1. Mobile ads Success via
Promotional Events in
China
adSage
Research
Center

2. • The click-through rate and conversion rate of
event ads exceed the non-event ads.
Brief Summary
• Compare ads across different groups, such as
business men and gamers; men and women,
etc…
Analysis of Users Behavior：
• Higher conversion for event ads, with
exceptional results for online lottery.
Analysis of conversion rate
• This report contains a
thorough analysis of
mobile ads with over 550
million daily impressions.
• adSage compares event
and non-event mobile ads
on over 70,000 mobile
applications which
comprises 70% of the
Chinese mobile App.
market.
• The analysis is based on
the study of user behavior
in order to determine the
causes of mobile ad
results.
Abstract

3. Ads for Promotional Events are Eye Catching
• According to an analysis of 70,000 mobile application’s ads, the click-
through rate and conversion rate of promotional event ads significantly
exceeded non-event ads.
Data source: adSage· Inc. 2013/1-2013/3
3.71%
8.17%
1.37%
2.41%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Users are more interested in event ads
CTR Conversion Rate
Event ads Non- event ads

4. CTR for Promotional Event Ads is higher
• According to hourly data, event ads is mobile users favorite type of advertising.
During most of the day, CTR of event driven ads surpassed non- event driven ads
greatly. The peak hour comes at around11:00pm.
data source: adSage· Inc.2013/1-2013/3
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
活动 非活动Event ads Non-event ads

5. The Analysis of User Behavior
• Gaming ads got most of the attention of young people between the age of 18 and 25;
while business driven event ads attracted mainly people between the age of 25 and 35.
• The difference in user behaviors will help advertisers to better target potential
customers.
Data source: adSage· Inc.2013/1-2013/3
0
0.05
0.1
0.15
0.2
0.25
0.3
18岁以下 18-25 25-35 35-45 45以上
Ads for Gaming Promotion
活动 非活动
Under 18
0
0.05
0.1
0.15
0.2
0.25
0.3
18岁以下 18-25 25-35 35-45 45以上
活动 非活动
Ads for Business Events
Over 45Under 18Over 45

6. Women Are More Interested in Event Driven Ads
• Event driven ads are more attractive to women, especially for lottery ads and ads
that gives out reward points.
• Companies that focus in cosmetics and infant products should apply events ads in
their mobile marketing campaigns to achieve higher ROI.
Data source：adSage· Inc.2013/1-2013/3
42%
52%
58%
48%
0%
10%
20%
30%
40%
50%
60%
70%
活动类 非活动
男 女
Event Non-event
Men Women

7. The Case of Online Lottery
Data source：adSage· Inc.2013/1-2013/3
2.30%
3.97%
1.55%
8.17%
1.10%
2.30%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
跳转/导流 游戏/互动 订购预订 抽奖/积分 拨打电话 答题/调查
DIRECT to URL GAME BOOKING LOTTERY/ CALL TO ACTION SURVEY
INTERACTION REWARDS
Conversion rate
• Lottery and rewards point activities got the highest conversion rates; while
call to action and booking ads received comparatively low conversion rates.
• Customers prefer to directly engage in online activities to get benefits
without further offline research about the events and promotion.

8. Conversion Rate Analysis
• 62% of product conversions came from advertising campaigns, while 38% came
from organic traffic of websites.
• Conversion rate for event and promotion ads is 67%, which is twice as much as
non-event ads.
• It has been proved that mobile promotion and event driven ads are effective in
incentivizing people to take action right away.
data soure：adSage· Inc.2013/1-2013/3
38%
67%
33%
62%
Most conversion are from event ads
自然流量+其他
外部推广
活动推广
非活动
Organic Traffic
External Promotion
Event Promotion
Non-event

9. About adSage Mobile ads Network
adSage’s mobile ad network – mobiSage is the most influential
ad network in China, reaching 100 million unique users per
month and over 90% of iOS devices. mobiSage provides tracking
and monitoring services for your ads, giving advertisers and
developers comprehensive and accurate analysis reports.
Moreover, it offers a variety of campaign strategies which are
individually tailored for customer’s optimization needs.
We have: