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Q3 2011 - Network Research Webinar
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A GLOBAL VIEW OF MOBILE ADVERTISING:Quarter 3, 2011 Webinar
InMobi Mobile Insights - Network Data
October 25th, 2011
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ABOUT THE RESEARCH
Project Background
After launching in 2007 in Asia, InMobi quickly grew to become the world's largest independent
mobile advertising network. In the third quarter of 2011, we served 138.4 billion impressions in 165
markets worldwide. With a physical presence in 5 continents, over 5,500 publisher partners, and abroad, independent market footprint, InMobi is well positioned to provide an objective,
comprehensive, and representative view of the mobile advertising market.
Research Objectives
We have three goals with this research:
1. Help educate the market. Statistics and information about the state of mobileadvertising are lacking in most regions of the world.
2. Track consumer opinions regarding mobile advertising. With any emergingmedium, the consumer perspective is critical to overall market success. We see
a need for trending across regions in this area.
3. Collaborate with industry thought leaders to increase market insight and improveinformation quality ongoing. As a global independent company, we valuepartnerships that will strengthen our understanding of the market. Researchers,
thought-leaders, and analysts are encouraged to contact us and apply for full
partner access.
Contact Informationwww.inmobi.com/research
Twitter: @inmobi
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CONTENTS
InMobi Q3 Research Webinar Content
Q3 Network Research Highlights Africa Asia Pacific Central & South America Europe Middle East North America
Key Insights & Global Trends Smartphone growth leader Advertisers & Smartphones Android is King Global Monetization
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NETWORK DATA
Data in this report are sourced from our global mobile advertising network which served 138.4 billionimpressions in the third quarter of 2011. With 165 countries receiving over 50.4 billion impressions in
September, we are able to claim one of the broadest and most representative networks in the world. Exact
specifications are as follows: Global Available Impressions in Quarter 3, 2011: 138.4 billion
Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America Countries Represented: 131 countries with over 10 million impressions per month
Base Measure: Available Impressions
Time Periods: Q2 2011 (April June 2011), Q3 2011 (July September 2011)
InMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind,the following issues are present in this data.
Mobile Advertising Market Definition: This report covers mobile display advertising only including both Mobile Web(WAP) and APP. SMS/Text and Search are NOT included in this synopsis.
Scale and Time In Market: Representation within the network is a function of the both scale and time in market.
Readers can expect more fluctuation and variance in younger, smaller markets for the company.
Publisher Mix:As with any ad network, market representation is a function of the publisher mix. We have over
5,500 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact thedata.
Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to a
much lesser extent than publishers.
Specifications
Representation
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MEASURES AND TERM DEFINITIONS
Measures:Available Impressions: The total number of ads requests made to the InMobi network
% Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device,
manufacturer, or OS under analysis.
Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specifiedregion or country relative to that same inventory type, device, manufacturer, or OS share globally.
Regional Development Index: Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS
under analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region.
% Chg: The percentage change in absolute value between two different time periods.
Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different time
periods.
Definitions:Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, Palm
OS, Nokia N & E Series Phones, or Samsung Bada.Advanced: Any impression served to any OS or handset not included in the smart phone definition above.
Mobile Web: Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-
layer network communications in a wireless-communication environment.
App (Application): Any impressions served to a mobile application resident on the consumer mobile device.
Carrier: The mobile network operator (MNO), carrier service provider (CSP), wireless service provider, wireless carrier, or cellular
company providing service for mobile phone subscriber served the impression.
OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware and
provides common services for execution of various application software receiving the impression.
Handsets and Connected Device: The make and model of the mobile device receiving the impression.
Manufacturer: The OEM manufacturer of the mobile device receiving the impression.Other: An aggregation of any remaining impressions not specifically detailed previously. Typically an aggregation of everything under 1%
share.
InMobi Regional Definitions:InMobi defines all regions per Wikipedia with the following modifications:
Asia Pacific includes the 15 Oceania countries as listed in Wikipedia.
South America includes South & Central Americas as listed in Wikipedia.
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Available Impression Volume & Composition
Q2 2011 Q3 2011 % Chg
Total 104,334,888,661 138,351,025,951 32.6%
Smartphone 39,314,783,903 59,979,601,147 52.6%
Advanced 65,020,104,758 78,371,424,804 20.5%
Mobile Web 86,948,843,684 109,314,697,724 25.7%
App 17,386,044,977 29,036,328,227 67.0%
GLOBAL SUMMARY
The global mobile ad ecosystemcontinues its significant growth,increasing ad impressions by 32.6%from Q2 2011 to Q3 2011.
