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Mobile Advertising
Trends Report 2015
By FunMobility
Mobile Advertising. Simplified.

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 2
Summary
The landscape is changing. A worldwide explosion of mobile
ad budgets has sparked a dramatic evolution of technology,
standards, and best practices. Now, even the fundamental goals
that industries are hoping to achieve with mobile ads have
changed.
Amidst the excitement of this seismic shift, there is a lot of
hype—and there are a lot of empty promises. This report will
bring you up to speed, providing a no-nonsense examination of
the principal forces reshaping the world of mobile advertising.
We also examine how each of the major industries fit into the
big picture, evaluating projected mobile ad spend for 2015,
the different goals of their mobile campaigns, and—most
importantly—how advertisers can use mobile to accomplish
those goals.
Analysis is derived from aggregate data sourced from
FunMobility’s own clients, as well as industry reports and
editorial content from major vendors and thought leaders in the
mobile ecosystem.

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 3
Overview
1. Programmatic Buying & Real-Time Bidding. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
What is it?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3 Benefits for Mobile Advertisers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Seeing Through the Hype—Limited Targeting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Seeing Through the Hype—Limited Ad Formats. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Rapid Adoption Driving Rapid Improvements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2. Mobile Display Ad Formats: New & Improved. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Mobile Rich Media—Worth the Investment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Mobile Video Ads—Finally Where They Need to Be. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Native Ads—Redefining Your Social Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Mobile Engagement Ad Units—Customized to Align with Any Goal. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
IAB Mobile Rising Stars—New Standards Leveraging Mobile Functionality. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3. Who’s Buying? Breakdown by Industry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Retail—Ground Zero of the Cash-plosion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Finance—CTR Soars on Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Automotive—Driving Brand Value with Mobile Rich Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Telecom—Building 1 to 1 Consumer Relationships. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Consumer Packaged Goods—Brand Awareness Through Mobile Engagement. . . . . . . . . . . . . . . . . . . . . . . . . . . .
Travel—Ads Enable Frictionless Booking on Mobile Devices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Technology—Fierce Competition Amongst Manufacturers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Media & Entertainment—Leveraging Mobile Video Ads to Tell Their Story. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Health & Pharmaceuticals—Lagging Behind. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4. Where’s the Money? Mobile Display Ads vs. Total Digital Ad Spend. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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1
Programmatic Buying
& Real-Time Bidding
From a marketing standpoint, buzzwords don’t get much more buzz than
“Programmatic Ad Buying”—a process which has already transformed the
ecosystem of online ads, and now seems likely to do the same for mobile.
But, while it’s certainly tempting to jump on the programmatic band
wagon, it’s important to filter out the hype and enthusiasm to discern
what is actually currently possible on mobile—as opposed to what may
be possible, some day.

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 5
What Is It?
Programmatic Buying & Real-Time Bidding
Programmatic Buying
Programmatic ad buying refers
to automated purchasing
of digital ad inventory,
circumventing the human-
managed process of buying ad
space via contracts or insertion
orders. But it’s a subset of
programmatic buying—Real-
Time Bidding (RTB for short)—
that’s really making headlines
in the mobile advertising world.
RTB only accounts for $4
billion of the $7 billion annually
spent on programmatic
buying (Business Insider), but
it has come to dominate the
conversation so completely that
the terms “programmatic” and
“RTB” are now used more or
less interchangeably.
Real-Time Bidding
The main analogy everybody seems to be latching onto is “day-trading
stocks”—incorporating algorithms and automation software so that
we can keep up with a massively complex, constantly evolving system.
More specifically, real-time bidding is an automated process that
happens within the fraction of a second between when a consumer
clicks to open a site or app with available ad space, and when the
site or app actually loads on the consumer’s mobile device. During
this fraction of a second, real-time contextual information about the
available ad space is sent from the supply side (publishers) to the
demand side (brands, agencies, etc)—who then automatically do or do
not place bids for the ad space.

