Mobile ads trends in 2012-2013
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In 2012, consumers increasingly relied on mobile devices throughout the day as more devices became available at lower price points. Device manufacturers released dozens of new mobile devices in different sizes and with new features. Mobile infrastructure also expanded to support new devices and uses. This evolution of consumer and manufacturer trends drove changes in mobile advertising opportunities.
Mobile ads trends in 2012-2013
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- 2. 2012 Global Mobile Trends MARCH 2013 2012 Global Trends CHART A Consumers Device Consumers evolved the way they interacted Manufacturers with mobile in 2012. As consumers across the Manufacturers around the world released dozens of new mobile world adopted new devices, or added a devices in 2012, at a number of different sizes and price points, with a second device to their life, users increasingly number of new functions and features. The infrastructure to support relied on and engaged with mobile devices in these new mobile devices also increased throughout the year, different ways throughout the day. providing the platform for enhanced mobile features and use. Content Increased Contributors Screen Size Increased Mobile Infrastructure – Better More Frequent, Speed & Connection but Shorter, Mobile Sessions Increased Availability There are More of Devices at Devices than Humans Decreasing Price Points on the Planet In Southeast Asia, phones with bigger screens grew an average of 63% a month in 2012. 85% of tablet owners use their devices while watching TV. Gameification Source: Online Publishers Association, 2012. Across Verticals Tablet-Sized Ads Mobile behavior changes throughout the day; with mobile Multi-Screening primetime from 4 pm to midnight. What they mean for Adapt Mobile Ads to Shorter Use Sessions Mobile Advertising Mobile is Always On As consumer and manufacturer trends merged and developed, the mobile advertising opportunities for both advertisers and developers evolved in 2012. Increased Rich Media Engagement Audience Targeting & Intelligence Socialization Mobile-Optimized Experiences Advertisers in North America leveraged Approximately 46% of data to reach real-world audiences, such as Entertainment campaigns Moms, Sports Fans, and Gadget Geeks. used social media actions. More Video Viewing Hyper-Local Targeting Advertisers in the Southeast Asia region Utliized in 64% of Product invested in hyper-local targeting in 2012 – Launch / Release Campaigns. campaign spend grew at 233% a month. Source: Millennial Media, 2012. Visit www.millennialmedia.com/mobile-intelligence to sign up 2
- 3. Mobile Vertical Spending in 2012 MARCH 2013 Top 10 Global Brand Verticals Vertical Explosion Ranked by Spend Year-Over-Year Spend – 2012/2011 CHART B CHART C CATEGORIES 2012 2011 VERTICALS GROWTH RETAIL & RESTAURANTS 1 2 GOVERNMENT SERVICES 860% ENTERTAINMENT 2 3 TELECOMMUNICATIONS 3 4 EMPLOYMENT 523% FINANCE 4 1 TRAVEL 495% AUTOMOTIVE 5 5 PERSONAL & HOME SERVICES 461% CPG / FMCG 6 7 TRAVEL 7 9 HEALTH: FITNESS & WELLNESS 281% TECHNOLOGY 8 10 ENERGY & POWER 265% EDUCATION 9 8 CPG / FMCG 235% PORTALS & DIRECTORIES 10 6 ENTERTAINMENT 224% Source: Millennial Media, 2011 & 2012. AUTOMOTIVE 193% TELECOMMUNICATIONS 143% RETAIL & RESTAURANTS 106% Insights: REAL ESTATE 103% Retail & Restaurants was the number one vertical on the Top 10 Source: Millennial Media, 2011 & 2012. Global Brand Verticals on the Millennial Media platform in 2012, growing 106% year-over-year to move up and into that position from 2011 (Charts B & C). Retail & Restaurant brands made up 16% of the total brand advertiser campaigns in 2012 (Chart D). These advertisers ran mobile campaigns year-round which drove consumers to both their retail and online stores. Top 10 Global Brand Verticals as Percent of Total Brand Business Count of Campaigns Health: Fitness & Wellness was the fifth largest growth vertical on CHART D our platform after seeing large increases in year-over-year spend both in 2012 (281%, Chart C) and 2011 (229%). Advertisers in this vertical invested in mobile’s ability to target audiences and deliver 14% 16% 2% Retail & Restaurants relevant messages to mobile users interested in health living Telecommunications content. 