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www.operamediaworks.comwww.operamediaworks.com info@operamediaworks.com
Over 20,000
SITES AND APPS
1.1 billion+
UNIQUE USERS
90%
of the top 100 AdAge Global advertisers
HIGHLIGHTS FOR THE THIRD QUARTER OF 2015
iOS reclaims the lead for
revenue generation, though
still trails in traffic volume.
Video advertising on
tablets, particularly the iPad,
proves lucrative.
Led by Turkey and Saudi Arabia,
the Middle East now commands a
share of the mobile ad market.
INSIGHTS FROM OPERA MEDIAWORKS
The first mobile ad platform built for brands, delivering breakthrough marketing at scale
p.2
Android leads in traffic, but falls back behind iOS for revenue
generation and monetization
In Q1, we saw Android take the top spot for revenue generation across all platforms, the very first time
it had done so. Android kept this lead through the second quarter but has now fallen back behind iOS
for total revenue generation (44.4% vs. 52.1%). However, Android is still responsible for the majority
(65.4%) of traffic, as measured by ad impressions.
When it comes to monetization potential, or the ratio
between impressions and revenue, iOS continues to
lead all device platforms. Tablets generate the most
revenue per impression, with the combined Android
and iOS tablet market driving over 2X the revenue
potential over what we see from mobile phones.
We’ve also seen a jump in the volume of tablets over
the past quarter; Android more than doubled from
2.5% market share to now nearly 6%, and, in Q3 the
iPad accounted for 8.3% of ad impressions served,
up from 3.5% in Q2.
www.operamediaworks.com
Traffic and revenue share by device OS
Android
65.39%
Other
5.67%
iOS
28.93%
44.39%
Traffic
Revenue 3.55%52.05%
OS / device % of traffic % of revenue
44.39%
38.44%
5.94%
52.05%
30.52%
20.32%
1.21%
2.45%
0.40%
0.12%
Android
Phone
tablet
iOS
Phone
iPad
iPod
Other
BlackBerry
Windows
Symbian
65.39%
59.40%
5.98%
28.93%
19.44%
8.29%
1.21%
3.59%
0.72%
0.54%
0.82% 0.58%
2.0
1.8
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
Ratioofrevenue(x)toimpressions(x:1)
Tablet Phone
1.84
0.86
Q3 2015
The State of Mobile Advertising
www.operamediaworks.com p.3
Not only has the death of the tablet been highly exaggerated, its role within the mobile advertising
ecosystem is only becoming stronger, as video formats for mobile campaigns become more common
and demonstrate top performance in tablets. In fact, tablets have a revenue-to-impression ratio of
1.84, compared to 0.86 for smartphones.
Comparing tablet types, we found that iOS far outpaces Android tablets for monetization
performance. As shown on the chart below, iPads perform significantly better with video advertising
than the general market, while iOS outperforms Android by a significant margin regardless of the
device type.
Video ad performance by device/OS
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
iPhone
AndroidiOS
iPad TabletPhone All video
1.20
1.00
1.22
1.16
0.80
MultipleofeCPM(indexed)
Q3 2015
The State of Mobile Advertising
Social leads all categories for traffic volume; Games jumps to no. 1
for revenue generation
Social Networking is still top dog in terms of total traffic across the Opera Mediaworks platform,
though the category’s share of impressions has dipped considerably. Its current share is 18.7%, a big
step down from the 31.5% (Q1) and 30.8% (Q2) it commanded in the first half of the year. News &
Information follows at nearly 17% – a big jump considering it has been hovering around 10% this year.
Sports, after reaching an all-time high of 14.6% in Q2 following annual cycles of sporting events, has
fallen back down to 8.2%, indicating a summer slowdown for major sports leagues other than Major
League Baseball (MLB) in the United States.