" The InMobi network gained nearly 34 billion adrequests in Q3 2011. Continued significantgrowth in the global mobile ecosystem highlightsthe healthy mix of increasing consumer mobileusage, advertiser adoption and publisher focuson mobile advertising.
Smartphone impression growth faroutpaces advanced phones.
Smartphones now represent 43% ofall mobile ads on the InMobinetwork.
" 52% growth in impressions on Smartphones overthe past quarter clearly underlines the shifttowards Smartphone usage among consumersglobally.
In-application advertising continues
to grow quickly, although it onlyrepresents 21% of all mobile ads onthe InMobi network.
" In application ads are highly utilized in only a fewkey markets across the globe. Globally, mostmobile ads are still delivered in the mobile webexperience, which is platform agnostic.
Source: InMobi Mobile Insights Network Research, Q3 2011
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GLOBAL
The Android OS gained 7.2 share points and surpassed both the leading operating
systems, Nokia and Symbian.
" Although iPhone OS gained significant traction in Q2 2011, Android OS growth has outpaced all the leading OSs on theInMobi network over the past quarter.
" Ad impressions are fairly well distributed across the top 4 mobile platforms. Android is controlling over 22% of impressionshare.
Global OS Share: Q3 2011
Available Impressions
22%
18%
18%
11%
10%
21%
Android
Nokia OS
Symbian OS
iPhone OS
RIM OS
Others
OS Impressions % Share Pt. Chg
Android 31,095,406,496 22.5% +7.2
Nokia OS 25,183,777,402 18.2% -1.8
Symbian OS 24,348,191,250 17.6% -1.5
iPhone OS 15,222,377,217 11.0% -3.8
RIM OS 13,269,885,290 9.6% +3.6
Others 29,231,388,297 21.1% -3.7
Source: InMobi Mobile Insights Network Research, Q3 2011
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GLOBAL
Global Manufacturer Share: Q3 2011
Available Impressions
36%
18%11%
10%
6%
6%
4%
3%
1%
6% Nokia
Samsung
Apple
RIM
HTC
SonyEricsson
LG
Motorola
DoCoMo
Others
Manufacturer Impressions % Share Pt. ChgNokia 49,491,045,378 35.8% -3.2
Samsung 24,747,590,276 17.9% +3.1
Apple 15,222,377,217 11.0% -3.8
RIM 13,269,885,290 9.6% +3.6
HTC 8,190,274,125 5.9% +0.9
SonyEricsson 7,872,153,468 5.7% -1.5
LG 5,700,658,465 4.1% +0.1
Motorola 3,648,747,769 2.6% -0.5
DoCoMo 1,962,380,787 1.4% +1.3
Others 8,245,913,176 6.0% +0.1
Nokia holds the top manufacturer spot by global ad impressions, holding a commanding35.8% share of impressions.
" Samsung gained 3.1 share points to surpass Apple and secure the 2nd spot in the manufacturer category." Outside of the top 3 manufacturers, the global ad impression market is considerably fragmented across the remaining 5
major manufacturers
Source: InMobi Mobile Insights Network Research, Q3 2011
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GLOBAL
Global Handset and Connected Device Detail: Q3 2011
Handset Impressions % Share Pt Chg
Apple iPhone 4 5,703,047,167 4.1% +0.7RIM BlackBerry 8520 4,119,025,675 3.0% +0.6
Nokia 6300 2,503,775,917 1.8% -0.4
Nokia 5233 2,360,111,627 1.7% +0.3
RIM BlackBerry 9800 2,356,015,544 1.7% +1.2
Nokia 3110c 2,106,099,465 1.5% -0.5
Apple iPod Generation IV 2,018,186,153 1.5% +0.5
Apple iPad I 1,910,102,922 1.4% +0.2
HTC 001HT 1,868,878,125 1.4% +1.3
Nokia C3-00 1,860,928,144 1.3% +0.0
Nokia C1-01 1,747,778,250 1.3% +0.5
Nokia N73 1,744,569,994 1.3% -0.2
RIM BlackBerry 9700 1,705,622,822 1.2% +0.5
RIM BlackBerry 9300 1,674,867,330 1.2% +0.6
Samsung GT-I9000 1,641,743,468 1.2% -0.0
The Apple iPhone 4 gained 0.7 share points to remain the top device globally. 6 of the
top 15 handsets are Nokia devices.