3% Finance 3% Entertainment Travel showed a 495% year-over-year increase to move up to the 14% Travel seventh largest brand vertical on our platform in 2012 (Charts B & 6% Automotive C). Travel brands, such as hotels, booking sites, and airlines ran CPG / FMCG mobile campaigns year-round to motivate consumers to plan 7% Technology and book their vacations for any season, often through their 14% Education branded applications. Travel campaigns made up 9% of total Government Services 9% Others brand advertiser campaigns on our platform in 2012 (Chart D). 12% Twelve verticals experienced triple-digit growth on our platform in 2012 (Chart C). Six of these verticals are not in the list of Top 10 Brand Verticals on our platform. This set of emerging verticals has Source: Millennial Media, 2012. grown their investment in mobile advertising, as others have grown from an already established base of spending. Visit www.millennialmedia.com/mobile-intelligence to sign up 3
- 4. 2012 Mobile Advertising Trends : Campaign Engagement Methods MARCH 2013 Post-Click Campaign Action Mix CHART E 40% 30% 37% 20% 29% 10% 19% 18% 21% 16% 16% 0% 9% 9% APPLICATION ENROLL / JOIN / MCOMMERCE SOCIAL MEDIA PLACE CALL RETAIL SITE SEARCH STORE LOCATOR / WATCH VIDEO DOWNLOAD SUBSCRIBE PROMOTION VIEW MAP Source: Millennial Media, 2012. Data is based on the Top 3,000 campaigns on Millennial Media’s Platform in 2012. Insights: Advertisers’ Campaign Goals CHART F Store Locator / View Map was included as a Post-Click Campaign Action in 21% of campaigns on our platform 10% in 2012 (Chart E). Restaurant advertisers utilized the Sustained In-Market Presence unique Store Locator / View Map function mobile provides. A consumer’s location was pinpointed 12% 39% Brand Awareness Site Traffic through a maps application and then showed the Product Launch/Release proximately to brand locations. Registrations 12% Increased Foot Traffic In 2012, 16% of all advertisers on the Millennial Media Source: Millennial Media, 2012. platform integrated m-Commerce experiences into Data is based on the Top 3,000 campaigns on their campaigns (Chart E). Entertainment advertisers 14% 14% Millennial Media’s Platform in 2012. created campaigns that promoted new motion picture or DVD releases and then provided a link to purchase tickets or the DVD. Brand Awareness represented 14% of Advertisers’ Site Traffic increased 13% year-over-year as more advertisers Campaign Goals on our platform in 2012 (Chart F). Travel wanted to drive consumers to learn more about their brand. advertisers ran mobile campaigns aimed to keep their brand name top of mind with consumers to drive hotel stays and trip planning. In 2012, Site Traffic made up 14% of all Advertisers’ Campaign Goals (Chart F). Car Manufacturers heavily Did You Know? 40% utilized the “learn more” or “site search” functions in their of CPG / FMCG campaign spend campaigns to drive consumers to their webpages on our platform included some where they could explore the many vehicles and form of location-based targeting. features offered. Source: Millennial Media, 2012. Visit www.millennialmedia.com/mobile-intelligence to sign up 4
- 5. 2012 Mobile Audience Trends MARCH 2013 Top Targeted Audiences CHART G Moms DIYers Avid Business Gadget Geeks Shoppers Travelers Vacationers Mobile Small Business In-Market IT Decision Makers Switchers Decision Makers Auto Buyer Source: Millennial Media, 2012. Insights: CAMPAIGN HIGHLIGHT: ADIDAS Brand advertisers on our platform leveraged audience targeting technology to make sure their messages were delivered to the right consumers at GOAL: the right time. Of the audiences targeted by brand Drive foot traffic to New York City’s Penn advertisers on our platform in 2012, the 10 most Station to view an Adidas “Light You Up” often targeted audiences are shown in Chart G. promotional light show. Moms were the 10th most targeted audience by STRATEGY: brand advertisers on our platform in 2012 (Chart G). Adidas, in collaboration with Mullen’s Moms are an increasingly active mobile audience, medihub, worked with