2014 App Annie & IDC Do Not Distribute. Mobile App Advertising and Monetization Trends : The Economics of Free.

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1 Mobile App Advertising and Monetization Trends : The Economics of Free March 2014

2 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid c. Paidmium d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 2

3 Revenue (USD) 2014 App Annie & IDC Do Not Distribute Mobile apps are outpacing both mobile and PC browser-based ads in revenue growth 50B 40B 30B 20B 10B Worldwide Online Advertising and Mobile App Revenue: 2012 to 2013 Browser-Based Advertising 1.1x 1.1x 1.1x Source: App Annie & IDC Mobile Apps 1.5x 1.5x 1.6x 2.3x Device: PC Online Search Advertising PC Online Display Advertising PC Other PC Advertising* Mobile Display Advertising Mobile Search Advertising Mobile Mobile In-App Advertising Mobile App Store Revenue (ios App Store & Google Play) * Other PC Advertising includes online rich media, video and classified advertising Mobile in-app advertising revenue is likely to continue taking share from PC advertising revenue as advertisers allocate their budgets for maximum return 3

4 Device Installed Base 2014 App Annie & IDC Do Not Distribute Indexed Revenue Mobile app revenue growth is driven by gains in device adoption and revenue per device Worldwide Combined ios and Android Smartphone and Tablet Installed Base 2.0B Source: IDC Worldwide Combined App Store and In- App Advertising Revenue per Device* 150 Source: App Annie & IDC 1.5B B 0.5B 1.7x growth x growth *In-app advertising across all app stores; app store revenue across ios App Store and Google Play Massive growth in smart mobile devices dramatically expands opportunity to reach consumers As revenue per mobile device is also increasing, mobile devices represent an increasingly powerful avenue of monetization 4

5 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid c. Paidmium d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 5

6 App publishers use a variety of business models to generate revenue Business Model How does it work? Top 3 Apps by ios and Google Play Revenue in 2013* Freemium Free download with in-app purchases Puzzle & Dragons Candy Crush Saga Clash of Clans Paid Paid download with no in-app purchases Minecraft Pocket Edition Pages WhatsApp Messenger** Paidmium Paid download with in-app purchases FIFA 13 Grindr Xtra Bloons TD 5 In-App Advertising Contains ads (banner ads, video ads, etc.) N/A Dynamic Business model shifts depending on certain factors (app shifts to an ad-supported model if the user does not make in-app purchases, etc.) *Based on App Annie Intelligence estimates **WhatsApp Messenger ranked as the #3 paid app based on its ios revenue up until early August 2013, when it went from paid to freemium on ios N/A

7 The opportunity for apps also extends beyond direct monetization in the app stores App Name* ebay Drive online shopping conversion Monetization Strategy Netflix Allow current subscribers to stream content on the go Walgreens Bandsintown Concerts IKEA Catalog Drive shoppers to brick-and-mortar stores via coupons, inventory information and pharmacy chat Brings users to musical performances through local concert notifications and recommendations Offers consumers the ability test how IKEA products would look in their homes without traveling to the store through the use of augmented reality *Additional information on these apps available on App Annie Store Stats 7

8 Indexed Revenue 2014 App Annie & IDC Do Not Distribute Freemium and In-App Advertising tower over other app business models Mobile App Revenue in Key Countries* +56% +211% In-App Advertising Source: App Annie & IDC -29% -23% Freemium Paid Paidmium ios App Store & Google Play * Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, United Kingdom & United States * In-app advertising across all app stores; app store revenue across ios App Store and Google Play Freemium and In-App Advertising allow publishers the opportunity to cast a wider net and better monetize in the long-run through a potentially more consistent revenue stream Paid and Paidmium revenue both shrank from 2012 to

9 Freemium is more prevalent and outperforms other app store monetization models App Store Composition by Business Model Worldwide, December 2013* Composition By Number of Apps 83% 8% 9% Composition By Revenue Source: App Annie 92% 4% 4% Freemium Paid Paidmium * Business model percentages are based on the combination of the Top 1,000 apps on the ios App Store and the Top 1,000 apps on Google Play from App Annie Intelligence Freemium drives a disproportionate volume of app revenue across both stores Freemium apps are even more common on Google Play than on ios App Store 9