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funmobility.com(855) 849-4900 6Mobile Advertising Trends Report 2015
3 Benefits of Programmatic Buying for Advertisers
Programmatic Buying & Real-Time Bidding
Streamlining
Mobile advertising involves a complicated
workflow, with the hundreds of
millions of unique eyeballs,
viewing tens of millions of
sites and apps, on hundreds
of different devices, across
multiple screens. The more an
advertiser can reduce friction
in this process, the better.
On the Fly Optimization
Real-time bidding parameters can be
set to automatically adjust in real-time,
so ad placements that underperform
will be phased out to focus only on
purchasing space that is generating good
results.
On the Fly
Optimization
Targeting
RTB allows for a sizeable
improvement in an
advertiser’s all-important
audience targeting
capabilities, by including
a number of additional
contextual parameters
into the buying process.
The publisher is no
longer just saying, “I
have available ad space
on my app, which attracts X
demographic.” They are now also
saying, “I have available space on
my app, and it’s about to be viewed
by a specific consumer, who meets
a specific criteria, at a specific time
of day, in a specific geographic
area.”
Streamlining Targeting

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 7
Seeing Through the Hype—Limited Targeting
Programmatic Buying & Real-Time Bidding
Now for a dose of reality: the most valuable aspect of
Programmatic Buying and Real-Time Bidding—highly-
informed audience targeting—doesn’t really exist yet
for mobile devices.
A consumer viewing ads on a desktop is generating
a lot more personal data for the advertiser to work
with (specifically browsing history). For example,
RTB makes it possible for automotive advertisers to
serve ads only to consumers who have been browsing
automotive sites, and to serve different ads to different
consumers based on what types of automotive sites
they have been browsing (i.e. luxury, economy, etc).
But this sort of behavioral tracking is still limited on
mobile devices. And, while mobile consumers do
deliver valuable contextual information (specifically
their exact location) for advertisers, it’s not nearly
as useful for real-time-bidding purposes as browsing
history.

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funmobility.com(855) 849-4900 8Mobile Advertising Trends Report 2015
Seeing Through the Hype—Limited Ad Formats
Programmatic Buying & Real-Time Bidding
Mobile programmatic buying is largely limited to
static banner ad placements, and has not been able
to keep pace with the constant evolution of ever-
more engaging mobile ad units. Native ads, video
ads, and all the other rich media mobile ads poised
to take over the market are still only available via
direct partnerships with publishers or managed ad
buys.
So, while programmatic buying and RTB streamlines
the process in terms of scale, it has not yet replaced
human management in terms of impact and
engagement.
“You can buy millions and millions of
small ads across websites and apps in
programmatic channels right now. The
question is, do you have anything like the
kind of impact you might have on TV, or on
desktop PCs with rich media? Everybody
talks about reach and targeting and
audience. But if you don’t have impact, what
good does it do?”
- Eric Franchi, Co-Founder of Undertone

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Rapid Adoption is Driving Rapid Improvements
Programmatic Buying & Real-Time Bidding
A recent survey from Millennial Media suggests that 57% of
advertisers are already buying programmatically on mobile, with
77% reporting that they plan to do it before December of 2015.
Businesses Insider projects even faster growth, as much as 56%,
year-over year.
“In 2015, programmatic buying of digital advertising
inventory will expand beyond standard IAB ad units into
premium placements and nontraditional display units,
such as in-image, native, and content marketing.”
- Ken Weiner, CTO of GumGum
Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 9

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Mobile Display Ad Formats:
New & Improved
2Repeatedly, studies cite mobile banner ads as failing in two important
ways: they’re too small, and they’re too boring. But the static mobile
banners that have long dominated the industry are finally being
replaced by a variety of innovative new ad units designed to leverage
the qualities and features unique to mobile.
The early results are promising, with these more engaging mobile ad
units delivering several times the performance of static banner ads.

