Q MADVERTISE MOBILE NETWORK INSIGHTS GLOBAL APP MARKET. Social and. dominate MADVERTISE & O2 IPHONE AND IPAD APPS

Transcription

1 MADVERTISE MOBILE NETWORK INSIGHTS Q4.01 GLOBAL APP MARKET Social and Messaging dominate MADVERTISE & O Rich Media Ads boost performance IPHONE AND IPAD APPS Free vs. paid

2 INTRO Q4.01 MADPLUS 3 Dear mobile fans, Welcome to the 6th edition of our madreport. As always we have some interesting topics and research to share with you. 01 has been an exciting year for both madvertise and the mobile industry. This year we acquired the Turkish market leader Mobilike and also launched our in-house built madplus technology, meanwhile mobile spending is on the rise and the madvertise growth story continues. Content madreport Q madvertise madplus Launch! Boost performance with Rich Media Ads! In this madreport edition we d like to introduce our new madplus technology. We ll also be showcasing a brand new Advertising Effectiveness Study conducted with o the first of its kind in Europe. This Rich Media study provides solid evidence of mobile advertising success in corporate communication strategies. Once again we ve teamed up with AppZapp, the App bargain guide for the App Store to bring you an analysis of free and paid shares within the different App categories. We ve also collaborated with Xyo to showcase a detailed study of Android and iphone app download numbers and popular categories throughout 01. So without further ado, enjoy reading and all the best, Carsten Frien CEO und Co-Founder madvertise Global App Market App Categories in Europe iphone & ipad Free vs. Paid Apps adplus The new cutting-edge technology madvertise launches madplus! New cutting-edge technology optimises mobile ad campaigns & introduces mobile real-time bidding madplus combines a number of different components; one of them being madplus Trading, a tool that provides media agencies with direct access to the madplus technology and empowering them to independently plan their campaigns, reach and budget. Opportunities madplus offers targeting capabilities beyond established geo-targeting and device targeting. Media agencies and the advertising industry now have access to extended audience targeting opportunities, selecting predefined audiences (eg. shopping mums or globetrotters ) to whom their campaigns will be delivered. Better targeting results in a further reduction of ad wastage. With madplus we are launching a technology platform that puts us in the position to further optimize the performance and return on investment from mobile campaigns for our media agencies and advertising clients. Real Time Bidding madplus also comes with a mobile Real-Time Bidding (RTB) offering. madvertise is one of the first mobile ad firms to implement this technology. With RTB, mobile advertising space can be auctioned in real-time, leading to better purchasing conditions for media agencies and their clients. Feel free to let us know what you think!

3 4 APPS Q4.01 APPS 5 Global App Market Social Networking and Messaging Categories Dominate in Europe UK App Market Android Tools for communication proved successful with three messengers leading the charts in September: Facebook Messenger, WhatsApp and Viber. Free apps rule on Android all of the 10 most downloaded apps were free. Only one game made the top 10: SpeedCar, representing the current racing game trend on mobile. UK App Market ios It seems the Brits love being social. The Social Networking category gains in popularity. Compared to July, the number of games in the iphone top 10 went down from 8 to 4. In September. Games were replaced by social networking and photography apps. The freemium trend continues: All top ten apps were free or free with in-app purchase apps in September. madvertise and xyo team up to analyse the global app market. Total of 790 million Android & iphone apps downloaded by September. UK is Europe s biggest app market. madvertise and xyo have once again taken on the challenge of analysing the fast-changing and ever growing global market of apps for the ios and Android platforms. And it makes for some very interesting reading Unbelievably, the total number of Android and ios downloads in EU5 reached 790 million in September - an increase of 43% since January but a little less than in July where there were 809 million downloads. That s over double the population of America! The share of ios apps being downloaded fell from 53% in January to under 30% in September. Monthly Android app downloads doubled in all key demographics between January and September 01. During the same time span, ios app downloads dropped by 0%. The much talked about rise from the ashes of Android seems to be continuing. In Q3 01, the Samsung SIII, Android s number one smartphone, outsold the new ios 5. Android is leading in all the EU5 countries. The share of Android apps compared to ios is highest in Spain (78%) and lowest in France where 59% of all download apps in September were Android apps. The UK remains Europe s biggest app economy at 77 million monthly downloaded apps (07 million Android apps and 70 million ios apps) and more than 4 monthly app downloads per capita in September 01. Germany is second at 168 million apps (1 Android and 46 million ios) - that s monthly app downloads per capita. Spain follows at.6 apps per capita a month with 93 million Android and 7 million ios apps downloaded. The top 10 lists across all EU5 countries feature fewer games and lean towards communication tools like WhatsApp or Viber and social networking apps, most prominently Facebook. EU5 App Download Development Source: UK Android Top 10 categories Communications Media & Video Games Social 1 3 Other UK ios Top 10 categories Games 1 3 Social Photography 4 Lifestyle 53% 47% 01/01 55 m 09/01 30% 70% 790 m ios Android

