A YEARIN MOBILEADVERTISING
Highlightsfrom the2016MobileAdvertisingIndustry
00 WELCOME (3)
01 THERISEOFMOBILEVIDEOADVERTISING (4-9)
Doubledownwithmobilevideo
Theworldofvideoads
Allformatsarenotequal...
ArunPattabhiraman,
VicePresident&GlobalHeadofMarketing
WearedelightedtosharethefirstannualeditionoftheInMobiYearbookwithyo...
PRESENTEDBYInMobi 2016YEARINREVIEW 04
MOBILEVIDEO ADVERTISINGTAKESOFF
200% GROWTHINVIDEOADCONSUMPTION
150%
GROWTH
inmobilevideoadspend
01MOBILEVIDEOADVERTISINGTAKESOFF
PRESENTEDBYInMobi 2016YEARINREVIEW 05
DOUBLEDOWN WITH
MO...
04%
FRANCE
Europe
05%
GERMANY
Europe
06%
INDIA
Asia
18%
CHINA
Asia
29%
USA
NorthAmerica
Shareofmobilevideoadplays=Country'...
01MOBILEVIDEOADVERTISINGTAKESOFF
Engagement=CTR;Conversions=CVR
PRESENTEDBYInMobi 2016YEARINREVIEW 07
ALLFORMATS
ARENOTEQU...
01MOBILEVIDEOADVERTISINGTAKESOFF
PRESENTEDBYInMobi 2016YEARINREVIEW 08
CONTENTTHATWON CONSUMERSOVER
Whilemobilevideoadvert...
01MOBILEVIDEOADVERTISINGTAKESOFF
PRESENTEDBYInMobi 2016YEARINREVIEW 09
BRINGINGVIDEOADSTOLIFE-HOW SAMSUNGWOWEDRUGBYFANS
Ob...
PRESENTEDBYInMobi 2016YEARINREVIEW 10
DRIVINGLOYALTY
MOBILEREMARKETINGADOPTIONUPBY400%
24hrs
25%
6%
Averagetimetouninstallan
appafterthefirstuse
FractionofiOSandandroid
usersretainedwithin24
hoursofappinstallat...
QUALITYOVERQUANTITY
02DRIVINGLOYALTY
PRESENTEDBYInMobi 2016YEARINREVIEW 12
5-6x
GrowthinAverage
RevenuePerUser
Games
7-8x
...
02DRIVINGLOYALTY
PRESENTEDBYInMobi 2016YEARINREVIEW 13
HOW MYNTRAGREW SALESWITHINMOBI
Objective
Tomaximizemobilesalesbyre-...
PRESENTEDBYInMobi 2016YEARINREVIEW 14
ENTERINGTHEAGEOFAUTOMATION
75% OFMARKETERSBOUGHTTHEIRMOBILEINVENTORYPROGRAMMATICALLY
03ENTERINGTHEAGEOFAUTOMATION
PRESENTEDBYInMobi 2016YEARINREVIEW 15
PROGRAMMATICRISING
Inthemarchtowardsachievinggreatereff...
03ENTERINGTHEAGEOFAUTOMATION
PRESENTEDBYInMobi 2016YEARINREVIEW 16
TOPPERFORMINGVERTICALS
InH1’16,85%ofthemobileprogrammat...
03ENTERINGTHEAGEOFAUTOMATION
PRESENTEDBYInMobi 2016YEARINREVIEW 17
Video
44%
Banner
18%
Interstitials
02%
Native
23%
RichM...
PRESENTEDBYInMobi 2016YEARINREVIEW 18
ADVANTAGEASIA
CHINA,INDIAANDSEASPURGROWTH
04ADVANTAGEASIA
PRESENTEDBYInMobi 2016YEARINREVIEW 19
UNLEASHINGTHECHINESEDRAGON
By2020,mobilewillaccountfor84%ofthetotald...
04ADVANTAGEASIA
PRESENTEDBYInMobi 2016YEARINREVIEW 20
TRACKINGTHEINDIAN MOBILEECOSYSTEM
Today,mobileaccountsforonly3%oftot...
04ADVANTAGEASIA
PRESENTEDBYInMobi 2016YEARINREVIEW 21
THEPROMISEOFSOUTHEASTASIA
SoutheastAsiaisadiverseregionwithIndonesia...
