2. STATE OF MOBILE ADVERTISING
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TOP DEVICES
MAY 2012 vs. MAY 2013
0%
5%
10%
15%
20%
25%
30%
Samsung
Galaxy S
iPod TouchiPadiPhone
20.4%20.4%
27.5%
13.4%13.4%
17.1%
14.9%14.9%
6.6%
2.3%2.3%
2.7%
May-12 May-13
%SHAREOFIMPRESSIONS
Device Index: iOS Played Its Cards Right in 2013
NEW DEVICES SINCE MAY 2012
0%
1%
2%
3%
4%
5%
6%
7%
8%
iPad MiniSamsung
Galaxy SIII
iPhone 5
7.9%
2.3%
1.7%
May-13
%SHAREOFIMPRESSIONS
• This data shows that iOS played its cards
right in 2013 with the release of its
new devices, giving iOS an overall 5%
increase in impression share from 2012 to
2013.
• Since last year, the iPhone in particular
grew 15% with the help of its new iPhone
5, which contributed 7.9%.
• On the other hand, one of Android’s most
popular phones over the past year, the
Samsung Galaxy S III, only contributed
2.3%, giving Android a boost of only 2.7%
since last May.
3. STATE OF MOBILE ADVERTISING
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41%
iOSAndroid Android iOS
59% 64%
36%
MAY 2012 MAY 2013
Platform Index: Android Continues to Shrink
• Android’s impression share shrinks between May 2012
and May 2013, dropping 5%.
• We predict iOS impression share may start to see a
decline until the release of its new iPhone in Fall 2013,
as we saw a similar pattern before the release of iPhone
5.
Category Index: Games See More Competition Rising
TOP 10 CATEGORIES
0%
10%
20%
30%
40%
50%
60%
EducationMusicHealthcare &
Fitness
ProductivityUtilitiesSocial
Networking
PhotographyBooksEntertainmentGames
57.8%57.8%
42.7%
15.6%15.6%
22.6%
0.7%0.7%
7.3%
2.1%2.1%
6.1%
10.3%10.3%
5.6%
4.0%4.0%
5.2%
1.4%1.4%
2.8%
0.7%0.7%
2.7%
3.2%3.2%
1.5%
0.8%0.8%
1.3%
%SHAREOFIMPRESSIONS
May-12 May-13
• As we look at how impression share changed throughout
the year, we see a huge drop in Games impression share
since May 2012, almost 15%.
• Entertainment, Books and Photo apps see significant
increases in impression share since May 2012, around
7%, 7% and 4% respectively.
• Though the number of Gaming apps continue to
increase, there seems to be more competition coming
from photography and entertainment apps that mobile
users are veering towards in 2013.
4. STATE OF MOBILE ADVERTISING
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Day of Week: App Usage Shifts from Beginning to End of the Week
IMPRESSION BREAKDOWN BY DAY OF WEEK
11.0%
12.0%
13.0%
14.0%
15.0%
16.0%
17.0%
18.0%
SunSatFriThuWedTueMon
13.3%
13.2%
16.0%
14.3%
13.6%
15.1%
15.7%
15.9%
12.8%
15.9%
15.6%
12.3% 12.5%
13.8%
%SHAREOFIMPRESSIONS
May-12 May-13
• Mobile users shifted smartphone usage since May
2012, from earlier in the week to later in the week,
specifically Fridays, which saw a 2.8% increase.
• This year, people with mobile devices tend to start the
weekend off at home, playing games or reading books,
as opposed to last year, when usage spiked as high as
16% on Tuesdays.
• Throughout the rest of the week, patterns stayed fairly
similar to this time last year, with Wednesdays keeping
most consistent at 15.9%.
Price Model Index: Brands Better Understand Mobile with CPM Campaigns on the Rise
CPM
10%
CPI
40%
CPC
50%
MAY 2012 MAY 2013
CPI
50%
CPM
40%
CPC
10%
• Since last year, there has been a rise in CPM’s share of
campaigns running; CPM campaigns increased 30%
since May 2012, grabbing market share solely from CPC
campaigns.
