Q3 2012 - Adfonicadfonic.com/pdf/Q3_admetrics_final.pdf · 2019-02-03 · RTB – the means by...

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Q3 2012Global AdMetrics Report

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About the Adfonic report

This is Adfonic’s Global AdMetrics Reports for

Q3 2012.

It provides actionable insights that help advertisers

and publishers understand what drives campaign

performance and effective inventory monetization.

The Adfonic Global AdMetrics Report is based on

data drawn from Adfonic’s buying platform during

the quarter.

Q3 Highlights

Apple is winning the Apple v Samsung two-horse

race. While Apple and Samsung both increased

their share of ad impressions globally, Apple

widened its lead over Samsung in Q3 despite

Samsung making huge inroads in device ownership.

New mobile devices experience rapid adoption.

For example, Samsung’s Galaxy S3 mobile phone

made it into the global top ten devices by ad

impressions, reaching sixth position with 1.4% of all

impressions despite only becoming widely available

in July 2012.

Real-time Bidding (RTB) provides huge uplift for

buyers and sellers across all channels. RTB – the

means by which mobile ad inventory is bought and

sold on a per-impression basis, via a programmatic

instantaneous auction – provided signifi cantly

stronger results across every Adfonic channel, both

for advertisers and publishers.

Structure of this report

Overview summarizes key metrics, with insight

into Adfonic’s performance across geographies

and platforms, and our diverse mix of

publisher channels.

Devices and Platforms focuses on platform,

manufacturer and impression shares with insights

into clickthrough rates (CTRs) and effective

earnings per thousand impressions (eCPMs) both

globally and across geographies.

Advertisers and Verticals highlights advertising

volumes, performance, and targeting successes for

industry verticals.

Channels and Audience gives insight into

demographics and the impact of gender targeting

on campaign effectiveness.

Performance and Targeting shows how CTRs,

conversion rates (CVRs) and eCPMs are affected by

factors such as region, device and platform.

Victor MalachardCEO & Co-founder

Introduction

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Contents

1. OverviewAdfonic network at a glancePlatform mix per regionChannel mix per regionRTB share of ad requests

2. Devices and PlatformsTop devices and platforms globally, NorthAmerica, Europe, Asia, South America and Africa

3. Advertisers and VerticalsMix of verticals globally, North America,Europe, Asia, South America and Africa

4. Channels and AudiencesAudience per channelChannel mix per platformAudience per platform, region and day part

5. Performance and TargetingPricing and performance per region, on tablets, channels and platformsPerformance increase and CTR upliftPerformance by ad formatFocus on RTB

Note: Percentage data in this report is rounded and may not aggregate to 100 in all cases.

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1. Overview

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Adfonic network at a glance

Throughout Q3 Adfonic processed 108 billion ad requests, an increase of 37% from 79 billion in Q2. Of this increase, three quarters was driven by more access to iOS and Android Real-time Bidding (RTB) inventory.

Global Reach: 108 billion ad requests (+37%)

After overtaking iOS in Q2 to become the most popular platform for mobile advertisers, Android continued to dominate in Q3, although it lost one percentage point share of ad impressions and iOS gained three percentage points.

Apple’s iPhone continued to be the most popular device, and Apple also accounted for the top three devices by ad impressions. Samsung was the leading manufacturer of Android-powered devices, accounting for six of the top 10 devices.

-1pp2 +3pp -4pp +2pp -2pp +0.2pp 0pp

45%

37%

5%1%

6% 5%

0.5%

26%

1%1%1%1%3% 2%

4%4%7%

iPhone iPad iPod Touch

Galaxy S2

Blackberry Curve

Galaxy Ace

Galaxy S3

Samsung I9000

Galaxy Note

Galaxy Mini

+2pp +2pp -1pp 0pp 0pp 0pp +1pp -1pp 0pp 0pp

Platform distribution1 Top devices1

5.5bn4.5bn

40bn

21bn37bn

1 Based on impressions

2 Q2 - Q3 change

pp Percentage points

6

Adfonic network at a glancePublisher channels (share of ad impressions) Advertising verticals (%age of spend)

Compared to Q2, the Adfonic platform showed a larger share of publications focused on News, Sport and Information (+5pp) and Social Networking (+6pp). The Entertainment channel decreased by 10pp.

17%-10pp1

27% 0pp

8%-1pp

30%+5pp

18%+6pp

Among advertiser verticals, Entertainment & Media and Technology & Telecoms shared 58% of advertiser spend. Travel showed the largest growth, from 2% to 8%.

37%

21%

8% 8% 7% 6% 6%4% 3%

0% 0%

Adfonic’s platform had a more even demographic balance than in Q2, with females increasing their share from 42% in Q2, to 49.3% in Q3. The age distribution in Q3 was very similar to Q2, with the 20-29 year-old age group accounting for almost 50% of all consumers.

Gender mix (share of ad requests) Age mix (share of ad requests)

50.7% 49.3%

Under 20 20 - 29 30 - 39 40 - 59 60 and above

31%

49%

14%

5%1%

Entertainment & Media

Technology & Telecoms

FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

Legal & CSR

Entertainment

Games

Lifestyle

News, Sport & Info

Social Networking

1 Q2 - Q3 change


Advertiser verticals: Publisher channels:

7

Platform mix per region1

Android continued to dominate in Europe, Asia

and North America, accounting for 56% of ad

impressions in the North American market.