PRESENTEDBYInMobi 2016YEARINREVIEW 22
CREATIVESHOWCASE
MOBILE-FIRSTCREATIVESTHATDELIVEREDREALRESULTS
Adsthattargetthewrongaudiencesorfailtodeliverabetteruserexperiencecandomoreharm
thangood.Userstoday,spend25% oftheirtimeon...
05CREATIVESHOWCASE
PRESENTEDBYInMobi 2016YEARINREVIEW 24
360°VIDEOSGENERATEENGAGEMENTFORREXONA
Objective
Toincreaseawarene...
05CREATIVESHOWCASE
PRESENTEDBYInMobi 2016YEARINREVIEW 25
FACIALRECOGNITIONDRIVESGROWTHFORPOND’SACNESOLUTIONS
Objective
Toc...
05CREATIVESHOWCASE
PRESENTEDBYInMobi 2016YEARINREVIEW 26
Results
20sec
Averagetime
spentonthead
1.14%
ClickThroughRate
(CT...
05CREATIVESHOWCASE
PRESENTEDBYInMobi 2016YEARINREVIEW 27
Results
25,000
womenwere
geo-targeted
>10,000
womenanswered
Naomi...
05CREATIVESHOWCASE
PRESENTEDBYInMobi 2016YEARINREVIEW 28
Results
>1M
usersviewed
thead
>15,000
usersclickedon
"Seehowitwor...
05CREATIVESHOWCASE
PRESENTEDBYInMobi 2016YEARINREVIEW 29
Results
24,000
usersinteracted
withthebannerad
2,000
usersclicked...
PRESENTEDBYInMobi 2016YEARINREVIEW 30
EXPERTSSPEAK
THOUGHTSFROM INDUSTRYLEADERS
EADERSPE
06EXPERTSSPEAK
PRESENTEDBYInMobi 2016YEARINREVIEW 31
ChristianHenschel
CEOatAdjust
“2016waswitnesstotwomajordevel...
EADERSPE
06EXPERTSSPEAK
PRESENTEDBYInMobi 2016YEARINREVIEW 32
HussamHammo
CEOatTamatem
“FortheArabicspeakingworld,2016wash...
EADERSPE
06EXPERTSSPEAK
PRESENTEDBYInMobi 2016YEARINREVIEW 33
LeoScullin
VPofIndustryProgramsatMMA
“Mobilevideoisontheverg...
EADERSPE
06EXPERTSSPEAK
PRESENTEDBYInMobi 2016YEARINREVIEW 34
KaylaWilson
HeadofProgrammaticPartnerships
atInMobi
“In2016,...
EADERSPE
06EXPERTSSPEAK
PRESENTEDBYInMobi 2016YEARINREVIEW 35
KevinWang
HeadofGreaterChinaMarketing
atInMobi
“Themobileadv...
PRESENTEDBYInMobi
REFERENCES
2016YEARINREVIEW 36
[1] Mobileadspendtotop$100billionworldwide,eMarketer,2015
[2] IABdigitalv...
PRESENTEDBYInMobi 2016YEARINREVIEW 37
THANKINGOURPARTNERS
2016wasamomentousyearforInMobiandforthemobileecosystem at
large....
THANKYOU08THANKINGOURPARTNERS
PRESENTEDBYInMobi 2016YEARINREVIEW 38
PRESENTEDBYInMobi 2016YEARINREVIEW 39
OURGLOBALPRODUCTALLIANCES
Ourworldclass3rdpartypartnershipscontinuetoenableseamless
...
PRESENTEDBYINMOBI 2016YEARINREVIEW 40
CONTRIBUTORS
EditorinChief:
ArunPattabhiraman,
VicePresident&GlobalHeadofMarketing
R...
PRESENTEDBYInMobi 2016YEARINREVIEW 41
ABOUTUS
AtInMobi,ourvisionistoimproveusers'livesbyenablingthem togetthemostvaluefrom...
THANKYOU
PRESENTEDBYInMobi 2016YEARINREVIEW-BYInMobi
HAVEAGREAT2017!
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InMobi Yearbook 2016

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The InMobi Yearbook shares with you highlights that capture 2016’s key mobile advertising developments, industry changes and how these changes will shape the coming year. Advertisers and publishers can now create a winning game plan for 2017 equipped with powerful trends gleaned from InMobi’s vast network, award-winning creatives and deep insights from industry leaders.

