Mobile users in Asia now spend more time on their mobile devices than any other form of media. A survey of over 12,000 mobile users in Asia found that 31% of users' media consumption time was spent on mobile devices, exceeding time spent on desktop/laptop (25%) and watching TV (25%). Mobile is also now the preferred medium for many user activities like communication, entertainment, and searching for information. The survey also found that mobile advertising is influencing purchasing behaviors, with ads introducing users to new products and services as well as influencing in-store purchases. The document outlines how brands can engage mobile users through mobile advertising strategies that incorporate interactive ad units, coupons, store locators, social media integration, and gam

1. Media Consumption Habits of
Mobile Users
&
How Brands Can Engage with
Them
In partnership with

2. InMobi, We Are…
• Over 100B ad impressions per month; Reach 578mn unique users
• 13,000+ Sites & Apps; Live in 165 countries;
• $US 215mn funding – Softbank, KPCB, Sherpalo
• Acquired Sprout – Leading Innovator in Rich Media Ads & HTML 5
Global Footprint with
Local Expertise
World’s Largest Independent Mobile Ad Network

3. Survey on Media Consumption: Q4 2011 – Q1 2012
• Sample of over 12,000 mobile consumers in 12 key countries
in Asia
• China, South Korea, Australia, India, Vietnam, Malaysia,
Singapore, Indonesia, Philippines, Japan, Hong Kong and
Taiwan.
• Recruited via InMobi global mobile ad network between
September 2011 and March 2012
• Used Decision Fuel mobile web platform to collect a
representative sample, including a full range of smart phones
& feature phones
• Weighted according to available relevant demographics
• Four quality control mechanisms applied with approximately
10% of completes removed from sample
Media Consumption & Usage Behaviors
Geographic
Coverage
Methodology
In partnership with

4. 31%
25%
25%
10%
9%
Using Mobile (excluding
SMS/Calls)
Online via desktop/laptop
Watching TV
Listening to Radio
Reading
Newspapers/Magazines
101 31%
84 25%
83 25%
32 10%
30 9%
Yesterday, how much time did you spend on the following activities?
Minutes
Spent
%
of Time
The average Asian mobile web user consumes 5.5 hours of media daily
Among mobile web users in the Asia Pacific region, mobile has
surpassed traditional online and TV in terms of time spent
Source: Decision Fuel and InMobi research, sample n = 13,351, The question was not asked in AU

5. 26%
27%
27%
28%
30%
31%
33%
34%
34%
35%
36%
33%
23%
33%
29%
23%
25%
20%
20%
35%
18%
20%
25%
26%
24%
24%
23%
31%
27%
27%
18%
25%
27%
8%
13%
8%
9%
15%
7%
9%
13%
5%
9%
9%
8%
11%
7%
10%
9%
7%
11%
6%
8%
13%
8%
South Korea
Malaysia
Taiwan
Hong Kong
Singapore
Japan
India
Philippines
China
Vietnam
Indonesia
Using Mobile (excluding SMS/Calls) Online via desktop/laptop
Watching TV Listening to Radio
Reading Newspapers/Magazines
Yesterday, how much time did you spend on the following activities?
Significant mobile usage can be seen across all markets in Asia Pacific,
with emerging markets leading the way
5.0
4.6
5.1
6.4
4.7
5.2
5.8
6.2
6.1
6.4
5.0
Total Media
Time Spent
(Hours)
Source: Decision Fuel and InMobi research, sample n = 13,351

6. For mobile web users in Asia, mobile is the preferred
medium for communication, entertainment and search
Which form of media do you use most often for the following activities:
Communication (email, Facebook,
Twitter, etc)
Shopping (travel, purchases, etc)Finding out information (sports,
news, etc)
Entertainment (videos,
games, music)
52% 32%
Mobile
Device
Desktop &
Laptop
TV
39% 18%
Mobile
Device
Desktop &
Laptop
33% 32%
Mobile
Device
Desktop &
Laptop
17%
TV
32%42%
Mobile
Device
Desktop &
Laptop
13%
Source: Decision Fuel and InMobi research, sample n = 15,055

7. 19%
16%
19%
23%
23%
18%
15%
5%
9%
5%
5%
5%
55%
55%
45%
42%
39%
37%
35%
25%
34%
28%
23%
13%
20%
22%
29%
19%
22%
23%
26%
45%
31%
31%
36%
35%
6%
7%
7%
16%
16%
22%
24%
25%
26%
36%
36%
47%
Taiwan
Korea
China
Hong Kong
Australia
Japan
Singapore
Vietnam
Malaysia
Philippines
India
Indonesia
Mostly via a desktop/ laptop Evenly split between mobile and desktop/laptop
Mostly via mobile phone Only via mobile phone
Source: Decision Fuel and InMobi research; sample n = 14,076
How do you typically go online/surf the web?
In Asia, 50% of mobile web users now see mobile as
either their primary or exclusive means of going online

8. Yesterday, aside from making calls what did you spend the most time on
your mobile doing?
Social Media
(e.g. Facebook,
Twitter, etc.)
20%
Entertainment
(Music, Videos,
etc.)
20%
Shopping
8%
General Info
(Search,
Sports, News,
etc.)
14%
Local
Search
8%
Source: Decision Fuel and InMobi research; sample n = 13,430
Play Games
18%
E-mail
12%
Social media, entertainment and games are the
dominant activities

9. 0% 10% 20% 30% 40% 50%
Which two forms of media most impact your purchasing decisions?
5%
9%
45%
49%
17%
43%
Mobile has almost caught up with TV & Internet, in
influencing purchasing decisions
34%
Source: Decision Fuel and InMobi research, sample n = 13,100

