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Q2




     2012
     Global AdMetrics Report
Global AdMetrics Report – Q2 2012
About the Adfonic report                            Highlights                                           Structure of this report
This is the second of Adfonic’s quarterly Global    • Android overtakes iOS to become the most           The first section summarizes key metrics, with
AdMetrics Reports, for Q2 2012.                       popular platform for mobile advertisers. For       insight into our performance across geographies
                                                      the first time Adfonic’s global marketplace         and platforms, and our diverse mix of
It builds on Adfonic’s debut report for Q1 2012,
                                                      shows that Android increases its share from 38%    publisher channels.
providing more actionable insights that help
                                                      in Q1 to 46% in Q2, while iOS declines from 45%
advertisers and publishers understand what drives                                                        The second section focuses on key trends, with
                                                      in Q1 to 34% in Q2.
campaign performance and effective                                                                       insights into CTRs and eCPMs across platforms,
inventory monetization.                             • There are ‘sweet spot’ combinations of             channels and geographies.
                                                      advertiser campaign verticals and
The Adfonic reports are based on tens of billions                                                        The third section highlights advertising volume,
                                                      publisher inventory channels. Some
of ad requests processed monthly by the Adfonic                                                          performance, and targeting successes for
                                                      combinations produce exceptionally high
marketplace. The Q2 2012 report draws from                                                               industry verticals.
                                                      clickthrough rates (CTRs) and effective earnings
analysis of thousands of mobile advertising
                                                      per thousand impressions (eCPMs). For
                                                                                                         Finally, we give insights into demographics and the
campaigns, spanning almost fifteen thousand
                                                      example, news sites that show ads for style and
                                                                                                         impact of gender targeting on
mobile sites and apps.
                                                      fashion can increase eCPMs eightfold.
                                                                                                         campaign effectiveness.

                                                    • Gender targeting drives improved
                                                      performance. Gender-targeted campaigns are         Paul Childs
                                                      far more likely to deliver above-average CTRs.     Chief Marketing Officer
                                                      For example, at the global level, there is a
                                                      164% uplift in tech and telecoms campaigns
                                                      that are male targeted.




                                                                                                                                                            2
Contents
                Overview                                                                               Devices & Platforms
                  • Adfonic network at a glance                                                        • Top devices and platforms globally, North
                  • Platform mix per region                                                              America, Europe, Asia, South America and Africa
                  • Balanced channel mix                                                               • Focus on Apple
                                                                                                       • Focus on tablets




                Advertisers & Verticals                                                                Channels & Audience
                 • Mix of verticals globally, North America,                                           • Audience per channel
                     Europe, Asia, South America and Africa                                            • Audience per platform, region and day part
                 • Pricing and performance per vertical
                 • Pricing and performance per region
                 • Performance increase from gender targeting,
                     time targeting and day of the week
                 • CTR index per channel and platform
                 • eCPM index per channel and platform




                Performance & Targeting
                  • Vertical performance




Note: Percentage data continued in this report is rounded and may not aggregate to 100 in all cases.                                                   3
Overview


Advertiser Verticals       Publisher Channels
   Entertainment & Media      Entertainment

   Technology & Telecoms      Games

   Business & Finance         Lifestyle

   News & Education           News, Sport & Information

   Social & Dating            Social Networking

   FMCG & Retail

   Automotive

   Travel                  Demographics
   Lifestyle & Health

   Style & Fashion            Male

   Legal & CSR                Female




                                                          4
Adfonic network Q2 at a glance
Global reach: 79bn ad requests (+15%)                                  Globally, Adfonic’s total ad requests increase 15% quarter on
                                                                       quarter, with 8,256 active campaigns in Q2.

                                                                       Europe experiences the strongest growth, currently standing at
                                                                       23 billion ad requests, a change of 34% quarter on quarter that
                                     23bn
                                                                       enables it to surpass North America for the first time.
                 19bn
                                                    27.5bn
                                                                       Globally, the Android platform continues to surge ahead,
                                                                       surpassing iOS for market share and ad impressions.
                 4.7bn                 4.5bn
                                                                       Apple’s iPhone remains the most popular device. While the large
                                                                       Android market is segmented across a large number of brands and
                                                                       models, Samsung leads with four of the top 10 devices.


Platform distribution†                                                 Top devices†
 46%                                                                   24.1%

              34%



                         10%                                                      4.9%
                                      7%                                                    4.7%         3.9%
                                               3%                                                                    3.3%         2.6%
                                                               1%                                                                              1.8%
                                                         0%

                                                              Others
                                                                        iPhone     iPad    iPod Touch   Galaxy S2   Blackberry    Samsung     Blackberry
   8%*         12%         2%          2%      0%        0%    0%                                                     Curve      Galaxy Ace      9300




† Based on impressions | * Q1 - Q2 Change                                                                                                             5
Adfonic network at a glance (continued)

Publisher channels†                                                                   Advertising verticals††
                                                                                      39%
         Social Networking                                            Entertainment
             12%        2%                                              27%      5%         28%


       News, Sport &
        Information
                                                                                                  8%             5%
         25%     1%                                                                                    6%   6%
                                                                                                                      3%   2%   2%
                                                                                                                                     0%   0%
                   Lifestyle                                          Games
                   9%        4%                                     27%     7%




†
    Based on ad requests |    ††
                                   %age of spend | See section title page for key                                                          6
Adfonic network at a glance (continued)
There is a significant male bias in Adfonic’s North American, European and Asian markets, accounting for 58% of ad requests on iOS and
Android. However, the global gender split is almost equal. The 20-29 year-old age group accounts for 50% of all consumers.



Gender mix†                                                                 Age mix
                                                                                          50%



                                                                             30%


               58%                                                    42%                               13%
                                                                                                                       5%           3%

                                                                            Under 20      20s           30s         40s - 50s   60 & above




†
    North America, Europe, Android & iOS | See section title page for key                                                                7
Platform mix per region
Android gains market share in both North American and Europe, with 63% and 43% of all ad impressions respectively.




North America                                    Europe                                        Asia
63%
                                                 43%                                           40%
                                                       34%                                             38%
        30%
                                                              18%                                                    19%
                   3%   1%   1%    0%    1%                         2%    2%          1%                      1%           1%
                                                                                0%                                              0%    0%
                                        Others                                       Others                                          Others

 17%*    12%       4%   0%   0%    0%    0%       8%    7%     2%    1%   0%    0%     1%         4%    14%   0%     10%   0%   0%    0%




South America                                    Africa


30%     34%                                                               28%
                                                                    25%
               15%                               14%          17%
                             10%                       11%
                        5%                6%                                           6%
                                   0%                                           0%
                                        Others                                       Others

  6%      4%       9%   0%   1%    0%     1%      4%    14%    7%    5%    8%   0%     1%




* Q1 - Q2 Change                                                                                                                           8
Balanced channel mix
Ad requests are well distributed across channels, in particular in the North American market, where each channel accounts for at least 17%.




North America                                            Europe                                  Asia

                                                          37%
                                                                  31%                                       30%              28%
            23%        20%        21%                                        20%                   26%
 17%                                          18%
                                                                        7%                                                            12%
                                                                                     4%                              5%



  5%*        7%         10%         0%          3%        14%     13%   3%    0%       4%          4%      0%        2%       5%       1%




South America                                            Africa
                                                                             56%

 28%
                                   25%
            22%                                           19%
                                              15%                                    17%
                       10%
                                                                  5%    3%


  8%         13%          5%          2%            2%    9%      6%    1%    15%     16%




* Q1 - Q2 Change - See section title page for key                                                                                           9
Devices and platforms




                        10
Top devices and platforms
Ad requests become more evenly distributed across channels, providing advertisers with diverse audiences. The Entertainment, Media and
Technology audiences combined account for two-thirds of advertiser spend.


Platform share of ad impressions                                                                    Manufacturer share of ad impressions
 46%                                                                                                34%

               34%                                                                                         23%


                                                                                                                  10%    9%
                            10%                                                                                                 7%                          7%
                                           7%                                                                                          4%     4%     3%
                                                           3%                        1%
                                                                        0%
                                                                                    Others                                                                  Other

   8%*          12%           2%            2%              0%          0%                           12%     5%     2%     2%     1%     0%     1%     1%
 0.99†         1.09         0.69          0.98             1.13        2.16                   CTR   1.09   1.13   0.69   1.05   0.62   1.00   0.96   1.10
 0.92††        1.17         0.68          1.00             1.16        3.43                  eCPM   1.17   1.01   0.68   1.09   0.70   1.01   0.86   1.04




Impressions - mobile vs tablet

          9%                                                              91%




* Q1 - Q2 Change   |   † CTR index |   †† eCPM index   |   See section title page for key                                                                        11
Top devices and platforms
The iPad captures 55% of all tablet impressions, while the Android market is still very segmented. Within Android, the Kindle Fire continues
to gain share and shows above-average CTR and eCPM performance.


Top mobile devices                                                                                       Top tablets
                                                %age of Ad    %age increase                                                                                  %age of Ad    %age increase
    Model                  Brand     Platform   Impressions   vs Q1           CTR Index    eCPM Index        Model                     Brand      Platform   Impressions   vs Q1           CTR Index    eCPM Index
1   iPhone                 Apple     iOS        26.5%         -8%                   1.07          1.22   1   iPad                      Apple      iOS        54.8%         -12%                  1.04          1.00
2   iPod Touch             Apple     iOS        5.2%          -3%                   1.22          1.12   2   Kindle Fire               Amazon     Android    6.6%          2%                    1.16          1.15
3   Galaxy S2              Samsung   Android    4.3%          1%                    1.05          1.04   3   GT-P1000 Galaxy Tab       Samsung    Android    5.0%          -2%                   0.75          1.12
4   BlackBerry 8520        RIM       RIM        3.6%          1%                    0.54          0.54   4   GT-P7500 P4               Samsung    Android    3.6%          1%                    0.98          0.83
5   GT-S5830               Samsung   Android    2.9%          1%                    0.96          0.91   5   Eee Pad Transformer       Asus       Android    2.9%          1%                    0.72          0.76
6   BlackBerry 9300        RIM       RIM        2.0%          1%                    0.72          0.64   6   GT-P7510                  Samsung    Android    2.3%          1%                    0.84          0.85
7   I9000                  Samsung   Android    1.6%          0%                    0.81          1.10   7   P6200                     Samsung    Android    1.7%          1%                    1.25          0.77
8   GT-S5570/Galaxy Mini   Samsung   Android    1.3%          0%                    1.10          0.82   8   Iconia Tab A500/Picasso   Acer       Android    1.6%          0%                    0.82          0.81
9   Wildfire               HTC       Android    1.1%          0%                    0.29          0.33   9   AT100                     Toshiba    Android    0.9%          0%                    0.83          0.86
10 HTC Desire HD           HTC Corpo Android    1.1%          0%                    0.39          0.54   10 Xoom                       Motorola   Android    0.8%          0%                    0.95          1.10
    Other                                       50.5%                                                        Other                                           19.8%




                                                                                                                                                                                                                     12
Top devices and platforms: North America
The tablet format slowly increases its share to 11%. Android is dominant by a high margin, with 63% share compared with iOS at 30% share.
The Amazon Kindle Fire is carving more space in the overall league of devices.