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Mobile Rich Media—Worth the Investment
Mobile Display Ad Formats: New & Improved
The term “rich media” refers to any ad that delivers
a deeper experience than is traditionally seen
with mobile banner ads. According to the MMA
(Mobile Marketing Association), rich media ad units
are defined as offering streaming video content,
animated GIFs within the ad, an audio layer, or any
interactive feature set other than basic mobile click-
through.
Mobile rich media ads can take advantage of
functionality unique to mobile devices, allowing for
deeper consumer experiences and engagement.
Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 11
Consumers can be encouraged to tilt, tap, pinch,
shake, or swipe to progress through ad content in a
fluid and organic way.
These additional layers of multimedia and
interactivity are showing extraordinary results, with
Opera Mediaworks reporting that mobile rich media
campaigns outperform static media campaigns by
nearly 400%. Millennial Media reported a similar
boost to performance, with the rich media bump
driving between 3-5x the CTR of static media ads,
depending on the vertical.

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Mobile Video Ads—Finally Where They Need to Be
Mobile Display Ad Formats: New & Improved
Video ads on mobile are really taking off, as
consumers get more and more accustomed to
watching television programs and movies on their
mobile devices. YouTube reports that nearly 40% of
all video watch time now happens on mobile. The
Media & Entertainment industries are particularly big
buyers of mobile video ads, with more than 50% of
their mobile campaigns involving video.
Video spots—which may be frustratingly disruptive
to consumers in some contexts, are far less intrusive
and far more effective when served as opt-in content
within an app, allowing users to earn in-app rewards
or currency in return for viewing the ad.
A 2012 Nielsen study comparing the effectiveness of
video ads across devices found that mobile devices
performed substantially better than both desktop
computers and televisions.
eMarketer projects that video ad
spending will grow by 50% in 2015,
going from from $4 billion to $6
billion.
Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 12

13.
Native Ads—Redefining Your Social Strategy
Mobile Display Ad Formats: New & Improved
Consumers, in general, don’t like
advertising. Sure, they tolerate
advertising. They appreciate how it
helps them make informed purchases,
and maybe they even appreciate
how advertising funds their favorite
websites and television shows. But
they still fast forward through
commercial breaks.
That’s where native advertising
comes in. Unlike typical mobile
ads, which deliberately jump
off the page to grab consumer
attention, native ads are
designed to seamlessly blend
in-stream with a particular
app or website, blurring the
distinction between content and
advertising.
AdRoll reports that Facebook
ads appearing in the News
Feed—looking for all intents and
purposes like ordinary Facebook
posts—achieve an astonishing 49x
higher click-through rate (and
subsequently, a cost-per-click that
is less than 20% that of traditional
Facebook ad placements.)
Business Insider projects that,
due to the success of native ad
placements on social sites, native
spend will account for 42% of all
social media advertising by 2017.
Yahoo has already announced
that it plans to eventually phase
out all non-native display ads.
“In the future, all advertising
on social media will be native
in-stream ads. The right rail and
banners will disappear altogether.”
— Jan Rezab, CEO of Socialbakers
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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 14
Native Ads—Redefining Your Social Strategy
Mobile Display Ad Formats: New & Improved
Consumers don’t like being fooled. Advertisers
need to tread carefully with native ads. Though
the format lends itself to much higher CTR, the
end result can be negative consumer
experiences if people feel “misled” by
clicking on the ad.
There is a rising tide of consumers
reporting frustration with native ads;
they expect click-through to deliver
an actual piece of content, not blunt
advertising materials. The numbers
reflect this frustration: while the CTR
is undeniably higher with native ads,
the actual click-to-conversion rate—a
barometer for how well-received the ad
is by consumers—is substantially lower (16%
lower, in the case of Facebook).
As consumers grow more savvy about native ads,
performance may well decline unless advertisers
make the effort to ensure these ads don’t pretend
to be something they’re not.

