Momo Shanghai Sept 21 2009 Admob

Discovery, branding, and monetization on the mobile web.

Jeff Merkel VP & Managing Director, APLA [email protected]

Topics

•  AdMob Overview / Demo

•  Key considerations to Acquire & Monetize Users

•  iPhone / iPod Touch / Android Usage

•  Q&A

©2009 AdMob, Inc. Confidential & Proprietary

AdMob Overview

•  Largest Mobile Ad Network Globally 100+ billion ads served since inception, 8 billion/month across 160 countries

•  Leading Technology Platform Brand/Performance Advertising (CPM/CPC), Analytics, Mobile Metrics, AdMob for Search

•  Partnerships 7,000+ mobile sites 3,000+ iPhone & Android applications

•  Company Headquartered in San Mateo, California. Offices in New York, Los Angeles, Chicago, London, Munich, Mumbai, & Singapore


Worldwide Handset Data


Sample Sites & Apps in the AdMob Network

News & Weather Entertainment

2009 AdMob, Inc. Confidential & Proprietary

Sample Sites & Apps in the AdMob Network


Sports

Plusmo Pro Football

Forex

Flixster

i.TV

SportsTap

Sportstacular

PhoneFlix

Big Oven

Weatherbug

Innovative Mobile Content Top iPhone Apps

admob.com now available in 9 languages…


So why are advertisers now paying attention?

AdMob for iPhone: Web Action


Jaguar Banner Ad from Launches Jaguar’s iPhone-specific site

AdMob for iPhone: App Store


LooptText&TileAdfromAdMobforiPhone

OpenstheAppleAppStoredirectlytotheLooptApp

UserscanimmediatelydownloadtheLooptApp

Expandable Canvas offers custom engagement actions

Mummy Movie Banner Ad from AdMob for iPhone

AdMob for iPhone, Canvas


Users can watch the movie preview

or check showtimes

AdMob for iPhone: Video Action


Love Guru Banner Ad from AdMob for iPhone

Opens YouTube & immediately plays a video

AdMob for iPhone: Audio Action


S>tcherRadioText&TileAdfromAdMobforiPhone

Launchesmediaplayertoplayaudiofile

Mobile Social Canvas Ad Unit


Search Ad Unit


AdMob for iPhone: Maps Action


Best Buy Banner Ad Opens Google Maps Call or get directions to the location

Advertisers Spending on Mobile Across Verticals


Consumer Products Movies, TV & Games

Travel

Retail

Auto

Mobile

Financial

Internet

So how do I grow my mobile presence?

Growing your Mobile Property, Understanding App Store Dynamics


•  Consumer discovery is difficult with >65,000 apps in the App Store

•  Most users discover apps by browsing the Top 25 or the Most Popular Apps by Category

•  App Store rankings are based on the total number of downloads over a short period of time (~24hrs)

•  Getting ranked is critical to the success of your app and the only way users will download your app in large numbers

•  Key Metrics: Top 25 Overall, Top 25 and Top 50 in Category

Advertising on the iPhone is most effective and measurable way to drive downloads of your app


For comparison, the term “iPhone App” costs over $0.70 per click on Google AdWords. AdMob CPC’s averages about $0.12 for the US market!!

Almost all searching/browsing for apps is done directly on the mobile device, you cannot rely on your offline media alone

97%91% 92%

3%9% 8%

0%

20%

40%

60%

80%

100%

Android iPhone iPodtouch

%ofrespondents

Onmycomputer

OnmyAndroid/iPhone/iPodtouch

Wheredoyouusuallysearchorbrowseforapps?

Note:Ques>ononlyaskedofrespondentswhoselected“Searchingforaspecifictypeofapp”or“BrowsingthroughtopAndroidMarket/AppStorerankings”inpreviousques>on

5VisithXp://metrics.admob.com

Users most often discover apps by browsing the Market/Store and searching directly

65

43

27

15 13 14 16

5956

38

2520

15 17

62

51

32 30

68

20

0%

10%

20%

30%

40%

50%

60%

70%

%ofrespondents

Android

iPhone

iPodtouch

Howdoyoudiscovertheappsyoudecidetodownload?(selectallthatapply)


Focus Advertising At Launch or Re-Launch/Update


•  Combine all marketing efforts to drive the maximum number of downloads in the shortest period of time

•  Once app is ranked, continue to spend at a lower level to sustain ranking

•  Track cost per download and monitor conversion rates to optimize your campaigns