Platform share of ad impressions                                                                    Manufacturer share of ad impressions
                                                                                                    31%
 63%

                                                                                                           20%
              30%                                                                                                 13%
                                                                                                                         10%                                11%
                                                                                                                                9%
                                                                                                                                       3%     2%     2%
                             3%            1%              1%                        1%
                                                                        0%
                                                                                    Others                                                                  Other

  17%*         12%            4%           0%              0%          0%                            12%     7%     3%     3%     1%     4%    0%     0%
 1.03†        1.04           0.35          0.69            0.45        2.12                   CTR   1.04   1.23   0.67   1.11   1.05   0.35   1.06   1.33
 0.94††       1.07           1.26          0.96            0.74        4.13                  eCPM   1.07   1.12   0.69   1.04   0.98   1.26   0.99   1.08




Impressions - mobile vs tablet

          11%                                                             89%




* Q1 - Q2 Change   |   † CTR index |   †† eCPM index   |   See section title page for key                                                                       13
Top devices and platforms: North America
The Kindle Fire is second to the iPad in volume of impressions but is far above in terms of CTR and eCPM. The iPhone loses 8% market share
this quarter, but still generates 15% above-average CTR performance.


Top mobile devices                                                                                   Top tablets
                                            %age of Ad    %age increase                                                                                  %age of Ad    %age increase
    Model             Brand      Platform   Impressions   vs Q1           CTR Index    eCPM Index        Model                     Brand      Platform   Impressions   vs Q1           CTR Index    eCPM Index
1   iPhone            Apple      iOS        18.8%         -8%                   1.02          1.15   1   iPad                      Apple      iOS        43.4%         1%                    0.85          0.90
2   iPod Touch        Apple      iOS        10.1%         -5%                   1.18          1.03   2   Kindle Fire               Amazon     Android    21.4%         -3%                   1.22          1.17
3   PC36100           HTC        Android    3.0%          0%                    0.20          0.28   3   Eee Pad Transformer       Asus       Android    3.2%          0%                    0.74          0.68
4   SCH-R720          Samsung    Android    2.2%          1%                    1.52          1.21   4   GT-P7510                  Samsung    Android    2.9%          0%                    0.81          0.84
5   HTC Desire HD     HTC Corpo Android     2.1%          1%                    0.26          0.33   5   AT100                     Toshiba    Android    2.3%          -1%                   0.83          0.84
6   HTC EVO 3D        HTC        Android    1.9%          1%                    0.80          0.72   6   SCH-I800                  Samsung    Android    2.2%          0%                    1.09          1.32
7   DROID RAZR        Motorola   Android    1.8%          1%                    1.31          1.27   7   Iconia Tab A500/Picasso   Acer       Android    2.1%          -1%                   0.89          0.83
8   LS670             LG         Android    1.5%          0%                    0.75          0.67   8   E201                      Enspert    Android    2.0%          2%                    0.05          0.07
9   DroidX            Motorola   Android    1.5%          0%                    1.02          0.98   9   Xoom                      Motorola   Android    1.7%          0%                    0.91          0.80
10 SCH-I500           Samsung    Android    1.4%          0%                    1.19          1.08   10 9                          Pandigital Android    1.1%          0%                    1.97          1.70
    Other                                   55.7%                                                        Other                                           17.7%




                                                                                                                                                                                                                 14
Top devices and platforms: Europe
The Android platform takes 8% market share away from iOS, which however still commands a significant eCPM premium of 53% over
Android. RIM still maintains a significant share in Europe (18%), where Blackberry Messenger is popular with younger demographics.


Platform share of ad impressions                                                                    Manufacturer share of ad impressions
                                                                                                    34%
  43%
                34%                                                                                        25%
                                                                                                                  18%
                            18%
                                                                                                                         7%     5%     4%                   4%
                                           2%              2%                        1%                                                       2%     1%
                                                                        0%
                                                                                    Others                                                                  Other

   8%             7%          2%            1%             0%          0%                             7%     6%     2%    0%      1%     1%    0%     0%
 0.92†          1.22         0.71          1.30            1.11        2.10                   CTR   1.22   1.04   0.71   0.54   0.93   1.36   0.91   0.50
 0.90††         1.38         0.46          1.39            0.81        2.58                  eCPM   1.38   1.01   0.46   0.64   0.82   1.35   1.05   0.70




Impressions - mobile vs tablet

           8%                                                            92%




* Q1 - Q2 Change   |   † CTR index |   †† eCPM index   |   See section title page for key                                                                       15
Top devices and platforms: Europe
Of the top ten European devices, Apple devices achieve the highest CTR and eCPM.



Top mobile devices                                                                                       Top tablets
                                                %age of Ad    %age increase                                                                                 %age of Ad    %age increase
    Model                  Brand     Platform   Impressions   vs Q1           CTR Index    eCPM Index        Model                     Brand     Platform   Impressions   vs Q1           CTR Index    eCPM Index
1   iPhone                 Apple     iOS        28.7%         -2%                   1.24          1.43   1   iPad                      Apple     iOS        61.2%         -12%                  1.08          1.05
2   Galaxy S2              Samsung   Android    6.8%          2%                    1.08          1.11   2   GT-P7500 P4               Samsung   Android    4.9%          2%                    1.00          0.86
3   BlackBerry 8520        RIM       RIM        6.4%          -1%                   0.52          0.34   3   Eee Pad Transformer       Asus      Android    3.7%          1%                    0.72          0.76
4   GT-S5830               Samsung   Android    5.7%          2%                    0.91          0.81   4   GT-P1000 Galaxy Tab       Samsung   Android    3.6%          1%                    0.72          1.39
5   BlackBerry 9300        RIM       RIM        4.0%          1%                    0.74          0.46   5   GT-P7510                  Samsung   Android    2.7%          1%                    0.88          0.83
6   iPod Touch             Apple     iOS        2.9%          -3%                   1.28          1.43   6   Iconia Tab A500/Picasso   Acer      Android    1.9%          0%                    0.73          0.71
7   I9000                  Samsung   Android    2.4%          0%                    0.81          1.15   7   Tablet S                  Sony      Android    1.2%          0%                    0.76          0.75
8   GT-S5570/Galaxy Mini   Samsung   Android    2.3%          1%                    0.99          0.74   8   A501                      Acer      Android    1.0%          0%                    0.90          0.71
9   BlackBerry 9800        RIM       RIM        2.1%          0%                    0.86          0.54   9   A101                      Archos    Android    0.8%          0%                    0.19          0.40
10 Wildfire                HTC       Android    2.0%          -1%                   0.29          0.32   10 Galaxy Tab 10.1            Samsung   Android    0.8%          0%                    1.34          1.00
    Other                                       36.7%                                                        Other                                          18.2%




                                                                                                                                                                                                                    16
Top devices and platforms: Asia
Nokia and Symbian hold around one fifth of the Asian market and achieve high eCPMs, +43% higher than the Asia average.



Platform share of ad impressions                                                                    Manufacturer share of ad impressions
  40%                                                                                               38%
                38%

                                                                                                           24%
                                          19%                                                                     20%


                                                                                                                                                            7%
                                                           1%                                                            4%     3%     2%
                             1%                                                                                                               1%     1%
                                                                        0%           0%
                                                                                    Others                                                                  Other

   4%*           14%          0%            10%            0%          0%                            13%     4%     1%    0%     0%     0%     0%     0%
 1.01†          0.97         1.29          0.98            1.56        2.17                   CTR   0.97   1.16   1.02   0.53   1.00   0.74   1.17    1.2
 0.76††         0.98         1.25          1.43            2.50        4.25                  eCPM   0.96   0.84   1.51   0.47   0.74   0.73   0.72   1.25




Impressions - mobile vs tablet

           9%                                                            91%




* Q1 - Q2 Change   |   † CTR index |   †† eCPM index   |   See section title page for key                                                                       17
Top devices and platforms: Asia
Apple devices lose share to Android and Symbian. The iPhone loses 11% share, and the iPad loses 16%.



Top mobile devices                                                                                       Top tablets
                                                %age of Ad    %age increase                                                                                %age of Ad    %age increase
    Model                  Brand     Platform   Impressions   vs Q1           CTR Index    eCPM Index        Model                    Brand     Platform   Impressions   vs Q1           CTR Index    eCPM Index
1   iPhone                 Apple     iOS        32.9%         -11%                  0.90          0.96   1   iPad                     Apple     iOS        56.6%         -16%                  1.10          1.01
2   Galaxy S2              Samsung   Android    4.6%          1%                    1.07          0.67   2   GT-P1000 Galaxy Tab      Samsung   Android    12.9%         1%                    0.70          1.36
3   iPod Touch             Apple     iOS        3.7%          -1%                   1.45          1.12   3   GT-P7500 P4              Samsung   Android    5.1%          2%                    0.93          0.69
4   E63                    Nokia     Symbian    3.3%          2%                    0.32          0.48   4   P6200                    Samsung   Android    4.9%          3%                    1.35          0.94
5   E71                    Nokia     Symbian    2.5%          2%                    0.33          0.49   5   Eee Pad Transformer      Asus      Android    1.8%          1%                    0.60          0.40
6   GT-N7000 Galaxy Note   Samsung   Android    1.9%          1%                    0.94          0.69   6   P6800                    Samsung   Android    1.6%          2%                    1.28          1.07
7   SHW-M250S Galaxy S2    Samsung   Android    1.9%          0%                    1.01          0.59   7   GT-P7510                 Samsung   Android    1.3%          1%                    0.64          0.51
8   I9000                  Samsung   Android    1.9%          0%                    0.81          0.90   8   Galaxy Tab 8.9           Samsung   Android    1.3%          1%                    1.02          0.82
9   GT-S5830               Samsung   Android    1.7%          0%                    1.31          1.04   9   SHW-M380 Galaxy Tab 10.1Samsung    Android    1.2%          0%                    0.93          0.52
10 GT-S5360                Samsung   Android    1.6%          1%                    2.41          1.16   10 Iconia Tab A500/Picasso   Acer      Android    0.8%          0%                    0.81          0.74
    Other                                       44.0%                                                        Other                                         12.5%




                                                                                                                                                                                                                   18
Top devices and platforms: South America
RIM, an attractive platform for younger audiences, takes about 9% market share from iOS and Android. Although Apple still dominates the
manufacturer league, with 34% of ad impressions, Samsung achieves the highest CTR (+44% above average) and eCPM (+41%).