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InMobi Yearbook 2016

  1. 1. A YEARIN MOBILEADVERTISING Highlightsfrom the2016MobileAdvertisingIndustry
  2. 2. 00 WELCOME (3) 01 THERISEOFMOBILEVIDEOADVERTISING (4-9) Doubledownwithmobilevideo Theworldofvideoads Allformatsarenotequal Contentthatwonconsumersover Bringingvideoadstolife-HowSamsungwowedRugbyfans Winningconsumersback QualityoverQuantity HowMyntragrewsaleswithInMobi 02 DRIVINGLOYALTY (10-13) ProgrammaticRising Topperformingverticals Videoadsfuelmobileprogrammaticbuying 03 ENTERINGTHEAGEOFAUTOMATION (14-17) UnleashingtheChineseDragon TrackingtheIndianmobileecosystem ThepromiseofSoutheastAsia 04 ADVANTAGEASIA (18-21) 05 CREATIVESHOWCASE (22-29) RexonaDeodorant Pond’sAcneSolution SamsungGalaxyS6 SunsilkPop-upSalon DysonPureCool CreamSilkTransformations 06 EXPERTSSPEAK (30-35) 07 REFERENCES (36) 08 THANKINGOURPARTNERS (37-38) 08 OURGLOBALPRODUCTALLIANCES (39)
  3. 3. ArunPattabhiraman, VicePresident&GlobalHeadofMarketing WearedelightedtosharethefirstannualeditionoftheInMobiYearbookwithyou! OOverthelasttwelvemonths,strongdemandformobile,videoandsocialmediahasdrivengrowthin digitaladspend.Mobileisexpectedtoaccountfor51% ofdigitaladspendbytheendof2016andis forecastedtogrow to70% ofdigitaladspendby2019[1] .Whilethisisencouraging,wehaveonlyjust scratchedthesurfacewithwhatcanbeachievedbymakingmobileanintegralpartofthemarketingmix. Succeedingwithmobilerequiresacompleteshifttomobile-firstthinking,acrosscreativedesignand campaignexecution.Mobile’sinherentlyuniquecapabilitiesenablemarketerstojourneyfrom theeraof one-wone-waycommunicationtotoday’srealityofimmersiveandinteractiveengagementwithusers. Thisyearbookshareswithyouhighlightsfrom thatjourney;capturing2016’skeymobileadvertising developments,industrychangesandhow thesechangeswillshapethecomingyear.Advertisersand publisherscannow createawinninggameplanfor2017equippedwithpowerfultrendsgleanedfrom InMobi’svastnetwork,award-winningcreativesanddeepinsightsfrom industryleaders. 2017isboundtobeanexcitingyearinthelifeofmobileadvertisingandwelookforwardtoembarking onthisjourneywithyou.Andaswebid2016goodbye,wehopeyouenjoythisinsightintowhatan amazingyearitwas.Happyreading! ELCO 00WELCOME PRESENTEDBYInMobi 2016YEARINREVIEW 03
  4. 4. PRESENTEDBYInMobi 2016YEARINREVIEW 04 MOBILEVIDEO ADVERTISINGTAKESOFF 200% GROWTHINVIDEOADCONSUMPTION
  5. 5. 150% GROWTH inmobilevideoadspend 01MOBILEVIDEOADVERTISINGTAKESOFF PRESENTEDBYInMobi 2016YEARINREVIEW 05 DOUBLEDOWN WITH MOBILEVIDEO Mobilevideoisthefastestgrowingmobileadformattoday.Thisyearalone, marketersaroundtheworldallocated24%oftheirdigitaladspend[2] to mobilevideo.Moreover,anInMobistudyrevealedthatmobilevideoad spendincreasedbyover150%onthenetwork,signallingtheaggressive pushfrom advertiserstowardsmobilevideoadoption.
