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UK Q2 2016 Mobile First Insights Report

Opera Mediaworks is the largest mobile advertising and marketing platform in the world, reaching an audience of 1.2 billion consumers globally. We help clients deliver innovative brand experiences that evoke emotion and deliver real outcomes fueled by data, technology and creativity. Trusted by Fortune 500 brands and more than 85% of the world’s top grossing mobile publishers, we are an essential advertising and monetization platform to drive meaningful results on mobile. Known for our exclusive Instant-Play™ HD video technology, our global performance advertising business and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, Opera Mediaworks is a global organization with 24 offices worldwide.

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UK Q2 2016 Mobile First Insights Report

  1. 1. M O B I L E F I R S T I N S I G H T S A quarterly mobile marketing report from Opera Mediaworks The world’s highest quality mobile advertising and marketing platform U K • Q 2 • 2 0 1 6
  2. 2. 4 The Pace of Mobile Growth 5 Most Popular App Categories 6 Top Apps by Engagement & Conversion 8 Mobile Brand Performance 12 Beyond the App Install 13 The Power of the SDK 15 Mobile Manpower 17 Common Obstacles in Performance Creative 18 Tips for Brand Performance Advertisers 21 Methodology M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 2 | w w w . o p e r a m e d i a w o r k s . c o m H I G H L I G H T S TA B L E O F C O N T E N T S DATA Mobile users are spending nearly 10% more time each day in the most popular apps, and brands in the Retail, Food, Automotive and Technology industries are investing heavily in performance campaigns served to mobile devices. TECHNOLOGY Leveraging the native functionalities and targeting capabilities of mobile devices allows brand to make lasting connections with specific audiences. A robust SDK lets advertisers tap into that power. CREATIVITY Brand performance advertisers face a unique set of challenges when it comes to mobile creative, needing to think past their logo and put value front and centre to the user. What can traditional brand activity learn from performance-based campaigns?
  3. 3. D ATA
  4. 4. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 4 | w w w . o p e r a m e d i a w o r k s . c o m D ATA T H E PA C E O F M O B I L E G R O W T H T O P 1 0 0 A P P S , Q 2 2 0 1 6 - A V E R A G E M E T R I C S 1 ( G L O B A L ) “In just three months, we’ve seen the time spent per day jump nearly 10% to reach 33.5 minutes per day.” In the beginning of 2016, both Gartner and IDC reported* that the pace of global device shipments was slowing down, dipping to single-digit annual growth levels in Q1, which indicated that the volume of mobile devices was no longer exploding. While that might concern hardware manufacturers, it soon became clear that while the pace of device growth was slowing down, the volume of mobile use by the average global consumer was increasing – and at a far faster pace than anyone was predicting. In 2015, mobile was responsible for 51% of digital media time in the UK, with 81% of that time being spent in apps. That equates to 41% of UK users’ digital media time spent within mobile apps.** We found in our own data, too, that worldwide mobile users were spending an inordinate amount of time – 30 minutes a day – in mobile apps that fell into the Top 100 ranking on our platform, as measured by Monthly Average Users (MAU). This quarter, we discovered that on a micro-level, mobile use continues to grow steadily. In just three months, we’ve seen the time spent per day jump 9.4% to reach 33.5 minutes per day. The average session time also increased by 10.8% and is now 9.4 minutes. This significant quarterly growth shows us that the importance of the mobile device in the daily life of today’s consumer is increasing – and at an even greater pace than that of mobile media ad spend. DAU MAU Sessions Sessions Time (secs) Sessions Time (mins) Time / Day (mins) Time / Month (hrs) 1,237,514 +4.4% 8,178,810 -5.1% 3.63 +0.8% 565.2 +10.8% 9.42 +10.8% 33.5 +9.5% 16.7 +2.5% 1 Averages of the Top 100 mobile apps on the Opera Mediaworks platform. 2 Percentage difference from Q1 2016 *Source: Gartner and IDC **Source: eMarketer
