Building a globally successful app business from India is not simple. The challenges range from understanding global audiences, user acquisition tactics and localizing app content to suit global palates. What do app developers and mobile marketers need to keep in mind while building their global expansion plans?
Pramod Rao (SVP of Growth at Zomato) and Supriya Goswami (Head of Marketing, India and SE Asia at InMobi) share their experiences and take you through the most important aspects of going global.
1.5 million other apps. Rising UA costs. Uninstalls and fraud. It’s a tough app world out there. To succeed, app marketers need to unleash the power of campaign and customer data. In this video, Jim Nichols (VP - Marketing at Apsalar) and Murtza Manzur, Developer Evangelist at InMobi will outline six actions app marketers can take to significantly increase revenue and profitability in both the short- and long-terms.
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever-changing ecosystem better. The State of Mobile App Developers 2016 report is drawn from over 1000+ respondents across 155 countries.
Building a globally successful app business from India is not simple. The challenges range from understanding global audiences, user acquisition tactics and localizing app content to suit global palates. What do app developers and mobile marketers need to keep in mind while building their global expansion plans?
Pramod Rao (SVP of Growth at Zomato) and Supriya Goswami (Head of Marketing, India and SE Asia at InMobi) share their experiences and take you through the most important aspects of going global.
1.5 million other apps. Rising UA costs. Uninstalls and fraud. It’s a tough app world out there. To succeed, app marketers need to unleash the power of campaign and customer data. In this video, Jim Nichols (VP - Marketing at Apsalar) and Murtza Manzur, Developer Evangelist at InMobi will outline six actions app marketers can take to significantly increase revenue and profitability in both the short- and long-terms.
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever-changing ecosystem better. The State of Mobile App Developers 2016 report is drawn from over 1000+ respondents across 155 countries.
Decoding Monetization Models For Social & Chat AppsInMobi
The social networking category has exploded on the app stores with each app catering to different purposes - be it for dating, maintaining professional acquaintances, sharing posts anonymously or even just keeping for keeping different aspects of your life separate.
Across the globe, developers are exploring unique monetization models which allow them to grow beyond the traditional paid downloads or subscription methods.
iOS 9 has brought in several under-the-hood changes that include bitcoding, app thinning, ATS (App Transport Security), IPv6 related changes and more.
This presentation will cover all the key components developers need to know in order to make the most of iOS 9 and prepare for IPv6 related changes.
InMobi inDecode - How to Acquire & Retain High LTV Users InMobi
David Maciel from InMobi talks about 'Acquiring and Retaining High LTV Users Who Truly Find Value In Your App' at the InMobi inDecode, San Francisco meetup.
Programmatically Speaking with InMobi and Rubicon ProjectInMobi
Programmatic advertising is the latest buzzword to have garnered a loyal following in the West. Learn about trends on programmatic ad spends across markets and get insights on its state in India. Watch the video @ https://youtu.be/DnehXULVDHc
Market in the Moment to Boost Consumer EngagementInMobi
Every brand marketer is convinced that mobile is central to a brand’s marketing strategy. However, till now marketers have had to be satisfied with guesswork when it comes to meeting marketing objectives and being truly relevant to consumers.
Move beyond hoping for tangible outcomes, and sign-up for this Webinar in order to learn -
-What moment marketing is and why it is important for your brands
-How you can succeed at meeting campaign objectives with moment marketing
-How you can take the uncertainty out of mobile marketing campaigns and enjoy guaranteed ROI for your mobile marketing investment.
Boost Retention on Mobile and Keep Users Coming Back for More!InMobi
More than half of mobile app users today lose interest or uninstall within a week. In such a transient environment, the onus is on the app developer to ensure that active users continue to engage and dormant users re-engage with the app. But what steps do you need to take to achieve this? Well, the good thing is that mobile is one of the most measurable ecosystems in the world! Going beyond just app installs, deep dive into your in-app user data to measure and optimize for maximizing retention.