10 It s never too late to switch business models! App Name* WhatsApp Messenger Skype FIFA 14 Real Racing 3 Change in Monetization Strategy In a Forbes article**, the WhatsApp founders revealed that they would switch the app price "from free to paid so they wouldn't grow too fast" with a freemium business model in place since July 2013 Though app stores take a percentage of consumer spend, Skype began allowing users to purchase Skype credits through app stores in late 2012 to limit purchase friction FIFA 13 was the #1 paidmium app for 2013, and Electronic Arts still switched over to a freemium business model for the even more successful FIFA 14 Real Racing 2 utilized a paidmium business model, but the success of the series skyrocketed with the release of freemium Real Racing 3 * Additional information on these apps available on App Annie Store Stats ** 10

11 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium (free download with in-app purchases) b. Paid c. Paidmium d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 11

12 There are many freemium value propositions that can appeal to different types of users Freemium Monetization Usage Time Functionality User Experience Value Proposition Free app offers limited usage, bandwidth, hours or storage space. Pay to raise or remove those limits. Free trial of full functionality for a limited amount of time. Pay to continue using after time period is up. Pay for virtual items, speed-ups, content, add-ons, upgrades, services or capabilities. Free app is ad-supported. Remove ads by paying in-app or through a separate paid download. App Examples* NYTimes Dropbox WhatsApp Messenger SwiftKey Keyboard Clash of Clans LINE Skype Combination The app uses a combination of the above. Evernote * Additional information on these apps available on App Annie Store Stats Say the Same Thing SoundHound (Functionality and Usage)

13 Functionality is the most common value proposition used by freemium app publishers Among the apps you manage or publish, how do the freemium apps monetize (select all that apply)? Usage Time Source: App Annie Survey February 2014 (n = 1694) Functionality User Experience Combination 0% 10% 20% 30% 40% 50% 60% Percent of Respondents Publishers need to select the right freemium technique to match each app s function and user base 13

14 The freemium model is very successful, even with a small proportion of users making in-app purchases If your apps offer in-app purchases, please estimate the percentage of your apps monthly average users (MAUs) who make at least one in-app purchase: 0% to 1% 2% to 5% 6% to 10% Source: App Annie Survey February 2014 (n = 1169) 11% to 20% 21% to 100% 0% 10% 20% 30% 40% Percent of Respondents Publishers can structure their apps to target the whales who make repeated purchases Are your in-app purchases structured in a way that caps revenue? Can your users purchase repeatedly? 14

15 Indexed Revenue 2014 App Annie & IDC Do Not Distribute Freemium model now dominates games, while growing steadily outside of games Worldwide ios App Store Revenue 2012 vs Apps that use in-app purchases Apps that do not use in-app purchases App Category Top App by ios and Google Play Revenue in 2013 Examples of In-App Purchases Messaging LINE Stickers Music Streaming Pandora Radio No ads, unlimited listening News NYTimes Unlimited articles Dating Zoosk Subscription, respond to suitors Source: App Annie Intelligence Games Apps Excluding Games Although more prevalent in games, the freemium business model has successfully expanded into other categories such as messaging, music, news and dating This is partially driven by gamification of apps, but may also reflect natural limits to what consumers will pay for up front 15

16 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid (paid download with no in-app purchases) c. Paidmium d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 16

17 Percent of Top Apps 2014 App Annie & IDC Do Not Distribute Paid apps appearing in the Top 1000 grossing apps on ios and Google Play most commonly in the $2-$6 range 30% 20% Download Price* of Apps in the Top 1000 Grossing Apps on ios App Store and Google Play, December 2013 Source: App Annie 10% 0% Under $2.00 $2 to $3.99 $4 to $5.99 $6 to $7.99 $8 to $9.99 $10 & Over Download Price * Download price as of December 31, 2013 from App Annie Intelligence App store revenue is not directly correlated to app price, and publishers must select an appropriate price for their app and category 17

18 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid c. Paidmium (paid download with in-app purchases) d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 18

19 There is still opportunity for monetization of users following a paid download Source of Paidmium App Revenue in 2013 for Key Countries* 61% 39% In-App Purchases Paid Downloads * Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, United Kingdom & United States * App store revenue across ios App Store and Google Play Source: App Annie Intelligence Paidmium apps primarily generated revenue from their downloads, but users were still willing to spend a sizeable amount on in-app purchases 19