For revenue, the Games category finally took the lead, after flirting with the Social Networking and
Music, Video & Media for the top spot over the past few quarters. It now accounts for 23.6% of brand
advertising revenue on the ad platform.
www.operamediaworks.com p.4
Social Networking
News & Information
Music, Video & Media
Games
Entertainment
Business, Finance & investing
Traffic and revenue share by publisher category
10%5%0% 20%15% 25%
% of impressions% of revenue
Q3 2015
The State of Mobile Advertising
www.operamediaworks.com p.5
Games also has a relatively high monetization potential, as its share of revenue generated nearly 3X
that of its ad impression share. However, the Business, Finance & Investing category continues to
carry the highest-valued inventory, at a ratio of nearly 6:1 of revenue to impressions – albeit at traffic
volumes well below the top categories.
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0.0
Ratio of revenue to impressions (indexed)
Multipleofglobalaveragerevenuperimpression
Social
Networking
News &
Information
Shopping,
Mobile Stores
& Portals
Music, Video
& Media
Communications
Services
Games Sports Entertainment Tools &
Productivity
Business,
Finance
& investing
Q3 2015
The State of Mobile Advertising
Emerging markets mature into global players
As it has been since we began reporting on the state of mobile advertising in 2012, the United States
is the leader in terms of traffic and revenue generation. However, its leadership position, which
traditionally has had a clear margin over other regions, narrowed significantly this quarter.
A big factor for this change has been our own business expansion into the Middle East, but it is
coupled with continued growth in Europe and Latin America. These trends can be witnessed in the list
of top 25 countries in terms of traffic, as measured by impressions served.
Turkey jumped from no. 16 to no. 6, boosting the overall position of the Middle East in our rankings.
Argentina has continued its progress up our chart to the no. 5 spot. With the continued solid positioning
of Mexico and Brazil in the top 25, the Americas is a market we see as having long-term growth potential.*
Kenya entered the top 25 list for the first time, joining its continent bedfellows South Africa (no. 4), Nigeria
(no. 13) and Egypt (no. 21) and representing the industry’s current momentum in Africa.
Top 25 countries
United States
India
Indonesia
South Africa
Argentina
Turkey
Russian Federation
Brazil
Mexico
United Kingdom
Canada
Germany
Nigeria
Bangladesh
Italy
Pakistan
Spain
Japan
Australia
Vietnam
Egypt
Ukraine
France
Philippines
Kenya
*For more on our perspective on the Latin American market, please see our special report on the region.
34.69%
29.92%
11.56%
10.44%
8.33%
4.27% 0.78%
United States
APAC
Europe
Americas
Africa
Middle East
Oceania
www.operamediaworks.com p.6
Q3 2015
The State of Mobile Advertising
Ratiox:1(1:1=globalaverage)
0.0
0.5
1.0
1.5
2.0
2.5
Americas Middle East United States Global
0.70
0.75
1.92
1.00
Video advertising ratios by region
Australia, United States run the most video ads
One of the key indicators of a mobile ad market maturing is the ratio of the share of video advertising
impressions served to the share of banner and rich-media ad impressions. For instance, Oceania
leads the world in the use of video advertising, followed by the United States, where 61% of our video
advertising impressions are delivered compared to 32% for other formats.
As shown in the chart, both the Middle East and the Americas are still below the 1:1 ratio, but are
rapidly closing the gap with advanced markets in Europe and the United States.
www.operamediaworks.com p.7
Q3 2015
The State of Mobile Advertising
www.operamediaworks.com p.8
Special focus: The Middle East
Device types
As we have discussed, one indicator of a maturing mobile advertising marketplace is the adoption of
mobile video as an advertising medium. This trend, however, relies heavily on the adoption of
advanced devices, or smartphones. As shown below, mobile users in the Middle East skew more
toward Android devices than the global average, and they trail in the adoption of iOS devices,
though just by a hair. More significant is the Middle East’s smaller share of “other” devices, which
both here and globally is dominated by the less-internet-capable Java devices.
Global
Middle East
70%
60%
50%
40%
30%
20%
10%
0%
Android iOS Other
1.20
29.83%
10.73%
7.69%
63.42%
59.44%
28.89%
Q3 2015
The State of Mobile Advertising
Population in the Middle East
Region area heights are proportional
to % of total population in the Middle East
A closer look at Turkey and Saudi Arabia
Almost 70% of the Middle East’s population is contained within four countries: Turkey, Iran, Iraq and
Saudi Arabia. However, with Iran living under an economic embargo, and Iraq’s people and market
suffering from the effects of war, we will focus on two markets: Turkey and the Kingdom of Saudi Arabia.