Download this slide to learn:
1. Importance of Mobile Retention
2. Insights into retention rates across different app categories in India
3. How to leverage tracking and attribution partners to boost user retention
4. Evolution of mobile retention from last click attribution to multi-touch attribution
The Future of Brand Marketing = In-App Mobile VideoInMobi
In-app mobile video usage is exploding as highlighted in the latest App Annie Market Index report. Nearly half of mobile video viewers can only (or mostly only) be reached in-app according to IAB. The recent SMOX MMA study with Coca-Cola, Walmart & Mastercard showed that mobile video can outperform cable television. Learn all about in-app mobile video in terms of vertical video, completion rates, viewability, true full-screen formats, rich interactive features, programmatic buying, and more.
Speaker:
Anne Frisbie
Senior Vice President, InMobi Exchange and Global Alliances
InMobi
How Successful Brand Marketers Combine the Power of Mobile Data Science And C...InMobi
Brands have complex goals when it comes to mobile marketing. Crafting effective creatives for mobile in addition to delivering on large-scale awareness and ‘real’ user-engagement goals are major pain points for agencies and brands. We tell you how brand marketers and agencies on mobile achieve higher engagement by combining the power of real-time data signals with immersive creatives for each campaign.
In this presentation, you will
1. Learn how award-winning mobile campaigns of brands like Unilever harness the true power of mobile marketing
2. Know how to create ad campaigns that are relevant (what the user likes) and contextual (where and when she is), so your brand is discovered at the most appropriate moment
3. Understand how to combine mobile data sciences with a user-first approach and innovative creatives to enable discovery, engagement, and loyalty for brands.
Decoding Monetization Models For Social & Chat AppsInMobi
The social networking category has exploded on the app stores with each app catering to different purposes - be it for dating, maintaining professional acquaintances, sharing posts anonymously or even just keeping for keeping different aspects of your life separate.
Across the globe, developers are exploring unique monetization models which allow them to grow beyond the traditional paid downloads or subscription methods.
iOS 9 has brought in several under-the-hood changes that include bitcoding, app thinning, ATS (App Transport Security), IPv6 related changes and more.
This presentation will cover all the key components developers need to know in order to make the most of iOS 9 and prepare for IPv6 related changes.
InMobi inDecode - How to Acquire & Retain High LTV Users InMobi
David Maciel from InMobi talks about 'Acquiring and Retaining High LTV Users Who Truly Find Value In Your App' at the InMobi inDecode, San Francisco meetup.
Programmatically Speaking with InMobi and Rubicon ProjectInMobi
Programmatic advertising is the latest buzzword to have garnered a loyal following in the West. Learn about trends on programmatic ad spends across markets and get insights on its state in India. Watch the video @ https://youtu.be/DnehXULVDHc
Market in the Moment to Boost Consumer EngagementInMobi
Every brand marketer is convinced that mobile is central to a brand’s marketing strategy. However, till now marketers have had to be satisfied with guesswork when it comes to meeting marketing objectives and being truly relevant to consumers.
Move beyond hoping for tangible outcomes, and sign-up for this Webinar in order to learn -
-What moment marketing is and why it is important for your brands
-How you can succeed at meeting campaign objectives with moment marketing
-How you can take the uncertainty out of mobile marketing campaigns and enjoy guaranteed ROI for your mobile marketing investment.
Boost Retention on Mobile and Keep Users Coming Back for More!InMobi
More than half of mobile app users today lose interest or uninstall within a week. In such a transient environment, the onus is on the app developer to ensure that active users continue to engage and dormant users re-engage with the app. But what steps do you need to take to achieve this? Well, the good thing is that mobile is one of the most measurable ecosystems in the world! Going beyond just app installs, deep dive into your in-app user data to measure and optimize for maximizing retention.
Download this slide to learn:
1. Importance of Mobile Retention
2. Insights into retention rates across different app categories in India
3. How to leverage tracking and attribution partners to boost user retention
4. Evolution of mobile retention from last click attribution to multi-touch attribution
The Future of Brand Marketing = In-App Mobile VideoInMobi
In-app mobile video usage is exploding as highlighted in the latest App Annie Market Index report. Nearly half of mobile video viewers can only (or mostly only) be reached in-app according to IAB. The recent SMOX MMA study with Coca-Cola, Walmart & Mastercard showed that mobile video can outperform cable television. Learn all about in-app mobile video in terms of vertical video, completion rates, viewability, true full-screen formats, rich interactive features, programmatic buying, and more.