20 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid c. Paidmium d. In-App Advertising (contains ads) 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 20

21 Over 40% of surveyed publishers used paid advertising within their apps Do you display paid advertising with any of your apps? Yes 42% Source: App Annie Survey February 2014 (n = 2039) No 58% 0% 20% 40% 60% 80% Percent of Respondents Publishers must strike the right balance between monetizing through app stores and monetizing through in-app advertising 21

22 Cumulative Percent of Respondents 2014 App Annie & IDC Do Not Distribute In-app advertising revenue rides on the back of popular hits with desirable ad-placements If you display paid advertising, how much revenue do you earn from in-app advertising per month across all of your apps? 100% 80% 60% 40% 20% 0% 0 50K 100K + Ad Revenue (USD) Source: App Annie Survey February 2014 (n = 658) Breakout apps can make over $100K per month Developers in the 75th to 90th percentile can make up to $10K per month This illustrates the uniqueness of Flappy Bird reportedly making over $50K per day in in-app advertising 22

23 Cumulative Percent of Respondents 2014 App Annie & IDC Do Not Distribute Hit apps also drive in-app ad impressions If you display paid advertising within your app, how many in-app ad impressions do you fill each month across all apps? 100% 80% 60% Source: App Annie Survey February 2014 (n = 678) 40% 20% 0% 0 1MM 2MM 3MM 4MM 5MM + In-App Ad Impressions Apps need usage to generate advertising impressions, which is where downloads, engagement and user retention play a critical role 23

24 Publishers also have to find the in-app advertising format that best fits their users In 2014, how often will you use these in-app ad formats? Interstitial Video Ads Interstitial Non-Video Native Ads Incentivized Ads Pre/Mid/Post-Roll Banner Ads (n = 393) (n = 497) (n = 451) (n = 361) (n = 304) (n = 713) 0% 20% 40% 60% 80% 100% Less Than in 2013 About the Same as in 2013 More Than in 2013 Source: App Annie Survey, February 2014 (n = 807) Interstitial ads, incentivized ads and native ads appear set for the largest gains in

25 Ad networks are the primary channel for selling in-app ads Through which channels do you sell your in-app ads (select all that apply)? Ad Networks Mediation Platforms Direct to Advertisers Source: App Annie Survey February 2014 (n = 781) Agencies Real-Time Bidding Exchanges 0% 20% 40% 60% 80% 100% Percent of Respondents Ad networks are still the most commonly used platform for publishers to fill ad inventory Mediation platforms and real-time bidding exchanges are gaining traction 25

26 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid c. Paidmium d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 26

27 Indexed Mobile App Revenue 2014 App Annie & IDC Do Not Distribute United States and Japan lead in mobile app revenue; revenue growth occurred across key countries x United States 2.2 x Japan Mobile App Revenue* by Country 2.3 x South Korea 1.7 x United Kingdom 2.0 x 1.7 x 2.2 x 2.1 x Source: App Annie & IDC 2.2 x 3.0 x Germany Canada France Russia Brazil India *In-app advertising across all app stores; app store revenue across ios App Store and Google Play When developers target countries to enter, they should first analyze the monetization potential of the market Japan and South Korea benefit from historically leading edge mobile technology and service environments 27

28 App Revenue 2014 App Annie & IDC Do Not Distribute Selecting the mobile app business model that fits the target region is of paramount importance 100% Mobile App* Revenue Composition in % 32% 42% 53% 60% 62% 64% 66% 72% 73% 77% App Store 50% 25% 68% 58% In-App Advertising 47% 40% 38% 36% 34% 28% 27% 23% 0% India United States United Kingdom Germany Canada South Korea *In-app advertising across all app stores; app store revenue across ios App Store and Google Play France Japan Brazil Russia Source: App Annie & IDC India and the United States skew towards in-app advertising, while Japan, Brazil and Russia lean towards app store revenue 28

29 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid c. Paidmium d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 29