  5. 5. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 D ATA 5 | w w w . o p e r a m e d i a w o r k s . c o m E N T E R TA I N M E N T A P P S & G A M E S A R E T H E M O S T P O P U L A R Across the app stores, almost half of the top 100 apps featuring advertising are games and around a fifth are entertainment based. The popularity of these categories is mirrored across the Opera Mediaworks Platform, with the most popular categories allowing brands to deliver their message to specific audiences at scale. O P E R A M E D I A W O R K S P L AT F O R M C AT E G O R Y B R E A K D O W N V S A P P S T O R E S ( T O P 1 0 0 A P P S W I T H A D V E R T I S I N G ) 0 10% 20% 30% 40% 50% Source: Opera Mediaworks mobile ad platform (UK) - Q2 2016 Our Network Apple & Google Play App Stores Sport Entertainment Travel Photography Tools & Education Retail News & Weather Social Health & Fitness Gaming
  6. 6. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 D ATA 6 | w w w . o p e r a m e d i a w o r k s . c o m 5 categories with highest CTR Tools & Education Games SportsGamesTravel EntertainmentEntertainment SocialSports News & Weather 5 categories with highest conversion rates E N G A G E M E N T C O N V E R S I O N S Height of bar indicates relative value over the average CTR or conversion rate of ads served on the Opera Mediaworks platform (UK) in June 2016. T O O L S & E D U C AT I O N , T R A V E L S H O W H I G H C T R ; G A M E S I S T O P C O N V E R T I N G The highest engagement levels are seen on ads run in the Tools & Education and Travel categories, with Games, Entertainment and Sports rounding out the Top 5 (CTR). Games, Sports and Entertainment are also featured in the top five categories for conversions, with Games providing conversion rates that are well above the platform average. Completing the Top 5 are Social and News & Weather.
  7. 7. “Brand advertisers, seeing what mobile DR has to offer – like deeper audience and measurement capabilities – are beginning to play in the mobile performance sandbox, too.” — Bryan Buskas, 5 ways brands will forever alter the mobile performance space iMedia Connection | May 2016 Bryan Buskas, EVP Global Performance, Opera Mediaworks 7 | w w w . o p e r a m e d i a w o r k s . c o m M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 D ATA
  8. 8. 8 | w w w . o p e r a m e d i a w o r k s . c o m The projection that mobile ad spend will eclipse that of desktop this year still stands, and even halfway through 2016, we seem on track to meet that milestone. But where is this spending going within mobile? Just one year ago, response still ruled the roost, accounting for at least 60% of digital ad spend – and some industries, such as Entertainment, Retail and Finance, were allocating an even higher percentage to DR. Interestingly enough, all three of those categories were among the top five in overall mobile ad spend in 2015, according to the IAB’s Adspend study. With mobile performance campaigns providing such sound returns, industries aware of its power are putting more and more spend towards their overall mobile activity. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 D ATA Source: IAB, Adspend study - Full Year 2015 Note: Total mobile display ad spending equals £1.297 billion; includes content & native inc. in-feed, mobile video, standard display and remaining display formats. M O B I L E I S P R I M E F O R P E R F O R M A N C E U K M O B I L E D I S P L AY A D S P E N D I N G B Y I N D U S T R Y In percentage of total (£1.297 Billion) Consumer Goods 18.2% 15.1% 14.5% 10% 9.9% 8.9% 7.2% 5.4% 4.5% 2.4% 2.2% 1.3% Entertainment Retail Finance Travel & Transport Telecomms Motors/Automotive Property Technology Government & Orgs. Business & Industrial Leisure Equipment
  9. 9. This is no coincidence. Fortune 1000 brands across many verticals are seeing massive impact from their mobile response campaigns. And, looking at data from the Opera Mediaworks platform, we found supporting evidence that both Retail and Finance brands are some of the largest spenders in performance-based mobile advertising, with the former showing an especially consistent growth pattern over the past year. Q3 2015 Q4 2015 Q1 2016 Q2 2016 Food Delivery / QSR Retail Business, Finance & Insurance Automotive Entertainment Technology Travel Typical Q4 spike across most verticals M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 D ATA 9 | w w w . o p e r a m e d i a w o r k s . c o m B R A N D P E R F O R M A N C E S P E N D B Y I N D U S T R Y ( U S ) , Q 3 2 0 1 5 - Q 2 2 0 1 6