" The Apple iPhone 4 is the top device by share of impressions." The top 10 handsets are mostly smartphones, once again underlining the rich opportunity for advertisers to reach audiences
at scale with rich experiences.
Source: InMobi Mobile Insights Network Research, Q3 2011
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NORTH AMERICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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NORTH AMERICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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NORTH AMERICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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EUROPE SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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EUROPE SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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EUROPE SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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1)Germany2)France
3)Italy
4)UK
5)Spain
EUROPE COUNTRY DETAIL
%Smartphone
Share Share
%Growth
TopManufacturer
1)Spain 105%
2)France 102%
3)UK 64%
4)Italy 60%
5)Germany -9%
1)France 87%
2)Germany 86%
3)UK 84%
4)Spain 78%
5)Italy 72%
France AppleGermany Apple
Italy Samsung
Spain RIM
UK Apple
1)Germany2)France
3)Spain
4)Italy
5)UK
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ASIA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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ASIA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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ASIA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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ASIA PACIFIC COUNTRY DETAIL
%Smartphone%Growth
1)Taiwan 120%
2)China 99%
3)HongKong 49%
4)Japan 45%5)Malaysia 37%
6)India 35%
7)Singapore 30%
8)Indonesia 1%
9)Australia 0%
1)Japan 99%
2)Taiwan 96%
3)China 93%
4)Australia 85%4)Singapore 85%
6)HongKong 82%
7)Malaysia 50%
8)Indonesia 16%
9)India 13%
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1)Singapore
2)Australia
3)China4)Japan
5)HongKong
6)Malaysia
7)Taiwan
8)Indonesia
9)India
ASIA PACIFIC COUNTRY DETAIL
Share ShareTopManufacturer
Australia Apple
China Apple
HongKong SamsungIndia Nokia
Indonesia Nokia
Japan Apple
Malaysia Nokia
Singapore Apple
Taiwan HTC
1)Taiwan
2)Japan
3)China4)HongKong
5)Singapore
6)Malaysia
7)Australia
8)Indonesia
9)India
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AFRICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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AFRICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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AFRICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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1)SouthAfrica
2)Kenya
3)Nigeria
AFRICA COUNTRY DETAIL
%Smartphone
Share Share
%Growth
TopManufacturer
1)Kenya 43%
2)Nigeria 42%
3)SouthAfrica 20%
1)SouthAfrica 29%
2)Nigeria 11%
3)Kenya 8%
Kenya NokiaNigeria Nokia
SouthAfrica Nokia
1)Kenya
2)SouthAfrica
3)Nigeria
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CENTRAL & SOUTH AMERICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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CENTRAL & SOUTH AMERICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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CENTRAL & SOUTH AMERICA SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
MIDDLE EAST SUMMARY
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MIDDLE EAST SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
MIDDLE EAST SUMMARY
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MIDDLE EAST SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
MIDDLE EAST SUMMARY
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MIDDLE EAST SUMMARY
Source: InMobi Mobile Insights Network Research, Q3 2011
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KEY MOBILE TRENDS
ASIA LEADS SMARTPHONE GROWTH
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ASIA LEADS SMARTPHONE GROWTH
Source: InMobi Mobile Insights Network Research, Q3 2011
NumberofSmartphoneImpressionsbyRegion(billions)