Android and iOS both increased their share in Africa

and South America compared to Q2.

North America Europe

Asia South America

Africa

56%

-7pp +1pp +5pp +1pp 0pp +8pp -1pp

31%

8%2% 1% 1%1%

44%

+1pp +5pp -6pp -1pp -1pp +0.1pp 0pp

39%

12%

1% 3% 1%0.4%

43%

+3pp +2pp 0pp +6pp -12pp +2pp +0.1pp

40%

1%7% 7%

0.2%2%

32%

+2pp +3pp -10pp +3pp +3pp +0.1pp -2pp

37%

5%

13%8%

4%0.3%

16%

+2pp +18pp -11pp 0pp -9pp 0.0pp -1pp

29%

6%

28%

16%

5%0.2%

1 Share of ad impressions


8

21%

36%

12%

25%

6%

-16pp +5pp -5pp +5pp +2pp

Channel mix per region1

North America saw a sharp increase from Q2 in ad

requests from Social Networking publications, and

from News, Sport & Information publications, but

ad requests from the Lifestyle and Entertainment

publications dropped. Europe also saw a rise in ad

requests from News, Sport & Information and a fall

in requests from Entertainment publications.

North America Europe

Asia South America

Africa

8%

19%

10%

32% 31%

-10pp +4pp -10pp +11pp +13pp

25%

33%

4%

28%

10%

-1pp +3pp -1pp 0pp -2pp

25%32%

6%

26%

11%

-3pp +10pp -4pp +1pp -4pp

10% 10%5%

52%

23%

-9pp +5pp +2pp -4pp +5pp

Entertainment

Games

Lifestyle

News, Sport & Info

Social Networking

1 Share of ad requests


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RTB share of ad requests

Real-time Bidding (RTB) accounted for a growing share of total ad requests in Q3. Throughout the quarter, 36% of total ad requests were processed through RTB.

This increase in RTB inventory refl ected the dynamics of a market that both buyers and sellers fi nd attractive.

RTB is a smarter, more effi cient way of buying and selling mobile inventory. Buyers decide where to bid based on data and algorithms that help them determine the value of each ad request, and publishers gain greater control over their inventory, enabling them to generate the best return as many bidders compete for every ad request. This is supply- and demand-driven pricing, creating an ecosystem that refl ects the real value of every impression.

Q1 Q2 Q3

8%

21%

36%

10

2. Devices and Platforms

11

11%1.141.06

Q3 Share

CTR Index1

eCPM Index1

Q3 Share

CTR Index1

eCPM Index1

89%0.980.99

Tablet Mobile

Top devices and platforms Platform share of ad impressions Manufacturer share of ad impressions

Both Apple and Samsung increased their share of ad impressions by manufacturer, and together accounted for 61% of the market in Q3. Apple increased its lead over Samsung compared to Q2, while Nokia, RIM, HTC and Sony Ericsson all lost share. From the platform perspective, Android and iOS continued to dominate, accounting for 82% of all ad impressions, while Apple’s iOS improved its CTRs and eCPMs compared to Android. Overall, tablets outperformed mobile devices for both CTRs and eCPMs.

Impressions - tablet v mobile

1 Index values: 1 is average for the region, <1 is below average, >1 is above average


45%

37%

5% 6% 5%

0.5% 1%

-1pp +3pp +2pp -4pp -2pp +0.2pp 0pp0.87 1.29 0.64 0.51 1.04 1.84 0.470.90 1.30 0.51 0.43 0.84 3.02 0.37

+3pp +1pp -1pp -4pp -1pp 0pp -1pp 0pp1.29 0.96 0.91 0.51 0.63 0.88 1.00 0.98

1.30 0.96 0.76 0.42 0.89 1.04 0.85 1.03

24%

37%

8%6% 6%

4% 3% 3%

9%

Other

Q2 - Q3 Change

CTR Index

eCPM Index

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Top devices and platforms

Top mobile devices

Among mobile devices, just three manufacturers accounted for the top ten devices by share of ad impressions: Apple, Samsung and RIM. Among tablets, two platforms dominated: Android and iOS. Apple’s iPad occupied the number one position for ad impressions, having increased its share since Q2 by 8pp to account for 63% of the market, while all other tablets in the top ten lost share. Samsung had the most devices in both top tens: its Galaxy S mobile and Galaxy Tab tablet provided the highest eCPMs to publishers, while the Galaxy Mini and Galaxy Y performed best for CTRs. The Galaxy S3 mobile entered at sixth place despite only becoming widely available in July 2012.

