52061884 Mobile Apps and Advertising

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  • 8/6/2019 52061884 Mobile Apps and Advertising

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    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

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    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

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    Know your market and build for it

    Middle East market is growing fast

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    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

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    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]

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    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

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    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

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    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

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    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

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    www.inmobi.com/research

    [email protected]

    Mobile Apps and Advertising