Platform share of ad impressions                                                                    Manufacturer share of ad impressions
                34%                                                                                 34%
  30%

                                                                                                           19%
                            15%                                                                                   15%
                                                           10%                                                           11%
                                           5%                                        6%                                         6%     6%     4%            5%
                                                                                                                                                     1%
                                                                        0%
                                                                                    Others                                                                  Other

   6%*            4%          9%           0%               1%         0%                             4%     1%     8%    0%      1%     3%    0%     0%
 1.31†          1.00         0.42          0.96            0.94        2.15                   CTR   0.99   1.44   0.42   0.95   1.09   1.10   0.99   0.73
 1.19††         0.78         0.89          1.22            1.15        2.00                  eCPM   0.78   1.41   0.89   1.18   1.36   0.77   0.79   0.49




Impressions - mobile vs tablet

           9%                                                             91%




* Q1 - Q2 Change   |   † CTR index |   †† eCPM index   |   See section title page for key                                                                      19
Top devices and platforms: South America
The Blackberry 8520 Curve is the most popular RIM device, despite a CTR 60% lower than average. Samsung’s Galaxy Mini shows top CTR
performance (+117%), with 15% market share. Samsung emerges as the strongest challenger to Apple’s 68% share of the tablet market.


Top mobile devices                                                                                       Top tablets
                                                %age of Ad    %age increase                                                                                  %age of Ad    %age increase
    Model                  Brand     Platform   Impressions   vs Q1           CTR Index    eCPM Index        Model                     Brand      Platform   Impressions   vs Q1           CTR Index    eCPM Index
1   iPhone                 Apple     iOS        21.7%         -3%                   1.07          0.89   1   iPad                      Apple      iOS        67.8%         9%                    1.04          0.80
2   iPod Touch             Apple     iOS        9.2%          -2%                   0.79          0.49   2   GT-P1000L                 Samsung    Android    4.6%          -5%                   0.81          5.48
3   BlackBerry 8520        RIM       RIM        8.8%          5%                    0.40          0.83   3   GT-P1010 Galaxy Tab       Samsung    Android    2.9%          -1%                   0.84          0.65
4   Galaxy S2              Samsung   Android    2.5%          0%                    1.17          0.76   4   GT-P7500 P4               Samsung    Android    2.4%          0%                    0.95          0.56
5   BlackBerry 9300        RIM       RIM        2.5%          1%                    0.54          1.13   5   P6200                     Samsung    Android    1.9%          1%                    1.49          1.42
6   GT-S5830L Galaxy Ace   Samsung   Android    1.9%          -1%                   1.51          0.96   6   GT-P7510                  Samsung    Android    1.5%          -1%                   0.87          0.49
7   C3-00                  Nokia     Java       1.7%          0%                    1.01          1.25   7   Xoom MZ605                Motorola   Android    1.5%          -1%                   0.83          0.56
8   GT-S5570L              Samsung   Android    1.5%          0%                    2.17          1.74   8   Iconia Tab A500/Picasso   Acer       Android    1.0%          0%                    0.93          0.37
9   N8-00                  Nokia     Symbian    1.4%          0%                    1.20          1.74   9   Eee Pad Transformer       Asus       Android    0.8%          0%                    0.61          0.35
10 P500h                   LG        Android    1.2%          -1%                   1.07          0.98   10 Galaxy Tab 8.9             Samsung    Android    0.8%          0%                    0.73          0.49
    Other                                       47.8%                                                        Other                                           14.8%




                                                                                                                                                                                                                 20
Top devices and platforms: Africa
The Java and Symbian platforms increase their dominance, with a combined 63% of the market, against 50% last quarter. Nokia, the most
recognised brand in Africa (source: The Economist), accounts for 57% of all ad impressions in Q2.


Platform share of ad impressions                                                                    Manufacturer share of ad impressions
                                                                                                    57%
                                                           38%


                                          25%

  14%                                                                                                      14%
                11%                                                                                               11%
                             7%                                                      6%                                  7%
                                                                                                                                3%     2%     2%     1%     3%
                                                                        0%
                                                                                    Others                                                                  Other

   4%            14%          4%            5%              8%         0%                            10%     1%    14%     4%     2%    0%     0%     0%
 1.20†          0.96         0.88          1.05            0.99        1.62                   CTR   1.05   1.03   0.96   0.88   0.49   0.76   1.22   0.84
 0.70††         0.50         2.01          1.15            1.03        2.58                  eCPM   1.11   0.70   0.45   2.01   0.42   0.78   0.90   0.76




Impressions - mobile vs. tablet

           4%                                                             96%




* Q1 - Q2 Change   |   † CTR index |   †† eCPM index   |   See section title page for key                                                                       21
Top devices and platforms: Africa
Despite Nokia’s overall market share, Apple and RIM take the top two positions in an extremely fragmented market, with RIM more than
doubling the average eCPM.


Top mobile devices                                                                                 Top tablets
                                          %age of Ad    %age increase                                                                                 %age of Ad    %age increase
    Model              Brand   Platform   Impressions   vs Q1           CTR Index    eCPM Index        Model                     Brand     Platform   Impressions   vs Q1           CTR Index    eCPM Index
1   iPhone             Apple   iOS        8.4%          -11%                  0.97          0.50   1   iPad                      Apple     iOS        61.2%         -12%                  1.08          1.05
2   BlackBerry 8520    RIM     RIM        4.3%          3%                    0.97          2.16   2   GT-P7500 P4               Samsung   Android    4.9%          2%                    1.00          0.86
3   X2-01              Nokia   Java       3.6%          0%                    1.02          1.10   3   Eee Pad Transformer       Asus      Android    3.7%          1%                    0.72          0.76
4   C1-01              Nokia   Java       3.5%          2%                    1.55          1.70   4   GT-P1000 Galaxy Tab       Samsung   Android    3.6%          1%                    0.72          1.39
5   1680 classic       Nokia   Java       3.3%          2%                    0.58          0.47   5   GT-P7510                  Samsung   Android    2.7%          1%                    0.88          0.83
6   6300               Nokia   Java       3.3%          -2%                   0.70          0.75   6   Iconia Tab A500/Picasso   Acer      Android    1.9%          0%                    0.73          0.71
7   C3-00              Nokia   Java       2.6%          -1%                   1.26          1.38   7   Tablet S                  Sony      Android    1.2%          0%                    0.76          0.75
8   5130 XpressMusic   Nokia   Java       2.5%          0%                    0.93          1.13   8   A501                      Acer      Android    1.0%          0%                    0.90          0.71
9   E63                Nokia   Symbian    2.3%          1%                    0.62          0.82   9   A101                      Archos    Android    0.8%          0%                    0.19          0.40
10 6120 classic        Nokia   Symbian    2.3%          1%                    0.72          0.59   10 Galaxy Tab 10.1            Samsung   Android    0.8%          0%                    1.34          1.00
    Other                                 63.9%                                                        Other                                          18.2%




                                                                                                                                                                                                              22
Focus on Apple
While iPhones and iPads are still used primarily for games, with 47% and 56% of ad requests respectively, the iPod Touch includes the largest
proportion of Social Networking users (24%). The iPad achieves the highest CTR (+17%) across all Apple devices, particularly on the Games
channel (+59%).


Channel mix per Apple device
            iPhone                                                  iPad                                                iPod Touch

  10%                   14%                                  9%                  3%                               24%                  18%


19%                                                    29%
                                                                                      56%                                                28%
                           47%
   10%                                                                                                            29%
                                                              4%
                                                                                                                                  2%

CTR index                                                                  Games channel CTR index
1.6                                                                        1.6

1.5                                                                        1.5

1.4                                                                        1.4
1.3                                                                        1.3
1.2                                                                        1.2
1.1                                                                        1.1
1.0                                                                        1.0
0.9               iPhone             iPad           iPod Touch             0.9              iPhone              iPad           iPod Touch

                                                                                                                                             23
Focus on tablets
Top five tablets ranked by ad impressions
                          54%




                                                    7%
                                                                                  5%
                                                                                                           4%                         3%


                     Apple iPad            Amazon Kindle Fire       Samsung GT-P1000 Galaxy Tab   Samsung GT-P7500         Asus Eee Pad Transfomer
                   #2 across all devices   #23 across all devices        #31 across all devices   #39 across all devices     #52 across all devices

     CTR uplift*              4%                   16%                           -25%                     -2%                       -28%

   eCPM uplift*               0%                    15%                          12%                     -17%                       -24%




*uplift compared to average                                                                                                                           24
Advertisers & Verticals


Advertiser Verticals       Publisher Channels             Performance metrics
   Entertainment & Media      Entertainment                    CTR

   Technology & Telecoms      Games                            Conversion Rate

   Business & Finance         Lifestyle                    $   CPC Pricing

   News & Education           News, Sport & Information

   Social & Dating            Social networking

   FMCG & Retail

   Automotive

   Travel                  Demographics
   Lifestyle & Health

   Style & Fashion            Male

   Legal & CSR                Female




                                                                                 25
Mix of verticals
Entertainment and Technology together drive 67% of spend. Entertainment & Media achieves a conversion rate 260% above average, with
consumers keen to install media-related apps. Business & Finance and FMCG & Retail command CPCs 29% and 130% above average. Social &
Dating delivers the highest CTR performance, 127% above average, while Style & Fashion campaigns deliver 62% above average. Automotive
delivers the highest eCPM, at 152% above average, and a 127% higher CTR.

     39%




                      28%




                                         8%
                                                      6%                6%           5%
                                                                                                    3%
                                                                                                                 2%             2%
                                                                                                                                             0%                0%



    260%              2%                29%          35%               130%         127%          127%          +14%          75%          62%               35%
    HIGHER
    CONVERSION
                      MORE CLICKS   $   HIGHER CPC
                                        RATE
                                                     MORE CLICKS   $   HIGHER CPC
                                                                       RATE
                                                                                    MORE CLICKS   MORE CLICKS   MORE CLICKS   HIGHER
                                                                                                                              CONVERSION
                                                                                                                                           MORE CLICKS   $   HIGHER CPC
                                                                                                                                                             RATE




See section title page for key                                                                                                                                            26
Mix of verticals: North America
The News & Education vertical takes third position in North America, where it achieves +26% CTR. The Business & Finance vertical can be
expected to pay about 2.5 times the average CPC, to reach a valuable mobile audience with targeted messages.