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Mobile Engagement Ad Units—Customize to Align with Any Goal
Mobile Display Ad Formats: New & Improved
Advertisers and marketers can be tasked with
any number of different goals for a given mobile
ad campaign: driving store traffic, building brand
awareness, capturing consumer data, etc.
Mobile Engagement Ad Units integrate a customizable
post-click consumer experience, providing a single
solution that’s capable of aligning with all of these
diverse goals. The ad units initially load as mobile
rich media animated banners, but on click-through
they transform to responsively fill the screen with an
interactive overlay tailored to meet the campaign’s
specific need(s).
The Most Popular Post-Click Experiences:
Smart Form
Capture registrations or consumer data with custom
dynamic fields
Tap-To-Call
Instantly create 1-to-1 consumer relationships by
integrating a button that triggers a phone call.
Store Finder
Drive foot traffic by providing map directions to
participating locations
Promotion Page
Build awareness and prompt social sharing with multi-
media engagement
Instant Survey
Reveal trends, product/service preferences, and
consumer feedback by polling your target audience
Mini-Game
Build brand value and extend dwell time by making the
experience fun and interactive.
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funmobility.com(855) 849-4900 16Mobile Advertising Trends Report 2015
IAB Mobile Rising Stars—New Standards Leveraging Mobile Functionality
Mobile Display Ad Formats: New & Improved
The Interactive Advertising Bureau (IAB) announced 5 new mobile ad unit standards
for its official portfolio, designed to leverage mobile functionality for better
performance. A study by Vibrant Media, IAB, and comScore found that users were
three times more likely to interact with Rising Stars Ads than standard
mobile banners—8.5% vs. 2.8%. Video completion rates experienced a 19%
lift.
IAB Mobile Rising Stars Formats:
Filmstrip
Functions as a “window” that lets users swipe to
scroll through a variety of content.
Pull
A standard top or bottom banner that the user drags
vertically to reveal a fullscreen ad.
Adhesion Banner
A standard banner that “adheres” to the mobile
screen—maintaining consistent position and size,
regardless of how site content is manipulated (i.e.
zoomed, rotated, etc).
Slider
A standard top or bottom banner ad that the user
slides horizontally to reveal a fullscreen ad.
Fullscreen Flex
A fullscreen ad format involving responsive creative
elements that automatically re-arrange to look great
in both landscape and portrait orientations.

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Who’s Buying?
Breakdown by Industry
3 The mobile advertising industry has spent the past several
years growing at an explosive rate (reaching triple digits,
annually). eMarketer estimates that, in 2015, the United States
alone will buy $17.73 billion worth of mobile ads. But where,
exactly, is all this money coming from?

18.
$4,090 Retail
$370 Health &
Pharmaceuticals
$2,200 Finance
$1,850 Automotive
$1,540 Media &
Entertainment
$1,680 Telecom
$1,140 Technology
$1,260 CPG
$1,250 Travel
$770 Other
2014 Projected US Mobile Ad Spend
($ Millions)
Total: $17.73 Billion

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 19
Projected Spend:
Retail—Ground Zero of the Cash-plosion
Who’s Buying? Breakdown by Industry
Advertisers Should:
Primary Goal:
Accounting for more than a quarter of all mobile ad
revenue, the retail industry has embraced mobile
more than anyone else. Retail’s slice of the pie is so
big, it’s necessary to break down the ad spend even
further, by vertical.
According to a study by xAd, three verticals account
for 80% of all retail mobile ad spend. Big Box stores
are the biggest spenders in town, claiming 33.3%
of the pie. Clothing & Apparel and Home & Garden
account for an additional 48.8%. The remaining 20%
or so is divided up amongst a variety of smaller
players.
Driving traffic—both on the web and to brick and
mortar locations.
Take advantage of mobile’s hyper-local targeting
capabilities and integrate a store-finder feature in all
mobile campaigns.
• 25.3% of 2015 U.S. mobile ad spend
• $4,090 million$49 Million
Clothing &
Apparel
Home &
Garden
Other
Big Box Stores
What Makes Up Retail?
33.3%
28.6%
20%
20.2%