  6. 6. 04% FRANCE Europe 05% GERMANY Europe 06% INDIA Asia 18% CHINA Asia 29% USA NorthAmerica Shareofmobilevideoadplays=Country'sshare/total Thetop5countrieswiththelargestshareofmobilevideoadplays THEWORLDOFMOBILEVIDEO ADS 01MOBILEVIDEOADVERTISINGTAKESOFF PRESENTEDBYInMobi 2016YEARINREVIEW 06
  7. 7. 01MOBILEVIDEOADVERTISINGTAKESOFF Engagement=CTR;Conversions=CVR PRESENTEDBYInMobi 2016YEARINREVIEW 07 ALLFORMATS ARENOTEQUAL Theseamlesssynthesisofsight,soundandmotionthatvideo adsofferistransformingmarketingmessagesintopowerful storiesthatinspireconsumerstotakeaction.InMobiwitnessed a200%growthinmobilevideoadconsumptionasstories becameincreasinglyengaging,drivingconsumerstospend moretimeonmobile. completion rates 80% higherconversionsover staticformats 2X higheruserengagement overstaticformats 4X MobileVideoadsdelivered
  8. 8. 01MOBILEVIDEOADVERTISINGTAKESOFF PRESENTEDBYInMobi 2016YEARINREVIEW 08 CONTENTTHATWON CONSUMERSOVER Whilemobilevideoadvertisingworksforeveryone,in2016itoutperformedstaticadformatsforthe followingsetofadvertisersegments. Games 6X Engagement 2X Conversions Travel 3X Engagement 1x Conversions Retail 3X Engagement 2X Conversions Food&Drink 3X Engagement 10X Conversions Entertainment 6X Engagement 1X Conversions Social&Communication 6X Engagement 2X Conversions Engagement=CTR;Conversions=CVR
  9. 9. 01MOBILEVIDEOADVERTISINGTAKESOFF PRESENTEDBYInMobi 2016YEARINREVIEW 09 BRINGINGVIDEOADSTOLIFE-HOW SAMSUNGWOWEDRUGBYFANS Objective Todriveviewsforthe‘TheSamsungSchoolof Rugby’amongstthe“BigEventers”,atthemost relevantmomentsthusdrivingbrandaffinity. Solution A360°videocreatedanimmersiveexperienceby educatingaudiencesaboutRugby,intimeforthe WorldCup. Results >1M BigEventerswere exposedtothead 2.61% oftheseengaged withthevideo 4% userssharedthe videoonTwitter
  10. 10. PRESENTEDBYInMobi 2016YEARINREVIEW 10 DRIVINGLOYALTY MOBILEREMARKETINGADOPTIONUPBY400%
  11. 11. 24hrs 25% 6% Averagetimetouninstallan appafterthefirstuse FractionofiOSandandroid usersretainedwithin24 hoursofappinstallation[4,5] Day30retentionratesacross iOSandAndroidusers[6] 02DRIVINGLOYALTY PRESENTEDBYInMobi 2016YEARINREVIEW 11 WINNING CONSUMERSBACK Nearly50%ofallappmarketershaveadoptedappretargetingasameansof engagingusersin2016[3] .Theappecosystem isreachinga‘tippingpoint’, whereappdeveloperswilldeem userretentiontobeasimportantas acquisition. Theincreasinguseropt-outsfrom alternativere-engagementmeanssuchas emailandpushnotificationsismakingmobileappremarketing indispensable.
  12. 12. QUALITYOVERQUANTITY 02DRIVINGLOYALTY PRESENTEDBYInMobi 2016YEARINREVIEW 12 5-6x GrowthinAverage RevenuePerUser Games 7-8x RoAS(Returnon AdSpend) Shopping 15% Re-activationrate Entertainment 30-50% UpliftinIncremental Rides Taxi We’veheardthelexiconshiftamongadvertisersfrom ReachtoLTV(lifetimevalue)andDAUs(dailyactiveusers), andfrom CPIs(costperinstall)toCPAs(costperaction).Thisshiftinfocusfrom useracquisitiontoretentionis drivingconversationstoday. Thefollowingistheimpactseenfrom theInMobiRemarketingplatform acrossappcategories.