   45%




                      21%
                                   18%




                                                      6%               6%

                                                                                   2%
                                                                                          1%          1%            1%
                                                                                                                                  0%                0%



   51%                74%          26%               109%             146%              75%          63%          320%          406%              37%
   HIGHER
   CONVERSION
                  $   HIGHER CPC
                      RATE
                                   MORE CLICKS   $   HIGHER CPC
                                                     RATE
                                                                  $   HIGHER CPC
                                                                      RATE
                                                                                        HIGHER
                                                                                        CONVERSION
                                                                                                     HIGHER
                                                                                                     CONVERSION
                                                                                                                  HIGHER ECPM   HIGHER ECPM   $   HIGHER CPC
                                                                                                                                                  RATE




See section title page for key                                                                                                                             27
Mix of verticals: Europe
Entertainment & Media achieves an impressive conversion uplift of 707% above average, followed by Business & Finance (+117%).
FMCG, Lifestyle and Automotive command higher CPC prices, 100%, 119% and 89% above average respectively. Travel is a popular vertical,
with +53% CTR.
   35%




                       24%




                                 12%
                                               9%
                                                               8%
                                                                               7%

                                                                                            3%
                                                                                                          2%                2%
                                                                                                                                          0%



   707%                          117%         201%
   HIGHER
   CONVERSION
                                 HIGHER
                                 CONVERSION
                                              MORE CLICKS   $ 100%
                                                              HIGHER CPC
                                                              RATE
                                                                           $   89%
                                                                               HIGHER CPC
                                                                               RATE
                                                                                            53%
                                                                                            MORE CLICKS
                                                                                                          58%
                                                                                                          MORE CLICKS   $   119%
                                                                                                                            HIGHER CPC
                                                                                                                            RATE
                                                                                                                                         64%
                                                                                                                                         MORE CLICKS




See section title page for key                                                                                                                  28
Mix of verticals: Asia
Entertainment & Media drives 50% of spend, achieving an impressive +42% conversion rate uplift. Technology & Telecoms follows with CTRs
52% above average. Social & Dating is promising, with a CTR 139% above average, while FMCG places higher value on mobile consumers,
with CPC 177% above average.

    50%




                       34%




                                        6%
                                                       3%
                                                                    2%               2%           2%            1%
                                                                                                                               0%
                                                                                                                                             0%



    42%                52%
    HIGHER
    CONVERSION
                       MORE CLICKS   $ 63%
                                       HIGHER CPC
                                       RATE
                                                    $ 86%
                                                      HIGHER CPC
                                                      RATE
                                                                   139%
                                                                   MORE CLICKS   $ 177%
                                                                                   HIGHER CPC
                                                                                   RATE
                                                                                                46%
                                                                                                MORE CLICKS
                                                                                                              170%
                                                                                                              HIGHER ECPM
                                                                                                                            126%
                                                                                                                            MORE CLICKS
                                                                                                                                          83%
                                                                                                                                          HIGHER ECPM




See section title page for key                                                                                                                      29
Mix of verticals: South America
Entertainment & Media makes up 50% of the advertising spend and achieves some of the highest CTRs (45% higher than the average)
followed by Travel (+24%). The Social & Dating vertical commands higher CPC prices (+33%).
    50%




                        36%




                                 4%             4%
                                                             2%
                                                                          1%            1%             1%           1%
                                                                                                                                  0%



    +45%                         +30%           +33%                      +24%                         +16%
    MORE CLICKS                  ECPM       $   HIGHER CPC
                                                RATE
                                                                          MORE CLICKS              $   HIGHER CPC
                                                                                                       RATE




See section title page for key                                                                                                         30
Mix of verticals: Africa
69% of the advertising spend in Q2 comes from the Technology & Telecoms vertical, while FMCG & Retail campaigns generate an eCPM 214%
higher than the average.




      69%




                                 15%
                                          9%

                                                         3%               2%                2%
                                                                                                             0%                 0%




 $ +31%
    HIGHER CPC
    RATE
                                       +17%
                                       MORE CLICKS
                                                      +12%
                                                      HIGHER ECPM                      $ +16%
                                                                                         HIGHER CPC
                                                                                         RATE
                                                                                                          +214%
                                                                                                          HIGHER ECPM    $   +38%
                                                                                                                             HIGHER CPC
                                                                                                                             RATE




See section title page for key                                                                                                            31
Pricing and performance per vertical
               The eCPM from the top verticals (Automotive, Style & Fashion, Social & Dating and FMCG & Retail) is 140% above average,
               driven by higher CPCs and CTRs, which means publishers providing content relevant to these audiences can expect effective monetization.


               eCPM uplift vs. average on CPC campaigns
                                  +152%
               +150%
                                                +142%       +142%           +140%




               +100%
eCPM uplift




               +50%                                                                          +41%           +38%
                                                                                                                            +24%
                                                                                                                                            +18%


               +0%




              CPC index            2.28         1.50         1.07            2.30            1.51           1.35            1.08            1.29

              CTR index            1.11         1.62         2.27            1.05            0.94           1.02            1.14            0.91




               See section title page for key                                                                                                        32
Pricing and performance per vertical
The ability to reach high-value consumers on mobile platforms is increasingly valuable. This reflects the price point range for conversion-
driven campaigns. High-value verticals like Automotive command $50-$100. Most verticals acquire customers at a cost proportionate to the
typical customer lifetime value for their industry.


Typical CPA price ranges per vertical

               $100




                                 $50       $50          $50
                $50




                                                                        $20            $20            $20            $20            $20

                                 $20      $20           $20



                                                                        $5             $5             $5             $5             $5




See section title page for key                                                                                                               33
Pricing and performance per region
                                             CTR performance varies significantly across regions, reflecting cultural and creative differences. The most popular verticals in Europe
                                             are FMCG & Retail (31% higher CTR than other regions), Lifestyle (+55%), Travel (+33%) and Social & Dating (+23%). In North America,
                                             Technology & Telecoms generates +37% CTR, then Style & Fashion (+32%), Entertainment & Media (+15%) and Automotive (+15%). In Asia,
                                             Automotive generates +85% CTR, followed by Technology & Telecoms (+45%) and Travel (+19%).


                                             200%                                                                                                                           North America
                                                                                                                                                                            Europe
                                                                                                                                                                            Asia
CTR index across regions for each vertical




                                             150%




                                             100%




                                             50%




                                             0%




                                             See section title page for key                                                                                                            34
Performance increase from gender targeting
Gender targeting provides a CTR uplift to advertisers with customized creatives and targeted messaging. Male targeting yields a 164%
uplift for Technology & Telecoms campaigns, while female targeting provides a 92% uplift on Entertainment & Media. For FMCG & Retail,
gender-specific targeting increases CTR by 22% for females and 46% for males.

    Female Bias
    Male Bias

                                                                                                                                164%
                                                                                                              149%




                                      92%



                                                                                       54%
                                                            46%

                                                                             31%
                                                    22%
                                                                                                                         17%
            6%                              6%
                                 3%




See section title page for key                                                                                                          35
Performance increase from time targeting
          CTR rates generally peak after 6pm for Automotive (15% above average) and FMCG & Retail (20%). Style & Fashion and Lifestyle & Health
          achieve higher morning CTRs, and only News & Education achieves higher performance between midnight and 5am (+7%).

          CTR Index                                                                                                      12am-5am        6am-11am
          1.4                                                                                                            12pm-5pm        6pm-11pm
Average




          1.0




          0.6




          See section title page for key                                                                                                          36
Performance increase by day of the week
          Performance increases on Saturdays (6% above average), in particular for Social & Dating (+26%), FMCG & Retail (+21%) and Automotive
          (+20%). Monday has the lowest CTR (-5%), except for Lifestyle & Health (+6%) and Style & Fashion (+6%). During the working week,
          Wednesday is the best day for FMCG & Retail (+9%), and the worst for Social & Dating (-22%).


          CTR Index                                       Monday       Tuesday       Wednesday       Thursday     Friday       Saturday      Sunday
          1.4
Average




          1.0




          0.6




          See section title page for key                                                                                                         37
CTR Index per channel and platform


CTR Index
                 Android          iO S          J ava          R IM          S ymbian


E ntertainment             1.08          0.86           1.77          0.26              1.03




G ames                     1.11          1.41           2.84          2.77              3.11




Lifes tyle                 0.74          1.51           0.47          0.97              0.66




News , S port
                           0.82          1.15           1.55          0.62              0.69
& Information



S ocial
                           0.64          0.33           0.33          0.13              0.25
Networking




                                                                                               38
eCPM Index per channel and platform


eCPM Index
                 Android          iO S          J ava          R IM          S ymbian


E ntertainment             0.96          0.92           1.88          0.32              0.92




G ames                     1.04          1.62           3.13          2.74              3.14




Lifes tyle                 1.24          2.46           0.72          2.53              0.95




News , S port
                           0.72          0.96           1.54          0.48              0.62
& Information



S ocial
                           0.43          0.69           0.35          0.13              0.23
Networking




                                                                                               39
Channels & Audience




Publisher Channels             About our demographics methodology
                               Adfonic uses aggregated demographics data to understand how
   Entertainment
                               campaigns impact on consumers, and to gain insights into how
   Games
                               audience demographics affect performance. This report is based
   Lifestyle
                               on samples of millions of ad requests that include demographic
   News, Sport & Information
                               data provided with the user’s consent.
   Social Networking




                                                                                                40
Audience per channel
   The Games channel still achieves the best CTR performance (28% above average), while social networking has the lowest (62% below).
   Despite an average CTR, Lifestyle delivers the highest eCPMs at 80% above average. The Games channel provides access to younger
   audiences, with 86% of consumers in the under 30 age group. At either end of the age ranges, those below 20 and above 60 are mostly
   female. The 20-59 age group is mostly male.


   Share of ad requests                                                                 Ad requests per age group
                   27%              27%
                                                               25%
                                                                                                                   Below 20     20s               30s
                                                                                                                   40s-50s      60 and above

                                                                      12%
                                                  9%




 CTR index         0.98             1.28          1.04        0.92    0.38
eCPM index         0.93             1.31          1.80        0.80    0.46


   Male audience per age group
   Male                                    Male                       Male                       Male                         Male
   25%                                     69%                        71%                        67%                          45%


                          Female                             Female                     Female                     Female                      Female
                            75%                                31%                        29%                        33%                         55%


           Below 20                               20 to 29                   30 to 39                   40 to 59                 60 and above



   See section title page for key                                                                                                                  41
Audience per platform, region and day part
Males account for 60% of audience on most platforms. The exception here is Symbian, where devices are more typically owned by females
(+65%). Gender mix is male-biased except for Europe, where it is balanced. Males are more active in the morning, females in the evening.