Sep'11
Oct'10
Oct'09
Asia NorthAmerica Europe MiddleEast SouthAmerica Africa
35% 31% 18% 4%6%
Total:
2.1bn
Total:
7.2bn
Total:
23.2bn(100%)
4%
AsiaisthelargestregionbasedonnumberofSmartphoneimpressions
TOP MARKETS BY NUMBER OF TOTAL IMPRESSIONS
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TOP MARKETS BY NUMBER OF TOTAL IMPRESSIONS
Q2(billions)
1.India(24.3)
2.USA(13.7)3.Indonesia(12.9)
4.Vietnam(4.9)
5.Japan(3.1)
6.SouthAfrica(2.6)
7.Nigeria(2.3)
8.Mexico(2.3)
9.UK(2.2)
10.Canada(2.1)
FastestGrowingMarkets,Q2Q3
1.India(+8.4)
2.USA(+5.1)3.Canada(+2.4)
4.UK(+1.4)
5.Japan(+1.4)
6.China(+1.1)
7.Nigeria(+1.0)
8.Spain(+0.9)
9.Brazil(+0.9)
10.SaudiArabia(+0.8)
Q3(billions)
1.India(32.7)
2.USA(18.9)3.Indonesia(13.0)
4.Vietnam(4.6)
5.Canada(4.5)
6.Japan(4.5)
7.UK(3.6)
8.Nigeria(3.3)
9.SouthAfrica(3.1)
10.Mexico(2.8)
4ofthefastestgrowingmarketsbynumberofimpressionsarecurrentlynotinthetop10
Growthcomingfromemergingmarkets(India,China,Nigeria)aswellasdevelopedones(UK,Japan,Canada)
Source: InMobi Mobile Insights Network Research, Q3 2011
TOP ADVERTISERS ARE FOLLOWING SMARTPHONES
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TOP ADVERTISERS ARE FOLLOWING SMARTPHONES
Source: InMobi Mobile Insights Network Research, Q3 2011
Oct'09 Jan'10 Apr'10 Jul'10 Oct'10 Jan'11 Apr'11 Jul'11 Sep'11
Africa
SouthAmerica
MiddleEast
Europe
NorthAmerica
Asia
11.4 14.0 18.3 23.2
3 4 825
37
62
138
203
250
Fortune 1000 Advertisers - Global
7.24.73.52.72.1
SmartphoneImpressionGrowth
(billions)
IN Q1 NOKIA OS HAD THE HIGHEST IMPRESSION SHARE
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IN Q1 NOKIA OS HAD THE HIGHEST IMPRESSION SHARE
Source: InMobi Mobile Insights Network Research, Q3 2011
Share of Impressions,
Q1 2011
19.8%
21.8%
13.8%
10.0%
ANDROID BECOMES THE #1 GLOBAL OS
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ANDROID BECOMES THE #1 GLOBAL OS
Source: InMobi Mobile Insights Network Research, Q3 2011
Share of Impressions,
Q1 2011
19.8%
21.8%
13.8%
10.0%
18.2%
22.5%
17.6%
11.0%
Share of Impressions,
Q3 2011
3.6
8.7
2.2
1.0
Q1-Q3
Change
IPHONE MAY BOOST IOS SHARE OVER NEXT 6 MONTHS
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IPHONE MAY BOOST IOS SHARE OVER NEXT 6 MONTHS
Mobile Subscribers Who Plan on
Switching to iPhone 4S:
27.9%
11.1%
10.8%
Mobile Subscribers Who Plan on
Switching to iPhone 5:
51.8%
50.7%
27.1%
Before the October 4th Apple iPhone announcement, 41%ofcurrent mobile subscribers in North America intended to
buy an iPhone 5
Source: iPhone 5 and the Mobile Market, InMobi, September 27, 2011
GLOBAL MONETIZATION DOES NOT DIFFER BY 10X
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GLOBAL MONETIZATION DOES NOT DIFFER BY 10X
186
164
90 8978
70
Europe North
America
Africa South
America
Asia
Pacific
Middle
East
+176% +186% +21% +674% +94% +117% Y/YChange
MobileMoneJzaJon(eCPM)&Growth
GlobalY/YChange:+84%
Source: InMobi Mobile Insights Network Research, October 2011
NEXT STEPS
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This data is part of a series of network reports that are released monthly.Additional regions and markets will be released throughout the quarter.
Release ScheduleOnce a quarter InMobi will release a full data report which will include global, regional and country
data views. The next full release is planned for mid January. Infographics with monthly data will be
available in November and December. Monthly data updates including key information by market will
be released via our mailing lists and website.
While we move to a quarterly release schedule, we will still continue to release insightful data on key
markets across regions on a monthly basis. These releases will shed light on emerging trends andunique developments specific to those key markets.
Open Source Research: Getting InvolvedObjective industry analysts and thought-leaders are encouraged to comment, question, and
participate. We will be sure to consider and update the research based on feedback and questions
to improve the quality for all end users.
To join our monthly research mailing list, contact us [email protected]
To download the full reports, visit us at www.InMobi.com/research
NEXT STEPS