MOBILE ADS. HUNT Mobile Ads RICH MEDIA Mid-term Report Hunting Ads Everywhere

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1 MOBILE ADS HUNT Mobile Ads RICH MEDIA Mid-term Report Hunting Ads Everywhere AUGUST 2013

2 INTRO HUNT Mobile Ads, the leading mobile advertising company for Spanish and Portuguese speaking markets brings to you the HUNT Mid-Term Report 2013 We share with you a reference for mobile advertising in the region, providing relevant information, analysis and projections about the future of the industry. The source of information for the development of these reports is, among other things, HUNT s proprietary technology platform, which manages our mobile web and apps inventory across the region. About HUNT Mobile Ads HUNT Mobile Ads is the leading independent mobile advertising company targeted to Spanish and Portuguese speaking market. Our team and technology provide advertisers, publishers and developers with a unique solution. HUNT Mobile Ads was founded in early 2010 by a team with great experience in the mobile and internet industries that were backed by venture capital firms like Cap Ventures and Enzyme Ventures. HUNT Mobile Ads is headquartered in Argentina and also have offices in Mexico, Colombia, Costa Rica, Brazil and representatives along Latin America and Spain. To learn more please visit follow us on or read our blog at HUNT Mobile Ads - RICH MEDIA - Mid-term Report

3 THE MOBILE RICH MEDIA ADS AND THE CONSUMER ENGAGEMENT Mobile penetration in countries such as Argentina, Brazil, Colombia, Costa Rica and Chile exceeds 100%. Followed by Peru and Mexico with 99% and 89% respectively. Mobile device users are looking for more and more brands that engage and interact with them and their needs. And it is precisely the rich media advertising which seek constantly to generate that interaction between user and brand prompting the user to action, leaving behind traditional advertising formats. Not surprisingly, the performance of rich media mobile advertising has exceeded the expectations of practitioners of mobile marketing, especially the ones who benefit from the development of mobile technology. Best touch screen, speed, definition and larger screens allow you to generate a better and greater interaction and experience between the user and the brand. THE RICH MEDIA FOR SUCCEED ON MOBILE ADVERTISING According to the campaigns ran within the HUNT Mobile Ads network, rich media campaigns are the ones which have shown higher levels of participation among users. Users are waiting to receive publicity coming out of simplicity that a traditional banner can offer. They are looking for interaction and audiovisual content. And brands gain leverage offered by the new technologies of mobile devices. That is the reason why mobile campaigns are becoming more attractive, participative, entertaining and impact to users, increasing the intention of purchase of a product or service. HUNT Mobile Ads - RICH MEDIA - Mid-term Report

4 THE BEST BRANDING STRATEGY We have analyzed our rich media campaigns and as it was expected, we conclude that the rich media is a format that cannot be ignored, not invasive and generates a greater and better recall of brand. New devices allow easy access and a better display of the pieces. Taking into account the CTR average, rich media mobile advertising campaigns show CTR 3 times higher levels than the CTR of the traditional banner campaigns. Users tend in 30% to remember more rich media than the traditional banner ads. On this occasion we mention as an example, the campaign run for General Motors: Chevrolet Onix. The aim of the campaign was generated Brand Awareness and it was targeted for tablets of all operative systems. Te average campaign CTR was 1,87%. HUNT Mobile Ads - RICH MEDIA - Mid-term Report

5 Having the possibility to include animations, videos, pop-up banners with sections, which are more visible and attractive, it is the format that generates greater interaction with the campaigns. Users of smartphones and tablets are intended to follow and interact with their brands preferred by these devices. There is no other format that matches the interactivity, dynamism and immersion provided by the rich media. Benefits and Advantages on mobile rich media ads Monetize to the maximum the investment from advertisers. Generate greater engagement and brand recall. Increase significantly the intention to purchase products or services. Increased interaction between the brand and the users. Take advantage of the potential of new mobile technologies. More dynamic, interactive, eye-catching and creative ads. It is highly required by users. RICH MEDIA ADS Within the HUNT Mobile Ads network the total amount impressions exceeds 15 billion, offering to all mobile users, brands and agencies the ultimate experience to interact with each other creating significant impressions and CTR. Total amount of impressions within the HUNT Mobile Ads network HUNT Mobile Ads - RICH MEDIA - Mid-term Report

6 Quantity of impressions expressed in percentages The following are the 5 categories with largest number of impressions within the network HUNT Mobile Ads. Games & Entertainment 39% Chat & Community 14% News & Weather Technology Kids & Teens 5% 6% 9% Source: HUNT Mobile Ads Other data that was obtained from the analysis of rich media campaings ran in HUNT Mobile Ads network were the different CTR obtained in each industry. We have run this type of campaigns for brands like Ford, Nokia, General Motors, Sony, Nike, Samsung, Audi, LG, Colgate, Coca Cola, Chevrolet, among others, where the objectives of these brands pursuit aims such as brand awareness, and promotion of new launches. We can conclude by saying that the automotive industry and the technology industry are the ones that lead the highest average CTR of all the rich media campaigns we have run so far this year. This is because both industries belong to aspirational products where the audience that consumes them stands out as the most demanding at the moment of being influenced by advertising, but they are those who consume more since they are selective products. HUNT Mobile Ads - RICH MEDIA - Mid-term Report

7 They invest more time in the search of them implying greater consumption of advertising. The average CTR retrieved from rich media automotive campaigns was 1.97% while the technology industry was 1.66%. In the case of the consumer goods industry was 1.29%. Among the campaigns with best CTR is observed a common factor that enhances the good results that are obtained from a rich media campaign. An action or a user interaction with advertising, which goes beyond observing the announcement, it implies a level of participation and engagement that exceeds the established average. EXAMPLES Example Automotive rich media advertising: Example Technology Industry rich media advertising: Example Consumer Goods Industry rich media advertising: HUNT Mobile Ads - RICH MEDIA - Mid-term Report

8 MOBILE ADS Hunting Ads Everywhere Member of