  13. 13. 02DRIVINGLOYALTY PRESENTEDBYInMobi 2016YEARINREVIEW 13 HOW MYNTRAGREW SALESWITHINMOBI Objective Tomaximizemobilesalesbyre-activatingdormant usersandretargetingusersbasedontheir historicalshoppingbehaviour. Solution Highlypersonalizedandcuratedproductrecommendationswere deliveredtoallMyntraappusers.Specificsegmentsofdormant customersweretargetedinordertorenewtheirinterestintheapp. Results 1,000+ transactions perday $25 average ordervalue 3X growthin MoM transactions 7 returnon advertiserspend
  14. 14. PRESENTEDBYInMobi 2016YEARINREVIEW 14 ENTERINGTHEAGEOFAUTOMATION 75% OFMARKETERSBOUGHTTHEIRMOBILEINVENTORYPROGRAMMATICALLY
  15. 15. 03ENTERINGTHEAGEOFAUTOMATION PRESENTEDBYInMobi 2016YEARINREVIEW 15 PROGRAMMATICRISING Inthemarchtowardsachievinggreaterefficiency,controlandtransparency,75%ofallmarketersuse programmaticand33%ofthem havebeenusingitforover2years[7] .Currently,advertisersbasedinNorth Americaaccountforthelargestshareofmobileprogrammaticadspend. Shareofmobileprogrammaticadspendacrossregions Q12016 Q22016
  16. 16. 03ENTERINGTHEAGEOFAUTOMATION PRESENTEDBYInMobi 2016YEARINREVIEW 16 TOPPERFORMINGVERTICALS InH1’16,85%ofthemobileprogrammaticspendontheInMobinetworkcamefrom Fortune500brands.CPG, RetailandEntertainmentweretheleadingadvertisercategoriesspendingonmobileprogrammaticwhile Retail,GamesandCPGwerethefastestgrowingverticalsmeasuredbyadspend. Shareofmobileprogrammaticadspendacrosscategories
  17. 17. 03ENTERINGTHEAGEOFAUTOMATION PRESENTEDBYInMobi 2016YEARINREVIEW 17 Video 44% Banner 18% Interstitials 02% Native 23% RichMedia 12% Search 01% ESIRABL DFORMA VIDEO ADSFUELMOBILEPROGRAMMATICBUYING Mobileprogrammaticisforecastedtobea$20billionindustrybytheendof2016,andgrowthisexpectedtocomefrom mobile videoads[8] .ArecentstudyconductedbyInMobi[7] revealed,that44%ofmarketersprefervideoadsformobileprogrammatic. Mostdesirableadformatformobileprogrammaticbuyers
  18. 18. PRESENTEDBYInMobi 2016YEARINREVIEW 18 ADVANTAGEASIA CHINA,INDIAANDSEASPURGROWTH
  19. 19. 04ADVANTAGEASIA PRESENTEDBYInMobi 2016YEARINREVIEW 19 UNLEASHINGTHECHINESEDRAGON By2020,mobilewillaccountfor84%ofthetotaldigitaladspendinChina[9] .InMobi’sdeepunderstandingof themarkethashelpeditreachmillionsofmobileusersinthecountry. Unbeatable growth InMobirecorded 15-foldgrowthina spanof4years Highon native InMobiisthelargest independentnativead networkinChina LargestiOS platform InMobi’svastnetwork reaches80%of ChineseiOSusers Top partner Wepartnerwith80% oftheTop1000 appsinChina
  20. 20. 04ADVANTAGEASIA PRESENTEDBYInMobi 2016YEARINREVIEW 20 TRACKINGTHEINDIAN MOBILEECOSYSTEM Today,mobileaccountsforonly3%oftotalmediaadspendinIndia.By2020,mobilespendisexpectedto quadrupleaccountingfor10%ofthetotalmediaspend[10] .Totapintothisexcitingopportunity,marketersare investinginmobiletoreachawideraudience. Digitalequals mobile 80%ofinternet userscomeonline viatheirmobile devices[11] Qualitytrumps quantity Advertiserfocushas shiftedtohighLTV users Riseof mCommerce Focushasshiftedto userretentionvia remarketing Overcoming bannerblindness Advertisersdelivered superiorexperiences viamobilevideo
  21. 21. 04ADVANTAGEASIA PRESENTEDBYInMobi 2016YEARINREVIEW 21 THEPROMISEOFSOUTHEASTASIA SoutheastAsiaisadiverseregionwithIndonesiaattheforefrontofmobilegrowthandinnovation,boastingof47% smartphonepenetration[12] .Decliningsmartphonepricesandimproved4GcoverageisenablingmanyIndonesiansto gettheirfirsttasteofinternetviamobiledevices. Digitalequals mobile Thelackofadesktop Internetlegacyis drivingmobile adoption Creative innovations Cutting-edgemobile technologydelivered innovativeexperiences Video indemand Fivetosevenfoldgrowth inavailablemobile inventoryforvideo[13] Programmatic rising Toachievescaleonmobile, programmatictoolsarekey innewmarkets
