSUNG GALAXY S3 0.0% 100% July 0.0% Aug 1.6% 98.4% Sep Oct 50.0% Nov 14.8% 50.0% 98.4% 85.2% 100% 02 Samsung Galaxy S3 iPhone 5
  6. 6. 2012 Year in Review State of Mobile Advertising Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 BATTLE OF THE OS: IOS VS. ANDROID 2011 IMPRESSION SHARE BY OS 2012 IMPRESSION SHARE BY OS OS IMPRESSION SHARE BREAKDOWN BY MONTH Android lost significant market share in 2012—with an average of 37% market share compared to 53% in 2011. At the end of 2012, iOS held a 63% average share of the market. The iPad more than doubled their average market share from 6% in 2011 to 13% in 2012. The iPad started to grab a larger share of the market at the same time the iPad 3 was released in a number of countries in March and April, but lost market share in May and June. The iPad’s market share began to pick back up in July, the month the iPad 3 became available in China. On the other hand, the release of the Samsung Galaxy S3 at the end of May might have contributed to Android’s increasing share of the market in June through August. The release of Android-based tablets, such as the Samsung Galaxy Tab 10.1 and the Kindle Fire HD, hardly put a dent in the iPad’s share of the market in 2012, thanks to the popularity of the iPad and the release of the iPad Mini. By November, the iPad had the highest market share it had seen the entire year, while Android devices lost market share—down to 33.0% in November. ......................................................................................................................... Android 53% iPhone/iPod Touch 41% iPad 6% iPhone/iPod Touch 50% iPad 13% Android 37% 44.5% 10.2% 45.3% 43.2% 10.4% 46.4% 39.2% 11.5% 49.2% 33.3% 12.9% 53.8% 28.2% 11.2% 60.6% 34.3% 9.9% 55.8% 37.8% 11.6% 50.6% 40.7% 12.4% 47.0% 38.1% 14.3% 47.6% 36.9% 15.3% 47.8% 33.0% 16.9% 50.1% FebJan Mar April May June July Aug Sep Oct Nov iPhone / iPod Touch iPad Android
  7. 7. 2012 Year in Review State of Mobile Advertising Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 CTR BY PLATFORM iPhone and iPod Touch users are more likely to click on ads with a 1.62% average CTR. Android users were less likely to click on an ad. This could in part be due to the varying data consumption between iOS & Android traffic from ad impressions. iPhone/iPod Touch Android iPad 1.62% 1.28% 1.30%
  8. 8. 2012 Year in Review State of Mobile Advertising Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 THE IPAD MINI DIDN’T DISAPPOINT ......................................................................................................................... Out of the three tablets listed, the iPad 3 and Kindle Fire had roughly equal impression share in July, but the Kindle Fire’s share increased by 26% in August. Fun Fact: The iPad Mini saw more total impressions in November than the Samsung Galaxy Tab 10.1 did in the entire year—20x more impressions. IMPRESSION SHARE AMONGST THREE MAJOR TABLETS RELEASED IN 2012 50.0% July August September October November 51.4% 48.5% 0.0% 0.0% 0.0% 0.0% 2.7% 77.0% 23.0% 56.1% 43.9% 32.5% 67.5% 15.4% 81.9% iPad Mini iPad 3 Kindle Fire 03
  9. 9. 2012 Year in Review State of Mobile Advertising Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 PHOTOGRAPHY APPS STEPPED UP IN 2012 ......................................................................................................................... The category that saw the highest growth in impressions between January and the end of November was Photography—impressions served on photography apps grew 289.7%. This may have been due to the increased popularity of photo sharing apps and an improvement in hardware capabilities. The most popular app category was games, which left almost all other categories in the dust with 51% share of impressions served in 2012. TOP 10 CATEGORIES BY IMPRESSION SHARE GROWTH IN IMPRESSIONS BY CATEGORY ......................................................................................................................... 51.0% 21.6% 7.9% 4.4% 3.5% 3.1% 2.5% 1.4% 1.3% 0.8% 289.7% 56.2% 54.1% 45.1% 26.7% 26.5% 22.2% 8.0% 6.9% 6.9% -4.8% -6.3% -18.5% -29.8% -39.8% -43.6% -45.8% -55.7% -64.0% -77.4% Utilities Books Lifestyle Games Finance Sports Social Networking Travel Music Healthcare & Fitness Photography Productivity Weather Medical Navigation Education Reference Business Entertainment News 04 Games Entertainment SocialNetworking Utilities Photography Music Productivity Lifestyle Books Education