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 20
Projected Spend:
Advertisers Should:
Primary Goal:
Financial service institutions and banks might not
be the first thing that jumps to mind when you think
of mobile advertising, but the finance industry is
the 2nd highest spender, behind retail. The reason?
Finance sees a click-through rate for mobile ads
nearly FOUR TIMES higher than for non-mobile
digital ads (though mobile still accounts for just a
third of all digital ad spend).
Various performance-based activities (i.e.
registrations).
Provide clear and concise incentives for registration,
and make the process as frictionless as possible
for the consumer. Remember, typing is difficult on
mobile devices, so minimize the amount of required
text fields.
Finance—CTR Soars on Mobile
Who’s Buying? Breakdown by Industry
• 12% of 2015 U.S. mobile ad spend
• $2,200 million
Average CTR, Finance Industry

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 21
Projected Spend:
Automotive—Driving Brand Value with Mobile Rich Media
Who’s Buying? Breakdown by Industry
Advertisers Should:
Primary Goal:
While it is obviously unrealistic to expect consumers
to buy a car based solely on a mobile ad, the
improved awareness mobile allows for both brand
value and specific local offers has become an
important part of automotive marketing.
One thing advertisers should watch out for: though
much has been made of “geo-conquesting” (serving
mobile ads in proximity to competing locations) as
a tactic, the results for the automotive industry have
thus far proven subpar. It is the basic commodities
businesses—where the consumer’s decision-making
process is more prone to change on a whim–that see
success with geo-conquesting.
Awareness
Take full advantage of mobile’s extensive targeting
capabilities to serve campaigns to the most relevant
audience. And use the newer, more engaging mobile
ad formats to showcase the product—automotive
sees a bigger boost when using rich media ads than
any other industry.
• 11.5% of 2015 U.S. mobile ad spend
• $1,850 million
The automotive
industry sees a bigger
boost than any other
industry when using
rich media ads.
Static AdsRich Media Ads
4.5x
CTR

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 22
Projected Spend:
Advertisers Should:
Primary Goal:
Telecom—Building 1 to 1 Consumer Relationships
Who’s Buying? Breakdown by Industry
Compared to other industries, a much larger portion
of Telecom’s mobile ad spend is spent on search—
meaning its role in the mobile display ad economy is
significantly smaller.
“We are going way out of our way to get people
to opt-in and say, we’ll give you something of
value, and we can now serve more targeted
information to you. I think you will see a lot
more of that in 2015.”
- Evan Conway
V.P. of Monetization and Strategy, Pinsight Media+
Data capture: direct response
Nearly 20% of mobile ads in the Telecom industry
employ a “place call” feature, according to Millennial
Media. Though mobile consumers can place a call
simply by clicking on a phone number in their
browser, adding a clear “tap-to-call” button into the
display greatly increases conversions.
• 10.4% of 2015 U.S. mobile ad spend
• $1,680 million

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Mobile Advertising Trends Report 2015
Projected Spend:
Advertisers Should:
Primary Goal:
Consumer Packaged Goods—Brand Awareness Through Mobile Engagement
Who’s Buying? Breakdown by Industry
Despite surface similarities to the retail industry, CPG
brands allocate a much smaller budget to mobile
ads, likely due to mobile’s reputation for being
most effective at a local level. One often overlooked
mobile strategy for CPG lies in how they utilize
co-op advertising dollars. Though global co-op
ad spend accounts for more than half a TRILLION
dollars annually (source: IAB), very little of that is put
towards mobile.
With retailers already dedicating so many resources
to mobile advertising, it makes sense for CPGs to
piggyback off that investment by underwriting some
of the cost for their products.
Brand Awareness
Leverage rich media, ads, social share, and Mobile
Engagement Ad Units to provide a fun and
interactive consumer experience with each campaign.
Branded mini-games are proven to drive brand value
and extend dwell time.
• 7.8% of 2015 U.S. mobile ad spend
• $126 million
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funmobility.com(855) 849-4900 23