  10. 10. Our own platform data also highlighted two other areas with increasing performance ad spend: Technology / Gadgets (24.3%) and Food Delivery / Quick Service Restaurants (23.4%). Large technology companies are competing for buyers of both hardware, such as phones and other gadgets, and software solutions, mostly mobile apps. Within the latter category, tech companies are seeing the most success with apps that offer daily utility to the user, such as those that increase photo storage or track stocks. The other king of mobile performance, Food Delivery / QSR, arose toward the end of 2015 and has been a top vertical throughout the first half of 2016. One of the unique challenges of this industry is the existence of multiple KPIs; these brands are looking to do much more than drive app installs. Many QSR brands want to drive post-install user action (email registrations, coupon downloads), which adds two more elements to optimize. But it doesn’t stop there: The final KPI is lift in traffic to brick-and-mortar locations, which is achieved by (and measured by) in-store coupon redemptions. These are the advertisers that are recognizing the value of performance-based advertising on mobile – and seeing significant returns on their investment. But, as marketers get better at measurement and attribution, the lines between performance spending and branding are blurring, and we believe that not only will the current leaders continue to reinvest, but brands in other verticals such as Travel and Entertainment will begin to more fully adopt performance advertising tactics as part of their mobile strategy, too. Particularly as we head into the football season, advertisers should keep their eye on sports news and community apps, as many of those will see major spikes in daily use and levels of ad engagement. 1 0 | w w w . o p e r a m e d i a w o r k s . c o m M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 D ATA T O TA L S H A R E O F A D S P E N D B Y I N D U S T R Y, Q 3 2 0 1 5 - Q 2 2 0 1 6 TOTAL SHARE OF PERFORMANCE AD SPEND BY INDUSTRY (US) Q3 2015 - Q2 2016
  11. 11. T E C H N O L O G Y
  12. 12. App install is still the core metric of most performance campaigns, even outside of the Gaming vertical. Many mobile-first companies, such as Uber, Twitter and Deliveroo, are heavily focused on app download volume as their advertising strategy is focused around increasing their app’s footprint among mobile users. However, many brands, like the QSR example previously mentioned, are looking beyond the app install and optimizing for post-install events that add to the value of each user. Each industry, and each brand for that matter, has a different definition for a “high-quality user.” Those focused on app installs (e.g., Gaming) look at a combination of retention and in-app purchases, or IAP, and build out their LTV models from those two metrics. When a brand doesn’t have as many data points because app use is not as regular and IAP transactions are slim, which is common outside of Gaming, measurement becomes more difficult. As a result, brands will often turn to metrics around session behavior, such as • The number of sessions in the first week • Average session duration • Stability/instability and growth/decline of session duration for each user • Registrations M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 1 2 | w w w . o p e r a m e d i a w o r k s . c o m T E C H N O L O G Y B E Y O N D T H E A P P I N S TA L L This is where post-install events come into play. Mobile marketers have a plethora of post-install events they can optimize for to push users through the funnel and build their lifetime value. And tracking these events gives them data points they can then correlate to LTV. “Advertisers are getting smarter and more capable of tracking all of these various events with the help of improved attribution partners and analytics solutions. The best buyers are tracking and optimizing to these downstream events at the channel level and focusing their spend on sources that can deliver results.” —Kevin Teng, Senior Director, Performance Advertising P O S T- I N S TA L L E V E N T O P T I M I Z AT I O N R E TA I N E N G AG E M O N E T I Z E App Open Session Transaction/Purchase Install Search Reservation Activation Content View Add to Wishlist Registration Tutorial Completion Add to Cart Login Level Achieved Checkout Initiated App Rated Achievement Unlocked Payment Info Added App Update Social Sharing Purchase Amount Opera Mediaworks Core™ engine uses post-install event (PIE) data to improve campaign performance with optimally targeted ads to lookalike audiences.
