The Ultimate Survival Kit for Mobile Marketers in 2017

January 2017

Our Speakers

Supriya GoswamiDirector of Marketing, APAC

Supriya heads marketing and PR for the Asia Pacific region.

Vasuta AgarwalVice President & GM - india

Vasuta is responsible for the revenue, operations and P&L for India.

Supriya Goswami

vasutaagarwal

2

@SupriyaGoswami

@VasutaAgarwal

The Ultimate Survival Kit offers you..

Mobile Marketing Strategy Guide

Mobile Marketing Trends for 2017

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Trend #1Mobile Video Advertising

Mobile Video Ads Consumption on the Rise

33.33%

66.67%

1/3rd of all online activ-ity is spent watching

videos

VideosOther content

80%

20%

80% of users recall a video ad viewed in the last 30

days

Users who recalledUsers who didn't

Mobile video ad consumption grew by 200% in 3 quarters

Q1'16Q3'16

5

Ad Spends on Mobile Video are Poised to Explode

• In 2016, 24% of digital ad spend was allocated to mobile video alone

• Mobile video ad spend on the InMobi network grew by 150% over 3 quarters in 2016

• By 2020, mobile video ad spend > 50% of online spends

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All Formats are Not Equal

4X

Higher user engagement compared to static formats

2X

Higher conversions compared to static formats

80%

Completion rates

Video ad formats delivered

Performance across advertiser categories

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Trend #2Driving Loyalty via Remarketing

Winning Consumers Back

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The App ecosystem is reaching a ‘tipping point’ as app developers thinking about retaining a user to be as important as acquiring one.

The Need for Remarketing

1 3 Re-engagement & Re-targeting

PROSPECTSACQUIRE APP USERS

FIRST EVENT

REPEAT USERS

DORMANT USERS

2 ActivationBranding and new User Acquisition

Remarketing is a powerful solution that re-connects your users with the your brand delivering higher engagement and conversions.

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Busting the myth : Remarketing use cases

COMMERCE

TAXI

ENTERTAINMENT

SOCIAL

USE CASE KPI

Drive first rides from users who have installed the APP but not taken the

ride yet

Increase number of streams

Drive dormant users back into the APP

First rides

Incremental Streams

APP opens

PurchasesDrive transactions from APP owners

GAMING

Nudge user to move to next stage of the game

Level change

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Delivering Quality over Quantity

The following is the impact delivered by the InMobi Remarketing platform across app categories.

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Trend #3Programmatic

Programmatic Ad Spends Across Regions

Insights from InMobi’s Programmatic Buyer’s Survey

75% of marketers surveyed use programmatic for buying smartphone inventory

24% of them had been incorporating it into their strategies for more than 24 months

North America

Europe APAC Middle East

Latin America

Afirca

67.4%

21.7%

6.2% 3.9%0.6% 0.1%

67.7%

19.4%

10.4%

2.0% 0.4% 0.1%

Mobile Programmatic Spend by Region

Q1'16 Q2'16

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Programmatic Ad Spends Across Regions

Insights from InMobi’s Programmatic Buyer’s Survey

In H1’16, 85% of the mobile programmatic spend came from Fortune 500 brands

CPG Retail Entertainment Technology Games Health & Pharma

16.9%

7.5%

10.7%

13.3%

4.7%2.9%

18.9%

11.7%

9.2% 8.8%7.0%

3.1%

Mobile Programmatic Spend by Verticals

Q1'16 Q2'16

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Most Desirable Ad Format for Mobile Programmatic

Insights from InMobi’s Programmatic Buyer’s Survey

In terms of ad formats, 44% of marketers prefer video for mobile programmatic, followed by 23% for native, as they are highly effective at getting the consumer’s attention.

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Trend #4Advantage Asia

The Promise of Southeast Asia

Smartphone penetration in 2016 = 40%

Mobile’s share of digital ad spend = 22.8%

Indonesia

Smartphone penetration in 2016 = 75%

Digital’s share of total ad spend = 10%

Singapore

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Mobile Internet penetration (2016)= 36.7%

Thailand

Mobile Internet penetration (2016) = 60%

Malaysia

Growth in advertiser spend = 200%

Growth in advertiser spend = 35%

Growth in app installs = 68%

Growth in advertiser spend = 97%

Forecasted smartphone penetration in 2019 = 47.6%

Forecasted smartphone penetration in 2017 = 76.3%

Forecasted mobile Internet penetration (2020)= 44.7%

Forecasted mobile Internet penetration (2020) = 65%

Unleashing the Chinese Dragon

On the InMobi network, advertiser spends grew by 30% while app installs grew by 115% in the first 3 quarters

2016 2017 2018 2019

53.3%56.0%

59.3%

63.3%

Smartphone penetration

2016 2019

63%80%

Mobile’s share of ad spends in Digital

25

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Tracking the Indian Mobile Ecosystem

2016 2017 2018 2019

29.8%33.4% 36.0%

39.0%

Smartphone penetration

2015 2020

15%

40%

Share of mobile ad spends in digital

80% of internet users come online via their mobile devices

In 2016, app installs on the InMobi network grew by 132%

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Trend #5Mobile Measurement &

Attribution

The Future of Measurement and Attribution

In 2017 :

1 Mobile measurement will get more sophisticated

2 Advertisers will increasingly demand for 3rd party partnerships for measurement and attribution

3 Cross platform measurement and attribution will lead the way ahead

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Mobile Measurement Across the Advertising Lifecycle

Measureable metricsUser

acquisition

User activatio

n

User retention

Impressions | Clicks | Installs

1st LTV event

Nth LTV event

CTR | CVR | CPI

CPX

GMV | RoAS

Mobile advertising lifecycle

Deliverables

Mobile measurement and attribution are the pillars that keep mobile advertising honest

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Trend #6Location Targeting

Conquering the World with Location Targeting

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Rise in smartphone adoption and usage makes it imperative for marketers to reach their audiences in the right moment.

Mobile app optimization for location will become increasingly imperative through the use of technology

Brands will leverage micro location targeting especially to promote specific events like a World Cup or major shopping event.

Location targeting in action

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• Country : Jakarta• Client : Unilever |

Rexona• Targeting : Location• Performance : 338,000

user clicks, 1.34 minutes of average dwell time, 22,500 downloaded the coupon

You can refer to the Case Study right here

• Country : Singapore• Client : Unilever |

Sunsilk• Targeting : Location• Performance : Mobile

accounted for 10% of signups. ADFX survey results – Lift in likelihood to recommend by 200%; lift in brand awareness by 70%; lift in brand preference by 93%

You can refer to the Case Study right here

For any questions, contact supriya.goswami@inmobi.com or insights@inmobi.com

THANK YOU

Explore insights from the mobile advertising world in 2016 – inmobi.com/yearbook-2016