24.
Mobile Advertising Trends Report 2015
Projected Spend:
Advertisers Should:
Primary Goal:
Travel—Ads Enable Frictionless Booking on Mobile Devices
Who’s Buying? Breakdown by Industry
With the increased popularity and availability of
mobile booking, major Online Travel Agencies (OTAs)
are investing more than ever in mobile ads. Mobile’s
extensive audience targeting capabilities, coupled
with programmatic ad buying, allows for matching
the perfect travel package with each consumer. Geo-
targeting is an especially crucial consideration for
travel, for obvious reason.
Bookings
Create eye-catching mobile rich media display ads
that offer clear, up-front incentives for booking—
and then deep link directly into the booking process
itself on a mobile-optimized website. Mobile ads
promoting same-day and last-minute packages tend
to perform best.
• 7.7% of 2015 U.S. mobile ad spend
• $1,250 million
funmobility.com(855) 849-4900 24

25.
Projected Spend:
Mobile Advertising Trends Report 2015
Technology—Fierce Competition Amongst Manufacturers
Who’s Buying? Breakdown by Industry
Advertisers Should:
Primary Goal:
In the same way that other industries are using
geo-conquesting to serve mobile ads in physical
proximity to competitors’ locations, mobile device
manufacturers can use “Techno Conquesting” to
serve ads on competitors’ mobile devices.
Android, for example, might serve ads on iOS devices
near the end of their market lifespan—and in doing
so motivate customers to switch brands.
Awareness
Target their mobile audience by type-of-device.
This incredibly valuable targeting criteria is often
overlooked by mobile advertisers in favor of more
obvious criteria like location, but the amount of
information you can infer from a consumer’s choice
of mobile device is huge: income bracket, personal
style, etc.
• 7.1% of 2015 U.S. mobile ad spend
• $1,140 million
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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 26
Projected Spend:
Primary Goal:
Advertisers Should:
Media & Entertainment—Leveraging Mobile Video Ads to Tell Their Story
Who’s Buying? Breakdown by Industry
Mobile ad spend from Media & Entertainment is
projected to grow faster than any other industry,
thanks primarily to advances in video and rich media
ads. A tally of reports from different vendors indicates
that more than half of all entertainment-related mobile
ads include the option to watch a video. Game-to-
game ads—gaming apps being advertised within other,
popular gaming apps—are also common.
Awareness: New Product Launch
Focus on short spot video ads, which show excellent
general recall even on smaller screens. TV-standard
thirty second spots are also starting to gain popularity,
in the right context. Just make sure to track how much
of each video ad consumers are actually watching, to
better refine your message.
• 9.5% of 2015 U.S. mobile ad spend
• $1,540 million
More than half of all media and entertainment
mobile ads include the option to watch a video.

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 27
Projected Spend:
Advertisers Should:
Primary Goal:
Health & Pharmaceuticals—Lagging Behind
Who’s Buying? Breakdown by Industry
The health and pharmaceuticals industries are a bit
late for the party, still hesitating to seriously invest
in mobile ads. Pharmaceutical DTC advertising, in
particular, is one of the only areas where investment
in digital display ads is actually decreasing, down 22%
since 2012, according to a report from Nielsen.
Health and pharmaceutical projected spend for
2015 seriously lags other industries in both growth
and volume, and the majority is spent on search
advertising, not display. This provides a gap in
marketplace saturation that savvy advertisers can
capitalize on.
Awareness: Product Information
Preferentially target mobile ads to tablets, not
smartphones. Tablet owners tend to have more
disposable income, are 3x more likely to make a
purchase based on a mobile ad, and use their devices
primarily for web browsing—which is the behavior that
health & pharmaceutical ads need to encourage, in
order to educate users about their product.
•2% of 2015 U.S. mobile ad spend
•$370 million
“We’re still
misaligned with
where people
are needing our
information…
We’re drastically
overspending on
print and TV, and
underutilizing
the mediums
where people are
looking and paying
attention.”
- A.J. Triano
inVentiv Health’s
Palio+Ignite