In these two countries, internet users’ capability to access the mobile web is as good as some of the
top countries in the world, with both at the 80% levels of mobile-capable internet users. However, in
the case of Turkey, this is with a much smaller percentage of the population having internet access.
% of regional
population1
% of regional
internet2
Internet
adoption
Mobile internet
penetration3
Opera reach of
mobile internet users
Turkey 24.84% 23.17% 49.71% 77.10% 88.01%
Saudi Arabia 8.35% 11.23% 59.25% 81.90% 78.13%
1. http://www.worldbank.org, 2014
2. http://www.internetworldstats.com/stats3.htm
3. Based on eMarketer estimates of smartphone users by country (2014), added to users of Opera Mini / Internet World stats estimate of internet users
2
www.operamediaworks.com p.9
Q3 2015
The State of Mobile Advertising
Turkey
Saudi Arabia
Music, Video
& Media
News & Information
Technology
Entertainment
Games
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Most popular mobile sites and apps
In these two markets, consumer interest in sites and apps is radically different. In Turkey, mobile users
gravitate toward News & Information, while showing a moderate interest in Entertainment and Games.
The Saudi Arabian audience is highly interested in Games and moderately interested in Music, Video &
Media, as well as Technology sites and apps. Gaming is the only category where the two countries’ top
three interest categories overlap.
This extreme difference in consumer
interests between the two countries is also
reflected in their relative use of apps vs
mobile websites. As shown in the chart
below, Saudi Arabia’s high interest in games
drives a significantly greater percentage of
impressions being displayed in apps than we
see in Turkey. The Turkish market is heavily
influenced by news and information services
where there is a greater use of mobile
websites for content delivery. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Saudi Arabia Turkey Middle East United States
App
Web
www.operamediaworks.com p.10
Comparison of the top 3
interest categories
Q3 2015
The State of Mobile Advertising
Top monetization categories
To assess the monetization potential for these five app categories (the top three in each market), we
compare the relative impression volume, cost-per-thousand impressions (eCPM) index and the
audience size for each of the categories. The Games category has the highest combined eCPM
rates, particularly in Saudi Arabia. However, in both countries, Games sites and apps fall far below
the other sites and apps for audience interest (as shown by bubble size) and therefore impression
volume.
The chart also shows that the Turkish audience is far more polarized than the Saudis’. Though it is
important to note that over half of impressions in Saudi Arabia are delivered to games, in order to
reach the full Saudi audience, advertisers must deliver their campaign across 3-4 different publisher
categories. In Turkey, however, it is clear from the chart that an advertiser can reach the majority of
the market by delivering ads on News & Information and Entertainment sites and apps.
www.operamediaworks.com p.11
Sports
Games
Technology
& Games
Communications
Music, Video
& Media
News & Information
Entertainment
50%
40%
30%
20%
10%
0%
0.0 1.0 2.0 3.0 4.0 5.0
Audience monetization by media category
(Bubble size is relative to audience size)
eCPM index
Turkey
Saudi Arabia
ImpressionVolume
Q3 2015
The State of Mobile Advertising
www.operamediaworks.com p.12
Expanding connectivity with beacons
With a now-steadily growing economy and a young, urban and
ever-more-connected culture , the need for internet connectivity
while on the go has become more urgent in Turkey*. Seeing that
Istanbul metro stations had limited coverage, the country’s
leading mobile network operator, Turkcell, sought to offer mobile
users access to online content while traveling. Our local subsidiary, mobilike, worked with them to leverage
beacons within Metro stations to provide temporary connectivity to consumers – and prompt downloads
of Turkcell’s app for further engagement. See the results of this unique value-add campaign below.