Model Brand Platform%age of Ad Impressions

pp increase vs Q2 CTR Index eCPM Index

1 iPhone Apple iOS 29.3% 3pp 1.28 1.37 2 iPod Touch Apple iOS 4.8% 0pp 1.30 1.11 3 Galaxy S2 Samsung Android 4.6% 0pp 0.84 0.87 4 Blackberry Curve RIM RIM 3.5% 0pp 0.45 0.32 5 Galaxy Ace Samsung Android 2.6% -1pp 1.16 0.94 6 Galaxy S3 Samsung Android 1.4% 1pp 0.91 1.11 7 Galaxy S Samsung Android 0.9% -1pp 0.83 1.58 8 Galaxy Note Samsung Android 0.9% 0pp 0.65 0.74 9 Galaxy Mini Samsung Android 0.8% 0pp 1.28 0.99 10 Galaxy Y Samsung Android 0.8% 0pp 1.28 0.55

Other 50.2%



1 iPad Apple iOS 63.0% 8pp 1.23 1.10 2 Galaxy Tab 10.1 Samsung Android 4.9% -2pp 0.64 0.82 3 Kindle Fire Amazon Android 3.6% -3pp 0.90 0.90 4 Galaxy Tab Samsung Android 3.2% -2pp 0.62 1.13 5 Galaxy Tab 2 7.0 Samsung Android 1.9% 2pp 0.42 0.52 6 Galaxy Tab 7.0 WiFi Only Samsung Android 1.6% 0pp 0.68 0.61 7 Eee Pad Transformer Asus Android 1.5% -1pp 0.47 0.79 8 Iconia Tab A500 Acer Android 1.0% -1pp 0.59 0.79 9 Galaxy Tab 7.0 Plus WiFI Only Samsung Android 0.9% 1pp 0.50 0.69 10 Tablet S Sony Android 0.7% 0pp 0.49 0.71

Other 17.7%

Top tablets



13

9%1.081.25

Q3 Share

CTR Index1

eCPM Index1

Q3 Share

CTR Index1

eCPM Index1

91%0.990.98

Tablet Mobile

Top devices and platforms: North America

Platform share of ad impressions Manufacturer share of ad impressions

Android and iOS accounted for 87% of Adfonic’s ad impressions in North America. Apple’s iOS widened its lead over Google’s Android in providing higher CTRs and eCPMS. Android’s share declined by 7pp, while RIM’s share increased by 5pp. Tablets provided signifi cantly higher CTRs (+8% above average for the region across all mobile devices) and eCPMs (+25%) than mobile.


-7pp +1pp +1pp -5pp 0pp +1pp -1pp1.08 1.12 0.31 0.16 0.56 1.95 0.431.00 1.20 0.37 0.14 0.82 2.99 0.75

56%

31%

2%

8%

1% 1% 1%

+1pp 0pp -3pp +5pp -1pp -2pp +1pp 0pp 1.12 1.28 0.82 0.16 1.10 1.06 0.52 1.01

1.20 1.17 0.98 0.14 1.11 0.95 0.75 0.85

Other

20%

32%

10%8% 8% 8%

2% 2%

11%

Q2 - Q3 Change

CTR Index

eCPM Index



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1 iPhone Apple iOS 21.9% 3pp 1.08 1.27 2 iPod Touch Apple iOS 8.7% -2pp 1.14 0.83 3 Blackberry Curve RIM RIM 4.5% 3pp 0.11 0.08 4 HTC EVO 4G HTC Android 1.9% -1pp 0.31 0.58 5 DROID RAZR Motorola Android 1.7% 0pp 1.12 1.02 6 Admire Samsung Android 1.6% -1pp 1.60 1.15 7 HTC Desire HD HTC Corporation Android 1.3% -1pp 0.31 0.50 8 HTC EVO 3D HTC Android 1.1% -1pp 0.72 0.69 9 Galaxy S2 Samsung Android 1.1% 0pp 1.31 1.08 10 Optimus S LG Android 1.1% 0pp 0.84 0.71

Other 55.0%

Top devices and platforms: North America

Top mobile devices

Google’s Nexus 7 tablet entered the list of the top 10 tablet devices in North America, despite having only launched in Q3. Apple and Samsung devices provided the best performance. The Kindle Fire’s popularity in North America, accounting for 18% of ad impressions, showed its potential for performance in other regions in future.

Top tablets



1 iPad Apple iOS 40.3% -3pp 1.26 1.44 2 Kindle Fire Amazon Android 17.8% -3pp 0.96 0.61 3 Galaxy Tab 10.1 Samsung Android 3.3% 0pp 0.74 0.69 4 Toshiba AT100 Toshiba Android 2.4% 0pp 0.73 0.62 5 Iconia Tab A500 Acer Android 2.3% 0pp 0.71 0.61 6 Eee Pad Transformer Asus Android 2.3% -1pp 0.52 0.49 7 Galaxy Tab 7.0 Samsung Android 2.3% 0pp 0.78 1.61 8 Xoom Motorola Android 2.1% 0pp 1.02 0.80 9 Galaxy Tab 2 7.0 Samsung Android 1.7% 1pp 0.52 0.51 10 Nexus 7 Google Android 1.4% 0.60 0.60

Other 24.1%



15

12%0.850.91

Q3 Share

CTR Index1

eCPM Index1

Q3 Share

CTR Index1

eCPM Index1

88%1.021.01

Tablet Mobile

Top devices and platforms: Europe


In Europe, iOS continued to consolidate its market share, gaining a further 5pp of the market, and also continued to provide better CTRs and eCPMs. RIM lost 6pp market share. Unlike North America and Asia, tablet devices in Europe provided lower than average CTRs and eCPMs.


