Copyright 2016 Smaato Inc. All Rights Reserved. Global Trends in Mobile Advertising Q4 2015

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1 Copyright 2016 Smaato Inc. All Rights Reserved. Global Trends in Mobile Advertising Q4 2015

2 Global Trends in Mobile Advertising Smaato s Global Trends in Mobile Advertising - Q report offers key insights into the mobile programmatic 1 advertising landscape worldwide. Our platform handles over 300 billion ad impressions each month, which are auctioned through a network of over 450 demand partners. By analyzing the flow of impressions across Smaato s platform, we can identify trends and emerging patterns that impact the entire mobile industry. Please note that this report reflects the detailed activity and trends across our global base of publishers, advertisers and users during Q Each report offers a quarterly snapshot, so specific data and observations may not be comparable with previous reports. Executive Summary During Q4 2015, we observed the following six global trends across the mobile landscape: : A Transformational Year in Mobile Mobile ad spending in the U.S. passed a major milestone in 2015 by exceeding desktop for the first time. Propelled by rising ad spend globally, mobile grabbed a majority share (51.9%) of all digital ad spending last year. Other regions are poised to follow suit. China s Rapid Mobile Ad Spend Growth While the U.S. remains the most valuable ad market in the world - and it continues growing at a healthy clip - it pales in comparison to China s staggering expansion. China experienced a mobile ad spend uplift of 1,246% in Q4 2015, by far the largest uplift observed on the Smaato platform. Mobile Ad Spend Moves In-App On the Smaato platform, apps dominate mobile websites in terms of global ad spend. In the Americas, in-app share of Smaato ad spend grew from 64% to 77% in just 12 months. The APAC and EMEA regions also saw apps pick up share over the mobile web in Q Android Narrows ecpm Gap on ios Android s ecpm 2 growth rate was much stronger than that of ios during Q We know that ios users are no longer 1.55 times more valuable than Android users, but when will Android catch up? Smaato s data shows that Android ecpms are projected to pull even with those of ios as early as Q Data Is the New Currency in Mobile It s no surprise that advertisers will pay substantially more to publishers who can provide data. But what kind of data is the most lucrative for publishers? Smaato s platform shows that ads with GPS coordinate data increase ecpm by 162%. On average, publishers who leveraged data saw ecpm triple during Q U.S. Holiday Mobile Ad Spend Peaks Earlier Seasonal trend data pulled from Smaato s platform in Q show that advertisers started spending earlier in the quarter. In previous years, holiday ad spend peaked on Christmas Eve. However, Thanksgiving and Black Friday emerged as the largest ad spend days across the U.S. in Q Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB). Source: Marketing Land, What is Programmatic Advertising? 2. ecpm refers to the cost per thousand advertising impressions. It is calculated by dividing the cost of an advertising placement by the number of impressions (expressed in thousands) that it generates. Source: Wikipedia, Cost per mille Copyright 2016 Smaato Inc. All Rights Reserved. 1

3 1 2015: A Transformational Year in Mobile There s no doubt that 2015 was a significant year for mobile advertising. In the world s largest ad market, smartphone penetration grew from 78% of U.S. mobile subscribers at the beginning of 2015 to over 80% going into Q U.S. mobile ad spending also continued its upward trajectory on the Smaato platform, growing a healthy 174% year-over-year from Q to Q U.S. Mobile Ad Spend Growth - Q vs. Q % Q Q There were clear signs that mobile reached a tipping point in 2015 as U.S. mobile ad spending exceeded desktop for the first time. According to emarketer, Mobile accounted for 51.9% of all U.S. digital ad spending in U.S. Digital Ad Spending % 51.9% Smartphone Desktop Source: emarketer U.S. consumers added almost an hour of time spent on their mobile devices last year at the expense of desktop, an increase of 35% in just one year. 3 In 2016, mobile is expected to surpass desktop ad spending, not just in the U.S. but globally. 3. Tops of 2015: Digital 4. Digital Ad Spending in Seven Years Into the Mobile Revolution Copyright 2016 Smaato Inc. All Rights Reserved. 2