71K daily user
-> 2.1M monthly
71,000
Daily users
23%
LIS app download uplift
82%
Success rate
2.6M+ news
~1.5M goal videos 685K+ songs
200 hours
of entertainment videos
6TB total data
per month
* The median age in Turkey is just over 29 years old, and nearly three-quarters live in urban areas. [Source: Mundi Index]
THE STARTING POINT
HOW IT WORKS
OUTCOME
23 minutes
(average journey time)
x =3 million people
(metro users daily)
1.2 million
offline hours/day
Q3 2015
The State of Mobile Advertising

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Opera Mediaworks State of Mobile Advertising Q3 2015

  • 1. www.operamediaworks.comwww.operamediaworks.com info@operamediaworks.com Over 20,000 SITES AND APPS 1.1 billion+ UNIQUE USERS 90% of the top 100 AdAge Global advertisers HIGHLIGHTS FOR THE THIRD QUARTER OF 2015 iOS reclaims the lead for revenue generation, though still trails in traffic volume. Video advertising on tablets, particularly the iPad, proves lucrative. Led by Turkey and Saudi Arabia, the Middle East now commands a share of the mobile ad market. INSIGHTS FROM OPERA MEDIAWORKS The first mobile ad platform built for brands, delivering breakthrough marketing at scale
  • 2. p.2 Android leads in traffic, but falls back behind iOS for revenue generation and monetization In Q1, we saw Android take the top spot for revenue generation across all platforms, the very first time it had done so. Android kept this lead through the second quarter but has now fallen back behind iOS for total revenue generation (44.4% vs. 52.1%). However, Android is still responsible for the majority (65.4%) of traffic, as measured by ad impressions. When it comes to monetization potential, or the ratio between impressions and revenue, iOS continues to lead all device platforms. Tablets generate the most revenue per impression, with the combined Android and iOS tablet market driving over 2X the revenue potential over what we see from mobile phones. We’ve also seen a jump in the volume of tablets over the past quarter; Android more than doubled from 2.5% market share to now nearly 6%, and, in Q3 the iPad accounted for 8.3% of ad impressions served, up from 3.5% in Q2. www.operamediaworks.com Traffic and revenue share by device OS Android 65.39% Other 5.67% iOS 28.93% 44.39% Traffic Revenue 3.55%52.05% OS / device % of traffic % of revenue 44.39% 38.44% 5.94% 52.05% 30.52% 20.32% 1.21% 2.45% 0.40% 0.12% Android Phone tablet iOS Phone iPad iPod Other BlackBerry Windows Symbian 65.39% 59.40% 5.98% 28.93% 19.44% 8.29% 1.21% 3.59% 0.72% 0.54% 0.82% 0.58% 2.0 1.8 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 Ratioofrevenue(x)toimpressions(x:1) Tablet Phone 1.84 0.86 Q3 2015 The State of Mobile Advertising
  • 3. www.operamediaworks.com p.3 Not only has the death of the tablet been highly exaggerated, its role within the mobile advertising ecosystem is only becoming stronger, as video formats for mobile campaigns become more common and demonstrate top performance in tablets. In fact, tablets have a revenue-to-impression ratio of 1.84, compared to 0.86 for smartphones. Comparing tablet types, we found that iOS far outpaces Android tablets for monetization performance. As shown on the chart below, iPads perform significantly better with video advertising than the general market, while iOS outperforms Android by a significant margin regardless of the device type. Video ad performance by device/OS 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 iPhone AndroidiOS iPad TabletPhone All video 1.20 1.00 1.22 1.16 0.80 MultipleofeCPM(indexed) Q3 2015 The State of Mobile Advertising
  • 4. Social leads all categories for traffic volume; Games jumps to no. 1 for revenue generation Social Networking is still top dog in terms of total traffic across the Opera Mediaworks platform, though the category’s share of impressions has dipped considerably. Its current share is 18.7%, a big step down from the 31.5% (Q1) and 30.8% (Q2) it commanded in the first half of the year. News & Information follows at nearly 17% – a big jump considering it has been hovering around 10% this year. Sports, after reaching an all-time high of 14.6% in Q2 following annual cycles of sporting events, has fallen back down to 8.2%, indicating a summer slowdown for major sports leagues other than Major League Baseball (MLB) in the United States. For revenue, the Games category finally took the lead, after flirting with the Social Networking and Music, Video & Media for the top spot over the past few quarters. It now accounts for 23.6% of brand advertising revenue on the ad platform. www.operamediaworks.com p.4 Social Networking News & Information Music, Video & Media Games Entertainment Business, Finance & investing Traffic and revenue share by publisher category 10%5%0% 20%15% 25% % of impressions% of revenue Q3 2015 The State of Mobile Advertising