-1pp +5pp 0pp -6pp 0pp -0.1pp -0.3pp0.87 1.24 0.87 0.59 0.45 1.66 1.50 0.81 1.42 0.53 0.35 0.15 1.46 0.38

44%

39%

1%

12%

3%0.4% 0.4%

+5pp +1pp -6pp -1pp +1pp 0pp +2pp +1pp1.24 0.99 0.59 0.52 0.94 1.39 0.81 0.97

1.42 0.93 0.35 0.61 0.66 1.06 0.82 0.86

Other

25%

39%

12%

7% 6%4%

2% 1%4%

Q2 - Q3 Change

CTR Index

eCPM Index



16

Top devices and platforms: Europe

Samsung devices were popular among European advertisers with six mobile devices and fi ve tablets in the top ten tables. Apple’s iPhone and Samsung’s Galaxy Tab achieved the best performances in term of CTRs and eCPMs.



1 iPhone Apple iOS 31.6% 3pp 1.32 1.55 2 Galaxy S2 Samsung Android 7.4% 1pp 0.87 0.89 3 Blackberry Curve RIM RIM 6.5% -4pp 0.49 0.26 4 Galaxy Ace Samsung Android 4.6% -1pp 1.07 0.78 5 iPod Touch Apple iOS 3.3% 0pp 1.07 1.23 6 Galaxy S3 Samsung Android 2.3% 2pp 0.98 1.08 7 Galaxy Mini Samsung Android 2.0% 0pp 1.16 0.77 8 Galaxy S Samsung Android 1.9% -1pp 0.80 1.26 9 Galaxy S Plus Samsung Android 1.5% 0pp 0.98 0.81 10 Wildfire S HTC Android 1.4% 1pp 0.53 0.47

Other 37.4%

Top mobile devices

Top tablets



1 iPad Apple iOS 69.9% 9pp 1.12 1.08 2 Galaxy Tab 10.1 Samsung Android 5.3% -3pp 0.94 0.94 3 Eee Pad Transformer Asus Android 2.1% -2pp 0.64 0.80 4 Galaxy Tab Samsung Android 2.0% -2pp 1.15 1.90 5 Galaxy Tab 2 10.1 Samsung Android 1.3% 1pp 0.69 0.75 6 Iconia Tab A500 Acer Android 1.1% -1pp 0.62 0.58 7 Tablet S Sony Android 1.0% 0pp 0.51 0.63 8 Galaxy Tab 2 7.0 Samsung Android 0.8% 1pp 0.69 0.74 9 Galaxy Tab 8.9 Samsung Android 0.6% 0pp 0.94 0.65 10 Transformer Pad Asus Android 0.6% 1pp 0.47 0.58

Other 15.3%



17

11%1.511.34

89%0.940.96

Tablet Mobile

Q3 Share

CTR Index1

eCPM Index1

Q3 Share

CTR Index1

eCPM Index1

Top devices and platforms: Asia


In Asia, iOS opened a big gap in providing the best CTRs and eCPMs. Nokia, still strong in the Asian markets, lost 7pp of its market share. Tablets outperformed mobile for CTRs (+51% above average) and eCPMs (+34%).


+3pp +1pp +6pp 0pp -11pp +0.1pp +6pp 0.64 1.45 0.71 1.22 1.05 1.60 0.52 0.73 1.39 0.74 1.05 0.85 3.76 0.13

43%40%

7%

1%

7%

0.2%2%

1.39 0.81 0.91 0.52 0.96 0.87 0.47 0.56

+1pp +1pp -7pp 0pp +1pp 0pp +1pp 0pp1.45 0.72 0.93 0.39 0.55 0.85 0.44 1.02

Other

26%

40%

13%

4% 3% 2% 2% 1%

9%

Q2 - Q3 Change

CTR Index

eCPM Index



18

Top devices and platforms: Asia

Samsung devices were popular among advertisers in Asia, with six mobile devices and seven tablets in the top ten respective tables. Of the top devices in Asian markets, Apple devices achieved the highest CTRs and eCPMs.



1 iPhone Apple iOS 32.9% 0pp 1.38 1.39 2 Galaxy S2 Samsung Android 5.6% -1pp 0.71 0.74 3 iPod Touch Apple iOS 3.3% 0pp 1.88 1.82 4 Galaxy Ace Samsung Android 1.9% 0pp 0.83 0.72 5 Galaxy S3 Samsung Android 1.7% 1pp 0.74 1.16 6 Galaxy Y Samsung Android 1.6% 0pp 1.24 0.77 7 Galaxy Note Samsung Android 1.5% 0pp 0.58 0.91 8 Nokia 5233 Nokia Symbian 1.4% 1pp 1.03 0.10 9 Incredible S HTC Android 0.9% 0pp 0.14 0.16 10 Galaxy S Samsung Android 0.8% -1pp 0.67 2.05