Millennial Media to and were most frequently targeted on our platform target mobile users and invite them to a in Q3 as Moms prepared their kids to go back to light show event featuring Argentinian school for a new year. soccer player Lionel Messi, while promoting the launch of the new Adidas Adizero F50 On the Millennial Media platform in 2012, Small soccer cleat. Business Decision Makers were the 5th most frequently targeted audience (Chart G). Small Adidas utilized Millennial Media’s targeting Business Decision Makers were often targeted in capabilities to reach thousands of mobile the first and fourth quarters of the year, likely device users, across platforms, within a around fiscal year budget spending needs. 3-mile radius of Penn Station in the hours prior to the event. In 2012, Avid Shoppers were the 6th most targeted audience on our platform (Chart G). Avid Shoppers “With the addition of mobile advertising for the “Light You Up” event were most frequently utilized as an audience promotion, Adidas was able to reach local users with a relative and time targeting segment by Retail advertisers in Q4, likely sensitive message and drive foot traffic to the event.” in preparation for the holiday shopping season. ~ Gina Preziosa, VP, Group Media Director, mediahub/Mullen To download the full campaign summary, visit www.millennialmedia.com/advertise/campaign-successes Visit www.millennialmedia.com/mobile-intelligence to sign up 5
- 6. 2012 Device & Developer Trends MARCH 2013 2012 Device Introductions CHART I Nokia Lumia 900 Samsung Galaxy S3 Kindle Fire HD Samsung Galaxy Note II Apple iPhone 5 Nokia Lumia 920 JANUARY 2012 MAY 2012 SEPTEMBER 2012 SEPTEMBER 2012 SEPTEMBER 2012 NOVEMBER 2012 HTC One X Google Nexus 7 Windows Surface Tablet Apple iPad mini APRIL 2012 JUNE 2012 OCTOBER 2012 NOVEMBER 2012 Source: Public news outlets, 2012. Highlights of Device & Developer Trends: Top 10 Application Categories Ranked by Impressions In 2012, dozens of new smartphone and tablet devices entered CHART H the mobile market, in addition to new versions of existing devices. 2012 2011 Chart I highlights a few of the key new devices that were CATEGORIES introduced into the mobile market in 2012. In November 2012, the 1 Games 1 iPad mini entered the market as Apple’s first 7-inch tablet. The 2 Music & Entertainment 2 Samsung Galaxy Note II was released in Q3 of 2012, an upgrade to 3 Mobile Social Media 3 the original Galaxy Note, one of the first mobile phones considered 4 Communications 4 a smartphone/tablet hybrid, which some term a “phablet.” 5 Productivity & Tools 8 6 Science & Technology – Games were the number one application category on our 7 Sports 6 platform in 2012, maintaining the position from 2011 (Chart H), 8 News 5 mirroring that of app stores, such as iTunes and Google Play. 9 Books & Reference – 10 Weather 7 Source: Millennial Media, 2011-2012. Visit www.millennialmedia.com/mobile-intelligence to sign up 6
- 7. 2012 Developer Trends MARCH 2013 OS Mix Device Mix Ranked by Impressions Ranked by Impressions CHART J CHART K CHART L CHART M 2012 3% 1% 2% 1% 2011 2012 2011 20% 15% 16% 16% 48% 47% 5% 17% 75% 68% 32% 33% Android Smartphones iOS Feature Phones BlackBerry OS Non-Phone Connected Devices Windows Symbian Source: Millennial Media, 2011-2012. Smartphone data does not include what could be considered Smartphones Source: Millennial Media, 2011-2012. running proprietary Operating Systems, e.g. Samsung Instinct, LG Vu. Highlights of Device & Developer Trends: Top 5 Tablets Ranked by Impressions In 2012, the OS mix on our platform remained relatively CHART N unchanged from 2011 (Charts J & K). The Android operating system led the OS mix on our platform, representing 48% of 1 2 3 impressions. iOS was the second largest OS on our platform in 2012 with 32% of the impression share. Non-Phone Connected Devices increased five percentage points year-over-year to represent 20% of impressions we saw on our platform (Charts L & M). The growth of this category is largely attributed to the increased adoption of tablet devices. Apple iPad* Samsung Galaxy Tab* Amazon Kindle Fire* 4 5 In 2012, Finance, Dating, and Entertainment were the top Acer Iconia Motorola Xoom three brand verticals using our self-serve tool mMedia. For more information, visit: www.mmedia.com * Ranked in the top 20 among all mobile devices. Source: Millennial Media, 2012. Visit www.millennialmedia.com/mobile-intelligence to sign up 7