Gender mix per platform†                                                                                     Gender mix per region††
                                                                         Female             Male                                                                   Female          Male

          36%                                                                                64%
          46%                                                                                54%
          39%                                                                                61%             Africa               26%                                               74%
Others    40%                                                                                60%             Asia                 34%                                               66%
          44%                                                                                56%             Europe               52%                                               48%
          65%                                                                                35%             North America        41%                                               59%
          40%                                                                                60%             South America        36%                                               64%



Ad requests per hour by gender†††                                                                            Ad requests per age group - regional
                                                                         Female             Male
                                                                                                                                                     Below 20    20s                 30s
                                                                                                                                                     40s-50s     60 and above
                                                                                                             60%

                                                                                                             40%

                                                                                                             20%

                                                                                                              0%
                                                                                                                       Africa             Asia         Europe    North           South
                                                                                                                                                                America         America
  0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23




† North America, Europe and Asia   |   †† Android and iOS   |   ††† North America, Europe, Asia / iOS and Android | See section title page for key                                    42
Audience per platform, region and day part
Teenagers show the highest propensity to click (29% above average) and convert (+54%). The 40-59 group clicks less often than average (22%
below) and converts more post-click (+52%). Men click 3% more often than women, but women convert 31% more frequently.


Performance by age group†                                                                                  Performance by gender†
                                                                                      CTR Index                           1.31                         CTR Index
1.6
                                                                           1.52       CVR Index                                                        CVR Index
                1.44                                                                  eCPM Index                                                       eCPM Index
1.4                                                                                                        1.2
         1.28

                       1.19
1.2



1.0                                                                                                                                                        1.07
                                                                                                                                         1.03
                                            0.94                               0.93
                              0.91
0.8                                                              0.83                                      1.0
                                                   0.76                 0.78
                                                                                      0.71          0.70
0.6
                                                          0.60
                                     0.54                                                                         0.96            0.89

0.4

                                                                                             0.32
                                                                                                                                                0.82
0.2                                                                                                        0.8
           Below 20                  20s                  30s             40 - 50s           60s &
                                                                                                                         Female                 Male
                                                                                             above




† North America and Europe / Android and iOS                                                                                                                      43
Performance & Targeting




Publisher Channels
   Entertainment
   Games

   Lifestyle

   News, Sport & Information

   Social Networking




                               44
Vertical performance
The tablet’s larger real estate boosts CTRs – travel campaigns on tablets show a 61% uplift. Tech & Telecoms, Automotive and Social &
Dating also perform well on tablets. The Games channel delivers most clicks, and Lifestyle, Entertainment and News deliver impressive CTR uplifts.



CTR uplift on Tablet by vertical                                              CTR uplift achievable through
                                                                              channel targeting by vertical
                                                                                                                                                114%



                                                              61%                                                                                                  99%


                                          53%


                                                                                                      68%                     69%


                                                                                                            58%
                                                                                                                                                                         54%
                                                                              52%                                                                                              52%
    30%

                                                                                    36%
                                                                                                30%                                                          31%
                                                                                          26%                                             25%
                       14%
                                                                                                                  20%                                  19%
                                                                                                                        14%
                                                                                                                                    12%




                                                                                                                                                                                     45
Vertical performance
Publishers who want to monetize their inventory should aim for specific audiences to experience eCPM uplifts. News publications
attracting audiences interested in Style & Fashion achieve +702% eCPM, while Social Networking publications achieve +515% eCPM when
displaying FMCG & Retail advertisements.



eCPM uplift by channel
                                                                                                                                                           TECHNOLOGY &
                            AUTOMOTIVE    BUSINESS & FINANCE   FMCG & RETAIL   LIFESTYLE & HEALTH   NEWS & EDUCATION   SOCIAL & DATING   STYLE & FASHION   TELECOMS       TRAVEL
Entertainment                      161%           138%                 178%            415%                 67%                102%               12%                              120%
Games                              264%            73%                 103%             34%                                    329%              157%              70%             80%
Lifestyle                           70%                                 37%                                                                                        37%
News, Sport & Information          296%            96%                 324%             63%                 86%                 87%              702%             114%             57%
Social Networking                  305%           229%                 515%             26%                 49%                252%               68%             169%             192%




                                                                                                                                                                                          46

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Q2 adfonic globaladmetricsreport

