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The State of Mobile Advertising
2. A deep dive into the United Kingdom — the top performing market in Europe
3. What’s next in mobile ad creative, featuring examples from two global automotive brands
Q3 2012
1© Copyright 2012, Opera Software ASA. All rights reserved.
Insights from OperaThe world’s leading mobile ad platform
sites & applications
10,000 + 40 BILLION +ad impressions per month
$400 MILLION + projected revenue to
mobile publishers in 2012
Advertisers include …Publishers include …
In this edition of the State of Mobile Advertising report, based on data collected from Opera’s subsidiaries AdMarvel, Mobile Theory and 4th Screen Advertising, we will cover insights from the third quarter of 2012, with a focus on three key areas of business:
1. A look at monetization across devices, geography and publisher category
OS share % of traf c % of revenue eCPM
Other 20.04% 19.67% $1.28
25.66% 16.79% $0.88Android
46.37% 58.40% $1.64iOS
3.53% 0.99% $0.37Symbian
4.40% 4.15% $1.06RIM
30.43% 34.38% $1.48- iPhone
5.08% 17.19% $4.42- iPad
10.81% 6.83% $0.82- iTouch
The State of Mobile Advertising
Symbian
3.35%
RIM
4.40%
Other
20.04%
Android
25.66%
iOS
46.37%
2© Copyright 2012, Opera Software ASA. All rights reserved.
iPhone continues as the top OS in monetization performance
Once again, this quarter, iOS leads the pack in monetization performance with an averageeCPM of $1.64. This outperforms the global average eCPM of $1.31 by over 25%.
Traf c share
Social
Business, Finance & Investing
Music, Video & Media
Games
Computers & Electronics
News & Information
Sports
Arts & Entertainment
Health, Fitness & Self Help
Other
6.25 12.5 18.75 25
The State of Mobile Advertising
3© Copyright 2012, Opera Software ASA. All rights reserved.
Sports = No. 1 category for mobile ad revenueMobile apps drive 73% of revenue across the platform
Business, Finance & Investing continues to generate the most revenue per impression
The overperformance of mobile web is attributed to the relative scarcity of impressions, which results in a higher eCPM for publishers.
Among all of the publisher categories, Business, Finance & Investing generates more revenue per impression than any other publisher category. However, this last quarter, the rapidly growing Sports category — closely followed by Music, Video & Media — caught, and then overtook, the Business category in terms of total revenue.
One noteworthy trend to watch isthe fast trajectory of total Social Media impressions. As publishers in this category enhance and optimize their ad offerings, look for levels of monetization to climb accordingly.
Social
Business, Finance & Investing
Music, Video & Media
Computers & Electronics
News & Information
Sports
Health, Fitness & Self HelpGames
Arts & Entertainment
Other
% of revenue
Site category
% of impressions
0
North America is the home of 7 out of 10 mobile ad requestsAcross the Opera platform, North America (United States & Canada) continues to generate thevast majority of ad requests (70%).
The State of Mobile Advertising
eCPM by region
Global average eCPM
US eCPM
EU5 eCPM
Rest of World
$1.31
$1.37
$1.13
$0.73
4© Copyright 2012, Opera Software ASA. All rights reserved.
Vietnam
Ukraine
France (EU5)
China
South Africa
Netherlands
Saudi Arabia
Germany (EU5)
Singapore
Nigeria
Malaysia
Brazil
Philippines
Spain (EU5)
Republic of Korea
Top 25 countries by impressions
United States
Indonesia
Canada
United Kingdom (EU5)
India
Russian Federation
Japan
Mexico
Italy (EU5)
Australia
Africa
Middle East
Asia Paci c
European Union
Central & Latin America
North America70%
2% 2%
1.3%
14%
10%
While the list of top countries is similar to that of Q2,the average ll rate improved from 85.2% to 87.4%.
One area of particular interest is the widening gap between the average eCPM of US and EU5 countries and that of the global and “Rest of World” (ROW) countries. InQ2, we saw the EU5 eCPM rate almost identical to the global average, while the ROW average was approximately17% less than the global average. Today, we find the EU5 below the global average with the ROW trailing by almost44%.
The State of Mobile Advertising
Deep dive into the United Kingdom: Mobile as a culture companion,wellness tool
The United Kingdom is our best performing market in Europe, ahead of Italy and France. It’s a market with much promise: according to the latest Internet Advertising Bureau UK (IAB) advertising expen- diture report, mobile ad spend grew 132% year-over-year to reach $291.6 million in the first half of 2012. Mobile now accounts for 7% of all digital ad spend in the United Kingdom.
We took a deeper look at the types of impressions across our UK traffic and found that UK mobile users are similar to the rest of the world in that their top destinations are Social Networking (30%) and Music, Video & Media (22.5%) sites and apps. Comparatively, visits to these categories are slightly higher than the global average.
However, UK mobile users are considerably less likely than their global counterparts to play games, consume content about computers & electronics and use their phones for sports information. They are more likely to interact with content in the Arts & Entertainment and the Health, Fitness & Self Help categories.
5© Copyright 2012, Opera Software ASA. All rights reserved.
Social
Music, Video & Media
Business, Finance & Investing
Games
News & Information
Computers & Electronics
Sports
Arts & Entertainment
Health, Fitness & Self Help
Other
7.5 15 22.5 300
UK users Global average
Impressions
The State of Mobile Advertising
Strong showing for UK smartphone usage
While the rest of the world, particularly the United States, seems to be moving away from RIM’sBlackBerry device, UK adoption is still strong. Traf c from BlackBerry devices isnearly 4 times that of the US levels.
6© Copyright 2012, Opera Software ASA. All rights reserved.
53.9%of UK traf c comes
from BlackBerry
14%of US traf c comes
from Blackberry
The State of Mobile Advertising
What’s next in Mobile Creative?
Perhaps the most exciting part about mobile advertising is the opportunity to be truly creative, the ability to use (and even invent) entirely new types of ad units and visual experiences that push consumers to interact and engage with the brand.
As we noted in Q2, campaigns that take full advantage of the sophisticated capabilities of modern smartphones (e.g., HTML5, camera, video) result in higher dwell times and interaction rates post-click.
This quarter, we’ve observed from our most successful creative campaigns that those that emphasize fun and simplicity catalyzed the most user interaction and brand stickiness, while innovative, new ad units delivered click-through rates of 5% and higher. They also generated the most revenue and publisher satisfaction.
These best practices are illustrated below, in two campaigns we ran in the United Kingdom for two global automotive brands.
Challenge the user’s expectations. For Mazda, we used a “break-in” unit that enters from the outside and places the ad in position. The expanded unit dynamically drags the ad across the screen, causing surprise, as the user is accustomed to the static screen content of their mobile web browser.
Appeal to the senses.Mazda’s robotic arm effect was visually satisfying because of the movement, and Fiat’s bright, bold colors served to add an elementof fun to its campaign – alsoin alignment with the nature ofthe brand.
Invite the user tocreate and customize.Mobile users are accustomed both to playing games and creative expression such as taking photos, sketching or even including emoticons within email and text messages. Ads that allow them to continue to play and create on their phones offer incredible brand engagement opportunities. The Fiat campaign, for example, allowed consumers to swipe the color onto the car, letting them customize the image as they would want to customize their cars in real life.
7© Copyright 2012, Opera Software ASA. All rights reserved.
Mobile Creativebest practices
SHOW REEL
MazdaDynamic creative demonstrating the car as strong, but light.
Fiat 500A swipe changes the color of the car, showing customizability