4 2 China s Rapid Mobile Ad Spend Growth While the U.S. continues to lead the world with the largest volume of ad impressions each quarter, China is now the fastest growing country in ad impression supply on the Smaato platform. China saw mobile ad impressions more than triple year-over-year in China is not the only APAC country posting impressive growth, however. The broader APAC region also showed marked growth in mobile ad impressions, with 8 of the top 10 highest growth countries coming from APAC. Mobile Ad Impression Growth Worldwide - Q vs. Q Country Growth Country Growth Country Growth China Venezuela Canada Philippines Indonesia Bangladesh Malaysia 203% 191% 127% 105% 101% 87% 77% Sri Lanka Singapore Japan New Zealand U.S.A. Mexico Australia 73% 69% 55% 52% 46% 45% 15% Greece Switzerland Nigeria Hong Kong Spain Belgium 15% 13% 11% 10% 4% 3% While the Americas showed healthy ad spending growth in Q Venezuela, Canada and the U.S. grew 405%, 308% and 174% respectively these figures pale in comparison to China. In Q4 2015, China experienced mobile ad spend growth of 1,246%, by far the largest uplift observed on the Smaato platform.. Mobile Ad Spend Growth Worldwide - Q vs. Q AMERICAS Growth EMEA Growth APAC Growth Venezuela +405% Ireland +241% China +1,246% Canada +308% Greece +223% Hong Kong +279% USA +174% Sweden +139% New Zealand +171% Argentina +71% Spain +109% Singapore +116% Mexico +31% Belgium +102% Indonesia +110% Chile +24% Netherlands +81% Bangladesh +110% Uruguay +24% Germany +77% Australia +47% Russia +69% Copyright 2016 Smaato Inc. All Rights Reserved. 3

5 Based on quarterly ad spend and growth rates on the Smaato platform, we predict that China will pull even with the U.S. as the world s biggest advertising market on our platform in 2018 (excluding currency fluctuations). This prediction is intended as a wake-up call for advertisers and publishers unfamiliar with China s unique mobile market. For example, four of the top five smartphone vendors in China are home-grown, and Huawei leads the pack with 15.2% market share. Top 5 Smartphone Vendors in China by Market Share - Q % Huawei 36.4% Apple 14.6% Xiaomi Oppo 9.4% 10% 14.4% Vivo Others Source: IDC Asia/Pacific Quarterly Mobile Phone Tracker, February 2016 The mobile landscape in China is changing fast too; both Oppo and Huawei exceeded 50% year-over-year growth in Q Top 5 Smartphone Vendors in China by Year-Over-Year Growth - Q vs. Q % 50.8% 33.8% 16.8% 15.3% 0% 10% 20% 30% 40% 50% Source: IDC Asia/Pacific Quarterly Mobile Phone Tracker, February 2016 Copyright 2016 Smaato Inc. All Rights Reserved. 4

6 3 Mobile Ad Spend Moves In-App On the Smaato platform, apps dominate mobile websites in terms of ad spend globally. In the Americas, in-app share of Smaato ad spend grew from 64% to 77% in just 12 months. The APAC and EMEA regions also saw apps pick up share over the mobile web in Q In-App vs. Mobile Web Ad Spending Share - Q & Q APP 78% Q % Q MOBILE WEB 22% Q % Q AMERICAS APAC EMEA Q Q APP 77% 64% MOBILE WEB 23% 36% APP 77% 51% MOBILE WEB 23% 49% APP 84% 76% MOBILE WEB 16% 24% It s interesting to note that over 75% of all publishers on the Smaato platform connect via our Software Developer Kit (SDK), which illustrates a strong preference for in-app advertising. Smaato Platform Integration Methods 8% 17% SDK 75% Ad Tag API Copyright 2016 Smaato Inc. All Rights Reserved. 5