• The increase in CPM buys show that real-time bidding
(RTB) is the future of mobile advertising—IDC predicts
RTB to grow 59% each year through 2016. Since RTB
is only run on a CPM model, this increase helps show
that brands are spending more and more on RTB.
• Also, CPM buys drive brand awareness, which is in line
with the goals of larger, well-known brands, proving
that Fortune 1,000 companies are starting to better
understand mobile and allocating more dollars towards
it.
5. STATE OF MOBILE ADVERTISING
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Ad Unit Index: Brands Look to Advertise with Bigger Ad Units
300 x 250
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
iPadiPhone/iPod TouchAndroid
2.9%2.9%
4.3%
6.7%6.7%
7.8%
2.7%2.7%
4.4%
May-12 May-13
%SHAREOFIMPRESSIONS
FULL SCREEN INTERSTITIAL 728 x 90
320 x 50
0%
10%
20%
30%
40%
50%
60%
iPhone/iPod TouchAndroid
25.8%
24.5%
51.5%
36.4%
May-12 May-13
%SHAREOFIMPRESSIONS
0.0%
2.0%
4.0%
6.0%
1.0%
3.0%
5.0%
7.0%
8.0%
iPhone/iPod TouchAndroid
0.8%0.8%
1.3%
2.5%2.5%
7.2%
May-12 May-13
%SHAREOFIMPRESSIONS
0%
2%
4%
6%
8%
10%
12%
14%
iPad
8.4%
12.8%
May-12 May-13
%SHAREOFIMPRESSIONS
• Overall, Android and iOS devices have seen a rise
in impression share for ad units with larger real
estate.
• The 15.1% drop in iPhone impressions for 320 x 50 ad
units shows a shift in brands wanting to advertise with
larger ad units, like 300 x 250 and Full Screen.
• Both Android and iOS see an increase in impression
share for larger ad units, namely iPhone’s 4.7% increase
for Full Screen ads since last May.
6. STATE OF MOBILE ADVERTISING
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Europe Spotlight: Spain Sees Increase in Engagement Despite Drop in Impressions Since January
EUROPE IMPRESSION BREAKDOWN BY COUNTRY
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
SwitzerlandDenmarkItalySwedenRussiaFranceNetherlandsGermanySpainUK
16.1%16.1%
18.6%
16.7%16.7%
15.5%
8.6%8.6%
11.3%
16.4%16.4%
9.8%
8.6%8.6%
8.4%
4.9%4.9%
7.4%
6.6%6.6%
6.3%
5.6%5.6%
5.3%
3.6%3.6%
2.7%
2.1%2.1%
2.4%
%SHAREOFIMPRESSIONS
May-12 May-13
• 7 of the top 10 countries in Europe by impressions
served, saw impression shares decrease since the
beginning of the year.
• Meanwhile, the UK and Russia both saw a 2.5%
increase in impression share while Germany saw a
2.7% increase since January.
• However, despite Spain seeing a 1.2% decrease
in impression share from January to May this year,
CTR increased in the same time frame, proving that
impression volume doesn’t always equate to high
engagement.
CTR INDEX: SPAIN
JANUARY 2013 VS. MAY 2013
0
20
40
60
80
100
120
140
Jan 2013 May 2013
100
126
CTRINDEX
7. STATE OF MOBILE ADVERTISING
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About the Velti ‘State of Mobile Advertising’ Report
About Velti
Velti’s ‘State of Mobile Advertising’ report delivers insight into trends in the mobile advertising market on a monthly basis.
The data is from the Mobclix Exchange, which sits at the intersection of +33,500 apps and +45 demand sources. The outcomes of many sales
teams, business development teams, and ad networks are aggregated and reflected in this report to give the reader a highly accurate picture of
the market.
Velti is the leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mo-
bile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consum-
ers via their mobile devices. The Velti platform, called Velti mGage™, allows customers to use mobile and traditional media to reach targeted
consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage
the relationship through the mobile channel. Velti is a publicly held corporation based in Jersey, and trades on the NASDAQ Global Select
Market under the symbol VELT.
Visit www.velti.com for more information and to read our blog on mobile advertising and marketing insights.