  10. 10. 2012 Year in Review State of Mobile Advertising Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 IPHONE: IMPRESSION SHARE BY APP CATEGORY IPAD: IMPRESSION SHARE BY APP CATEGORY Entertainment 24% Games 50% Social Networking 11% Photography 5% Utilities 5% Music 4% Productivity 1% Entertainment 13% Games 73% Social Networking 4% Photography 3% Utilities 2% Music 1% Productivity 1% Education 3% ANDROID SMARTPHONE: IMPRESSION SHARE BY APP CATEGORY ANDROID TABLET: IMPRESSION SHARE BY APP CATEGORY The iPad is the go-to tablet for teachers and students—education apps are most popular among iPad users. Photography apps are most popular amongst iPhone users. This is likely the result of the iPhone’s high-quality camera and large number of photo apps available on iOS. Games were the most popular type of apps across Android and iOS devices with iPad users leading the charge. On average, people spend 42 minutes per day playing games on the iPad, 50% more than on the iPhone (assuming consumers spend a total of an hour a day using apps). Entertainment 28% Games 49% Social Networking 10% Photography 1% Utilities 4% Music 2% Productivity 6% Entertainment 33% Games 47% Social Networking 11% Photography 1% Utilities 6% Music 1% Productivity 1% TOP APP CATEGORIES BY DEVICE
  11. 11. 2012 Year in Review Throughout the year, Wi-Fi impressions consistently beat out carrier impressions by a margin of 3:1. This behavior may indicate a surge in tablet usage which tends to take place at home or work where Wi-Fi is more available. Wi-Fi’s impression share grew from January to February, reaching the highest point in August, and then steadily decreasing through the fall. This may have been due to the end of summer and beginning of back-to-school season, with consumers connecting less from home and more on the go. Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 WI-FI VS. CARRIER IMPRESSIONS ......................................................................................................................... State of Mobile Advertising 05 ......................................................................................................................... WI-FI IMPRESSIONS TRUMPED CARRIER IMPRESSIONS THROUGHOUT 2012 05 Jan Feb Mar Apr May Jun Jul 74.0% 26.0% 75.5% 25.0% 74.6% 25.4% 75.0% 25.0% 74.7% 25.3% 78.4% 21.6% 79.4% 20.6% Carrier Wi-Fi Aug Sep 79.6% 20.4% 78.2% 21.8% Oct 78.6% 21.4%
  12. 12. 2012 Year in Review State of Mobile Advertising Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012 Note: Telefonica and 3 were not included due to inability to breakdown impressions by region for these two carriers. AT&T takes a huge chunk of impression share in the U.S. – almost twice the share of Verizon and more than four times the share of T-Mobile. Vodafone is the leading mobile carrier in Europe, by far, with 31%. Despite having the most total users in China, China Mobile has a much smaller share of impressions than China Unicom (5% and 11%, respectively). This is most likely due to the fact that China Mobile does not carry the iPhone. CARRIER BREAKDOWN: U.S., EUROPE AND ASIA IMPRESSIONS BY CARRIER: U.S. IMPRESSIONS BY CARRIER: EUROPE AT&T 45% Sprint 19% Metro PCS 1% T-Mobile 10% Verizon 25% IMPRESSIONS BY CARRIER: ASIA Telkomsel 3% Vodafone IN 5% Airtel 4% China Unicom 11% SoftBank 15% NTT Docomo 17% SingTel 8% LGT 3% Olleh (KT) 8% SKT 8% China Telecom 2% Chungwa 3% Taiwan Mobile 3% China Mobile 5% FarEasTone 3% Orange 20%SFR 4% E-Plus 4% Telecom Italia - TIM 5% Vodafone 31% Tele2 2% Bouygues 3% Telenor 5% Sweden 3G 2% Telia 3% KPN 4% O2 13% MTS 4%
  13. 13. Velti’s ‘State of Mobile Advertising 2012: Year in Review’ report delivers insight into trends in the mobile advertising market during 2012. 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. 2012 Year in Review State of Mobile Advertising ABOUT THE VELTI ‘STATE OF MOBILE ADVERTISING’ REPORT 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. ABOUT VELTI

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