  22. 22. PRESENTEDBYInMobi 2016YEARINREVIEW 22 CREATIVESHOWCASE MOBILE-FIRSTCREATIVESTHATDELIVEREDREALRESULTS
  23. 23. Adsthattargetthewrongaudiencesorfailtodeliverabetteruserexperiencecandomoreharm thangood.Userstoday,spend25% oftheirtimeonmobileandtheyarewillingtousead blockers,iftheythinkyouradsareannoying,toointrusiveorjustplainugly.Thismeansyou couldlosenewcustomers,ortheopportunitytore-engageanexistingone,evenbeforetheyhad achancetoseeyourad. WWeunderstandthislove-haterelationshipthatuserssharewithads.Ourconversationswith advertisersandpublishersaroundtheworldandourdeepunderstandingofaudiencebehaviour and preferenceshasenabled usto create experiencesthatare contextual,engaging and effectivelycommunicateyourmessage.AtInMobi,theSalesandthecreativeteamswork closely,toensuretherightstoryisbeingweavedfortherightaudience,usingtechnologythat bestenhancestheexperienceforusers.Here,webring to you6 ofthebestmobile-first creativesthatengagedusersandstayedwiththem longafterthecampaignended. REATI 05CREATIVESHOWCASE PRESENTEDBYInMobi 2016YEARINREVIEW 23
  24. 24. 05CREATIVESHOWCASE PRESENTEDBYInMobi 2016YEARINREVIEW 24 360°VIDEOSGENERATEENGAGEMENTFORREXONA Objective ToincreaseawarenessandgrowthforRexonadeodorant, thusre-establishingitssuperiorityintheovercrowded deodorantcategoryinIndonesia. Solution Userswereshowna360°videotoexperiencethedust,heatand sweatinvadingtheclosestbusstoptheywereonrouteto,and hencehighlightinghowRexonacouldfixthisinajiffy. WinneroftwoGoldsattheMMASmarties2016inthe‘Innovation’&‘Location-basedcampaigns’categories Results >314M impressionsserved betweenJan-Mar2016 1.76% ClickThoughRate (CTR) 27.2% ViewThrough Rate
  25. 25. 05CREATIVESHOWCASE PRESENTEDBYInMobi 2016YEARINREVIEW 25 FACIALRECOGNITIONDRIVESGROWTHFORPOND’SACNESOLUTIONS Objective Tocreatebuzz,engagement,interactivityandincreased salesforPond’sAcneSolutionsinIndonesia. Solution Arichmediaexperiencewithfacialrecognitionwasusedtoeducate usersonthecausesforacneandhowPond’scansolveitin3days. WinneroftwoSilversattheMMASmartiesinthe‘Innovation’and‘Product&ServicesLaunch’categories Results 29seconds averagetimespent onthead >39,000 #ofuserswhoengaged withthead
  26. 26. 05CREATIVESHOWCASE PRESENTEDBYInMobi 2016YEARINREVIEW 26 Results 20sec Averagetime spentonthead 1.14% ClickThroughRate (CTR) 1.6% usersclickedon “Tapherenow” 1.1% ofusersclickedon “Experience” BATTERY-LIFEDETECTIONBOOSTSSALESFORSAMSUNGS6 Objective TocreateawarenessanddrivesalesforSamsung’snewly launchedS6smartphone,amongstbusinessusersinSoutheast Asia,byemphasizingonitssuperfastchargingcapabilities. Solution Usingaudiencepersonatargetingandbattery-life detection,SamsunghighlightedS6’snextlevel chargingcapabilities.
  27. 27. 05CREATIVESHOWCASE PRESENTEDBYInMobi 2016YEARINREVIEW 27 Results 25,000 womenwere geo-targeted >10,000 womenanswered Naomi’scall >9,000 womenparticipatedin thepop-upsalons GEO-TARGETINGDRIVESAWARENESSFORSUNSILK Objective ToincreasebrandawarenessandrecallforSunsilk amongyoungSingaporeanwomen,bydrivingsign-ups fortheSunsilkPop-upSalons. Solution Geo-targetingwasusedaroundthe4salonlocations withaperfectlysimulatedphonecallfrom NaomiNeo invitinguserstosign-upforfreemakeoversessions.
  28. 28. 05CREATIVESHOWCASE PRESENTEDBYInMobi 2016YEARINREVIEW 28 Results >1M usersviewed thead >15,000 usersclickedon "Seehowitworks” 2,500 clickedon "GetDirections” 14sec Averagetimespent onthead 1.5% ClickThroughRate (CTR) REAL-TIMEPSIUPDATESGARNERSINTERESTFORDYSON’SPURECOOL Objective TodriveawarenessandcreateassociationbetweenDyson’sair purifier-PureCoolandcleanair,whenSingaporewascoveredin ahazeoriginatingfrom theIndonesianforestfires. Solution Aperfectmixofmomentmarketingwithlocationtargeting wasusedtodisplaythecurrentPSIintheirlocation.