Speaker:
Anne Frisbie
Senior Vice President, InMobi Exchange and Global Alliances
InMobi
How Successful Brand Marketers Combine the Power of Mobile Data Science And C...InMobi
Brands have complex goals when it comes to mobile marketing. Crafting effective creatives for mobile in addition to delivering on large-scale awareness and ‘real’ user-engagement goals are major pain points for agencies and brands. We tell you how brand marketers and agencies on mobile achieve higher engagement by combining the power of real-time data signals with immersive creatives for each campaign.
In this presentation, you will
1. Learn how award-winning mobile campaigns of brands like Unilever harness the true power of mobile marketing
2. Know how to create ad campaigns that are relevant (what the user likes) and contextual (where and when she is), so your brand is discovered at the most appropriate moment
3. Understand how to combine mobile data sciences with a user-first approach and innovative creatives to enable discovery, engagement, and loyalty for brands.
InMobi Insights: The State of App Downloads and Monetization - 2014InMobi
The market for mobile apps is already big and it’s just going to keep getting bigger. If your business doesn’t already have a mobile app, it might be time to think about developing one. By 2017, it’s expected that over 268 billion downloads will generate $77 billion worth of revenue.
Through InMobi’s State of App Downloads and Monetization report, we attempt to provide an in-depth look at the trends and patterns the mobile app economy displayed in 2014. We have analyzed millions of impressions and installs served each month through our network to provide market specific insights that can help developers craft a successful app acquisition and monetization strategy.
Here are some questions the report answers.
Which markets have growth potential?
Which markets are growing expensive?
Which category of apps grew in 2014?
Which countries monetize best?
THE STATE OF APP MONETIZATION - COUNTRY SPOTLIGHTInMobi
InMobi’s State of App Monetization Series provides network insights for app developers,
publishers and advertisers. Through analysis of billions of impressions served each month,
these reports showcase the latest trends within the mobile app ecosystem on our network.
Global data from In Mobi covering the top trends in mobile app promotion campaigns. In Mobi have analyzed thousands of app promotion campaigns that ran on their mobile network.
http://www.inmobi.com/insights/whitepapers/
2017 Retrospective: A Monumental Year for the App EconomyFilipp Paster
In our annual end-of-year retrospective report, App Annie sheds light on the key indicators of a booming app economy and explores the most important market trends of the last year.
With 2017 officially behind us, it’s time to take stock of the year that was for the app economy - and what a year it was. Today, we’re excited to release the App Annie 2017 Retrospective Report, our annual deep dive into the numbers and trends that defined the year.As always, the report is a balance between top level takeaways and in-depth data analysis about the booming app economy, delving into everything from the top regional markets to monetization trends within particular categories.
The State of App Marketing in Brazil and LATAM 2018 by AppsFlyerAppsFlyer
Para ajudar os profissionais de marketing a compreender as faces do mercado mobile, a AppsFlyer preparou um report com os principais insights do mercado de aplicativos no Brasil. Não perca!
App Annie: The State of the App Economy in 2017krystinedinh
App Annie shares the company's annual Retrospective Report. The report uncovers major mobile market trends and industry shifts they are seeing globally.
App analytics platform - App Annie, explores how mobile has transformed every industry across the globe and become a mainstay of consumers' daily routines. Retail expert Erekle Tokhosashvili, will explore the key indicators behind the booming app economy and uncover the market trends you need to watch in 2019.
The State Of Mobile Monetization - 2017Ofir Krisspel
To improve and ultimately perfect an app, developers need to select the right SDKs – Software Development Kits. However, in today’s marketplace app developers are literally inundated with SDK choices, making it difficult to choose the best ones.