7 4 Android Narrows ecpm Gap on ios It is widely known that Android overtook ios in terms of device market share some time ago. Even in the United States, an ios stronghold, a majority of subscribers (52.6%) used Android devices to access their apps in Q Apple s ios runs a close second at 42.7%, while smaller players like Windows and BlackBerry account for less than 5% of U.S. market share. Top U.S. Smartphone Operating Systems - Q % 2.8% 1.2% 42.7% 52.6% Android Apple Windows Phone BlackBerry Other Source: Nielsen Looking at data from the Smaato platform, Android contributes 54.9% of global ad spend, while ios accounts for over 43%. Ad Spending by Mobile OS - Q GLOBAL Android ios Windows Phone BlackBerry 54.93% 43.26% 1.67% 0.14% AMERICAS APAC EMEA Android ios Windows Phone BlackBerry 56.13% 42.79% 1.03% 0.06% Android ios Windows Phone BlackBerry 51.70% 46.69% 1.47% 0.14% Android ios Windows Phone BlackBerry 52.60% 42.70% 4.25% 0.45% 6. Tops of 2015: Digital - Copyright 2016 Smaato Inc. All Rights Reserved. 6

8 It s clear that Apple s ios has been the smaller but much more lucrative mobile advertising player for many years. Historically, ads on ios devices have commanded significantly higher ecpms for publishers. Although ios is still the ecpm leader today, data from Smaato s platform show this gap closing, as Android s ecpm grew at a faster rate in ecpm Growth by OS vs % +14% Android ios Ad Impression Growth by Mobile OS vs % +99% Android ios Closer analysis of this trend on the Smaato platform shows Android gaining ground on ios quickly. In Q4 2014, ios delivered an ecpm 1.55 times higher than that of Android. In Q4 2015, we see that the gap has narrowed - ios delivered an ecpm just 1.17 times higher than Android. Both mobile operating systems experienced ecpm growth during this period, but Android s ecpm growth rate was stronger than that of ios by a substantial margin. In fact, based on current growth trends, Smaato s data show that Android ecpms are projected to pull even with those of ios as early as Q At this time next year, we could well be looking at a new ecpm leader. Copyright 2016 Smaato Inc. All Rights Reserved. 7

9 5 Data Is the New Currency in Mobile Advertisers are paying significantly more money to publishers that provide accurate data. High quality data facilitates audience targeting, which allows advertisers to deliver relevant ads that encourage meaningful user actions with less waste. In this way, publishers can be confident that the ads shown to their app users are appropriate and relevant. An analysis of Q activity on the Smaato platform demonstrates that data is growing in importance all the time. Publishers who provide reliable data such as location, gender and/ or age generate significantly more mobile ad revenue than publishers that do not pass this information. Impact of Geo-Targeting Data on ecpm - Q % +74% Zip / Post Code GPS Coordinates Impact of Gender Data on ecpm - Q % +177% Male Female Copyright 2016 Smaato Inc. All Rights Reserved. 8

10 Impact of Age Data on ecpm - Q % % +108% +123% % % In addition to being more valuable in the absolute, passing data is becoming more valuable over time. ecpms for ad impressions without data rose 42% year-over-year from 2014 to 2015 on the Smaato platform. During the same time period, ad impressions that passed data saw ecpms rise by 120%, demonstrating 3 times higher ecpm growth. Impact of Geo & Gender Data on ecpm - Q % +42% No Data With Geo & Gender Data It s clear that everybody in the ecosystem benefits when data is passed advertisers reach their target audience more efficiently, publishers enjoy more revenue and users see more relevant ads. In summary, everybody wins by passing data. Copyright 2016 Smaato Inc. All Rights Reserved. 9