  13. 13. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 T E C H N O L O G Y 1 3 | w w w . o p e r a m e d i a w o r k s . c o m A global QSR chain partnered with Opera Mediaworks to drive app installs and post-install actions. P E R F O R M A N C E C A S E S T U D Y: Q S R O B J E C T I V E Increase QSR app’s footprint amongst mobile users. Drive user action in-app and increase in-store traffic through brick and mortar coupon redemption. S U C C E S S M E T R I C App downloads at targeted CPI rate, in-app email registrations, in-app coupon download, in-store coupon redemption O P E R A M E D I A W O R K S ’ S O L U T I O N • Worked closely with agency and client’s third party reporting provider to tag in-app events crucial to driving campaign objectives and optimization. Tracking post-install events ensured performance data was being collected at the site and audience level. • Using Opera Mediaworks’ proprietary optimization algorithm, we matched patterns and behaviors of common converters while building and employing look-a-like model targeting to increase delivery to users who matched similar demographics and patterns of behavior, thereby increasing campaign performance and media efficiency. #1 Partner in volume of downloads #1 Partner for percent of total in-store coupon remption 44% Below targeted CPI
  14. 14. 1 4 | w w w . o p e r a m e d i a w o r k s . c o m M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 T E C H N O L O G Y T H E P O W E R O F T H E S D K In performance advertising, machine-learning is what makes the difference between a mediocre campaign and a top performer. The algorithm is everything – but like all artificial intelligence, it is only as good as what you put into it. If you feed your algorithm with 100% accurate data signals, you you can identify patterns of behavior and create highly refined, scalable lookalike models on which to base campaign targeting. Furthermore, by tracking post-install events, brands can understand which users are the most valuable to them in the long run, and then focus on the tactics they used to attract those types of users. While it is possible to obtain accurate data signals and to track post-install events using a source other than a mobile ad SDK, that source must be trustworthy. As seen in the graphic, when the publisher is using the mobile ad SDK of the advertising partner, that accuracy is ensured. Direct connection with publishers → ensures inventory quality → optimal ad placement Captures accurate data signals → feeds the algorithm → improves targeting capabilities Track post-install event → understand conversion drivers → optimize to attract highest quality users “The brand performance space is no different from the traditional brand world; the technology platform you partner with matters. The SDK ensures a level of tracking and targeting accuracy and efficiency that advertisers need to obtain their desired outcomes. It’s the difference between being a mobile player, or just playing in mobile.” —Jude O’Connor, Vice President, Brand Performance
  15. 15. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 T E C H N O L O G Y 1 5 | w w w . o p e r a m e d i a w o r k s . c o m As powerful as a well-fed algorithm is, like any technology, it requires top-notch people to use it the right way – and to continue to build and improve it. One of the reasons mobile-first companies have seen such wild success in their app- install programs is because they have built strong User Acquisition (UA) teams in-house that can run and optimize campaigns. And those teams continue to grow, adding more talent that can analyze KPIs and navigate reporting and attribution structures. As brands move into performance, working with a partner that has those dedicated teams in place is what will allow them to compete with every mobile company, not just other brands, for the best inventory. An expert UA team, for instance, knows exactly how much to nudge up a Cost Per Install rate to be able to compete for new inventory sources and boost install volume by as much as 100% – and knowing, too, that as the campaign becomes more competitive, conversion rates will go up, which will contribute to the exponential volume increase. For these mobile teams, user acquisition is not just an initiative, it’s their sole focus. 5 M O S T C O M M O N Q U E S T I O N S F R O M B R A N D P E R F O R M A N C E A D V E R T I S E R S What should I be building into my app to attract users? Which parts of the app or type of content should we highlight in our ad campaigns? What kinds of ad formats should we use – and where, and when? What is the optimal length for video? What should our SDK partner tag within the app that represents a high-value event that represents greater Lifetime Value? How do we design creative to maximize the Call To Action (CTA) and improve conversion rates? M O B I L E M A N P O W E R
  16. 16. C R E AT I V I T Y
  17. 17. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 1 7 | w w w . o p e r a m e d i a w o r k s . c o m C R E AT I V I T Y M O S T C O M M O N M I S S T E P S For many brands, putting together a creative campaign for performance can be more challenging than a traditional brand awareness campaign. In many cases, they will attempt to repurpose existing creative, such as TV commercials, for the mobile campaign, but simply porting over these large-format, glossy-style commercials to a smaller screen is not visually effective. But if you can’t repurpose those video assets, what can you use? Brands and agencies are often at a loss for which assets they should create for mobile, but a strong mobile partner will know how to tap into visual resources they may not have thought to use. Pulling real-life in-app content such as enticing real estate listings or trendy, colorful apparel items for sale and displaying that in the background provides a sense of real- time discovery. We’ve found, too, that in-app footage and messaging around the value that the app brings to the user is key to “selling” the app. Another large pain point that brands have around creative production is brand guidelines. While these are essential to any large brand to ensure consistency and quality across all consumer touch points, the inability to be flexible with those guidelines and test never-before-used variations on them is a significant obstacle to creating the best campaign possible. Why? Because if the brand cannot alter various elements of the mobile creative, it cannot conduct real A/B testing to find out which versions are resulting in the highest conversion rate – and thus optimize the campaign accordingly. After working with hundreds of performance campaigns for both mobile-first companies and Fortune 1000 brands, our creative team has established best practices that will both safeguard brand identity and also maximize efficiency and performance of rich media display and video ads.