The Mobbo Power Index offers app publishers and marketers robust benchmarks of mobile app SDK components, helping them to make informed decisions about the best technology stacks. The report sheds light on the scale and performance of popular SDK components and tracks the movers and shakers in the mobile industry. This research has been conducted after studying a database of over 3.1 Million analyzed apps, and over 1,000 SDK components scanned across iOS and Android and all categories, which make it the most in depth study to date.
The findings provide valuable information for app publishers in their quest to pinpoint the best SDKs to integrate with, as well as for service providers in the mobile app economy who want to understand the competitive landscape in their field.
For more information visit https://www.mobbo.com/
The State of App Marketing: Brazil & LATAM 2018 vs. 2017 TrendsLucas Modesto
The App ecosystem in Latin America is rapidly growing as smartphone adoption reaches record heights. But with increased usage and investment, competition has also intensified. The State of App Marketing: Brazil & LATAM covers key year-over-year trends and helps app marketers understand the performance of their app in this key global region.
For example, we can see that apps running campaigns in Brazil and the rest of Latin America are increasingly investing in paid channels, as the following chart shows:
Responding to Coronavirus: How marketers can leverage digital responsiblyInMobi
The novel Coronavirus spread across the globe has led to significant business impact, leaving no business untouched. In terms of responsiveness, brands should take note of how consumer behaviour has changed. With people spending more time at home, brands – B2B or B2C - can leverage the digital medium, especially mobile, to connect with their customers. As data directs, brands should closely monitor media consumption habits and patterns to better allocate media spends and contextualise their messaging. However, advertisers should be sensitive to the situation when designing their digital brand messaging and advertising – by using the medium more responsibly. Join us as LinkedIn and InMobi explore how advertisers can leverage digital responsibly during these challenging times.
2020: Celebrating the Era of the Connected ConsumerInMobi
India has witnessed a digital transformation unlike any other in the last decade, with the nation now becoming the second-largest internet market across the globe. We examine the convergence of the three C’s: Context, Commerce, and Content and discuss how together, it is helping build a mobile economy that works for everyone.
India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this transformation. For the marketer, therefore, it becomes extremely crucial to gauge the depths and dynamics of the Indian mobile user. This report provides a repository of information that taps into these learnings.
Unlocking the True Potential of Data on MobileInMobi
While over 90% of a consumer’s time is spent on smartphones, only 53% of advertising budgets are being spent to reach them here. Can mobile data help advertisers make the successful switch to making a true investment and go digital-first? As a marketer, your biggest struggle is the effort to build a holistic persona of every user by combining all data assets across every touch point you have had with your users.
InMobi State of Mobile Video Advertising Report 2018InMobi
In our State of Mobile Video Advertising 2018 Report, we highlighted how advertisers and publishers alike all around the world have increasingly embraced in-app video advertising over the past two plus years.
As programmatic becomes even more popular, app developers today are rethinking their old monetization strategies and are increasingly turning to mediation and header bidding. This space, however, can be confusing, with many players claiming to offer best-of-breed in-app header bidding technology. But does what they offer live up to the hype? Are you as a publisher equipped to make the best choice while maximizing revenue and yield?
Access this presentation to:
1. Learn more about mediation best practices
2. Understand the challenges with traditional waterfall mechanisms
3. Get to the bottom of the differences between header bidding and true unified auctions
This preview of the full report is based on the survey of 800+ app marketers from around the world. The survey revealed compelling insights into the world of mobile app marketing including the goals, challenges, budgets as well as strategies for user acquisition, retention, measurement, and attribution used by app marketers.
Download the full report here - http://go.inmobi.net/the-state-of-mobile-app-performance-marketing-report
A Cure for Ad-Fraud: Turning Fraud Detection into Fraud PreventionInMobi
The digital advertising ecosystem continues to be threatened by an ever-expanding and evolving web of ad fraud, leaving advertisers scrambling to scrutinize the authenticity of each impression and every subsequent user interaction. Fraud is destroying value and trust within the mobile advertising ecosystem with every passing day and, according to a recent study, it's estimated to cost advertisers $16.4 billion in 2017. While advertisers are the obvious victims, other players in the media supply chain such as agencies and networks are also greatly impacted. In order to truly eradicate fraud, advertisers, ad networks and attribution technologies must form a united front to turn ad fraud detection into ad fraud prevention.
