TAPTAP Networks has launched the IV Mobile Advertising Study 2014 in order to know the industry status in topics such as premium networks, second screen and geo-contextualization.

1. IV Mobile Advertising Study TAPTAP
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2. Goals
This IV Study of Mobile Advertising was created using survey results collected by TAPTAP Networks from advertisers and
agencies. The main goals of the study were the following:
Status and Priorities of the
Mobile Advertising Industry
Trends market analysis
Content-integrated
advertising solutions
Second Screen
Technologies
Geo-contextualization
Tools
Source: TAPTAP Research

3. Q1 Please rate your digital advertising priorities in 2014/2015 with 1 being the
most important and 10 being the least important.
Content-integrated
advertising solutions
Programmatic
Buying
Online video
Data marketing
Second Screen
Display
e-Mailing
Social Media
Search Engines
ASO (App Store
Optimization)
1 2 3 4 5 6 7 8 9 100
Source: TAPTAP Research

4. Q2 Do you think mobile media investment is in line with the coverage?
More than the
coverage
Less than the
coverage
The same
Total
Higher
7,7%
Lower
85,84%
Same
6,80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

5. Q3 Which are the two greatest obstacles when it comes to investment in
mobile?
Coverage
Price
Measuring
Ignorance
of media
Buying
model
Creative
ads
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

6. Other obstacles
Annoying advertising
A 6% CTR is not real
Advertisers don’t have mobile web sites
Lack of knowledge of the geolocation possibilities of the media
Small screens for conventional formats
Lack of digital profiles in the advertiser media department
Problems calculating ROI
Content
Same measuring method as display
Conversion of some verticals
Tight media budget
Advertisers fear new medias and formats
Source: TAPTAP Research

7. Q4 Do you think that mobile is a Premium or Performance media?
Premium
78,85%
Both, it is useful for all kinds of campaigns.
It allows you to reach the right people at the right time and at the
right place.
Advertising saturation is less than other media, so both impact and
memory is higher.
User is reached during their leisure time.
It is on tablets but not on smartphones.
Site and format quality
Engagement.
Getting direct response is difficult.
Depending on the industry. It is interesting if it is directed toward
smaller purchases, but I don’t see its value in buying a car, for example.
Results are improving for app downloads and adapted webs.
Mostly for geolocation.
User interaction.
During leisure time in order to impact the user at the most effective
time.
Call to action with just tapping on the smartphone.
It is, but not directed to shopping, just to push it.
Source: TAPTAP Research
Performance
54,81%

8. Q5 What are your top 5 reasons to buy on a mobile advertising network?
Audience
size
Turnkey
project
Easier and quicker than buying
directly on the support
Audience
Targeting
Profitability
Price
Previous positive
experiences
Ad networks do not
work as they should
They understand my customers
and my needs
Advanced
technology
Analytics and
reports
Other)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

9. Q6 What are your top 3 targeting criteria for a mobile campaign?
Sex and age
Interests
Location
Socio-economics
Intention
Context (weather…)
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

10. Q7 What are your most frequent mobile ad campaign buying models? Please
order from 1 to 7, with 1 being the most frequent and 7 being the least.
CPM
CPC
CPA
CPL
CPD / CPI
CPV (Cost per view)
CPE (Cost per
engagement)
0 1 2 3 4 5 6 7 8 9 10
Source: TAPTAP Research

11. Q8 Are you planning to run Native Ads campaign in 2014/2015?
Yes
No
Not sure
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

12. Q9 What are your main goals for Native Ads campaign?
Increase the
engagement time
Content
viralization
Branding purposes
Increase the
CTR
Avoid
Intrusiveness
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

13. Q10 What are the top 3 benefits in a Second Screen campaign?
More attractive
campaigns
Social
Viralization
Higher Audience
engagement
Several formats
support
Easy
integration
Extra
content
Extensive
reports
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

14. Q11 What is the most useful media to run a Second Screen campaign? Please
rate from 1 to 5 with 1 being the most useful and 5 being the least.
TV
Radio
Digital Media
Outdoor advertising
Press
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Source: TAPTAP Research

15. Q12 Do you think each publisher must have its own Second Screen technology
or that there is a unified technology for all of them?
Own
Technology
Unified
technology
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

16. Type your reason
Easier for everyone
Cheaper and more efficient
Analytics and reporting will be easier
More advantages to plan and develop campaigns
The same measuring criteria for the whole market
Easier to understand for customers
To help the advertisers understand
It would be better that the audience be the same one as the publisher’s to make it easier for the advertiser to reach them
Independent technologies are needed to be more adapted to the clients requirements.
Source: TAPTAP Research

17. Q13 Have you ever run a Second Screen campaign?
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

18. Q14 Do you plan to run a Second Screen campaign in 2014-2015?
Yes
No
Not Sure
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

19. Q15 What do you think geo-contextualization is in mobile advertising?
Geolocated
campaigns
Campaigns that mix geolocation with
more targeting criteria
Campaigns linked
to social networks
Campaigns with
several targeting criteria
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Geolocated
Campaigns
38,30%
More
information
48,94%
Linked to social
networks
1,06%
Several targeting
criteria
11,70%
Source: TAPTAP Research

20. Q16 How important are the following targeting criteria in a mobile advertising
campaign?
Geolocation
Demo
Device
OS
Connection (3G, WiFi)
Weather
Geo-Cookie
Socio-economics
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Source: TAPTAP Research

21. Q17 How many geolocation campaigns have you created in the last year?
0
1
2-5
More than 5
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

22. Q18 What are the top 3 reasons to run a local mobile advertising campaign?
Proximity of the user to the
Advertiser’s location
Couponing and
discounts
Local search
Local
promotions
Predictive behavior
of the user
Shopping through mobile
More smartphones
and tablets
Push
Notifications
Check-in
Microlocation with
iBeacon
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TAPTAP Research

23. Conclusions
85% of the respondents think
that mobile advertising
investment is less than it should
be
60% of the respondents think
that the main barrier to
investment is the lack of media
knowledge
The increase of engagement
time is the main goal in running
content-integrated advertising
and Second Screen campaigns
TV is the favorite media to run
Second Screen campaigns
88,7% of the respondents
require a unified Second Screen
technology
Geolocation is the most relevant
targeting criteria
The proximity of the user to the
advertiser’s location is the main
reason to run a local mobile
advertising campaign
Source: TAPTAP Research

24. Premium Mobile Audience
TAPTAP Networks
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+34 91 101 1001
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