Other 48.5%

Top mobile devices

Top tablets



1 iPad Apple iOS 68.4% 12pp 1.29 1.10 2 Galaxy Tab Samsung Android 5.9% -7pp 0.37 1.22 3 Galaxy Tab 10.1 Samsung Android 5.1% -3pp 0.38 0.68 4 Galaxy Tab 7.0 Plus Samsung Android 3.0% -2pp 0.52 1.02 5 Galaxy Tab 2 7.0 Samsung Android 2.8% 2pp 0.30 0.61 6 Galaxy Tab 7.7 Samsung Android 1.2% 0pp 0.57 1.21 7 Galaxy Tab 2 10.1 Samsung Android 1.1% 1pp 0.36 0.74 8 Sky Vega No. 5 Pantech Android 0.8% 0pp 0.18 0.24 9 Galaxy Tab 8.9 Samsung Android 0.7% -1pp 0.52 0.82 10 Ideos S7 Huawei Android 0.7% 0pp 0.48 0.72

Other 10.4%



19

10%0.980.75

90%1.001.03

Tablet Mobile

Q3 Share

CTR Index1

eCPM Index1

Q3 Share

CTR Index1

eCPM Index1

Top devices and platforms: South America


Android and iOS strengthened their dominance of the South American market, while RIM lost 11pp market share compared to Q2. As in Q2 Samsung’s Android devices achieved the highest CTRs and eCPMs.


+3pp +5pp +1pp -11pp +2pp +0.1pp -1pp1.18 1.17 0.60 0.38 0.73 1.70 0.51 1.22 0.92 0.88 0.55 1.09 2.22 0.70

32%

37%

13%

5%8%

0.3%

4%

+5pp +3pp +4pp -1pp 0pp +1pp -11pp 0pp1.17 1.18 0.68 0.98 0.93 0.89 0.38 0.75

0.92 1.24 0.99 1.03 1.19 1.01 0.55 0.83

Other

23%

37%

16%

5% 5% 5% 5%

1%4%

Q2 - Q3 Change

CTR Index

eCPM Index



20

Top devices and platforms: South America

The iPhone increased its market share by 6pp to dominate the South American mobile market with 27.1% share. The top performing mobile device was Samsung’s Galaxy Ace. RIM’s Blackberry Curve was the fourth most popular mobile device, despite losing 8pp market share.



1 iPhone Apple iOS 27.1% 6pp 1.18 0.97 2 iPod Touch Apple iOS 6.9% 0pp 1.19 0.84 3 Galaxy Ace Samsung Android 4.5% 1pp 1.34 1.18 4 Blackberry Curve RIM RIM 3.8% -8pp 0.34 0.48 5 Nokia N8-00 Nokia Symbian 2.9% 1pp 0.86 1.26 6 Galaxy S2 Samsung Android 2.5% 0pp 1.04 1.19 7 Nokia 6300 Nokia Java 2.5% 2pp 0.00 0.00 8 Nokia C3-00 Nokia Java 2.2% 0pp 0.82 1.15 9 Galaxy Ace Samsung Android 1.1% 0pp 2.00 2.41 10 Nokia E5-00 Nokia Symbian 1.1% 0pp 0.40 0.58

Other 45.2%

Top mobile devices

Top tablets



1 iPad Apple iOS 63.2% -5pp 1.14 0.88 2 Galaxy Tab 10.1 Samsung Android 4.6% 1pp 0.82 1.08 3 Galaxy Tab Samsung Android 3.6% -2pp 0.86 2.26 4 Galaxy Tab 7.0 Plus Samsung Android 2.7% 1pp 1.04 1.18 5 Galaxy Tab 2 7.0 Samsung Android 2.2% 2pp 0.47 1.03 6 Galaxy Tab 7.0 WiFi Only Samsung Android 1.8% -1pp 0.87 1.60 7 Xoom MZ605 Motorola Android 1.5% 0pp 0.62 0.67 8 Galaxy Tab 7.0 Plus WiFi Only Samsung Android 1.4% 1.03 1.53 9 Galaxy Tab 8.9 Samsung Android 1.1% 0pp 0.72 0.87 10 Tablet S Sony Android 1.0% 0pp 0.64 1.02

Other 17.1%



21

10%1.130.71

90%0.991.03

Tablet Mobile

Q3 Share

CTR Index1

eCPM Index1

Q3 Share

CTR Index1

eCPM Index1

Top devices and platforms: Africa


The African market started to align more with the rest of the world in terms of iOS and Android dominance. Apple devices increased their share by 18pp, Samsung increased by 3pp, while Nokia lost 19pp share. Tablet devices increased from 4% share in Q2, to 10% in Q3.


+2pp +18pp -11pp 0pp -8pp 0pp -1pp1.18 1.37 0.72 0.48 1.06 1.61 0.200.71 0.65 1.09 0.75 2.03 2.65 0.36

16%

29%28%

6%

16%

0.2%

5%

-19pp +18pp +3pp 0pp +1pp 0pp 0pp 0pp

0.93 1.37 0.89 0.48 0.33 1.06 0.81 0.13

1.59 0.65 0.59 0.75 0.35 0.71 0.63 0.16

Other

29%

39%

18%

6%

2% 2% 1% 1% 2%

Q2 - Q3 Change

CTR Index

eCPM Index



22

Top devices and platforms: Africa

Apple products were dominant in terms of ad impressions in both mobile devices and tablets. In mobile devices, the iPod Touch had the strongest CTRs, while Huawei’s Ideos had the strongest tablet CTRs. This was also the only region in which Huawei tablets achieved top ten positions by ad impressions.



