This document discusses the growth of Adfonic, a mobile ad network, and trends in smartphone and tablet usage. Adfonic has grown rapidly in the past 18 months, now serving over 6,000 publishers and averaging 1,000 campaigns. They have offices worldwide and lead in mobile ad innovations. Data shows smartphones and tablets are used nationwide, not just in cities, and their use is influencing consumer behavior by mixing with TV, social media, and apps. This creates new opportunities for advertisers to target audiences.

1. Adfonic
Paul Childs
COO and Co-Founder

2. About us
 Launched 18 months ago, Adfonic is now the fastest
growing European based global mobile ad network
 Over 6k publishers generating billions of ad requests per
month and averaging 1k campaigns
 Offices in London, New York, Paris, San Francisco and
Seville and growing …
 Leader in innovation : Real Time Bidding, geo-location
targeting, rich media, conversion tracking, real time
reporting and many more ...

3. Our clients and media partners
And many more ...

4. Our clients and media partners
And many more ...

5. “Advertising is about performance.”
Quote from Data Economy Feb 2011

6. “Android market share now tops iPhone.”
ComScore, March 2011
“Smartphones make up about 32% of the phones
owned by adults over the age of 13 in the UK”
ComScore, March 2011
“Smartphone penetration will reach 75% by
2015”
Enders Analysis, March 2011

7. Smartphone penetration in the UK is now
nationwide 1/
Source : NMA, June 8 2011
7

8. Smartphone penetration in the UK is now
nationwide 2/
Apple iPhone Android devices
 Plotted campaign clicks for an iPhone and an Android campaign in the UK
 Disproves the myth that smartphones are London centric
 Confirms today smartphones as urban devices shifting towards national coverage
Source : Adfonic data for iPhone and Android activity September 2010

9. iPad tablet penetration is following
smartphones and not limited to London
Apple iPad
... iPad traffic now nationwide too
Source : Adfonic data for iPad activity December 2010

10. We are increasing
interacting more with
social media and apps
via smartphones and in
groups …
10
11

11. An increasing number of
consumers now mix
smartphones / tablets
with TV viewing
11

12. …during TV
commercials …
12
13

13. … and then with the iPad
in bed …
13
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14. Smartphones/tablets are influencing consumer
mobile behaviour and creating opportunities
Home
Tipping point WiFi
Online browsing behaviour
Relaxing
Opportunity?
TV
Mobile browsing behaviour Bed
 Smartphone traffic spikes early evening and builds through to midnight presenting a new
opportunity for advertisers to drive incremental results.
Source : Adfonic iPhone campaign run in the June UK 2010

15. Smartphones and tablets are creating new use
cases for advertisers
 We took 100k iPad ad requests
44k
on Boxing day mapped to a UK
location
 iPad usage built throughout the
29k
day, peaking in the evening
19k
 Highlights opportunity to reach
tablet users in the evening
9k
 Highlights opportunity to target
9% 19% 29% 44%
regional tablet audiences
throughout the country with
location targeted campaigns
Source : Adfonic network December 2010

16. Smartphones and tablets are creating new use
cases for advertisers
Breaking out London ISBA Region
32% of iPad activity was Inner London
Source : Adfonic network

17. Example 1
Mobile site conversion tracking
Goal Action Metrics
Generate test drive and One click to a mobile web Conversion tracking
brochure requests with a site where consumers can enables advertisers to
Cost Per Lead target. enter some details. optimise Cost Per Lead.

18. Example 2
Click-to-Video metrics
Goal Action Metrics
Generate awareness and One click to an in-app auto- Measuring average view
interest in going to see the play 30 second video short. times and number of
film Yogi Bear. completed views.

19. Example 3
Mixing Social, Mobile and Video
Campaign HTML 5 site Facebook page Video
Drive consumers to find Hall Pass mobile site Leverage the power of Leverage the power of
out more about the Hall containing rich media and “Like” to get friends sharing with friends and
Pass film. more information about the engaged and push updates. enable emotional
film. connection via video.

20. Example 4
Geo-targeting
Goal Action Metrics
Target consumers within One click on banner for Consumer redeems coupon
specific USA DMA regions. consumer redeem a coupon in-store at POS.
which is sent by text
message.

21. Adfonic
Paul Childs
COO and Co-Founder