This webinar will discuss the state of the art and latest advances in technology in the war against the invisible army of advertising fraudsters and explore strategies in which various industry stakeholders can work together towards stamping out ad fraud once and for all.
In this PPT you'll learn:
What are the incentives for mobile ad fraud?
What does fraud look like and how can it be detected?
How can the industry work together to eradicate ad fraud?
[Webinar] driving accountability in mobile advertisingInMobi
Digital ad spending across the world is growing exponentially and mobile is owning the lion's share, adding value with every passing day. However, all is not well on the mobile front - it's time the mobile ecosystem woke up to reality and devised a plan to battle fraudsters who are eroding trust and stealing valuable ad dollars. To rein in the malicious players, all players including advertisers, networks, publishers and independent measurement platforms need to come together to address the 3 core issues of Brand Safety, Viewability and Fraud.
The Brand Marketer's Guide to Mobile Video ViewabilityInMobi
Today, mobile video is eating the world! With an increase in video viewing across connected devices, globally, by 2018, 64% of global online video views are expected to be on mobile. In such a scenario, mobile video ads are going to dominate the future of marketing. However, with mobile video advertising still in its nascent form, there are several challenges for the mobile advertising industry to collectively address in order to move forward. And key amongst these is the issue of mobile video viewability. In this PPT, you will understand:
What mobile video viewability really means
Global definitions of mobile video viewability
Viewability through independent measurement
What to look for when choosing the right viewability partner
Top 2017 Mobile Advertising Trends in IndonesiaInMobi
2016 was an eventful year for mobile in Asia Pacific especially in Indonesia, as more consumers are deserting desktops for mobile devices. Right from socialising, banking, planning their travel, to purchasing groceries mobile has become ingrained in a consumer’s life.
Mobile, in short, has become a catalyst for transformation in the way we live our lives.
As mobile technology and innovation continue to drive the way forward, here are the key mobile marketing research insights of 2017 in Indonesia based on InMobi’s network data.
Mobile marketing strategy guide for marketers to succeed in 2017.
Check out our ultimate survival kit for mobile marketers in 2017- http://www.slideshare.net/inmobi/the-ultimate-survival-kit-for-mobile-marketers-in-2017
The InMobi Yearbook shares with you highlights that capture 2016’s key mobile advertising developments, industry changes and how these changes will shape the coming year. Advertisers and publishers can now create a winning game plan for 2017 equipped with powerful trends gleaned from InMobi’s vast network, award-winning creatives and deep insights from industry leaders.
Building Mobile Creatives that Deliver Real ResultsInMobi
Advertising is storytelling. It's about bringing a brand experience come alive through a compelling ad experience. Mobile-first creative technology exists to create such immersive ad experiences on mobile devices. Today, mobile advertising leverages device features such as front-facing cameras and gyroscopes to create compelling brand stories that drive brand consideration and purchase. Mobile creatives across formats such as rich media, video and native are transforming the power of mobile advertising today.
Watch this video to:
- Understand the key steps to creating mobile creatives specifically for mobile devices
- Discover what goes on behind creating InMobi’s award-winning creatives
- Learn about key findings from InMobi and Mindshares’ research on the “Power of Integrating TV and Mobile campaigns”
Everything you need to know about mobile video ads in india and apacInMobi
Designed to help marketers make smarter decisions on their video advertising strategy, this PPT covers some of the key areas such as what are the trending video ad formats, how you can increase their revenue and boost user retention & more.
Everything a developer needs to know about the mobile video ads InMobi
Snapchat is persuading the world to go vertical, Facebook is busy bringing 360° videos to the users and in some corner, marketers are overwhelmed with the form-factors of the storytelling. Although the popularity of these mobile videos is soaring among the end-users, the right way of leveraging the burgeoning video form-factors to achieve marketing and monetization goals is far from being understood.