Sample Media Plan

Phase 1: Boost Ranking $40K over 4 days CPC: $0.12 Clicks: 333,333 Impressions: ~ 33m Downloads: ~30,000

Phase 2: Sustain Ranking $25K over 4 weeks CPC: $0.12 Clicks: 208,000 Impressions: ~20 m Downloads: ~16,000

Higher rank greater visibility exponential increase in downloads

Case Study: Advertising to reinvigorate ranking •  Music application launched in Nov 2008

•  100,000 total downloads, although new users had slowed to ~100 per day

•  Advertising over 3 days increased user base by 10%, continue to see organic growth


Advertising

Reporting allows you to optimize your campaign in flight

•  View clicks, conversion rate, and downloads

•  Test different ad copy and compare performance

•  Target different geographies or iPhone / iPod touch separately


Apples & Androids?

Enhanced Device Platforms


Android iPhone/iPod Touch RIM/Blackberry

WAP/Other

Summary of app download habits by platform

8.1 7.6

16.41.0 2.6

2.0

0

5

10

15

20


Paid

Free

Averagenumberofappsdownloadedperuserpermonth

9.110.2

18.4


Android and iPhone users spend ~80-90 minutes/day using apps; iPod touch users spend a half hour more

13% 16%8%

24% 22%

18%

25% 22%

18%

16% 20%

21%

9% 10%

15%

14% 11%21%

0%

20%

40%

60%

80%

100%


%ofrespondents

Morethan4hours

2‐4hours

1‐2hours

30minutes‐1hour

15‐30minutes

Under15minutes

Howmuch;medoyouspendusingappsonanaverageday?

Weightedaverageuser7meperday

88minutes(1.5hours)

84minutes(1.4hours)

121minutes(2.0hours)

Note:Weightedaveragescalculatedusingmidpointofeach>mesegment.7.5minutesassumedfor“Under15minutes”segment;5hoursassumedfor“Morethan4hours”segment


iPod touch users download twice as many free apps as iPhone and Android users

4% 2% 1%

24% 28%16%

27%30%

18%

19%19%

22%

15%9%

14%

3% 3%

6%

9% 8%22%

0%

20%

40%

60%

80%

100%


%ofrespondents

Morethan20

16‐20

11‐15

7‐10

4‐6

1‐3

0

Howmanyfreeappsdoyoudownloadinanaveragemonth?

Weightedaverage#offreeappsperuser 8.1 7.6 16.4

Note:Weightedaveragescalculatedusingmidpointofeachsegment.25appsassumedfor“Morethan20”segment


iPhone and iPod touch users download twice as many paid apps as Android users on average

55%

23% 26%

26%

27%34%

12%

29%

23%

3%

11%10%

1%5% 4%

0%

20%

40%

60%

80%

100%


%ofrespondents

Morethan20

16‐20

11‐15

7‐10

4‐6

1‐3

Irarelydownloadpaidapps

Ihaveneverdownloadedapaidapp

Howmanypaidappsdoyoudownloadinanaveragemonth?

Weightedaverage#ofpaidappsperuser 1.0 2.6 2.0

Note:Weightedaveragescalculatedusingmidpointofeachsegment.0appsusedfor“Ihaveneverdownloadedapaidapp”and“Irarelydownloadpaidapps”segments.25appsassumedfor“Morethan20”segment

81%ofAndroidusershaveneverdownloadedorrarelydownload

paidapps


Users who do purchase paid apps download similar quantities across platforms

5.45.1 5.1

0

2

4

6


Averagenumberofpaidappsdownloadedpermonthbyuserswhodownload1ormorepaidappspermonth


Purchasers of paid apps spend similar amounts per month across platforms

47% 44%51%

29%27% 18%

17%19% 19%

1% 5% 4%

6% 5% 8%

0%

20%

40%

60%

80%

100%


Morethan$30

$21‐$30

$11‐$20

$6‐$10

$1‐$5

%ofrespondentswhopurchasepaidapps

Intotal,howmuchdoyouspendonpaidappsinanaveragemonth?

Weightedaverageamountspentonappspermonth $8.63 $9.49 $9.79

Note:Ques>ononlyaskedofrespondentswhoindicatedthattheypurchase1ormorepaidappspermonth.Weightedaveragescalculatedusingmidpointofeachsegment.$35assumedfor“Morethan$30”segment


Thank you.

Jeff Merkel VP & Managing Director, APLA [email protected]

Lichi Wu APAC Account Manager [email protected]