  • 1. Q2 2012 Global AdMetrics Report
  • 2. Global AdMetrics Report – Q2 2012 About the Adfonic report Highlights Structure of this report This is the second of Adfonic’s quarterly Global • Android overtakes iOS to become the most The first section summarizes key metrics, with AdMetrics Reports, for Q2 2012. popular platform for mobile advertisers. For insight into our performance across geographies the first time Adfonic’s global marketplace and platforms, and our diverse mix of It builds on Adfonic’s debut report for Q1 2012, shows that Android increases its share from 38% publisher channels. providing more actionable insights that help in Q1 to 46% in Q2, while iOS declines from 45% advertisers and publishers understand what drives The second section focuses on key trends, with in Q1 to 34% in Q2. campaign performance and effective insights into CTRs and eCPMs across platforms, inventory monetization. • There are ‘sweet spot’ combinations of channels and geographies. advertiser campaign verticals and The Adfonic reports are based on tens of billions The third section highlights advertising volume, publisher inventory channels. Some of ad requests processed monthly by the Adfonic performance, and targeting successes for combinations produce exceptionally high marketplace. The Q2 2012 report draws from industry verticals. clickthrough rates (CTRs) and effective earnings analysis of thousands of mobile advertising per thousand impressions (eCPMs). For Finally, we give insights into demographics and the campaigns, spanning almost fifteen thousand example, news sites that show ads for style and impact of gender targeting on mobile sites and apps. fashion can increase eCPMs eightfold. campaign effectiveness. • Gender targeting drives improved performance. Gender-targeted campaigns are Paul Childs far more likely to deliver above-average CTRs. Chief Marketing Officer For example, at the global level, there is a 164% uplift in tech and telecoms campaigns that are male targeted. 2
  • 3. Contents Overview Devices & Platforms • Adfonic network at a glance • Top devices and platforms globally, North • Platform mix per region America, Europe, Asia, South America and Africa • Balanced channel mix • Focus on Apple • Focus on tablets Advertisers & Verticals Channels & Audience • Mix of verticals globally, North America, • Audience per channel Europe, Asia, South America and Africa • Audience per platform, region and day part • Pricing and performance per vertical • Pricing and performance per region • Performance increase from gender targeting, time targeting and day of the week • CTR index per channel and platform • eCPM index per channel and platform Performance & Targeting • Vertical performance Note: Percentage data continued in this report is rounded and may not aggregate to 100 in all cases. 3
  • 4. Overview Advertiser Verticals Publisher Channels Entertainment & Media Entertainment Technology & Telecoms Games Business & Finance Lifestyle News & Education News, Sport & Information Social & Dating Social Networking FMCG & Retail Automotive Travel Demographics Lifestyle & Health Style & Fashion Male Legal & CSR Female 4
  • 5. Adfonic network Q2 at a glance Global reach: 79bn ad requests (+15%) Globally, Adfonic’s total ad requests increase 15% quarter on quarter, with 8,256 active campaigns in Q2. Europe experiences the strongest growth, currently standing at 23 billion ad requests, a change of 34% quarter on quarter that 23bn enables it to surpass North America for the first time. 19bn 27.5bn Globally, the Android platform continues to surge ahead, surpassing iOS for market share and ad impressions. 4.7bn 4.5bn Apple’s iPhone remains the most popular device. While the large Android market is segmented across a large number of brands and models, Samsung leads with four of the top 10 devices. Platform distribution† Top devices† 46% 24.1% 34% 10% 4.9% 7% 4.7% 3.9% 3% 3.3% 2.6% 1% 1.8% 0% Others iPhone iPad iPod Touch Galaxy S2 Blackberry Samsung Blackberry 8%* 12% 2% 2% 0% 0% 0% Curve Galaxy Ace 9300 † Based on impressions | * Q1 - Q2 Change 5
  • 6. Adfonic network at a glance (continued) Publisher channels† Advertising verticals†† 39% Social Networking Entertainment 12% 2% 27% 5% 28% News, Sport & Information 8% 5% 25% 1% 6% 6% 3% 2% 2% 0% 0% Lifestyle Games 9% 4% 27% 7% † Based on ad requests | †† %age of spend | See section title page for key 6
  • 7. Adfonic network at a glance (continued) There is a significant male bias in Adfonic’s North American, European and Asian markets, accounting for 58% of ad requests on iOS and Android. However, the global gender split is almost equal. The 20-29 year-old age group accounts for 50% of all consumers. Gender mix† Age mix 50% 30% 58% 42% 13% 5% 3% Under 20 20s 30s 40s - 50s 60 & above † North America, Europe, Android & iOS | See section title page for key 7
  • 8. Platform mix per region Android gains market share in both North American and Europe, with 63% and 43% of all ad impressions respectively. North America Europe Asia 63% 43% 40% 34% 38% 30% 18% 19% 3% 1% 1% 0% 1% 2% 2% 1% 1% 1% 0% 0% 0% Others Others Others 17%* 12% 4% 0% 0% 0% 0% 8% 7% 2% 1% 0% 0% 1% 4% 14% 0% 10% 0% 0% 0% South America Africa 30% 34% 28% 25% 15% 14% 17% 10% 11% 5% 6% 6% 0% 0% Others Others 6% 4% 9% 0% 1% 0% 1% 4% 14% 7% 5% 8% 0% 1% * Q1 - Q2 Change 8
  • 9. Balanced channel mix Ad requests are well distributed across channels, in particular in the North American market, where each channel accounts for at least 17%. North America Europe Asia 37% 31% 30% 28% 23% 20% 21% 20% 26% 17% 18% 7% 12% 4% 5% 5%* 7% 10% 0% 3% 14% 13% 3% 0% 4% 4% 0% 2% 5% 1% South America Africa 56% 28% 25% 22% 19% 15% 17% 10% 5% 3% 8% 13% 5% 2% 2% 9% 6% 1% 15% 16% * Q1 - Q2 Change - See section title page for key 9
  • 11. Top devices and platforms Ad requests become more evenly distributed across channels, providing advertisers with diverse audiences. The Entertainment, Media and Technology audiences combined account for two-thirds of advertiser spend. Platform share of ad impressions Manufacturer share of ad impressions 46% 34% 34% 23% 10% 9% 10% 7% 7% 7% 4% 4% 3% 3% 1% 0% Others Other 8%* 12% 2% 2% 0% 0% 12% 5% 2% 2% 1% 0% 1% 1% 0.99† 1.09 0.69 0.98 1.13 2.16 CTR 1.09 1.13 0.69 1.05 0.62 1.00 0.96 1.10 0.92†† 1.17 0.68 1.00 1.16 3.43 eCPM 1.17 1.01 0.68 1.09 0.70 1.01 0.86 1.04 Impressions - mobile vs tablet 9% 91% * Q1 - Q2 Change | † CTR index | †† eCPM index | See section title page for key 11
  • 12. Top devices and platforms The iPad captures 55% of all tablet impressions, while the Android market is still very segmented. Within Android, the Kindle Fire continues to gain share and shows above-average CTR and eCPM performance. Top mobile devices Top tablets %age of Ad %age increase %age of Ad %age increase Model Brand Platform Impressions vs Q1 CTR Index eCPM Index Model Brand Platform Impressions vs Q1 CTR Index eCPM Index 1 iPhone Apple iOS 26.5% -8% 1.07 1.22 1 iPad Apple iOS 54.8% -12% 1.04 1.00 2 iPod Touch Apple iOS 5.2% -3% 1.22 1.12 2 Kindle Fire Amazon Android 6.6% 2% 1.16 1.15 3 Galaxy S2 Samsung Android 4.3% 1% 1.05 1.04 3 GT-P1000 Galaxy Tab Samsung Android 5.0% -2% 0.75 1.12 4 BlackBerry 8520 RIM RIM 3.6% 1% 0.54 0.54 4 GT-P7500 P4 Samsung Android 3.6% 1% 0.98 0.83 5 GT-S5830 Samsung Android 2.9% 1% 0.96 0.91 5 Eee Pad Transformer Asus Android 2.9% 1% 0.72 0.76 6 BlackBerry 9300 RIM RIM 2.0% 1% 0.72 0.64 6 GT-P7510 Samsung Android 2.3% 1% 0.84 0.85 7 I9000 Samsung Android 1.6% 0% 0.81 1.10 7 P6200 Samsung Android 1.7% 1% 1.25 0.77 8 GT-S5570/Galaxy Mini Samsung Android 1.3% 0% 1.10 0.82 8 Iconia Tab A500/Picasso Acer Android 1.6% 0% 0.82 0.81 9 Wildfire HTC Android 1.1% 0% 0.29 0.33 9 AT100 Toshiba Android 0.9% 0% 0.83 0.86 10 HTC Desire HD HTC Corpo Android 1.1% 0% 0.39 0.54 10 Xoom Motorola Android 0.8% 0% 0.95 1.10 Other 50.5% Other 19.8% 12
  • 13. Top devices and platforms: North America The tablet format slowly increases its share to 11%. Android is dominant by a high margin, with 63% share compared with iOS at 30% share. The Amazon Kindle Fire is carving more space in the overall league of devices. Platform share of ad impressions Manufacturer share of ad impressions 31% 63% 20% 30% 13% 10% 11% 9% 3% 2% 2% 3% 1% 1% 1% 0% Others Other 17%* 12% 4% 0% 0% 0% 12% 7% 3% 3% 1% 4% 0% 0% 1.03† 1.04 0.35 0.69 0.45 2.12 CTR 1.04 1.23 0.67 1.11 1.05 0.35 1.06 1.33 0.94†† 1.07 1.26 0.96 0.74 4.13 eCPM 1.07 1.12 0.69 1.04 0.98 1.26 0.99 1.08 Impressions - mobile vs tablet 11% 89% * Q1 - Q2 Change | † CTR index | †† eCPM index | See section title page for key 13
  • 14. Top devices and platforms: North America The Kindle Fire is second to the iPad in volume of impressions but is far above in terms of CTR and eCPM. The iPhone loses 8% market share this quarter, but still generates 15% above-average CTR performance. Top mobile devices Top tablets %age of Ad %age increase %age of Ad %age increase Model Brand Platform Impressions vs Q1 CTR Index eCPM Index Model Brand Platform Impressions vs Q1 CTR Index eCPM Index 1 iPhone Apple iOS 18.8% -8% 1.02 1.15 1 iPad Apple iOS 43.4% 1% 0.85 0.90 2 iPod Touch Apple iOS 10.1% -5% 1.18 1.03 2 Kindle Fire Amazon Android 21.4% -3% 1.22 1.17 3 PC36100 HTC Android 3.0% 0% 0.20 0.28 3 Eee Pad Transformer Asus Android 3.2% 0% 0.74 0.68 4 SCH-R720 Samsung Android 2.2% 1% 1.52 1.21 4 GT-P7510 Samsung Android 2.9% 0% 0.81 0.84 5 HTC Desire HD HTC Corpo Android 2.1% 1% 0.26 0.33 5 AT100 Toshiba Android 2.3% -1% 0.83 0.84 6 HTC EVO 3D HTC Android 1.9% 1% 0.80 0.72 6 SCH-I800 Samsung Android 2.2% 0% 1.09 1.32 7 DROID RAZR Motorola Android 1.8% 1% 1.31 1.27 7 Iconia Tab A500/Picasso Acer Android 2.1% -1% 0.89 0.83 8 LS670 LG Android 1.5% 0% 0.75 0.67 8 E201 Enspert Android 2.0% 2% 0.05 0.07 9 DroidX Motorola Android 1.5% 0% 1.02 0.98 9 Xoom Motorola Android 1.7% 0% 0.91 0.80 10 SCH-I500 Samsung Android 1.4% 0% 1.19 1.08 10 9 Pandigital Android 1.1% 0% 1.97 1.70 Other 55.7% Other 17.7% 14