This presentation will help developers to take smarter decisions on their video advertising strategy, which includes:
1. What are the trending video ad formats?
2. How can publishers increase their revenue and boost user retention by adding the video to their monetization mix?
3. How can marketers leverage video advertising to engage and acquire users?
3. Cost per Install (CPI) Index
The cost incurred by an advertiser to get an app installed by a user on his or her device.
All cost data in this presentation is indexed to the Global CPI on the InMobi Network.
Country CPI Index = --------------------- X 100Country CPI
Global CPI
If an imaginary country Krypton’s CPI = $0.53, and Global CPI = $2.1, then
Krypton CPI Index = ------------- X 100 = 25
$0.53
$2.1
3
4. Effective Cost per Mile (eCPM) Index
The earnings of a developer on delivering a thousand impressions.
All earnings data in this presentation is indexed to the Global eCPM on the InMobi Network.
Country eCPM Index = --------------------- X 100Country eCPM
Global eCPM
If an imaginary country Krypton’s eCPM = $0.53, and Global eCPM = $2.1, then
Krypton eCPM Index = ------------- X 100 = 25
$0.53
$2.1
4
6. Brazil is the #1 app destination in Latin America accounting for 81% share of app installs
Smartphones remain the preferred choice of device in Latin America accounting for 89% of all app installs.
Brazil commands the highest premium for iOS installs
Brazil boasts of the highest per capita installs in Latin America.
Countries in Latin America lead Gaming app installs this season
Chile is the most expensive Android country relative to iOS.
Entertainment app installs grew by over 500% to rank #3
Communication app installs grew by over a 100% since the beginning of the year.
As users discovers app across categories, CPIs will begin to rise and merge as the app
economy matures
Games continues to be the highest earning app category for app developers in Latin America.
1.
2.
3.
4.
5.
Key Insights
6
7. CPI and eCPMs by Region
OS Share of Ad Impressions by Region
OS Share of Ad Installs by Region
CPI and eCPMs by OS
Key Metrics by Region and OS2
8. 54 71 63 69
20 11 306 143
15 9 150 74
5 4 49 37
5 3 117 70
1 1 93 85
Asia Pacific
North America
Europe
Latin America
Middle East
Africa
% Impressions eCPM Index% Installs CPI Index
North America continues to be an expensive
yet rewarding market for app developers
Asia Pacific tops as the growing market with
an eager audience high on apps and
consumption
CPI and eCPMs by Region
8
9. OS Share of Ad Impressions by Region
Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
59% 26%
73%
33%
87% 12% 62%
ShareofAdImpressions
Android has a near monopoly in app consumption across
most markets given its large install base. Nokia fares
considerably well in Africa.
9
38%
37%
42% 6%66%
10. Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
49%
51%
30%
70%
14%
86%
92% 7% 71% 28% 60% 6%
ShareofAppInstalls
OS Share of App Installs by Region
The gap between Android and iOS further
reduced in Asia Pacific as iOS gains popularity
10
11. CPI and eCPMs by OS
303 135 311 171
38 34 86 126
87 65 115 122
58 77 134 115
81 55 207 94
118 75 340 71
44 36 109 51
North America boasts of higher eCPMS
across iOS and Android.
CPI eCPM
North America
Asia Pacific
Global
Africa
Middle East
Europe
Latin America
eCPM CPI
Note : CPI and eCPMs are presented as indexed values
11
12. Top App Installs Destinations
Per Capita Installs by Markets
Cost per Install by OS
App Install by Category
Ranking Gaming app installs by Countries
CPI and App Install Growth by Category
CPI Trends across App Category by OS
App Installs - Deep Dive3
13. 81%
9%
6%
3%
1%
0%
50%
100%
Brazil Costa Rica Chile Argentina Venezuela
%shareofappinstalls
Top App Installs Destinations
• Brazil continues to remain the top app download
destination in Latin America
13
14. Per Capita Installs by Markets
Brazil
Chile
Argentina
Venezuela
0
30
60
0 2 4
CPIIndex
Per Capita Installs*
* Per Capita Installs is represented by the ratio of installs per 100 unique users in a country
14
Classic laws of economics applies to app installs -
Higher costs drove down per capita installs
15. Cost per Install by OS
100
43
46
20
50
37
43
88
39
41
20
50
37
43
115
92 92
Global Latin America Brazil Costa Rica Chile Argentina Venezuela
Country CPI Index Android CPI Index iOS CPI Index
15
16. App Install by Category
67%
33%
0%
Games
Communication
Entertainment
71%
14%
14%
Q3 2014
Q3 2015
16
• App installs grew 29% between Q3‘14 and Q3’15. Games continue to lead the app install craze.