- 8. S.M.A.R.T.™ Glossary of Terms MARCH 2013 Mobile Audience Solutions – Targeting solutions built using Millennial Media’s proprietary technology and access to diverse volumes of data. Millennial Media’s platform accesses and analyzes data – Location, Social, Interest and Mobile – to provide a unique, multi-dimensional view of individual profiles. We call this our Relevance Graph. This view gives us deep insight into what is relevant to individuals at any given moment. Because the Millennial Media platform operates in real-time, the Relevance Graph, is responsive to every shift in data, continually refreshing audience segments for our Mobile Audience Solutions as individual interests, activities and needs change. Cross-Platform – Pertaining to multiple devices (smartphones, tablets, feature phones, non-phone connected devices), carriers (AT&T, Verizon, Vodafone, etc.), or platforms (iOS, Android, BlackBerry, Windows Phone, Symbian, etc.). Millennial Media is cross-platform – or “platform agnostic” – because we do not focus on one single OS or device type. This enables advertisers to reach as many mobile users as possible, regardless of their mobile device or carrier of choice. Developer – Provider/creator of mobile applications and sites. Developers range from large entities (brands, portals, news sites, etc.) to individuals who focus on just a handful of applications. Feature Phone – Any web-enabled mobile phone that is not a smartphone. Impression – A count of the number of times an ad unit appears on a mobile device. Interactive Video – A high-impact video ad layered with interactive features that deliver a uniquely mobile, actionable experience to customers. Inventory – The ad space available on mobile websites and applications. Non-Phone Connected Device – A non-phone mobile device. This includes tablets, gaming devices, e-readers, MP3 players, etc. Post-Click Campaign Action – The action a marketing campaign is driving the customer to take once an ad is viewed (i.e., Place Call, Download Application, View Map, etc.). SDK – Software Development Kit. A tool that enables developers to seamlessly integrate mobile advertising into their applications, thus monetizing their apps. Developer partners on Millennial Media’s platform download and integrate our SDKs (available for a variety of operating systems – iOS, Android, Windows Phone, etc.) to gain access to the ads run by our advertising partners. Smartphone – Any web-enabled and application-enabled mobile phone that runs on an operating system and offers the user more advanced capabilities beyond just voice and mobile web access. Vertical – The classification of advertisers by industry. Visit www.millennialmedia.com/mobile-intelligence to sign up 8
- 9. Summary & Reporting Methodology MARCH 2013 About Millennial Media Millennial Media is the leading independent mobile advertising and data platform. Our technology, tools and services help app developers and mobile website publishers maximize their advertising revenue, acquire users and gain audience insights. Our platform also enables us to offer advertisers powerful Mobile Audience Solutions (MAS) that utilize our significant scale, sophisticated targeting and uniquely engaging creative capabilities to deliver meaningful results. About S.M.A.R.T.™ The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ delivers regular insights on key trends in mobile advertising based on actual campaign and platform data from Millennial Media. Visit www.millennialmedia.com/mobile-intelligence to sign up to receive Millennial Media-related news including the Mobile Mix™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, and the Mobile Intel Series. For questions about the data in this report, or for recommendations for future reports, please contact us at [email protected]. ©2013 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners. Visit www.millennialmedia.com/mobile-intelligence to sign up 9