  • 15. Top devices and platforms: Europe The Android platform takes 8% market share away from iOS, which however still commands a significant eCPM premium of 53% over Android. RIM still maintains a significant share in Europe (18%), where Blackberry Messenger is popular with younger demographics. Platform share of ad impressions Manufacturer share of ad impressions 34% 43% 34% 25% 18% 18% 7% 5% 4% 4% 2% 2% 1% 2% 1% 0% Others Other 8% 7% 2% 1% 0% 0% 7% 6% 2% 0% 1% 1% 0% 0% 0.92† 1.22 0.71 1.30 1.11 2.10 CTR 1.22 1.04 0.71 0.54 0.93 1.36 0.91 0.50 0.90†† 1.38 0.46 1.39 0.81 2.58 eCPM 1.38 1.01 0.46 0.64 0.82 1.35 1.05 0.70 Impressions - mobile vs tablet 8% 92% * Q1 - Q2 Change | † CTR index | †† eCPM index | See section title page for key 15
  • 16. Top devices and platforms: Europe Of the top ten European devices, Apple devices achieve the highest CTR and eCPM. Top mobile devices Top tablets %age of Ad %age increase %age of Ad %age increase Model Brand Platform Impressions vs Q1 CTR Index eCPM Index Model Brand Platform Impressions vs Q1 CTR Index eCPM Index 1 iPhone Apple iOS 28.7% -2% 1.24 1.43 1 iPad Apple iOS 61.2% -12% 1.08 1.05 2 Galaxy S2 Samsung Android 6.8% 2% 1.08 1.11 2 GT-P7500 P4 Samsung Android 4.9% 2% 1.00 0.86 3 BlackBerry 8520 RIM RIM 6.4% -1% 0.52 0.34 3 Eee Pad Transformer Asus Android 3.7% 1% 0.72 0.76 4 GT-S5830 Samsung Android 5.7% 2% 0.91 0.81 4 GT-P1000 Galaxy Tab Samsung Android 3.6% 1% 0.72 1.39 5 BlackBerry 9300 RIM RIM 4.0% 1% 0.74 0.46 5 GT-P7510 Samsung Android 2.7% 1% 0.88 0.83 6 iPod Touch Apple iOS 2.9% -3% 1.28 1.43 6 Iconia Tab A500/Picasso Acer Android 1.9% 0% 0.73 0.71 7 I9000 Samsung Android 2.4% 0% 0.81 1.15 7 Tablet S Sony Android 1.2% 0% 0.76 0.75 8 GT-S5570/Galaxy Mini Samsung Android 2.3% 1% 0.99 0.74 8 A501 Acer Android 1.0% 0% 0.90 0.71 9 BlackBerry 9800 RIM RIM 2.1% 0% 0.86 0.54 9 A101 Archos Android 0.8% 0% 0.19 0.40 10 Wildfire HTC Android 2.0% -1% 0.29 0.32 10 Galaxy Tab 10.1 Samsung Android 0.8% 0% 1.34 1.00 Other 36.7% Other 18.2% 16
  • 17. Top devices and platforms: Asia Nokia and Symbian hold around one fifth of the Asian market and achieve high eCPMs, +43% higher than the Asia average. Platform share of ad impressions Manufacturer share of ad impressions 40% 38% 38% 24% 19% 20% 7% 1% 4% 3% 2% 1% 1% 1% 0% 0% Others Other 4%* 14% 0% 10% 0% 0% 13% 4% 1% 0% 0% 0% 0% 0% 1.01† 0.97 1.29 0.98 1.56 2.17 CTR 0.97 1.16 1.02 0.53 1.00 0.74 1.17 1.2 0.76†† 0.98 1.25 1.43 2.50 4.25 eCPM 0.96 0.84 1.51 0.47 0.74 0.73 0.72 1.25 Impressions - mobile vs tablet 9% 91% * Q1 - Q2 Change | † CTR index | †† eCPM index | See section title page for key 17
  • 18. Top devices and platforms: Asia Apple devices lose share to Android and Symbian. The iPhone loses 11% share, and the iPad loses 16%. Top mobile devices Top tablets %age of Ad %age increase %age of Ad %age increase Model Brand Platform Impressions vs Q1 CTR Index eCPM Index Model Brand Platform Impressions vs Q1 CTR Index eCPM Index 1 iPhone Apple iOS 32.9% -11% 0.90 0.96 1 iPad Apple iOS 56.6% -16% 1.10 1.01 2 Galaxy S2 Samsung Android 4.6% 1% 1.07 0.67 2 GT-P1000 Galaxy Tab Samsung Android 12.9% 1% 0.70 1.36 3 iPod Touch Apple iOS 3.7% -1% 1.45 1.12 3 GT-P7500 P4 Samsung Android 5.1% 2% 0.93 0.69 4 E63 Nokia Symbian 3.3% 2% 0.32 0.48 4 P6200 Samsung Android 4.9% 3% 1.35 0.94 5 E71 Nokia Symbian 2.5% 2% 0.33 0.49 5 Eee Pad Transformer Asus Android 1.8% 1% 0.60 0.40 6 GT-N7000 Galaxy Note Samsung Android 1.9% 1% 0.94 0.69 6 P6800 Samsung Android 1.6% 2% 1.28 1.07 7 SHW-M250S Galaxy S2 Samsung Android 1.9% 0% 1.01 0.59 7 GT-P7510 Samsung Android 1.3% 1% 0.64 0.51 8 I9000 Samsung Android 1.9% 0% 0.81 0.90 8 Galaxy Tab 8.9 Samsung Android 1.3% 1% 1.02 0.82 9 GT-S5830 Samsung Android 1.7% 0% 1.31 1.04 9 SHW-M380 Galaxy Tab 10.1Samsung Android 1.2% 0% 0.93 0.52 10 GT-S5360 Samsung Android 1.6% 1% 2.41 1.16 10 Iconia Tab A500/Picasso Acer Android 0.8% 0% 0.81 0.74 Other 44.0% Other 12.5% 18
  • 19. Top devices and platforms: South America RIM, an attractive platform for younger audiences, takes about 9% market share from iOS and Android. Although Apple still dominates the manufacturer league, with 34% of ad impressions, Samsung achieves the highest CTR (+44% above average) and eCPM (+41%). Platform share of ad impressions Manufacturer share of ad impressions 34% 34% 30% 19% 15% 15% 10% 11% 5% 6% 6% 6% 4% 5% 1% 0% Others Other 6%* 4% 9% 0% 1% 0% 4% 1% 8% 0% 1% 3% 0% 0% 1.31† 1.00 0.42 0.96 0.94 2.15 CTR 0.99 1.44 0.42 0.95 1.09 1.10 0.99 0.73 1.19†† 0.78 0.89 1.22 1.15 2.00 eCPM 0.78 1.41 0.89 1.18 1.36 0.77 0.79 0.49 Impressions - mobile vs tablet 9% 91% * Q1 - Q2 Change | † CTR index | †† eCPM index | See section title page for key 19
  • 20. Top devices and platforms: South America The Blackberry 8520 Curve is the most popular RIM device, despite a CTR 60% lower than average. Samsung’s Galaxy Mini shows top CTR performance (+117%), with 15% market share. Samsung emerges as the strongest challenger to Apple’s 68% share of the tablet market. Top mobile devices Top tablets %age of Ad %age increase %age of Ad %age increase Model Brand Platform Impressions vs Q1 CTR Index eCPM Index Model Brand Platform Impressions vs Q1 CTR Index eCPM Index 1 iPhone Apple iOS 21.7% -3% 1.07 0.89 1 iPad Apple iOS 67.8% 9% 1.04 0.80 2 iPod Touch Apple iOS 9.2% -2% 0.79 0.49 2 GT-P1000L Samsung Android 4.6% -5% 0.81 5.48 3 BlackBerry 8520 RIM RIM 8.8% 5% 0.40 0.83 3 GT-P1010 Galaxy Tab Samsung Android 2.9% -1% 0.84 0.65 4 Galaxy S2 Samsung Android 2.5% 0% 1.17 0.76 4 GT-P7500 P4 Samsung Android 2.4% 0% 0.95 0.56 5 BlackBerry 9300 RIM RIM 2.5% 1% 0.54 1.13 5 P6200 Samsung Android 1.9% 1% 1.49 1.42 6 GT-S5830L Galaxy Ace Samsung Android 1.9% -1% 1.51 0.96 6 GT-P7510 Samsung Android 1.5% -1% 0.87 0.49 7 C3-00 Nokia Java 1.7% 0% 1.01 1.25 7 Xoom MZ605 Motorola Android 1.5% -1% 0.83 0.56 8 GT-S5570L Samsung Android 1.5% 0% 2.17 1.74 8 Iconia Tab A500/Picasso Acer Android 1.0% 0% 0.93 0.37 9 N8-00 Nokia Symbian 1.4% 0% 1.20 1.74 9 Eee Pad Transformer Asus Android 0.8% 0% 0.61 0.35 10 P500h LG Android 1.2% -1% 1.07 0.98 10 Galaxy Tab 8.9 Samsung Android 0.8% 0% 0.73 0.49 Other 47.8% Other 14.8% 20
  • 21. Top devices and platforms: Africa The Java and Symbian platforms increase their dominance, with a combined 63% of the market, against 50% last quarter. Nokia, the most recognised brand in Africa (source: The Economist), accounts for 57% of all ad impressions in Q2. Platform share of ad impressions Manufacturer share of ad impressions 57% 38% 25% 14% 14% 11% 11% 7% 6% 7% 3% 2% 2% 1% 3% 0% Others Other 4% 14% 4% 5% 8% 0% 10% 1% 14% 4% 2% 0% 0% 0% 1.20† 0.96 0.88 1.05 0.99 1.62 CTR 1.05 1.03 0.96 0.88 0.49 0.76 1.22 0.84 0.70†† 0.50 2.01 1.15 1.03 2.58 eCPM 1.11 0.70 0.45 2.01 0.42 0.78 0.90 0.76 Impressions - mobile vs. tablet 4% 96% * Q1 - Q2 Change | † CTR index | †† eCPM index | See section title page for key 21
  • 22. Top devices and platforms: Africa Despite Nokia’s overall market share, Apple and RIM take the top two positions in an extremely fragmented market, with RIM more than doubling the average eCPM. Top mobile devices Top tablets %age of Ad %age increase %age of Ad %age increase Model Brand Platform Impressions vs Q1 CTR Index eCPM Index Model Brand Platform Impressions vs Q1 CTR Index eCPM Index 1 iPhone Apple iOS 8.4% -11% 0.97 0.50 1 iPad Apple iOS 61.2% -12% 1.08 1.05 2 BlackBerry 8520 RIM RIM 4.3% 3% 0.97 2.16 2 GT-P7500 P4 Samsung Android 4.9% 2% 1.00 0.86 3 X2-01 Nokia Java 3.6% 0% 1.02 1.10 3 Eee Pad Transformer Asus Android 3.7% 1% 0.72 0.76 4 C1-01 Nokia Java 3.5% 2% 1.55 1.70 4 GT-P1000 Galaxy Tab Samsung Android 3.6% 1% 0.72 1.39 5 1680 classic Nokia Java 3.3% 2% 0.58 0.47 5 GT-P7510 Samsung Android 2.7% 1% 0.88 0.83 6 6300 Nokia Java 3.3% -2% 0.70 0.75 6 Iconia Tab A500/Picasso Acer Android 1.9% 0% 0.73 0.71 7 C3-00 Nokia Java 2.6% -1% 1.26 1.38 7 Tablet S Sony Android 1.2% 0% 0.76 0.75 8 5130 XpressMusic Nokia Java 2.5% 0% 0.93 1.13 8 A501 Acer Android 1.0% 0% 0.90 0.71 9 E63 Nokia Symbian 2.3% 1% 0.62 0.82 9 A101 Archos Android 0.8% 0% 0.19 0.40 10 6120 classic Nokia Symbian 2.3% 1% 0.72 0.59 10 Galaxy Tab 10.1 Samsung Android 0.8% 0% 1.34 1.00 Other 63.9% Other 18.2% 22
  • 23. Focus on Apple While iPhones and iPads are still used primarily for games, with 47% and 56% of ad requests respectively, the iPod Touch includes the largest proportion of Social Networking users (24%). The iPad achieves the highest CTR (+17%) across all Apple devices, particularly on the Games channel (+59%). Channel mix per Apple device iPhone iPad iPod Touch 10% 14% 9% 3% 24% 18% 19% 29% 56% 28% 47% 10% 29% 4% 2% CTR index Games channel CTR index 1.6 1.6 1.5 1.5 1.4 1.4 1.3 1.3 1.2 1.2 1.1 1.1 1.0 1.0 0.9 iPhone iPad iPod Touch 0.9 iPhone iPad iPod Touch 23
  • 24. Focus on tablets Top five tablets ranked by ad impressions 54% 7% 5% 4% 3% Apple iPad Amazon Kindle Fire Samsung GT-P1000 Galaxy Tab Samsung GT-P7500 Asus Eee Pad Transfomer #2 across all devices #23 across all devices #31 across all devices #39 across all devices #52 across all devices CTR uplift* 4% 16% -25% -2% -28% eCPM uplift* 0% 15% 12% -17% -24% *uplift compared to average 24
  • 25. Advertisers & Verticals Advertiser Verticals Publisher Channels Performance metrics Entertainment & Media Entertainment CTR Technology & Telecoms Games Conversion Rate Business & Finance Lifestyle $ CPC Pricing News & Education News, Sport & Information Social & Dating Social networking FMCG & Retail Automotive Travel Demographics Lifestyle & Health Style & Fashion Male Legal & CSR Female 25
  • 26. Mix of verticals Entertainment and Technology together drive 67% of spend. Entertainment & Media achieves a conversion rate 260% above average, with consumers keen to install media-related apps. Business & Finance and FMCG & Retail command CPCs 29% and 130% above average. Social & Dating delivers the highest CTR performance, 127% above average, while Style & Fashion campaigns deliver 62% above average. Automotive delivers the highest eCPM, at 152% above average, and a 127% higher CTR. 39% 28% 8% 6% 6% 5% 3% 2% 2% 0% 0% 260% 2% 29% 35% 130% 127% 127% +14% 75% 62% 35% HIGHER CONVERSION MORE CLICKS $ HIGHER CPC RATE MORE CLICKS $ HIGHER CPC RATE MORE CLICKS MORE CLICKS MORE CLICKS HIGHER CONVERSION MORE CLICKS $ HIGHER CPC RATE See section title page for key 26