• Entertainment apps caught up over the last year accounting for a substantial share of installs in Q3 2015
17. 64%
100%
96%
80%
100%
0%
50%
100%
Brazil Costa Rica Chile Argentina Venezuela
iOSPremium
Share of Gaming app installs in each country
Ranking Gaming app installs across Countries
17
Amongst the top 5 app install destinations, Gaming apps ranks as the top app categories of choice amongst users
1
Ranking of Shopping & Lifestyle app installs in each country
1 1 1 1
18. Games
Communication
Entertainment
0
35
70
0% 260% 520%
CPIIndex
Install Growth
CPI and App Install Growth by Category
Note : Install Growth is calculated against the previous quarter
• Games, Communication and Entertainment are the top three categories in the mind of the Latin American user.
• Entertainment app installs witnessed the highest growth since the beginning of the year.
18
19. 0
70
140
Q1 2015 Q2 2015 Q3 2015
CPIIndex
Games Communication Entertainment Sports Technology
CPI Trends across App Category by OS
Note : Install Growth is calculated against the previous quarter
• As users discovers app across categories, CPIs will begin to rise and merge as the app economy matures.
19
0
70
140
Q1 2015 Q2 2015 Q3 2015CPIIndex
Games Communication Entertainment
Sports Technology
20. Ad Impressions and app installs by Device Type
Tablets Outperform Smartphones
In-App Ads eCPM = 2x of Mobile Web
Top 5 Publisher Categories by eCPM
eCPM and CPI
4 App Monetization - Deep Dive
21. Ad Impressions and Installs by Device Type
21
91%
89%
9%
11%
0%
50%
100%
Ad Impressions App Installs
%share
Smartphone Tablet
22. 138 37
239 49
CTR Index eCPM Index
Smartphone
Tablet
175 47
206 96
CTR Index eCPM Index
Smartphone
Tablet
Tablets earned higher eCPMS, especially iPads.
Tablets Outperform Smartphones
22
143 38
235 55
CTR Index eCPM Index
Smartphone
Tablet
All OS
23. In-App eCPMS are almost 1.6x times those of
mobile web ads and account for the majority of
installs
% Impressions
95 156 40 95 45
5 59 24 5 28
CTR eCPM Index
In-App
Mobile
Web
% Installs CPI Index
In-App Ads eCPM = 1.6x of Mobile Web
23
24. Top 5 Publisher Categories by eCPM
Games continues to be the highest earning app category for app developers in Latin America.
204 188 156 108 104
Games Communication Entertainment Tools Business
24
X = eCPM Index
25. eCPM and CPI
Brazil
Costa Rica
Chile
Argentina
Venezuela
0
40
80
0 30 60
eCPMIndex
CPI Index
• CPIs and eCPMs track each other in the Latin American markets.
25
26. The State of Mobile App Installs and Monetization
METHODOLOGY
InMobi’s State of App Installs and Monetization Series provides network insights for app developers,
publishers and advertisers. Through analysis of millions of impressions and installs served each
month, this report showcases the latest trends within the mobile app ecosystem on our network.
ABOUT THE RESEARCH
The information contained in this report is based on data collected through InMobi’s monetization and
installs platform. Only data with all standard fields completed was included for analysis. Percent
change is calculated using absolute numbers, quarter over quarter. Keep in mind that CTR
performance may not be indicative of ad effectiveness. Many brand advertisers track other metrics,
such as engagement rates, interaction rates, dwell time, etc.
26
27. THANK YOU
REACH US AT:
insights@inmobi.com
www.inmobi.com/insights
FOLLOW US
ON:
twitter @inmobi
facebook.com/inmobi
linkedin.com/company/inmobi