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The ultimate survival kit for mobile marketers in 2017


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2016 was a breathtaking year for the mobile advertising industry and it doesn’t seem to be slowing down anytime soon. Mobile ad spend is up 430% since 2013, and with over 2 billion smartphone users worldwide, it’s becoming clear that the future of digital marketing is mobile.

As 2016 comes to a close, you are probably looking forward - planning and strategizing on how to succeed in the coming year.

This presentation covers:

- Key mobile advertising developments in 2016
- How changes in 2016 are shaping mobile advertising trends in 2017
- Key trends that you need to watch out for in 2017
- How you can incorporate these insights in your 2017 Marketing Plan to effectively meet marketing goals

Published in: Mobile
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The ultimate survival kit for mobile marketers in 2017

  1. 1. The Ultimate Survival Kit for Mobile Marketers in 2017 January 2017
  2. 2. Our Speakers Supriya Goswami Director of Marketing, APAC Supriya heads marketing and PR for the Asia Pacific region. Vasuta Agarwal Vice President & GM - india Vasuta is responsible for the revenue, operations and P&L for India. Supriya Goswami vasutaagarw al 2 @SupriyaGoswa mi @VasutaAgarw al
  3. 3. The Ultimate Survival Kit offers you.. 3
  4. 4. Trend #1 Mobile Video Advertising
  5. 5. Mobile Video Ads Consumption on the Rise 33.3% 66.67… 1/3rd of all online activity is spent watching videos Videos Other content 80% 20% 80% of users recall a video ad viewed in the last 30 days Users who recalled Users who didn't Mobile video ad consumption grew by 200% in 3 quarters Q1'16 Q3'16 5
  6. 6. Ad Spends on Mobile Video are Poised to Explode • In 2016, 24% of digital ad spend was allocated to mobile video alone • Mobile video ad spend on the InMobi network grew by 150% over 3 quarters in 2016 • By 2020, mobile video ad spend > 50% of online spends 6
  7. 7. All Formats are Not Equal 4 X Higher user engagement compared to static formats 2 X Higher conversions compared to static formats 80 % Completion rates Video ad formats delivered Performance across advertiser categories 10
  8. 8. Trend #2 Driving Loyalty via Remarketing
  9. 9. Winning Consumers Back 12 The App ecosystem is reaching a ‘tipping point’ as app developers thinking about retaining a user to be as important as acquiring one.
  10. 10. The Need for Remarketing 1 3 Re-engagement & Re- targeting PROSPECTS ACQUIRE APP USERS FIRST EVENT REPEAT USERS DORMANT USERS 2 Activation Branding and new User Acquisition Remarketing is a powerful solution that re-connects your users with the your brand delivering higher engagement and conversions. 13
  11. 11. Busting the myth : Remarketing use cases COMMERC E TAXI ENTERTAINMEN T SOCIAL USE CASE KPI Drive first rides from users who have installed the APP but not taken the ride yet Increase number of streams Drive dormant users back into the APP First rides Incremental Streams APP opens PurchasesDrive transactions from APP owners GAMING Nudge user to move to next stage of the game Level change 15
  12. 12. Delivering Quality over Quantity The following is the impact delivered by the InMobi Remarketing platform across app categories. 14
  13. 13. Trend #3 Programmatic
  14. 14. Programmatic Ad Spends Across Regions Insights from InMobi’s Programmatic Buyer’s Survey  75% of marketers surveyed use programmatic for buying smartphone inventory  24% of them had been incorporating it into their strategies for more than 24 months 67.4% 21.7% 6.2% 3.9% 0.6% 0.1% 67.7% 19.4% 10.4% 2.0% 0.4% 0.1% North America Europe APAC Middle East Latin America Afirca Mobile Programmatic Spend by Region Q1'16 Q2'16 17
  15. 15. Programmatic Ad Spends Across Regions Insights from InMobi’s Programmatic Buyer’s Survey  In H1’16, 85% of the mobile programmatic spend came from Fortune 500 brands 16.9% 7.5% 10.7% 13.3% 4.7% 2.9% 18.9% 11.7% 9.2% 8.8% 7.0% 3.1% Mobile Programmatic Spend by Verticals Q1'16 Q2'16 18
  16. 16. Most Desirable Ad Format for Mobile Programmatic Insights from InMobi’s Programmatic Buyer’s Survey  In terms of ad formats, 44% of marketers prefer video for mobile programmatic, followed by 23% for native, as they are highly effective at getting the consumer’s attention. 19
  17. 17. Trend #4 Advantage Asia
  18. 18. The Promise of Southeast Asia Smartphone penetration in 2016 = 40% Mobile’s share of digital ad spend = 22.8% Indonesi a Smartphone penetration in 2016 = 75% Digital’s share of total ad spend = 10% Singapor e 22 Mobile Internet penetration (2016)= 36.7% Thailand Mobile Internet penetration (2016) = 60% Malaysi a Growth in advertiser spend = 200% Growth in advertiser spend = 35% Growth in app installs = 68% Growth in advertiser spend = 97% Forecasted smartphone penetration in 2019 = 47.6% Forecasted smartphone penetration in 2017 = 76.3% Forecasted mobile Internet penetration (2020)= 44.7% Forecasted mobile Internet penetration (2020) = 65%
  19. 19. Unleashing the Chinese Dragon  On the InMobi network, advertiser spends grew by 30% while app installs grew by 115% in the first 3 quarters 53.3% 56.0% 59.3% 63.3% 2016 2017 2018 2019 Smartphone penetration 63% 80% 2016 2019 Mobile’s share of ad spends in Digital 25
  20. 20. Tracking the Indian Mobile Ecosystem 29.8% 33.4% 36.0% 39.0% 2016 2017 2018 2019 Smartphone penetration 15% 40% 2015 2020 Share of mobile ad spends in digital  80% of internet users come online via their mobile devices  In 2016, app installs on the InMobi network grew by 132% 23 27
  21. 21. Trend #5 Mobile Measurement & Attribution
  22. 22. The Future of Measurement and Attribution In 2017 : 1 Mobile measurement will get more sophisticated 2 Advertisers will increasingly demand for 3rd party partnerships for measurement and attribution 3 Cross platform measurement and attribution will lead the way ahead 29
  23. 23. Mobile Measurement Across the Advertising Lifecycle Measureable metrics Impressions | Clicks | Installs 1st LTV event Nth LTV event CTR | CVR | CPI CPX GMV | RoAS Mobile advertising lifecycle Deliverables Mobile measurement and attribution are the pillars that keep mobile advertising honest 30
  24. 24. Trend #6 Location Targeting
  25. 25. Conquering the World with Location Targeting 32 Rise in smartphone adoption and usage makes it imperative for marketers to reach their audiences in the right moment. Mobile app optimization for location will become increasingly imperative through the use of technology Brands will leverage micro location targeting especially to promote specific events like a World Cup or major shopping event.
  26. 26. Location targeting in action 33 • Country : Jakarta • Client : Unilever | Rexona • Targeting : Location • Performance : 338,000 user clicks, 1.34 minutes of average dwell time, 22,500 downloaded the coupon You can refer to the Case Study right here • Country : Singapore • Client : Unilever | Sunsilk • Targeting : Location • Performance : Mobile accounted for 10% of signups. ADFX survey results – Lift in likelihood to recommend by 200%; lift in brand awareness by 70%; lift in brand preference by 93% You can refer to the Case Study right here
  27. 27. For any questions, contact or THANK YOU Explore insights from the mobile advertising world in 2016 –