  • 5. www.operamediaworks.com p.5 Games also has a relatively high monetization potential, as its share of revenue generated nearly 3X that of its ad impression share. However, the Business, Finance & Investing category continues to carry the highest-valued inventory, at a ratio of nearly 6:1 of revenue to impressions – albeit at traffic volumes well below the top categories. 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 Ratio of revenue to impressions (indexed) Multipleofglobalaveragerevenuperimpression Social Networking News & Information Shopping, Mobile Stores & Portals Music, Video & Media Communications Services Games Sports Entertainment Tools & Productivity Business, Finance & investing Q3 2015 The State of Mobile Advertising
  • 6. Emerging markets mature into global players As it has been since we began reporting on the state of mobile advertising in 2012, the United States is the leader in terms of traffic and revenue generation. However, its leadership position, which traditionally has had a clear margin over other regions, narrowed significantly this quarter. A big factor for this change has been our own business expansion into the Middle East, but it is coupled with continued growth in Europe and Latin America. These trends can be witnessed in the list of top 25 countries in terms of traffic, as measured by impressions served. Turkey jumped from no. 16 to no. 6, boosting the overall position of the Middle East in our rankings. Argentina has continued its progress up our chart to the no. 5 spot. With the continued solid positioning of Mexico and Brazil in the top 25, the Americas is a market we see as having long-term growth potential.* Kenya entered the top 25 list for the first time, joining its continent bedfellows South Africa (no. 4), Nigeria (no. 13) and Egypt (no. 21) and representing the industry’s current momentum in Africa. Top 25 countries United States India Indonesia South Africa Argentina Turkey Russian Federation Brazil Mexico United Kingdom Canada Germany Nigeria Bangladesh Italy Pakistan Spain Japan Australia Vietnam Egypt Ukraine France Philippines Kenya *For more on our perspective on the Latin American market, please see our special report on the region. 34.69% 29.92% 11.56% 10.44% 8.33% 4.27% 0.78% United States APAC Europe Americas Africa Middle East Oceania www.operamediaworks.com p.6 Q3 2015 The State of Mobile Advertising
  • 7. Ratiox:1(1:1=globalaverage) 0.0 0.5 1.0 1.5 2.0 2.5 Americas Middle East United States Global 0.70 0.75 1.92 1.00 Video advertising ratios by region Australia, United States run the most video ads One of the key indicators of a mobile ad market maturing is the ratio of the share of video advertising impressions served to the share of banner and rich-media ad impressions. For instance, Oceania leads the world in the use of video advertising, followed by the United States, where 61% of our video advertising impressions are delivered compared to 32% for other formats. As shown in the chart, both the Middle East and the Americas are still below the 1:1 ratio, but are rapidly closing the gap with advanced markets in Europe and the United States. www.operamediaworks.com p.7 Q3 2015 The State of Mobile Advertising
  • 8. www.operamediaworks.com p.8 Special focus: The Middle East Device types As we have discussed, one indicator of a maturing mobile advertising marketplace is the adoption of mobile video as an advertising medium. This trend, however, relies heavily on the adoption of advanced devices, or smartphones. As shown below, mobile users in the Middle East skew more toward Android devices than the global average, and they trail in the adoption of iOS devices, though just by a hair. More significant is the Middle East’s smaller share of “other” devices, which both here and globally is dominated by the less-internet-capable Java devices. Global Middle East 70% 60% 50% 40% 30% 20% 10% 0% Android iOS Other 1.20 29.83% 10.73% 7.69% 63.42% 59.44% 28.89% Q3 2015 The State of Mobile Advertising
