View
224
Download
0
Category
Preview:
Citation preview
8/6/2019 52061884 Mobile Apps and Advertising
1/9
4/1/2011
InMobi Confidential & Propriety 1
Mobile Apps and Advertising
35 Billion Impressions
Live in 120 countries
200 Million ConsumersReached
11,000+ Advertisers andPublishers
San Francisco
London
Nairobi Singapore
Bangalore
Tokyo
A leading global mobile advertising network
Sydney
New York
8/6/2019 52061884 Mobile Apps and Advertising
2/9
4/1/2011
InMobi Confidential & Propriety 2
Simple and effective solutions, operating at scale
Key themes for today
1. Mobile applications could be a $38 billion market by 2015
2. The market dynamics are complex and fast moving
3. The Middle East market is part of this change
4. Mobile advertising is a driver of the mobile applications market
5. Consumer acceptance is growing; advertisers are responding
6. App developers focus on innovation
8/6/2019 52061884 Mobile Apps and Advertising
3/9
4/1/2011
InMobi Confidential & Propriety 3
Know your market and build for it
Middle East market is growing fast
8/6/2019 52061884 Mobile Apps and Advertising
4/9
4/1/2011
InMobi Confidential & Propriety 4
Mobile Advertising Growth:
10x increase in mobile advertising in next 12 months
2015 estimates at $100 million
Mobile Web Penetration:
60% of the 350 million people under the age of 25
50% mobile phone penetration, 60% mobile web enabled
Smart Phone Growth:
More than 2 Million Apps Downloads Weekly on Ovi
Globally leading markets for Smartphone adoption; KSA and UAE
Middle East market fundamentals are strong
Mobile ads are accepted by 61% of consumers
Base = Total respondents (n=894)Q3. How comfortable are you with m obile advertising?
40%
21%
13% 12%14%
Very comfortable,erve an important purpose
Somewhat comfortable,Im getting used to seeing them
No opinion,I do not think much about ads on my phone
Somewhat uncomfortable,they can be distracting
Not comfortable at all,they are intrusive
Level of Comfort with Mobile Advertising
8/6/2019 52061884 Mobile Apps and Advertising
5/9
4/1/2011
InMobi Confidential & Propriety 5
Its not all about free apps
42%
29%
29%
Free Apps
Yes Maybe No
Base = Control respondents (n=1,511)What if scenarios presented:Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps;Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price;Q7. All the ads on your phone are personali zed to you in a helpful way? For exa mple, you travel to a new cityand an ad gives you a coupon to a local restaura nt; Are you more willing to have ads on your phone?
50%
28%
22%
10% Off Phone Bill
Yes Maybe No
5
%26%
21%
Personalised Ads
Yes Maybe No
Willingness to Have Ads on Phone
Branding is a key opportunity on mobile
10
6%
12%
16%
19%
19%
2 %
26%
29%
5
%
Been relevant to who you are or what you are doing
Helped you find something nearby
Reminded you of something important
Saved you time
Saved you money
Helped you learn more about something
Entertained you
Given you somethingfor free
Introduced you to something new
Benefit of Mobile Advertisements Seen in the Past
Base = Control respondents (n=1,511)Q4. Has a mobile ad ever? [check all that apply]
8/6/2019 52061884 Mobile Apps and Advertising
6/9
4/1/2011
InMobi Confidential & Propriety 6
The device is a mobile and makes calls
11
26%
16%
11%
7% 7%
Call Purchase Viral Search Content
Mobile Ads Consumers Would Click On
Base = Test respondents (n=1,511)Q8. If me saw these ads on your phone, which would me click, if any? [c heck all that me might clic k]
The mobile app landscape
Saturation point reached (350k+)?
Market dynamics change daily and hourly
Highly competitive
8/6/2019 52061884 Mobile Apps and Advertising
7/9
4/1/2011
InMobi Confidential & Propriety 7
The mobile app opportunity
Still huge opportunity for developers
Android ecosystem is still emerging
Top apps are worth millions of dollars
Since its release over 100 million
copies downloaded 30 million areFreemium
There are four main ways to make money
Each has strengths and weaknesses
Some models are more appropriate than others
Paid Downloads Sponsorship
Advertising In App Purchase
8/6/2019 52061884 Mobile Apps and Advertising
8/9
4/1/2011
InMobi Confidential & Propriety 8
Its important to think globally
Understand how ad economics work globally
eCPMs vary globally but not by a big margin
Europe North America Asia (Excl. Chinaand Japan)
Middle East Africa
129 125
10190
70
Index by region
Sourced from our Network
8/6/2019 52061884 Mobile Apps and Advertising
9/9
4/1/2011
InMobi Confidential & Propriety 9
Key themes for today
1. Mobile applications can easily be a $38 billion market by 2015
2. Market dynamics are complex, fast moving and understood
3. The Middle East market has huge potential
4. Advertising is a key driver of the mobile applications market
5. Consumer acceptance is very strong; advertisers are responding
6. App developers focus on innovation, scale and monetisation
www.inmobi.com
www.inmobi.com/research
rob@inmobi.com
Mobile Apps and Advertising
Recommended