  29. 29. 05CREATIVESHOWCASE PRESENTEDBYInMobi 2016YEARINREVIEW 29 Results 24,000 usersinteracted withthebannerad 2,000 usersclickedon "WatchtheVideo" 56sec Averagetime spentonthead 150 usersclickedon "Knowmore" 360°VIDEOREVIVESTHEICONICCREAM SILKBRAND Objective Tore-positionCream Silkasabrandforyoungand modernFilipinas,bycelebratingtheirstrong-will, resilienceandbeauty. Solution A360°videowasusedtoengageaudiencesoutsidetheCream SilkTransformationevent,hencedrivingscaleandreachinga wideraudience.
  30. 30. PRESENTEDBYInMobi 2016YEARINREVIEW 30 EXPERTSSPEAK THOUGHTSFROM INDUSTRYLEADERS
  31. 31. EADERSPE 06EXPERTSSPEAK PRESENTEDBYInMobi 2016YEARINREVIEW 31 ChristianHenschel CEOatAdjust “2016waswitnesstotwomajordevelopments.Thefirstwasmobile'scomingofage andgrowingoutofitsteenageyears.Asubstantialnumberoftransactionalbusinesses suchassupermarketchainandinsuranceproviders,incorporatedmobileintotheir strategy,thusreachingawideraudience.Thesecondwastheindustrywideacceptance ofmobilefraud.Thoughcompanieswereawareofitsexistence,notmuchwasdoneto preventit.In2016,considerableheadwaywasmadeinthisdirection,withnewproduct launchesthatactuallywork.” 01/09 JohnKoetsier “In2016,brandsaggressivelybegantore-engagetheiraudiences,byretargeting thembasedontheirhistoricalbehaviour.Whilesomebrandsgotitright-knowing whentoreachouttotheircustomerandwhentostop,notallgottheformularight.In 2017,brandswillbecomemoresophisticatedwiththeirretargetingstrategyand embracesmartintegrations” MobileEconomistatTune 02/09
  32. 32. EADERSPE 06EXPERTSSPEAK PRESENTEDBYInMobi 2016YEARINREVIEW 32 HussamHammo CEOatTamatem “FortheArabicspeakingworld,2016washugeforsocialmediapromotions,as advertiserstargetedusersthroughtheirsocialnetworkfeedsinordertodrive downloads.Interestingly,Interstitialformatsdidnotfarewellamongstthe audience,whilerewardedvideoswereextremelypopulargivenitsopt-innature.” 03/09 RonenMense “In2016,themobileindustryfacedtwomainchallenges-solvingforviewthrough attributionandcurtailingadfraud.Theneedofthehourisfortheindustrytojoin handstotakeactionandsolvefortheseissues.” VP,-AsiaatAppsFlyer 04/09
  33. 33. EADERSPE 06EXPERTSSPEAK PRESENTEDBYInMobi 2016YEARINREVIEW 33 LeoScullin VPofIndustryProgramsatMMA “Mobilevideoisonthevergeofbecomingthesinglemostimportantplatformfor brandmarketers.Rightnow,thereisanimbalanceinbothsupplyanddemand,and inthesourcesofsupply,webversusinapp.Again,thetwoecosystemsofweband inapparedistinctlydifferent,sowe,asanindustryneedtoensuremaximum transparencyinthesupplychain,sothatwecancontinuetoharnessandmeetthe growingdemandforhighqualitymobilevideoadvertising.” 05/09 MatthewTalbot “Thebiggestchangein2016wastheinterestfrombrands,mediaagenciesand corporatesinmessagingapps.InIndonesia,oneofBBM'slargestmarkets,the averageuserspends140minsadayonmessagingapps.Fromabrand'sPOV,the powerofthisuninterruptedtimewithusersisunparalleled.Itisonlylogicalfor brandstotakeadvantageofthisbybringinginservices,contentandadsintothe messagingecosystem.” CEOatBBM 06/09
  34. 34. EADERSPE 06EXPERTSSPEAK PRESENTEDBYInMobi 2016YEARINREVIEW 34 KaylaWilson HeadofProgrammaticPartnerships atInMobi “In2016,VideowasthebiggestopportunityforadvertisersaswellasInMobi especiallywiththelaunchof80%+completionratepackagesforbuyers.This opportunityreceivedwidespreadadoptionputtingInMobionthemapasabig videoplayerinthemobilespace.” 07/09 VasutaAgarwal “PerformanceadvertisersinIndiacameofagein2016astheirfocusshiftedfrom rapiduseracquisitiontoretainingusersbyre-engagingthem.Spendsmoved towardsretargetingandre-activationinordertoimprovetheLTVofalreadyacquired users.” VP&GM-IndiaatInMobi 08/09