28.
Where’s the Money?
Mobile Display Ads vs. Total
Digital Ad Spend
4

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 29
2015 US Digital Ad Spend
Mobile Display Ads vs. Total Digital Ad Spend
funmobility.com(855) 849-4900 29Mobile Advertising Trends Report 2015
0 10 20 30 40 50 60
Total Digital Ad Spend
Total Non-Mobile Digital Ad Spend
Mobile Ad Spend
Mobile Search Ads
Mobile Display Ads
Mobile Display Ads—Google
Mobile Display Ads—Millennial Media
Mobile Display Ads—Apple
All Other Mobile Display Ads
2014 US Digital Ad Spend
($ Billions)
Major Stakeholders:
According to Business
Insider the Mobile
Display Ad market share
was broken down as
follows:
• 30.5% Google
• 28.9% Millennial Media
• 12.7% Apple
• 27.9% Other
For advertisers other
than Google, Apple, and
Millennial Media, the
projected US market for
mobile display ads is
$2.4 billion—less than 5%
of US digital advertising
dollars.

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Mobile Advertising Trends Report 2015 funmobility.com(855) 849-4900 30
References
AdRoll: “Facebook Exchange News Feed By The Numbers”
http://support.adroll.com/wp-content/uploads/2013/06/FBX-by-the-Numbers-June-2013.pdf
Business Insider: “The New Mobile Advertising Ecosystem: How Programmatic Is Reshaping the Industry”
https://intelligence.businessinsider.com/the-new-mobile-advertising-ecosystem-2013-11?utm_ source=House&utm_medium=Edit&utm_term=MAEN1113&utm_
content=link&utm_campaign=BIIMobile
Business Insider: “The Rise of Native: Why Social Media Advertising Is Going In-Stream”
https://intelligence.businessinsider.com/the-rise-of-native-advertising-2013-10?utm_source=House&utm_medium=Edit&utm_term=SMN1113&utm_content=link&utm_
campaign=BIIMobile-
eMarketer: “2015 Digital Ad Spending Benchmarks By Industry”
https://www.emarketer.com/go/digitaladbyindustry
eMarketer: “IAB Rising Stars Ads Outperform Standard Banners”
http://www.emarketer.com/Article/IAB-Rising-Stars-Ads-Outperform-Standard-Banners/1010761
IAB: “Co-Op Advertising: Digital’s Lost Opportunity?” By Rebecca Lieb
http://www.iab.net/media/file/CoopAdvertisingStudy.pdf
IAB: “Mobile Rising Stars Ad Units”
http://www.iab.net/risingstarsmobile#1
“Is Online Pharma DTC Spend Continuing Its Downward Slide?”
http://pharmamkting.blogspot.com/2015/04/is-online-pharma-dtc-ad-spend.html
Millennial Media: “Year In Review S.M.A.R.T. Report,” “Programmatically Mobile”
http://www.millennialmedia.com/mobile-intelligence/smart-report/
http://www.millennialmedia.com/mobile-intelligence/infographics/programmatically-mobile/
Mobile Marketer: “Mobile Outlook 2015”
http://www.shutterstock.com/multiple_users.mhtml
Opera MediaWorks: “The State of Mobile Advertising Q2”
http://www.operamediaworks.com/sma_q2_2013.html

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References(Continued)
Smaato: “Mobile RTB Insights Report”
http://www.smaato.com/reports/
Study: Cross-Platform Video Ad Effectiveness by Nielsen & AdColony
http://www.slideshare.net/AdColony/ad-colony-majorcpgbrandnielsenstudyfinal
XaD: “Year In Review: Mobile’s Big Impact on Retail”
http://info.xad.com/2013_year_in_review_bi
Youtube Statistics:
https://www.youtube.com/yt/press/statistics.html