10. 21%
16%
34%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40%
No opinion, I don't think much about
ads on my phone
Less comfortable, I find them intrusive
Equally comfortable, I'm getting used
to seeing them
More comfortable, I find them to be
very useful
Compared to other forms of advertising like TV or online, how comfortable
are you with mobile web and mobile app advertisements (not SMS)?
63% of mobile users are as comfortable with mobile
advertising as they are with TV or online advertising
Source: Decision Fuel and InMobi research, sample n = 13,250

11. Awareness
Favorable Opinion
Consideration
Shopping
Sale
Introduced you to something new (35%)
Helped you find something nearby (21%)
Provided you with better options (23%)
Influenced your in-store purchase (8%)
Caused you to reconsider a product (12%)
Influenced you to buy via your mobile (11%)
Source: Decision Fuel and InMobi research, sample n = 15,074
Has mobile advertising ever:
Mobile advertising has influenced purchasing behavior

12. How Brands Can Engage their
Consumers?

13. Unique Advantages of Mobile
Advantages of the mobile medium – intimacy, immediacy,
interactivity, reach, and accountability

14. 0
2
4
6
8
10
12
14
16
Unaided
Awareness
Aided
Awareness
Ad
Awareness
Message
Association
Purchase
Intent
2
2.7
6.9
3.4
2.3
8.6
9.1
13.6
14.1
11.4
Online Norms Mobile Norms
Purchase intent via
mobile is FIVE TIMES
that of online.
Source: InsightExpress
%
Proprietary and Confidential © 2011 InMobi
Mobile outperforms online

15. How to start?

16. DR CAMPAIGN
Tailor Mobile Marketing for
Lead Generation
CPC buys
Performance sites
Drive to respond
through calls to
action
CONVERSIONS AWARENESS
BRAND CAMPAIGN
Tailor Mobile Marketing for
Campaign Recall
TACTICS
DATA
AVAILABLE
Device details,
impressions,
clicks, leads,
downloads*
CPM/CPC buys
Premium,
category
targeting and in-
app buys
Drive to
engagement
Device details,
impressions,
clicks, time spent,
videos, page
views, shares, etc
What is your campaign goal?
TACTICS
DATA
AVAILABLE
Phone Call or Text
Play a Video
Lead Generation
App Download
Tweet or Facebook

17. Targeting capabilities: Switchers, Upgraders & Advocates
Connecting Brands to your Audiences
Target By:
• OS/Device/Carrier
• Content & Category
• Demographic
• Geo-Location
• Daypart

18. Calls to Action for your every objective
Call to Action Description
Click to Landing
Page
User is taken to a mobile website
Click to Video
Play
Video plays on device
Click to Search User is taken to a search results page
Click to Calendar Mobile device stores an event date
Click to SMS Mobile device sends SMS shortcode
Click to dld.
coupon
Device downloads discount coupon
Click to Call Mobile device calls specified number
Click to Share User shares link on social media
Click to Store
Locate
User is taken to a store locator map
Click to Buy User is taken to mCommerce store
Specific Calls to Action and ROI metrics for each step of the funnel
Awareness
Favorable Opinion
Consideration
Shopping
Sale

19. Example engagement ideas for
your mobile ad campaigns…

20. Showcase Your Product
Leverage the power of HTML5 to
bring your products to life
• 53% of consumers would like to
see more product info or photos
through their mobile to aid them
in their shopping experience
Creative Options:
• Feature key items from a
promotion or new collection
• Scrolling product catalogues
• 3D product modeling

21. Enable User Customization
Identify the product that is right
for the user by enabling users
to customize for themselves
Creative Options:
• Body Type Customization
• Product Recommendation
• Product Personalization

22. The Largest Independent Mobile Ad Network

23. Promote Coupons / Promotions
Drive consumers in-store by
featuring a coupon or
promotion
• 31% of consumers would like to
see coupons to make more use
of mobile ads
Creative Options:
• Manufacturer coupons
• Retailer specific coupons
• QR code integration

24. Store Locator
Make it easy for users to find
you by integrating a store
locator option within your ad
unit
• 27% of consumers would like to
see store hours and directions
on mobile ads to aid them in
their shopping experience
Integration Options:
• Integrate store locator map
directly into HTML5 ad unit
• Custom brand icons on map
• Link to website landing page
with store address & hours

25. The Largest Independent Mobile Ad Network

26. Make it Social
Build a fan base for your brand
by integration social media
components within the ad unit
• Display ads and social media
play a complimentary role
within a user’s purchase
conversion funnel, so it’s
important to have a holistic
approach to cross promote
content where possible
Integration Options:
• Facebook, Twitter, YouTube
• Foursquare, Shopkick, etc.

27. Make it Fun - Gamification
Make it fun by enabling users to
play and interact with your brand
• Gaming is #1 time spent activity
on mobile devices
• Gamification of your brand or
campaign can go a long way to
establish brand awareness with
your target audience
Integration Options:
• Custom mini game solutions
available through InMobi
Creative Services
• Feature games that brands have
licensed on their own

28. Bringing it all together

29. Creative
• Free Creative
Services from
Sprout Team*
• Free Rich Media
Ad Serving Fee*
* Minimum Campaign Spend
Distribution
• Largest
Independent Ad
Network
• Reaching over 578
million mobile
consumers
Quality
• Tested across
thousands of
device + action +
OS version
combination
• Dedicated QA
resources for
every creative
Measurement
• Powerful Tracking
and
Analytics/Optimizatio
n
• Metric collection &
insight generation
• Optimization & A/B
testing
Unmatched LOCAL & Global Premium inventory
+
Campaign/Brand level Research
The InMobi Challenge: Pilot In 1 Month

30. For further information, please contact:
Phalgun Raju, phalgun.raju@inmobi.com
GM, Southeast Asia, Hong Kong, Taiwan
Thank You