IV Mobile Advertising Study TAPTAP

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Goals

This IV Study of Mobile Advertising was created using survey results collected by TAPTAP Networks from advertisers and

agencies. The main goals of the study were the following:

Status and Priorities of the

Mobile Advertising Industry

Trends market analysis

Content-integrated

advertising solutions

Second Screen

Technologies

Geo-contextualization

Tools

Source: TAPTAP Research

Q1 Please rate your digital advertising priorities in 2014/2015 with 1 being the

most important and 10 being the least important.

Content-integrated

advertising solutions

Programmatic

Buying

Online video

Data marketing

Second Screen

Display

e-Mailing

Social Media

Search Engines

ASO (App Store

Optimization)

1 2 3 4 5 6 7 8 9 10 0

Source: TAPTAP Research

Q2 Do you think mobile media investment is in line with the coverage?

More than the

coverage

Less than the

coverage

The same

Total

Higher

7,7%

Lower

85,84%

Same

6,80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q3 Which are the two greatest obstacles when it comes to investment in

mobile?

Coverage

Price

Measuring

Ignorance

of media

Buying

model

Creative

ads

Other

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Other obstacles

Annoying advertising

A 6% CTR is not real

Advertisers don’t have mobile web sites

Lack of knowledge of the geolocation possibilities of the media

Small screens for conventional formats

Lack of digital profiles in the advertiser media department

Problems calculating ROI

Content

Same measuring method as display

Conversion of some verticals

Tight media budget

Advertisers fear new medias and formats

Source: TAPTAP Research

Q4 Do you think that mobile is a Premium or Performance media?

Premium

78,85%

Both, it is useful for all kinds of campaigns.

It allows you to reach the right people at the right time and at the

right place.

Advertising saturation is less than other media, so both impact and

memory is higher.

User is reached during their leisure time.

It is on tablets but not on smartphones.

Site and format quality

Engagement.

Getting direct response is difficult.

Depending on the industry. It is interesting if it is directed toward smaller purchases, but I don’t see its value in buying a car, for example.

Results are improving for app downloads and adapted webs.

Mostly for geolocation.

User interaction.

During leisure time in order to impact the user at the most effective

time.

Call to action with just tapping on the smartphone.

It is, but not directed to shopping, just to push it.

Source: TAPTAP Research

Performance

54,81%

Q5 What are your top 5 reasons to buy on a mobile advertising network?

Audience

size

Turnkey

project

Easier and quicker than buying

directly on the support

Audience

Targeting

Profitability

Price

Previous positive

experiences

Ad networks do not

work as they should

They understand my customers

and my needs

Advanced

technology

Analytics and

reports

Other)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q6 What are your top 3 targeting criteria for a mobile campaign?

Sex and age

Interests

Location

Socio-economics

Intention

Context (weather…)

Other

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q7 What are your most frequent mobile ad campaign buying models? Please

order from 1 to 7, with 1 being the most frequent and 7 being the least.

CPM

CPC

CPA

CPL

CPD / CPI

CPV (Cost per view)

CPE (Cost per

engagement)

0 1 2 3 4 5 6 7 8 9 10

Source: TAPTAP Research

Q8 Are you planning to run Native Ads campaign in 2014/2015?

Yes

No

Not sure

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q9 What are your main goals for Native Ads campaign?

Increase the

engagement time

Content

viralization

Branding purposes

Increase the

CTR

Avoid

Intrusiveness

Other

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q10 What are the top 3 benefits in a Second Screen campaign?

More attractive

campaigns

Social

Viralization

Higher Audience

engagement

Several formats

support

Easy

integration

Extra

content

Extensive

reports

Other

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q11 What is the most useful media to run a Second Screen campaign? Please

rate from 1 to 5 with 1 being the most useful and 5 being the least.

TV

Radio

Digital Media

Outdoor advertising

Press

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Source: TAPTAP Research

Q12 Do you think each publisher must have its own Second Screen technology

or that there is a unified technology for all of them?

Own

Technology

Unified

technology

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Type your reason

Easier for everyone

Cheaper and more efficient

Analytics and reporting will be easier

More advantages to plan and develop campaigns

The same measuring criteria for the whole market

Easier to understand for customers

To help the advertisers understand

It would be better that the audience be the same one as the publisher’s to make it easier for the advertiser to reach them

Independent technologies are needed to be more adapted to the clients requirements.

Source: TAPTAP Research

Q13 Have you ever run a Second Screen campaign?

Yes

No

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q14 Do you plan to run a Second Screen campaign in 2014-2015?

Yes

No

Not Sure

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q15 What do you think geo-contextualization is in mobile advertising?

Geolocated

campaigns

Campaigns that mix geolocation with

more targeting criteria

Campaigns linked

to social networks

Campaigns with

several targeting criteria

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Geolocated

Campaigns

38,30%

More

information

48,94%

Linked to social

networks

1,06%

Several targeting

criteria

11,70%

Source: TAPTAP Research

Q16 How important are the following targeting criteria in a mobile advertising

campaign?

Geolocation

Demo

Device

OS

Connection (3G, WiFi)

Weather

Geo-Cookie

Socio-economics

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Source: TAPTAP Research

Q17 How many geolocation campaigns have you created in the last year?

0

1

2-5

More than 5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Q18 What are the top 3 reasons to run a local mobile advertising campaign?

Proximity of the user to the

Advertiser’s location

Couponing and

discounts

Local search

Local

promotions

Predictive behavior

of the user

Shopping through mobile

More smartphones

and tablets

Push

Notifications

Check-in

Microlocation with

iBeacon

Other

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: TAPTAP Research

Conclusions

85% of the respondents think

that mobile advertising

investment is less than it should

be

60% of the respondents think

that the main barrier to

investment is the lack of media

knowledge

The increase of engagement

time is the main goal in running

content-integrated advertising

and Second Screen campaigns

TV is the favorite media to run

Second Screen campaigns

88,7% of the respondents

require a unified Second Screen

technology

Geolocation is the most relevant

targeting criteria

The proximity of the user to the

advertiser’s location is the main

reason to run a local mobile

advertising campaign

Source: TAPTAP Research

Premium Mobile Audience

TAPTAP Networks

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