  • 27. Mix of verticals: North America The News & Education vertical takes third position in North America, where it achieves +26% CTR. The Business & Finance vertical can be expected to pay about 2.5 times the average CPC, to reach a valuable mobile audience with targeted messages. 45% 21% 18% 6% 6% 2% 1% 1% 1% 0% 0% 51% 74% 26% 109% 146% 75% 63% 320% 406% 37% HIGHER CONVERSION $ HIGHER CPC RATE MORE CLICKS $ HIGHER CPC RATE $ HIGHER CPC RATE HIGHER CONVERSION HIGHER CONVERSION HIGHER ECPM HIGHER ECPM $ HIGHER CPC RATE See section title page for key 27
  • 28. Mix of verticals: Europe Entertainment & Media achieves an impressive conversion uplift of 707% above average, followed by Business & Finance (+117%). FMCG, Lifestyle and Automotive command higher CPC prices, 100%, 119% and 89% above average respectively. Travel is a popular vertical, with +53% CTR. 35% 24% 12% 9% 8% 7% 3% 2% 2% 0% 707% 117% 201% HIGHER CONVERSION HIGHER CONVERSION MORE CLICKS $ 100% HIGHER CPC RATE $ 89% HIGHER CPC RATE 53% MORE CLICKS 58% MORE CLICKS $ 119% HIGHER CPC RATE 64% MORE CLICKS See section title page for key 28
  • 29. Mix of verticals: Asia Entertainment & Media drives 50% of spend, achieving an impressive +42% conversion rate uplift. Technology & Telecoms follows with CTRs 52% above average. Social & Dating is promising, with a CTR 139% above average, while FMCG places higher value on mobile consumers, with CPC 177% above average. 50% 34% 6% 3% 2% 2% 2% 1% 0% 0% 42% 52% HIGHER CONVERSION MORE CLICKS $ 63% HIGHER CPC RATE $ 86% HIGHER CPC RATE 139% MORE CLICKS $ 177% HIGHER CPC RATE 46% MORE CLICKS 170% HIGHER ECPM 126% MORE CLICKS 83% HIGHER ECPM See section title page for key 29
  • 30. Mix of verticals: South America Entertainment & Media makes up 50% of the advertising spend and achieves some of the highest CTRs (45% higher than the average) followed by Travel (+24%). The Social & Dating vertical commands higher CPC prices (+33%). 50% 36% 4% 4% 2% 1% 1% 1% 1% 0% +45% +30% +33% +24% +16% MORE CLICKS ECPM $ HIGHER CPC RATE MORE CLICKS $ HIGHER CPC RATE See section title page for key 30
  • 31. Mix of verticals: Africa 69% of the advertising spend in Q2 comes from the Technology & Telecoms vertical, while FMCG & Retail campaigns generate an eCPM 214% higher than the average. 69% 15% 9% 3% 2% 2% 0% 0% $ +31% HIGHER CPC RATE +17% MORE CLICKS +12% HIGHER ECPM $ +16% HIGHER CPC RATE +214% HIGHER ECPM $ +38% HIGHER CPC RATE See section title page for key 31
  • 32. Pricing and performance per vertical The eCPM from the top verticals (Automotive, Style & Fashion, Social & Dating and FMCG & Retail) is 140% above average, driven by higher CPCs and CTRs, which means publishers providing content relevant to these audiences can expect effective monetization. eCPM uplift vs. average on CPC campaigns +152% +150% +142% +142% +140% +100% eCPM uplift +50% +41% +38% +24% +18% +0% CPC index 2.28 1.50 1.07 2.30 1.51 1.35 1.08 1.29 CTR index 1.11 1.62 2.27 1.05 0.94 1.02 1.14 0.91 See section title page for key 32
  • 33. Pricing and performance per vertical The ability to reach high-value consumers on mobile platforms is increasingly valuable. This reflects the price point range for conversion- driven campaigns. High-value verticals like Automotive command $50-$100. Most verticals acquire customers at a cost proportionate to the typical customer lifetime value for their industry. Typical CPA price ranges per vertical $100 $50 $50 $50 $50 $20 $20 $20 $20 $20 $20 $20 $20 $5 $5 $5 $5 $5 See section title page for key 33
  • 34. Pricing and performance per region CTR performance varies significantly across regions, reflecting cultural and creative differences. The most popular verticals in Europe are FMCG & Retail (31% higher CTR than other regions), Lifestyle (+55%), Travel (+33%) and Social & Dating (+23%). In North America, Technology & Telecoms generates +37% CTR, then Style & Fashion (+32%), Entertainment & Media (+15%) and Automotive (+15%). In Asia, Automotive generates +85% CTR, followed by Technology & Telecoms (+45%) and Travel (+19%). 200% North America Europe Asia CTR index across regions for each vertical 150% 100% 50% 0% See section title page for key 34
  • 35. Performance increase from gender targeting Gender targeting provides a CTR uplift to advertisers with customized creatives and targeted messaging. Male targeting yields a 164% uplift for Technology & Telecoms campaigns, while female targeting provides a 92% uplift on Entertainment & Media. For FMCG & Retail, gender-specific targeting increases CTR by 22% for females and 46% for males. Female Bias Male Bias 164% 149% 92% 54% 46% 31% 22% 17% 6% 6% 3% See section title page for key 35
  • 36. Performance increase from time targeting CTR rates generally peak after 6pm for Automotive (15% above average) and FMCG & Retail (20%). Style & Fashion and Lifestyle & Health achieve higher morning CTRs, and only News & Education achieves higher performance between midnight and 5am (+7%). CTR Index 12am-5am 6am-11am 1.4 12pm-5pm 6pm-11pm Average 1.0 0.6 See section title page for key 36
  • 37. Performance increase by day of the week Performance increases on Saturdays (6% above average), in particular for Social & Dating (+26%), FMCG & Retail (+21%) and Automotive (+20%). Monday has the lowest CTR (-5%), except for Lifestyle & Health (+6%) and Style & Fashion (+6%). During the working week, Wednesday is the best day for FMCG & Retail (+9%), and the worst for Social & Dating (-22%). CTR Index Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1.4 Average 1.0 0.6 See section title page for key 37
  • 38. CTR Index per channel and platform CTR Index Android iO S J ava R IM S ymbian E ntertainment 1.08 0.86 1.77 0.26 1.03 G ames 1.11 1.41 2.84 2.77 3.11 Lifes tyle 0.74 1.51 0.47 0.97 0.66 News , S port 0.82 1.15 1.55 0.62 0.69 & Information S ocial 0.64 0.33 0.33 0.13 0.25 Networking 38
  • 39. eCPM Index per channel and platform eCPM Index Android iO S J ava R IM S ymbian E ntertainment 0.96 0.92 1.88 0.32 0.92 G ames 1.04 1.62 3.13 2.74 3.14 Lifes tyle 1.24 2.46 0.72 2.53 0.95 News , S port 0.72 0.96 1.54 0.48 0.62 & Information S ocial 0.43 0.69 0.35 0.13 0.23 Networking 39
  • 40. Channels & Audience Publisher Channels About our demographics methodology Adfonic uses aggregated demographics data to understand how Entertainment campaigns impact on consumers, and to gain insights into how Games audience demographics affect performance. This report is based Lifestyle on samples of millions of ad requests that include demographic News, Sport & Information data provided with the user’s consent. Social Networking 40
  • 41. Audience per channel The Games channel still achieves the best CTR performance (28% above average), while social networking has the lowest (62% below). Despite an average CTR, Lifestyle delivers the highest eCPMs at 80% above average. The Games channel provides access to younger audiences, with 86% of consumers in the under 30 age group. At either end of the age ranges, those below 20 and above 60 are mostly female. The 20-59 age group is mostly male. Share of ad requests Ad requests per age group 27% 27% 25% Below 20 20s 30s 40s-50s 60 and above 12% 9% CTR index 0.98 1.28 1.04 0.92 0.38 eCPM index 0.93 1.31 1.80 0.80 0.46 Male audience per age group Male Male Male Male Male 25% 69% 71% 67% 45% Female Female Female Female Female 75% 31% 29% 33% 55% Below 20 20 to 29 30 to 39 40 to 59 60 and above See section title page for key 41
  • 42. Audience per platform, region and day part Males account for 60% of audience on most platforms. The exception here is Symbian, where devices are more typically owned by females (+65%). Gender mix is male-biased except for Europe, where it is balanced. Males are more active in the morning, females in the evening. Gender mix per platform† Gender mix per region†† Female Male Female Male 36% 64% 46% 54% 39% 61% Africa 26% 74% Others 40% 60% Asia 34% 66% 44% 56% Europe 52% 48% 65% 35% North America 41% 59% 40% 60% South America 36% 64% Ad requests per hour by gender††† Ad requests per age group - regional Female Male Below 20 20s 30s 40s-50s 60 and above 60% 40% 20% 0% Africa Asia Europe North South America America 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 † North America, Europe and Asia | †† Android and iOS | ††† North America, Europe, Asia / iOS and Android | See section title page for key 42
  • 43. Audience per platform, region and day part Teenagers show the highest propensity to click (29% above average) and convert (+54%). The 40-59 group clicks less often than average (22% below) and converts more post-click (+52%). Men click 3% more often than women, but women convert 31% more frequently. Performance by age group† Performance by gender† CTR Index 1.31 CTR Index 1.6 1.52 CVR Index CVR Index 1.44 eCPM Index eCPM Index 1.4 1.2 1.28 1.19 1.2 1.0 1.07 1.03 0.94 0.93 0.91 0.8 0.83 1.0 0.76 0.78 0.71 0.70 0.6 0.60 0.54 0.96 0.89 0.4 0.32 0.82 0.2 0.8 Below 20 20s 30s 40 - 50s 60s & Female Male above † North America and Europe / Android and iOS 43
  • 44. Performance & Targeting Publisher Channels Entertainment Games Lifestyle News, Sport & Information Social Networking 44
  • 45. Vertical performance The tablet’s larger real estate boosts CTRs – travel campaigns on tablets show a 61% uplift. Tech & Telecoms, Automotive and Social & Dating also perform well on tablets. The Games channel delivers most clicks, and Lifestyle, Entertainment and News deliver impressive CTR uplifts. CTR uplift on Tablet by vertical CTR uplift achievable through channel targeting by vertical 114% 61% 99% 53% 68% 69% 58% 54% 52% 52% 30% 36% 30% 31% 26% 25% 14% 20% 19% 14% 12% 45
  • 46. Vertical performance Publishers who want to monetize their inventory should aim for specific audiences to experience eCPM uplifts. News publications attracting audiences interested in Style & Fashion achieve +702% eCPM, while Social Networking publications achieve +515% eCPM when displaying FMCG & Retail advertisements. eCPM uplift by channel TECHNOLOGY & AUTOMOTIVE BUSINESS & FINANCE FMCG & RETAIL LIFESTYLE & HEALTH NEWS & EDUCATION SOCIAL & DATING STYLE & FASHION TELECOMS TRAVEL Entertainment 161% 138% 178% 415% 67% 102% 12% 120% Games 264% 73% 103% 34% 329% 157% 70% 80% Lifestyle 70% 37% 37% News, Sport & Information 296% 96% 324% 63% 86% 87% 702% 114% 57% Social Networking 305% 229% 515% 26% 49% 252% 68% 169% 192% 46