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APAC Mobile First Insights Report - Opera Mediaworks

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The report is designed to help marketers navigate the fast-changing mobile environment and make strategic decisions that will drive real outcomes for the business.
The report found that Asia Pacific is a massive and growing market for app usage and app advertising. Here are the key findings:

- Gaming is the top mobile app category across most APAC countries
- In-app advertising is overtaking the mobile web channel across almost all APAC markets, by as much as 13 times in Singapore and Thailand
- Click-through rates on apps were found to be between 1.3 times to twice as high as mobile web-click through rates in all APAC markets

Published in: Marketing

APAC Mobile First Insights Report - Opera Mediaworks

  1. 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. 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. 3. Mobile is now the first screen.
  4. 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. 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. 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. 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
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  10. 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. 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
  12. 12. M A L A Y S I A 13
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  14. 14. P H I L L I P I N E S 15
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  16. 16. S I N G A P O R E 17
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  18. 18. 19 T H A I L A N D
  19. 19. V I E T N A M
  20. 20. 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.
  21. 21. 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
  22. 22. 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?
  23. 23. 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 .”
  24. 24. 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
  25. 25. 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
  26. 26. 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.
  27. 27. 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

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