GLOBAL APP MARKET Social and MeSSaging doMinate APP MARKET Social and MeSSaging doMinate ... We’ll...
Transcript of GLOBAL APP MARKET Social and MeSSaging doMinate APP MARKET Social and MeSSaging doMinate ... We’ll...
Q4.2012MADVERTISE MOBILENETWORK INSIGHTS
MADVERTISE & O2
GLOBAL APP MARKET
Social andMeSSaging doMinate
Rich Media adS booSt peRfoRMance
fRee vS. paidIPHONE AND IPAD APPS
Contentmadreport Q4.2012
Feel free to let us know
what you think!
Dear mobile fans,
Welcome to the 6th edition of our madreport. As always we
have some interesting topics and research to share with you.
2012 has been an exciting year for both madvertise and the
mobile industry. This year we acquired the Turkish market
leader Mobilike and also launched our in-house built madPlus
technology, meanwhile mobile spending is on the rise and the
madvertise growth story continues.
In this madReport edition we’d like to introduce our new
madPlus technology. We’ll also be showcasing a brand new
Advertising Effectiveness Study conducted with o2 – the first
of its kind in Europe. This Rich Media study provides solid
evidence of mobile advertising success in corporate communi-
cation strategies.
Once again we’ve teamed up with AppZapp, the App bargain
guide for the App Store to bring you an analysis of free and
paid shares within the different App categories.
We’ve also collaborated with Xyo to showcase a detailed
study of Android and iPhone app download numbers and
popular categories throughout 2012.
So without further ado, enjoy reading and all the best,
Carsten Frien
CEO und Co-Founder madvertise
ThE nEW CuTTIng-EdgE TEChnOlOgy
madvertise launches madPlus! New cutting-edge technology optimises mobile ad campaigns &
introduces mobile real-time bidding
madvertise
madPlus Launch!
Boost performance with
Rich Media Ads!
global App Market
App Categories in Europe
iPhone & iPad
Free vs. Paid Apps
03
06
04
08
adPlus
madPlus combines a number of different compo-
nents; one of them being madPlus Trading, a tool
that provides media agencies with direct access
to the madPlus technology and empowering
them to independently plan their campaigns,
reach and budget.
Opportunities
madPlus offers targeting capabilities beyond
established geo-targeting and device targeting.
Media agencies and the advertising industry now
have access to extended audience targeting op-
portunities, selecting predefined audiences (eg.
“shopping mums” or “globetrotters”) to whom
their campaigns will be delivered. Better targe-
ting results in a further reduction of ad wastage.
With madPlus we are launching a technology
platform that puts us in the position to further
optimize the performance and return on
investment from mobile campaigns for our
media agencies and advertising clients.
Real Time Bidding
madPlus also comes with a mobile Real-Time
Bidding (RTB) offering. madvertise is one of
the first mobile ad firms to implement this
technology. With RTB, mobile advertising space
can be auctioned in real-time, leading to better
purchasing conditions for media agencies and
their clients.
Q4.20122 INTRO MADPLUS 3
Sour
ce: w
ww
.xyo
.net
global App Market
Social Networking and Messaging Categories Dominate in Europemadvertise and xyo team up to analyse the global app market. Total of 790 million Android & iPhone apps downloaded by September. UK is Europe’s biggest app market.
madvertise and xyo have once again taken on the challenge of
analysing the fast-changing and ever growing global market of
apps for the iOS and Android platforms.
And it makes for some very interesting reading…
Unbelievably, the total number of Android and iOS downloads
in EU5 reached 790 million in September - an increase of 43%
since January but a little less than in July where there were
809 million downloads. That’s over double the population of
America!
The share of iOS apps being downloaded fell from 53% in Janua-
ry to under 30% in September. Monthly Android app downloads
doubled in all key demographics between January and Sep-
tember 2012. During the same time span, iOS app downloads
dropped by 20%. The much talked about rise from the ashes of
Android seems to be continuing. In Q3 2012, the Samsung SIII,
Android’s number one smartphone, outsold the new iOS 5.
Android is leading in all the EU5 countries. The share of Android
apps compared to iOS is highest in Spain (78%) and lowest in
France where 59% of all download apps in September were
Android apps.
The UK remains Europe’s biggest app economy at 277 million
monthly downloaded apps (207 million Android apps and 70
million iOS apps) and more than 4 monthly app downloads per
capita in September 2012. Germany is second at 168 million apps
(122 Android and 46 million iOS) - that’s 2 monthly app down-
loads per capita. Spain follows at 2.6 apps per capita a month
with 93 million Android and 27 million iOS apps downloaded.
The top 10 lists across all EU5 countries feature fewer games
and lean towards communication tools like WhatsApp or Viber
and social networking apps, most prominently Facebook.
uK
iOS Top 10 categoriesuK
Android Top 10 categories
uK App Market
AndroiduK App Market
iOS
GamesSocial
SocialLifestyle
Other
CommunicationsGames
Media & VideoPhotography
3
42
2
1
2
3
2
1
3
42
2
1
2
3
2
1
It seems the Brits love being social. The Social Networking
category gains in popularity. Compared to July, the number of
games in the iPhone top 10 went down from 8 to 4. In Sept-
ember. Games were replaced by social networking and photo-
graphy apps. The freemium trend continues: All top ten apps
were free or free with in-app purchase apps in September.
Tools for communication proved successful with three mes-
sengers leading the charts in September: Facebook Messenger,
WhatsApp and Viber. Free apps rule on Android – all of the 10
most downloaded apps were free. Only one game made the
top 10: SpeedCar, representing the current racing game trend
on mobile.