11 6 U.S. Holiday Mobile Ad Spend Peaks Earlier It s no surprise that Q was the largest mobile ad spending quarter of the year globally. Looking at data from the Smaato platform, the Americas region was the key growth driver with 162% ad spend growth year-over-year in Q In fact, the Americas region saw three times higher year-on-year growth in Q4 than the next highest region (APAC). Mobile Ad Spending Growth By Region - Q % +52% +28% AMERICAS APAC EMEA Looking at U.S. daily mobile ad spending in the 2015 holiday period, average daily ad spending on the Smaato platform increased 175% versus the 2014 holiday period. Indexed U.S. Ad Spending During the Holidays - Q vs. Q Black Friday Christmas Q Average Ad Spend Q Average Ad Spend Black Friday 2014 Uplift in Average Spend +175% Christmas November December Copyright 2016 Smaato Inc. All Rights Reserved. 10

12 Interestingly, there was a clear shift in the timing of holiday ad spending in Q We see spending peak much earlier in Q4 2015, moving up to the Black Friday/Thanksgiving timeframe from the Christmas period in the previous year. In fact, four of the top five mobile ad spending days occurred in November 2015, whereas all of the top five mobile ad spending days occurred in December Top 5 U.S. Mobile Ad Spending Days vs /25/15 11/26/15 11/27/15 11/28/15 12/5/ /19/14 12/20/14 12/21/14 12/24/14 12/29/ Nov 1 Nov 3 Nov 5 Nov 7 Nov 9 Nov 11 Nov 13 Nov 15 Nov 17 Nov 19 Nov 21 Nov 23 Nov 25 Nov 27 Nov 29 Dec 1 Dec 3 Dec 5 Dec 7 Dec 9 Dec 11 Dec 13 Dec 15 Dec 17 Dec 19 Dec 21 Dec 23 Dec 25 Dec 27 Dec 29 Dec Copyright 2016 Smaato Inc. All Rights Reserved. 11

13 Summary U.S. Mobile Ad Spend Surpasses Desktop Mobile grabbed 51.9% of U.S. digital ad spending in 2015 China s Ad Spend Growth Challenges U.S. +1,246% growth in Chinese ad spend in % +1,246% Android Closes ecpm Gap on ios +51% ecpm growth on Android +14% ecpm growth on ios Data Is the New Mobile Currency +74% ecpm uplift with ZIP code data. +162% ecpm uplift with GPS data. +51% +74% ecpm uplift with ZIP Code Data +14% +162% ecpm uplift with GPS Data Thank You We hope you ve enjoyed Smaato s Smaato s Global Trends in Mobile Advertising - Q report. To download white papers, read case studies and subscribe to our monthly publisher and app developer newsletter, visit us online at Copyright 2016 Smaato Inc. All Rights Reserved. 12

14 About Smaato Smaato is the leading global real-time advertising platform for mobile publishers and app developers. Smaato runs the world s largest independent mobile ad exchange and has been pioneering innovative, mobile-first solutions for publishers since Smaato s SPX is a global, intelligent and free-to-use self-service platform and ad server that brings native, video and real-time advertising to over 90,000 app developers and mobile publishers. The company s worldwide reach and extensive network of 450+ demand partners provides a massive variety of advertisers with one single integration. Smaato manages over 10 billion ads every day around the world, across over 1 billion unique mobile devices each month was a pivotal year for mobile advertising, and it also turned out to be a significant year for Smaato. Here are some highlights from a very active 12 months on Smaato s platform: Smaato more than doubled its reach in 2015 and surpassed a key milestone of reaching one billion unique mobile devices per month. Smaato s reach went from about one-third of global smartphone users at the end of 2014 to reaching more than half of all smartphone users worldwide by the end of Ad impressions more than doubled year-over-year from 150 billion monthly ad impressions in Q to over 300 billion per month in Q Ad spending more than doubled from Q to Q4 2015, growing 106% year-over-year. Copyright 2016 Smaato Inc. All Rights Reserved. 13

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