  • 9. Population in the Middle East Region area heights are proportional to % of total population in the Middle East A closer look at Turkey and Saudi Arabia Almost 70% of the Middle East’s population is contained within four countries: Turkey, Iran, Iraq and Saudi Arabia. However, with Iran living under an economic embargo, and Iraq’s people and market suffering from the effects of war, we will focus on two markets: Turkey and the Kingdom of Saudi Arabia. In these two countries, internet users’ capability to access the mobile web is as good as some of the top countries in the world, with both at the 80% levels of mobile-capable internet users. However, in the case of Turkey, this is with a much smaller percentage of the population having internet access. % of regional population1 % of regional internet2 Internet adoption Mobile internet penetration3 Opera reach of mobile internet users Turkey 24.84% 23.17% 49.71% 77.10% 88.01% Saudi Arabia 8.35% 11.23% 59.25% 81.90% 78.13% 1. http://www.worldbank.org, 2014 2. http://www.internetworldstats.com/stats3.htm 3. Based on eMarketer estimates of smartphone users by country (2014), added to users of Opera Mini / Internet World stats estimate of internet users 2 www.operamediaworks.com p.9 Q3 2015 The State of Mobile Advertising
  • 10. Turkey Saudi Arabia Music, Video & Media News & Information Technology Entertainment Games 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Most popular mobile sites and apps In these two markets, consumer interest in sites and apps is radically different. In Turkey, mobile users gravitate toward News & Information, while showing a moderate interest in Entertainment and Games. The Saudi Arabian audience is highly interested in Games and moderately interested in Music, Video & Media, as well as Technology sites and apps. Gaming is the only category where the two countries’ top three interest categories overlap. This extreme difference in consumer interests between the two countries is also reflected in their relative use of apps vs mobile websites. As shown in the chart below, Saudi Arabia’s high interest in games drives a significantly greater percentage of impressions being displayed in apps than we see in Turkey. The Turkish market is heavily influenced by news and information services where there is a greater use of mobile websites for content delivery. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Saudi Arabia Turkey Middle East United States App Web www.operamediaworks.com p.10 Comparison of the top 3 interest categories Q3 2015 The State of Mobile Advertising
  • 11. Top monetization categories To assess the monetization potential for these five app categories (the top three in each market), we compare the relative impression volume, cost-per-thousand impressions (eCPM) index and the audience size for each of the categories. The Games category has the highest combined eCPM rates, particularly in Saudi Arabia. However, in both countries, Games sites and apps fall far below the other sites and apps for audience interest (as shown by bubble size) and therefore impression volume. The chart also shows that the Turkish audience is far more polarized than the Saudis’. Though it is important to note that over half of impressions in Saudi Arabia are delivered to games, in order to reach the full Saudi audience, advertisers must deliver their campaign across 3-4 different publisher categories. In Turkey, however, it is clear from the chart that an advertiser can reach the majority of the market by delivering ads on News & Information and Entertainment sites and apps. www.operamediaworks.com p.11 Sports Games Technology & Games Communications Music, Video & Media News & Information Entertainment 50% 40% 30% 20% 10% 0% 0.0 1.0 2.0 3.0 4.0 5.0 Audience monetization by media category (Bubble size is relative to audience size) eCPM index Turkey Saudi Arabia ImpressionVolume Q3 2015 The State of Mobile Advertising
  • 12. www.operamediaworks.com p.12 Expanding connectivity with beacons With a now-steadily growing economy and a young, urban and ever-more-connected culture , the need for internet connectivity while on the go has become more urgent in Turkey*. Seeing that Istanbul metro stations had limited coverage, the country’s leading mobile network operator, Turkcell, sought to offer mobile users access to online content while traveling. Our local subsidiary, mobilike, worked with them to leverage beacons within Metro stations to provide temporary connectivity to consumers – and prompt downloads of Turkcell’s app for further engagement. See the results of this unique value-add campaign below. 71K daily user -> 2.1M monthly 71,000 Daily users 23% LIS app download uplift 82% Success rate 2.6M+ news ~1.5M goal videos 685K+ songs 200 hours of entertainment videos 6TB total data per month * The median age in Turkey is just over 29 years old, and nearly three-quarters live in urban areas. [Source: Mundi Index] THE STARTING POINT HOW IT WORKS OUTCOME 23 minutes (average journey time) x =3 million people (metro users daily) 1.2 million offline hours/day Q3 2015 The State of Mobile Advertising