  35. 35. EADERSPE 06EXPERTSSPEAK PRESENTEDBYInMobi 2016YEARINREVIEW 35 KevinWang HeadofGreaterChinaMarketing atInMobi “ThemobileadvertisingmarketinChinaisprimarilydominatedbyappdownload campaigns.Butin2016,manybrandsmovedawayfromusingtraditionalmedia aloneandadoptedmobileintotheirmarketingstrategyinordertoreachtheir audiences.” 09/09
  36. 36. PRESENTEDBYInMobi REFERENCES 2016YEARINREVIEW 36 [1] Mobileadspendtotop$100billionworldwide,eMarketer,2015 [2] IABdigitalvideoadspendstudy,IAB,2016 [3] Retargetingisamustforappmarketers,eMarketer,2016 [4] Retentionrates:adeeperlookatbenchmarks,Adjust,Q12016 [5] Aremobileusersreturningtoappsaftertryingthemout,eMarketer,2016 [6] Whatmakesagoodretentionrate,Adjust,2016 [7] MobileProgrammatic:Abuyer’sperspective,InMobi,2016 [8] USdigitaldisplayadspendingisprogrammatic,eMarketer,2016 [9] DigitaladspendrisesinChina,eMarketer,2016 [10] DigitaladspendinginIndiatosurpass$1billionnextyear,eMarketer,2016 [11] MobileInternetusersinIndia2016,IAMAI,2016 [12] Indonesia’ssmartphonepenetrationhits47%,GSMA,2016 [13] DigitalvideoinSoutheastAsia,IAB
  37. 37. PRESENTEDBYInMobi 2016YEARINREVIEW 37 THANKINGOURPARTNERS 2016wasamomentousyearforInMobiandforthemobileecosystem at large.Here’sabigshoutouttosomeofourclientsandpartnerswho helpedusmarkamilestoneintheindustry.
  38. 38. THANKYOU08THANKINGOURPARTNERS PRESENTEDBYInMobi 2016YEARINREVIEW 38
  39. 39. PRESENTEDBYInMobi 2016YEARINREVIEW 39 OURGLOBALPRODUCTALLIANCES Ourworldclass3rdpartypartnershipscontinuetoenableseamless campaignmeasurement,audienceverificationandviewabilityforour advertisersacrosstheglobe.
  40. 40. PRESENTEDBYINMOBI 2016YEARINREVIEW 40 CONTRIBUTORS EditorinChief: ArunPattabhiraman, VicePresident&GlobalHeadofMarketing Research: ShamalaDN,Sr.GlobalMarketingResearchManager PoojaKalloor,Sr.GlobalResearchAnalyst Design: SantoshHegde,HeadofDesign AnoopKumar,Sr.ArtDirector,MotionDesign ArpithScindhia,Sr.ArtDirector SpecialMentions: IreneHerranz,DirectorofMarketing,NorthAmerica SupriyaGoswami,DirectorofMarketing,APAC KevinWang,DirectorOfMarketing-GreaterChina RajeshPantina,MarketingLead,Performance&PublisherSolutions,APAC ShibinPhilip,Sr.SoftwareEngineer Digital: RajeshPillai,GlobalHeadofDigitalMarketing BhargavChandrababu,Sr.Associate,DigitalMarketing CopyEditor: AswiniBommakanti, MarketingManager,Brand&Programmaticsolutions,APAC
  41. 41. PRESENTEDBYInMobi 2016YEARINREVIEW 41 ABOUTUS AtInMobi,ourvisionistoimproveusers'livesbyenablingthem togetthemostvaluefrom mobiledevices.Wepioneermobilediscoverythroughpersonalizedadvertisingexperiences, enablingconsumerstodiscovernew productsandservicesthroughcontextualandcurated recommendationsonmobiledevices.Throughourrevolutionaryadvertising&discoveryplatform, developers,merchantsandbrandscanengagemobileconsumersglobally.Recognizedamong FastCompany's"2016'sMostInnovativeCompaniesintheworld",InMobireachesover1.5billion uniquemobiledevicesworldwide. www.inmobi.com/insights | Follow uson @InMobi facebook.com/InMobi | Reachusatcontactus@inmobi.com
  42. 42. THANKYOU PRESENTEDBYInMobi 2016YEARINREVIEW-BYInMobi HAVEAGREAT2017!

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