30 Indexed Revenue 2014 App Annie & IDC Do Not Distribute Mobile in-app advertising revenue to pass PC online display advertising revenue by 2017 for key countries Device: Online Advertising and Mobile App Revenue in Key Countries*: 2013 to x PC Online Search Advertising 1.3x Browser-Based Advertising PC Online Display Advertising PC 1.1x Other PC Advertisng** x 3.1x Mobile Display Advertising Mobile Search Advertising Mobile Mobile In-App Advertising Mobile Apps 3.8x Source: IDC 2.1x Mobile App Store Revenue (ios App Store & Google Play) *Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, United Kingdom & United States **Other PC Advertising includes online rich media, video and classified advertising Mobile in-app advertising revenue is likely to continue taking share from PC advertising revenue as advertisers allocate their budgets for maximum return 30

31 Device Installed Base 2014 App Annie & IDC Do Not Distribute Indexed Revenue per Device Increasing mobile devices and app-related revenue per device create a huge opportunity in mobile by 2017 Combined ios and Android Smartphone and Table Device Installed Base in Key Countries* 2.0B Source: IDC Indexed App Store and In-App Advertising Revenue per Device in Key 150 Countries* Source: IDC 1.5B 1.0B 0.5B 2.3x growth x growth * Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, United Kingdom, & United States * In-app advertising across all app stores; app store revenue across ios App Store and Google Play Growing device adoption and increasing revenue per device will grow the opportunity for mobile app publishers almost three-fold by

32 Indexed Mobile App Revenue 2014 App Annie & IDC Do Not Distribute Key countries expected to show significant app revenue growth, creating a range of opportunities for publishers x Projected Mobile App Revenue* by Country Source: IDC 1.8x 3.2x 3.5x 1.5x 3.0x 2.2x 8.7x 2.7x 3.2x 0 United States Japan United Kingdom Germany South Korea France Canada India Russia Brazil *In-app advertising across all app stores; app store revenue across ios App Store and Google Play While the United States is set for phenomenal growth, other markets such as India and Germany also offer key opportunities for app monetization growth in the future 32

33 Percent of App Revenue from In-App Advertising 2014 App Annie & IDC Do Not Distribute Most key countries expected to move even more toward in-app advertising by % Proportion of In-App Revenue Contributed by In-App Advertising Source: IDC 75% 50% % % India United States United Kingdom Germany Canada South Korea France Japan Brazil Russia *In-app advertising across all app stores; app store revenue across ios App Store and Google Play Outliers are Japan and South Korea, where in-app purchases are expected to remain the main source of revenue 33

34 Aside from business model, what are other key publisher consideration points for app monetization? Recommendations from app publishers: Start Early Determine how to monetize up front, not after building your app Value Proposition Make sure your app provides value to users App Discovery Ensure people can find your app User Acquisition Need a large user base to bring in enough revenue App Usage Keep users engaged to drive monetization Ad Sales Channel Be sure to find the right ad network for your app Ad Content Show ads that are relevant to your users User Experience Do not let monetization strategy degrade user experience Track, Analyze, Research, & Optimize Measure, iterate and improve your monetization strategy constantly; keep an eye on market trends (See App Annie Analytics, Advertising Analytics, Store Stats, & Intelligence) 34

35 1. The revenue opportunity for publishers 2. How do app publishers monetize their apps today? a. Freemium b. Paid c. Paidmium d. In-App Advertising 3. App Monetization by Country 4. Looking Ahead 5. Key Takeaways 35

36 Key Themes & Takeaways Mobile app stores (ios and Google Play) and mobile in-app ads grew revenue by 2.3x and 1.6x, respectively, from 2012 to 2013 The above channels outpaced mobile and PC browser-based ads, which grew revenue by 1.5x and 1.1x, respectively Mobile apps monetize especially well through freemium and inapp advertising Mobile in-app advertising revenue is projected to pass PC online display advertising revenue by 2017 when looking at combined revenue across key countries* * Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, United Kingdom & United States 36

37 Key Themes & Takeaways (Continued) United States will remain the leading source of mobile app-related revenue, with 3.5x growth from 2013 to 2017 Remarkable 8.7x revenue growth from 2013 to 2017 is expected for India s mobile app-related revenue, driven largely by rapid smartphone adoption Publishers should consider different business model strategies depending on the geographic region; India skews toward in-app advertising, while Japan skews toward app store revenue Ad networks are still the most commonly used platform for publishers to fill ad inventory; mediation platforms and real-time bidding exchanges are gaining traction Report methodology and updates are available here 37

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