1 iPhone Apple iOS 22.7% 14pp 1.42 0.62 2 Blackberry Curve RIM RIM 4.8% -1pp 0.45 0.60 3 Nokia X2-01 Nokia Java 4.3% 1pp 0.79 1.20 4 Galaxy S2 Samsung Android 2.5% 0pp 1.09 0.92 5 Nokia E63 Nokia Symbian 2.4% 0pp 0.60 1.22 6 Nokia C1-01 Nokia Java 2.3% -1pp 1.28 1.78 7 Nokia C3-00 Nokia Java 2.2% 0pp 1.17 1.75 8 Nokia 5130 XpressMusic Nokia Java 2.1% 0pp 0.63 1.00 9 iPod Touch Apple iOS 1.9% 1pp 1.60 0.73 10 Nokia 2700 classic Nokia Java 1.7% 0pp 0.62 0.85

Other 53.2%

Top mobile devices

Top tablets



1 iPad Apple iOS 67.7% 19pp 1.11 0.91 2 Galaxy Tab 10.1 Samsung Android 10.5% -6pp 0.76 1.41 3 Galaxy Tab Samsung Android 6.0% -7pp 0.78 1.44 4 Galaxy Tab 7.0 Plus Samsung Android 3.5% 0pp 0.97 1.30 5 Galaxy Tab 2 10.1 Samsung Android 1.8% 2pp 0.52 0.93 6 Ideos S7 Huawei Android 1.3% 0pp 0.73 1.39 7 Galaxy Tab 8.9 Samsung Android 1.1% 0pp 0.83 1.32 8 Ideos Huawei Android 0.9% -5pp 1.42 0.26 9 Galaxy Tab 7.7 Samsung Android 0.8% 0pp 0.61 0.52 10 Galaxy Tab 2 7.0 Samsung Android 0.8% 1pp 0.49 0.59

Other 5.7%



23

3. Advertisers and Verticals

24

Mix of verticals

The Entertainment & Media and Technology & Telecoms verticals continued to dominate, together accounting for 58% of ad spend across Adfonic’s global platform in Q3. Entertainment & Media achieved CVRs of 187% above average. Travel was another high-performing vertical, with CTRs 37% above average. The vertical with the biggest increase in performance compared to Q2 was Automotive, with CVRs up by 104%.

Global

37%

187% Uplift in

CVR2

32% Uplift ineCPM2

4% Uplift ineCPM2

37% Uplift in

CTR2

39% Uplift ineCPM2

10% Uplift in

CTR2

67% Increase in

CVR1

131% Increase in

market share

104% Increase in

CVR1

84% Uplift ineCPM2

7% Increase in

CTR1

21%

8% 8% 7% 6% 6% 4% 3%0.2% 0%

In North America, the Entertainment & Media vertical was responsible for more than half of all advertising spend. The vertical also provided stronger performance than in Q2, with an increase of 20% for eCPMs.

North America

55%

20% Increase in

eCPM1

6% Uplift in

CTR2

67% Uplift ineCPM2

133% Uplift ineCPM2

44% Increase in

CTR1

82% Increase in

CTR1

64% Increase in

eCPM1

168% Uplift ineCPM2

37% Increase in

spend

386% Uplift ineCPM2

110% Uplift ineCPM2

14%10% 9%

4% 4% 2% 1% 1% 0.1% 0%



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

Legal & CSR

1 Increase compared to Q2 2012

2 Uplift compared to Q3 2012 average

25

Mix of verticals

Between them, Entertainment & Media and Technology & Telecoms accounted for just over half the advertising spend in Europe. Social & Dating took third position in Europe with 11% of advertiser spend, and achieved a 59% above-average performance in CTRs. Business & Finance also performed well, with 182% above-average CVR performance.

Europe

260% Uplift in

CV22

56.4% Increase in

eCPM1

59% Uplift in

CTR2

83% Uplift ineCPM2

13% Uplift in

CTR2

182% Uplift in

CVR2

104% Increase in

CVR1

30% Uplift ineCPM2

53% Uplift ineCPM2

25.9% Increase in

CVR1

28%23%

11% 10% 9% 8%5% 4% 2% 0.1%

Entertainment & Media took the largest percentage share of ad spend in Asia, with 42%. The Style & Fashion and Travel verticals achieved 108% and 72% above-average CTRs respectively.

Asia

42%

8% Increase in

CTR2

209% Uplift ineCPM2

72% Uplift in

CTR2

69% Increase in

eCPM1

14% Uplift in

CTR2

142% Uplift ineCPM2

415% Uplift ineCPM2

108% Uplift in

CTR2

25%

10%6% 5% 4% 3% 3% 1% 0.4%



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

Legal & CSR



26

Mix of verticals

Technology & Telecoms took 44% of South America’s advertising spend. Second-placed Entertainment took 18% of the advertising spend and achieved the highest CVRs (116% above average).

South America

44%

40% Uplift ineCPM2

116% Increase in

CVR1

17% Uplift in

CTR2

61% Uplift ineCPM2

115% Increase in

CTR1

46% Uplift in

CTR2

2% Increase in

eCPM1

19% Uplift ineCPM2

61% Uplift ineCPM2

85% Increase in

eCPM1

18% 17%

8%5% 5%

2% 1%0% 0% 0%

In Africa, Technology & Telecoms accounted for 41% of advertising spend. Entertainment & Media achieved CVRs of 198% above average.

