The State of App Downloads and Monetization

InMobi Insights Page

Europe | Q2 2015 July 2015

Table of Contents

Insights

Key Metrics by Region and OS

App Installs - Deep Dive

App Monetization - Deep Dive

1

2

3

4

Cost per Install (CPI) Index

The cost incurred by an advertiser to get an app installed by a user on his or her device. All cost data in this presentation is indexed to the Global CPI on the InMobi Network.

Country CPI Index = --------------------- X 100Country CPI Global CPI

If an imaginary country Krypton’s CPI = $0.53, and Global CPI = $2.1, then

Krypton CPI Index = ------------- X 100 = 25$0.53$2.1

3

CPI and eCPMs by Region

OS Share of Ad Impressions by Region

OS Share of Ad Installs by Region

CPI and eCPMs by OS

Y-on-Y Growth in Ad Impressions

Y-on-Y Growth in App Installs

Key Metrics by Region and OS2

53 63 64 80

20 16 235 180

18 12 148 92

4 5 39 39

5 4 89 71

1 1 80 64

Asia Pacific

North America

Europe

Latin America

Middle East

Africa

% Impressions eCPM Index% Installs CPI Index

North America continues to be anexpensive yet rewarding market for appdevelopers

Asia Pacific is a region of growing marketswith an eager audience high on apps.

CPI and eCPMs by Region

8

13% Y-on-Y Growth in Ad Impressions

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015

Asia Pacific North America Europe Latin America Middle East Africa

Gro

wth

in A

d Im

pres

sion

s Latin America has the highest increase in mobile trafficsince Q2 2014 driven by increase smartphone penetration

12%

21%

21%

-1% 47%

25%

-9%25%

16%

41% -16% 42%2% 13% 19%21% -60% -35%

12

-17%

-14%

-18%

-60% -19% -20%

0%

-18%-9%

52% 29% -11%

Fastest Growing Markets

CPI in Key Markets

Per Capita Installs by Markets

Cost per Install by OS

iOS Premium Over Android

App Install by Category

CPI and App Install Growth by Category

App Installs - Deep Dive3

Fastest Growing Markets

Russia

FranceUnited Kingdom

Spain

Italy

Romania

Germany

Poland

Austria

Ukraine(70%)

740%

1,550%

0% 45% 90%

Inst

all G

row

th

Smartphone Penetration*Note : Install Growth is computed against 2014 install numbers. * Source : eMarketer

15

Countries with higher smartphone penetration have witnessed significant Y-on-Y growth in installs

App Install by Category

75%

0%3%

5%

4%13%

GamesTravelmCommerceEntertainmentTechnologyOthers

95%

2%1%1%0%1%

Q2 2014

Q2 2015

20

• Games are the most popular apps in Europe accounting for the highest share

Ad Impressions by Device Type

Tablets Outperform Smartphones

In-App Ads eCPM = 3x of Mobile Web

Top 5 Publisher Categories by eCPM

Top 3 Ad categories that work for Publishers

eCPM and Smartphone Penetration

eCPM and CPI

4 App Monetization - Deep Dive

2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2

Smartphone Tablet

Ad Impressions by Device Type

- 11%+ 43%

+ 7%

- 37% + 55% + 16%

Tablet and Smartphone usage witnessed a marginaldecline over the last quarter

23

- 13%- 9%

- 18% - 8%

78 78

115 94

CTR Index eCPM Index

Smartphone

Tablet

81 111

128 109

CTR Index eCPM Index

Smartphone

Tablet

Tablets earned higher eCPMS on Android.iPhones trumped iPads in earnings for app developers

Tablets Outperform Smartphones

24

79 90

120 100

CTR Index eCPM Index

Smartphone

Tablet

All OS

Top 5 Publisher Categories by eCPM

Games and Entertainment earn app developers the highest eCPMs

150

Games

124

Entertainment

26

100

Lifestyle

102

Books & Reference

66

Tools

Want More?

27

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