4 6 Rich Media advertising effectiveness study Q4.01 COMPANY 7 madvertise & O INTENTION TO BUY 39% First Ever Mobile Rich Media Advertising Effectiveness Study madvertise has once again collaborated with Interrogare to conduct a first-of-its-kind advertising effectiveness study. The rich media campaign pushed intention to buy by 30 percent. IMPROVED BRAND IMAGE 37% 43% Significant increase of ad recognition by 130 percent after the campaign. INCREASED AD RECOGNITION 17% BEFORE 37% AFTER The positive perception of the O brand was improved by 16 percent. 51% Source: The study provides impressive insights into the success of rich media campaigns rich media, interactive ads, motion picture & non-standard banner formats, and shows significant increase in ad recognition, brand image and purchase intent through the use of mobile rich media. Telco operator O ran the campaign alongside the launch of the Samsung Galaxy SIII to promote the launch of a new tariff having integrated the mobile communication channel in their cross-media advertising strategy. The campaign was realized by Zenith for O. Results Following a control group survey before the campaign began, the study examines the effects on mobile ad recognition, brand image and consumer acceptance of new products. The results show positive effects across all areas, concluding a 130% increase in ad recognition, a 16% improvement in brand image and a staggering 30% increase in purchase intention. The client We are very pleased with the results of the advertising impact study led by madvertise, said Tino Krause, Head of Media - CRM & Direct Communication, O Germany. On the one hand it s evidence that we should continue with mobile as the right advertising platform, as well as confirming the leading position of O in Germany. Innovative mobile advertising formats will continue to be a big part in our communication play. This rich media advertising impact study, the first of its kind in the UK, shows that branding campaigns in the mobile advertising channel are highly effective and should be included in any balanced media mix. The increasing amount of high quality content available, along with positive advertising environments on mobile devices, are ideal for cross-media branding campaigns. In addition, the survey results show that users interact with mobile rich media advertising up to seven times more effectively than with traditional banner ads.

5 8 FREE VS PAID Q4.01 FREE VS PAID 9 Which App Categories Offer the Most Freebies? Free vs. Paid Apps for iphone & ipad For some of us, the thought of paying for an app is an absolute no, no. With the amount of freebies on offer, why would you? Others like to pay for a better experience or may have been convinced after hearing good things from friends or family.either way, it s good to know which iphone and ipad app categories have the most free or paid apps available enter madvertise and AppZapp, the app bargain guide for the App Store, who have collaborated once again to bring you an analytical comparison of the difference in free versus paid apps across all iphone and ipad app categories. A recent study from ComScore 3) confirms the above when it comes to ipad owners having to shell out more often for their apps. The study revealed ipad owners are both younger and wealthier than average tablet users, meaning they re a perfect target audience for developers who charge for their apps. It also discovered that one of the key purchasing factor for many consumers when it comes to tablets isn t just the retail price, it s the pricing and selection of apps too. In doing so, we ve managed to uncover some pretty cool findings: According to AppZapp, there is more than THREE TIMES the amount of iphone apps available than on the ipad. Over 100 MILLION ipads have been sold 1) to date, with iphone sales coming in at 60 MILLION ). These figures in particular make for interesting reading - in total the ipad actually has a higher percentage of paid apps. So, do we think there are many ipad users who would be shocked by having to pay 4.99 for a navigation app? It happens to be quite the contrary actually. These figures from AppZapp further conclude research in to the behaviour and buying patterns of ipad users, and show that despite slightly less sales, the ipad app economy is progressively booming iphone offers more free apps Paid apps break through halfway mark on ipad In the UK out of a staggering 53,798 apps in total, 81,3 are free and 51,575 are paid Across EU5 (UK, Germany, France, Italy, Spain) and Turkey, just 47% of ALL iphone apps on offer are paid, meaning users stand a better chance of grabbing some great apps for free. It seems the ipad is definitely a platform that could cost you more long terms - numbers break through the halfway mark with 51% of ALL ipad apps needing you to dig deep for. 1) ) 3) Feel free to let us know what you think! Source 53% FREE 47% 51% iphone ipad Source: AppZapp PAID PAID 49% FREE

6 4 5 Mobile-Events 1. December 01 III Congreso de Marketing Móvil Madrid February 013 m-days Frankfurt February 013 Mobile World Congress Barcelona (Hall 8.1, Booth C15) April 013 OMExpo Madrid cover: photocase.com madvertise Mobile Advertising GmbH Paul-Lincke-Ufer 39-40, Berlin, Germany