Africa

41%

31% Uplift ineCPM2

198% Uplift in

CVR2

79% Uplift ineCPM2

44%Uplift in

CTR2

97% Uplift ineCPM2

232% Uplift in

CTR2

346% Uplift ineCPM2

26%23%

6%2% 1% 1% 0.5% 0.3%



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

Legal & CSR



27

4. Channels and Audiences

28

Audience per channel

Share of ad requests

Ad requests per age group Gender split per age group

Entertainment

Games

Lifestyle

News, Sport & Info

Social Networking

1 CTR Index

2 eCPM Index

99%1 131% 119% 74% 34%97%2 116% 206% 75% 40%

30%

17%

27%

8%

18%

Below 20 60 and above20s 30s 40s-50s

0%

20%

40%

60%

Below 20

Male

60 and above20s 30s

Female

40s-50s

58%

42%

36%

64%

40%

60%

41%

59%

46%

54%

Games and Lifestyle were the two best performing publisher channels in Q3. The Games channel provided access to younger audiences, with 55% of consumers in the under 20 age group, while the Lifestyle channel provided access to more mature audience with 66% of consumers in the 30 and above age group. Males outnumbered females in all age brackets with the exception of the under 20s.

29

Channel mix per platform

Audience per platform, region and day partGender mix per platform Gender mix per region

Males dominated most platforms, with the exception of iOS where female audiences outweighed males (53%). Males also dominated most regions except for North America, where the total audience comprised 55% females.

In Q3 the Games channel was the most popular on the Android platform with 36% of the Android market, and also accounted for 28% of the iOS market. The News, Sport & Information channel was the most popular on the iOS platform with a share of 33%.

Channel mix per platform

MaleFemale

62%

47%

58%

52%

69%

60%

38%

53%

42%

48%

31%

40%

MaleFemale

34%

32%

39%

55%

38%

Africa

Asia

Europe

NorthAmerica

SouthAmerica

66%

68%

61%

45%

62%

Entertainment Social NetworkingGames Lifestyle News, Sport & Information

24%

36%

11%

21%

8% 10%

28%

6%

33%

23% 22%

1%3%

36%38%

24%19%

9%

28%

20%16%

2% 2%

16%

39%

13%9%

21%18%

65%

30

Daily ad request patterns showed little change from Q2: requests peaked at 9pm-10pm and reached their lowest point at 4am-5am, with males more active throughout the night and early morning, and females more active in the evening.

Ad requests per hour by gender

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

MaleFemale

0

10

20

30

40

50

60

70

Africa Asia Europe North America South America

Below 20 60 and above20s 30s 40s-50s

Ad requests per age group - regional

Audience per platform, region and day part

31

While the under 20 age group showed the highest tendency to click, with the highest CTRs, those aged 30 and above were more likely to convert. The 40-50 age group provided eCPMs of 20% above average.

Performance by age group

0.6

1.0

1.4

1.8

2.2

1.27

Below 20 20s 30s 40s - 50s 60 and above

1.06

0.88 0.92

0.76

0.99

0.81

1.14 1.15

0.90

2.02

1.20

0.80

1.38

0.66

eCPM IndexCTR Index CVR Index

0.8

0.9

1.0

1.1

1.2

Female Male

1.20

0.90

0.99

0.78

1.10

1.01

eCPM IndexCTR Index CVR Index

Performance by gender

Audience per platform, region and day part

32

5. Performance and Targeting

33

Advertiser verticals: Publisher channels:

Pricing and performance per region

Pricing and performance on tablets

CTR performance varied signifi cantly across regions, refl ecting the worldwide scale of Adfonic’s platform in encompassing regional preferences and advertising opportunities. In North America, the FMCG & Retail vertical achieved high CTRs, at 46% above average, as did Lifestyle & Health with +24%. These verticals also performed well in Europe with 42% and 90% CTR uplift respectively, joined by Social & Dating with 87% above-average CTRs. In Asia, the Automotive vertical dominated, with CTRs of 85% above average.

FMCG & Retail campaigns on tablets saw a 23% uplift in CTRs when compared to non-tablet devices, followed by News & Education (uplift of 14%), and Travel (uplift of 13%). Social Networking publications achieved eCPM uplifts of 338% above average on tablets. Other channels that delivered strong eCPMs on tablets were News, Sport & Information, and Games.

5%

23%

14%

7%

13%

338%

26%

-9%

12%

-9%

0.94

1.85

0.72

1.11.18

1.11

0.84

1.461.42

0.8

1.24

1.9

0.77

0.98

1.23

0.93

1.87

0.79

1

0.76

1.160.990.98

1.07

0.76

0.951.1

0.2

Europe AsiaNorth America

2

1

0

0.88 0.91

CTR uplift on tablet v mobile by advertiser vertical

eCPM uplift on tablet v mobile by publisher channel



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

Legal & CSR

Entertainment

Games

Lifestyle

News, Sport & Info

Social Networking

1 Index values: 1 is average

for the region, <1 is below

average, >1 is above average

CTR

inde

x

34

Pricing and performance on channels and platforms

The channels delivering the highest CVR rates were News, Sport and Information, and Social Networking channels, regardless of platforms. Games publications achieved higher CTRs than average, particularly for non-Android platforms. The Gaming channel achieved the highest CTRs on iOS, at 86% above average. The Entertainment channel running on Android achieved CTRs of 15% above average.