Eu5
App Download Development
53% 47%
70%30%
AndroidiOS
01/2012 552 m
790 m09/2012
Q4.2012 APPS 54 APPS
Sour
ce: w
ww
.mad
vert
ise.
com
The study provides impressive insights into the success of rich
media campaigns – rich media, interactive ads, motion picture
& non-standard banner formats, and shows significant increase
in ad recognition, brand image and purchase intent through the
use of mobile rich media.
Telco operator O2 ran the campaign alongside the launch of
the Samsung Galaxy SIII to promote the launch of a new tariff
having integrated the mobile communication channel in their
cross-media advertising strategy. The campaign was realized by
Zenith for O2.
Results
Following a control group survey before the campaign began,
the study examines the effects on mobile ad recognition, brand
image and consumer acceptance of new products. The results
show positive effects across all areas, concluding a 130%
increase in ad recognition, a 16% improvement in brand
image and a staggering 30% increase in purchase intention.
The client
„We are very pleased with the results of the advertising impact
study led by madvertise”, said Tino Krause, Head of Media -
CRM & Direct Communication, O2 Germany. “On the one hand
it’s evidence that we should continue with mobile as the right
advertising platform, as well as confirming the leading position
of O2 in Germany. Innovative mobile advertising formats will
continue to be a big part in our communication play“.
This rich media advertising impact study, the first of its kind in
the UK, shows that branding campaigns in the mobile adverti-
sing channel are highly
effective and should
be included in any
balanced media mix.
The increasing
amount of high
quality content
available,
along with
positive ad-
vertising en-
vironments
on mobile
devices, are
ideal for
cross-media
branding
campaigns. In
addition, the
survey results
show that users
interact with mobile
rich media adverti-
sing up to seven times
more effectively than with
traditional banner ads.
madvertise & O2
First Ever Mobile Rich Media Advertising Effectiveness Studymadvertise has once again collaborated with Interrogare to conduct a first-of-its-kind advertising effectiveness study.
37%
17%
AFTERBEFORE
INTENTION TO BUY
The rich media campaign pushed intention to buy by 30 percent.
37% 43%
51%
39%
IMPROVED BRAND IMAGE INCREASED AD RECOGNITION
Significant increase of ad recognition by 130 percent after the campaign.
The positive perception of the O2 brand was improved by 16 percent.
Q4.2012 COMPANY 76 RICH MEDIA ADVERTISING EFFECTIVENESS STUDY
Sour
ce w
ww
.App
Zap
p.ne
t
Feel free to let us know
what you think!
Others like to pay for a better experience or may have been
convinced after hearing good things from friends or family.Either
way, it’s good to know which iPhone and iPad app categories
have the most free or paid apps available…
…enter madvertise and AppZapp, the app bargain guide for the
App Store, who have collaborated once again to bring you an
analytical comparison of the difference in free versus paid apps
across all iPhone and iPad app categories.
In doing so, we’ve managed to uncover some pretty cool findings:
According to AppZapp, there is more than THREE TIMES the
amount of iPhone apps available than on the iPad.
• Over 100 MILLION iPads have been sold 1) to date,
with iPhone sales coming in at 260 MILLION 2).
• These figures in particular make for interesting
reading - in total the iPad actually has a higher per-
centage of paid apps.
• In the UK out of a staggering 532,798 apps in total,
281,223 are free and 251,575 are paid
Across EU5 (UK, Germany, France, Italy, Spain) and Turkey, just
47% of ALL iPhone apps on offer are paid, meaning users stand a
better chance of grabbing some great apps for free. It seems the
iPad is definitely a platform that could cost you more long terms
- numbers break through the halfway mark with 51% of ALL iPad
apps needing you to dig deep for.
A recent study from ComScore 3) confirms the above when it co-
mes to iPad owners having to shell out more often for their apps.
The study revealed iPad owners are both younger and wealthier
than average tablet users, meaning they’re a perfect target au-
dience for developers who charge for their apps.
It also discovered that one of the key purchasing factor for many
consumers when it comes to tablets isn’t just the retail price, it’s
the pricing and selection of apps too.
So, do we think there are many iPad users who would be shocked
by having to pay £4.99 for a navigation app? It happens to be
quite the contrary actually.
These figures from AppZapp further conclude research in to the
behaviour and buying patterns of iPad users, and show that
despite slightly less sales, the iPad app economy is progressively
booming
Which App Categories Offer the Most Freebies?
Free vs. Paid Apps for iPhone & iPadFor some of us, the thought of paying for an app is an absolute no, no. With the amount of freebies on offer, why would you?
53%
iPhone
47% 51%
iPad
49%
iPhone offers more free appsPaid apps break through halfway mark on iPad
Source: AppZapp
FREE FREEPAID PAID
1) http://en.wikipedia.org/wiki/Ipad 2) http://en.wikipedia.org/wiki/IPhone 3) http://www.padgadget.com/2012/08/07/new-study-finds-ipad-owners-are-younger-and-richer-than-their-android-peers/
Q4.2012 FREE VS PAID 98 FREE VS PAID
MOBILE-EVENTS12. December 2012 III Congreso de Marketing Móvil
Madrid
5. – 6. February 2013
m-days
Frankfurt
25. - 28. February 2013
Mobile World Congress
Barcelona
(Hall 8.1, Booth C15)
24. - 25. April 2013
OMExpo
Madrid
madvertise Mobile Advertising GmbH Paul-Lincke-Ufer 39-40, 10999 Berlin, Germany www.madvertise.com
cover: photocase.com
4
9025