  18. 18. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 C R E AT I V I T Y 1 8 | w w w . o p e r a m e d i a w o r k s . c o m M O B I L E C R E AT I V E : T I P S F O R B R A N D P E F O R M A N C E A DV E R T I S E R S E V E R Y B R A N D H A S A S TO R Y. Even if you’re not a gaming or entertainment company, you have assets beyond just your logo. Think about your customers and your brand story as you brainstorm new, mobile-only assets. Or, pull from existing assets, but be “creative” in their use. Mobile offers the ability to bring your brand story to life with sight, sound and motion – and that is key for maximizing effectiveness and conversions. X- F A C T O R Personalized experience: “Draw your custom search area” D I F F E R E N C E I N E F F E C T I V E N E S S (■Opera creative vs. ■Client creative) Conversion rate 2.8X Install rate 2.8X CTR 1.1X
  19. 19. P U T VA LU E F R O N T A N D C E N T E R . Your creative should always immediately answer the potential user’s question, Why should I download this? Deliver the story of the app in use and show how it brings value to the user, not the story of your brand. X- F A C T O R Tells the whole story: Snap a picture, list item, discover listed items nearby, close transaction – all in 27 seconds. D I F F E R E N C E I N E F F E C T I V E N E S S (■Opera creative vs. ■Client creative) Conversion rate 4X Install rate 1.2X CTR 1.1X M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 C R E AT I V I T Y 1 9 | w w w . o p e r a m e d i a w o r k s . c o m
  20. 20. M O B I L E F I R S T I N S I G H T S | Q 2 2 0 1 6 C R E AT I V I T Y 2 0 | w w w . o p e r a m e d i a w o r k s . c o m A DA P T E L E M E N T S TO M O B I L E . V I S U A L S O V E R A U D I O ? Don’t assume the sound will be on! The background music and/or voiceover should not be essential to the overall impact of the creative. Instead, consider how additional imagery and text can help communicate your message to the user, preferably as animated elements to catch and hold the user’s attention. M A K E I T Q U I C K . The pace of the creative, whether it’s a video or an animated display ad, should be fast. Mobile users do not wait around for you to get to your point. BEST VIDEO LENGTH =23-29 SECONDS. Whereas brand awareness campaigns benefit from a shorter video length of 6-15 seconds, performance campaigns show increased conversion rates when implementing longer videos of 23-29 seconds, or 17-18 for some less competitive categories. *For more tips on optimizing creative for app install campaigns, see our Q2 2016 Creative Best Practices study. Seconds
  21. 21. M O B I L E F I R S T I N S I G H T S | Q 1 2 0 1 6 2 1 | w w w . o p e r a m e d i a w o r k s . c o m M E T H O D O L O G Y Q 2 B Y T H E N U M B E R S Other information contained in this report comes from third- party sources: Gartner: Global Smartphone Sales, 2015 report IDC: IDC’s Worldwide Quarterly Mobile Phone Tracker, 2016 forecast eMarketer: Full report: UK Mobile App Market: Apps Dominate Mobile Usage, but Attention and Retention Aren’t Givens. Mobile is Driving UK Ad Spend Growth IAB UK: IAB/PwC Digital AdSpend Study 2015 All data cited as coming from “the Opera Mediaworks global ad platform” is based on aggregated information obtained from Opera Mediaworks mobile advertising platform and mobile ad exchange servers. The data presented represents track and monetization metrics and statistics compiled across multiple advertising campaigns delivered to us by our mobile publisher customers. The data includes ads requested from and delivered by us on behalf of multiple ad networks as well as directly sold campaign created by our customers themselves. Country-level details (e.g., United States only) are based on IP addresses of the originating ad requests as forwarded to us by our mobile publisher and app developer customers. 5000+ Apps (at least 100 requests) added every month to our network 170 Apps added every day New app added every 9 minutes L A R G E S T A D S D K F O O T P R I N T I N T H E T O P 1 0 0 0 A P P S A F T E R G O O G L E
  22. 22. M O B I L E F I R S T I N S I G H T S ldn-info@opera.com Please direct media inquiries to: press@operamediaworks.com

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