CTR Index per channel and platform

CVR Index per channel and platform

eCPM Index per channel and platform

1.15 0.93 0.49 0.12 0.36

0.94 1.86 3.06 1.30 4.81

0.79 1.66 0.82 0.78 1.32

0.59 0.98 0.66 0.38 0.53

0.52 0.43 0.19 0.09 0.30

0.57 0.92 0.43 0.17 0.22

1.00 1.14 0.23 0.05 0.26

0.62 0.39 0.44 0.08 0.07

1.07 1.62 0.18 0.54 0.10

1.10 2.38 0.20 0.20 0.31

1.09 0.95 0.37 0.17 0.34

0.89 1.58 3.04 0.90 2.31

1.32 2.95 0.84 2.12 2.30

0.59 1.05 0.49 0.30 0.45

0.47 0.66 0.17 0.08 0.28

Entertainment

Games

Lifestyle

News, Sport & Info

Social Networking




35

Performance increase from time targeting by vertical

Performance increase by day of the week by vertical

CTR rates generally peaked after 6pm for Social and Dating (21% above average), Style and Fashion (13% above average) and Travel (8% above average).

Performance throughout the week in Q3 was similar to Q2. CTRs increased on Saturdays (5% above average) and Sundays (4% above average). Specifi cally, Business and Finance showed improved CTR performance on Saturdays (+6%) and Sundays (+9%), as did News & Education and Travel (both +7% on Saturdays, and +6% Sundays). Monday had the lowest CTR rates (4% below average) and Wednesday was the best day for FMCG & Retail (+3%).

1.0

1.3

0.7

0.4

6pm-11pm12pm-5pm6am-11am12am-5am

1.2

1

0.8

SundaySaturdayFridayThursdayWednesdayTuesdayMonday



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion




CTR

inde

xCT

R in

dex

36

Verticals AutomotiveBusiness &

FinanceEntertainment

& Media FMCG & Retail Legal & CSRLifestyle &

HealthNews &

Education Social & DatingStyle & Fashion

Technology & Telecoms Travel

Entertainment 137% 152% 101% 73% 99% 123% 84% 155% 196% 122% 56%

Games 341% 147% 83% 231% 113% 37% 110% 150% 208% 131% 64%Lifestyle 234% 171% 79% 236% 284% 261% 50% 139% 99% 132% 47%

News, Sport & Information 346% 166% 89% 148% 45% 36% 80% 161% 125% 107% 77%Social Networking 278% 239% 101% 121% 82% 214% 103% 23% 31% 96% 144%

CTR uplift achievable through channel targeting by vertical

eCPM uplift achievable through vertical targeting by channel

Q3 saw the Lifestyle publisher channel generate higher CTRs than average across all verticals. It performed particularly well when combined with ads for advertiser verticals such as Legal & CSR, with a CTR uplift of 191%, and Lifestyle & Health with a CTR uplift of 147%. Ads for Style & Fashion verticals performed well when displayed on Games channels, with this combination achieving an uplift of 70% in CTRs.

Across all channels, Automotive ads yielded an average uplift in eCPMs of 163%. When combined with the News, Sport & Information and Games channels, Automotive ads performed particularly well, with uplifts in eCPMs of 250% above average.

Entertainment Games Lifestyle

62%

0%12%

30%

6%13% 15%

42%

61%

5%

36%

191%

37%

11%6%

18%

147%

12%22%

49%

63%

3%

70%

0% 0%

34% 38%

0%

24%

0%0%

35%

0%



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

Legal & CSR




37

Performance by Ad format

Performance on tablet

Performance on mobile

Banner / 320 X 50 MPU / 300 X 250 Full Screen / 320 x 480 Leaderboard / 728 x 90 Text Link

1.02 1.14

1.94

1.26

2.23

1.13

2.37

1.15

0.580.19

eCPM IndexCTR Index

Banner / 320 X 50 MPU / 300 X 250 Skyscraper / 120 x 600 Banner / 468 x 60 Leaderboard / 728 x 90 Text Link

0.81

0.60

2.20

0.790.54

1.16

0.75

1.22

1.72

3.10

0.21 0.08

eCPM IndexCTR Index




38

Focus on RTB

In Q3, Real-time Bidding (RTB) inventory achieved higher CTRs across all publication channels. In particular, RTB generated CTRs of 127% above average for the Social Networking channel. RTB-enabled inventory also achieved higher eCPMs across all publication channels, with the Social Networking channel exhibiting eCPMs of 663% above average.

RTB performance uplift per channel eCPM upliftCTR uplift

663%

127%

434%

71%15%14%

313%

23%

138%82%

Entertainment

Games

Lifestyle

News, Sport & Info

Social Networking




Q3 2012 - Adfonicadfonic.com/pdf/Q3_admetrics_final.pdf · 2019-02-03 · RTB – the means by...

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