login 2012. john stoneman. the future of mobile and mobile advertising

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John Stoneman presenting the future of mobile advertising at Login 2012.


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The Largest Independent Mobile Ad Network

The Future of Mobile and Mobile AdvertisingJohn Stoneman, EME Commercial Director



$215 MillionFunding: KPCB, Sherpalo, Softbank100 BillionAd Imp per month500 MillionUnique Users per monthGlobal Leader in Mobile Advertising#INTRO TO INMOBI

InMobis ad network is growing at a phenomenal rate, we are currently serving over 93 billion ad impressions monthly.

Inmobis global Impressions grew 251% year on year for Q4 2011 vs 2010. When looking at just the SmartPhone market this equates to a 488% growth.

These numbers are even higher if we look at just the European market 358% Q4 growth for all impressions and 722% growth of SmartPhone Impressions


REACHING >40% OF MOBILE INTERNET POPULATIONNorth America112 mn Latin America15 mn EME120 mn APAC135 mn Japan28 mn Africa35 mn#INTRO TO OUR REACH4Were Making a BIG SplashWinning Awards2011 Winner Best Mobile Ad Network

2011 Winner Innovation Award2011 Top 3 Companies to Watch

InMobi raises a massive $200 Million to overtake Google in mobile ads- VentureBeatand providing the latestmobile insights

2012 Winner Best Game Site MobileApplication Ad


We are not only winning awards for our service and creative abilities, we are also powering the industry with brand new findings and trending growth data every month.

You can have access to these exciting research projects and monthly data updates via our website.5Where is Mobile Headed?


2011 and 2012 are, and have been, transformative years for the mobile industry.

Mobile devices are changing the ways consumers interact, learn and shop. With the proliferation of smartphones, tablets, e-readers, handheld gaming systems, and the rapidly evolving digital media environment, people now consume content everywhere.

Increased activity on mobile devices has been enabled by better networks and advanced devices; now consumers are always connected and not only consume but also produce content at a rapid pace.

Mobile devices are becoming a more widely used conduit for digital content and services. The amount of time consumers spend with their mobile devices is growing rapidly and this increased mobile media consumption is also giving rise to a new category of services on mobile, including mobile shopping, mobile payments, mobile TV, and mobile advertising. (InMobi Media Consumption)


Mobile and web are becoming more synonymous as internet access from mobile devices expandsMobile and Internet


In December 2011, mobile internet traffic worldwide increased over 4% year on year to represent almost 8% of the global traffic. 1.69% of that traffic increase was in the last Quarter of 2011 alone.

7Continued Growth of Mobile


Media Consumption and Device Convergence

As mobile phones, tablets and other devices continue to increase in prevalence in mainstream culture, mobile and mobile advertising can only become more important. While many consumers, may have mixed feelings about mobile ads, they are attached to their devices, which have become an intrinsic part of their daily lives.

Adoption of connected devices and increased mobile Internet access around the world are igniting consumer mobile media activities. Consumers are spending an increasing amount of time consuming media on their devices, which are now on par with TV in terms of impact on purchase decision. It has become their primary always-on method to access digital content and communicate. Therefore this channel represents an integral part of a brands strategy to market to consumers. With the increasing reach of the mobile Internet, this form of marketing is poised to achieve significant reach. (InMobi Media Consumption)

In addition, there are High rates of dual device media consumption, consumers watching their TV while also on their Smartphone and/or tablet. For example, InMobis Media Consumption research found that in the UK 71% of consumers spend time on their device while watching TV. In a similar study by the IAB, 51% of tablet users and 35% of phone users dual screened.

Between 2010 and 2011 there was a 165% in Smartphone shipments and a 376% increase in tablet sales world wide. By 2014 smartphone are forecasted to grow by another 216% and tablets by another 371% by 2015! (Source: Barclays Capital, "Internet & Media 101Jan 13, 2012 ," Source: Transparency Market Research Feb 2012)

PricewaterhouseCoopers (PwC) forecasts that smartphone penetration should continue to increase at the expense of feature phone. By 2014 17% of global handsets will be smartphones. (55% in developed countries and 10% in emerging countries).

Tablets display the greatest levels of early stage penetration then any connected device that comes before it. Research by Morgan Stanly as well as the IAB puts tablets within the context of other devices within the early stage of product history. We see similar adoption rates for Cell phones and Smartphones but at the same stage, and working to a conservative assumption, consumer adoption of tablets will outstrip that of smartphones by 24% and at 47% according to best cast analysis. In terms of actual numbers we see tablet sales going from a standing start of 16 Million shipments to 55 shipment with the EU and NA leading the way but eventually ownership will be split our evenly between Asia, EU and NA. (Morgan Stanley/Nielsen/IAB)

As devices continue to advance, many consumers will consider their mobile device as a primary interface. For example in research in the Retail sector conducted by Forrester, it was found that When it comes to shopping, tablets are more of a desktop substitute than a smartphone complement. Consumers view tablets as the better tool for researching product and pricing information prior to a store visit. In some ways, tablets are becoming the primary device for some users.

Nonetheless, as Ericsson CEO and President, Hans Vestberg, predicted that by the year 2020 there will be 50 billion connected devices to the web. Many of these devices will be mobiles or mobile based technology including: Smartphones, tablets and smart appliances to name a few. It is in the emergence and expansion of products that offers a huge opportunity to an assortment of businesses, industries and marketers.

Internet usage surpass desktop internet

Mobile and web are becoming more synonymous as internet access from mobile devices expands. In December 2011, mobile internet traffic worldwide increased over 4% year on year to represent almost 8% of the global traffic. 1.69% of that traffic increase was in the last Quarter of 2011 alone.

In many parts in the worldespecially in the emerging economies of Latin America and the Middle East and Africa, and across the various regions of Asia-Pacificmobile usage is driving internet adoption. One reason, particularly in developing markets, is that mobile phones are more affordable than PCs. This explains in part why mobile penetration in Asia-Pacific is climbing more quickly than PC penetration. It is for these regions that the mobile device is becoming their primary screen for the consumption of media. (eMarketer 2011) In the InMobi Media consumption research has found this to be true for many countries South East Asia even in the UK where mobile devices represent 28% of Mobile media consumption.

While consumers are still using their desktops, mobile connections to the web will outstrip their stationary counterparts. Research firm IDC predicts the number of U.S. mobile Internet users will surpass Desktops by 2015. The same research company has also said the number of users going online via PCs "will first stagnate and then slowly decline,. IDC predicts 40 percent of the world's population, or 2.7 billion people, will have access to the Internet by 2015--up from 2 billion in 2010. In a similar study, Morgan Stanlys Mary Meeker has also predicted that mobile will become larger than its traditional counterparts in the US by 2014.


InMobi Global Media ConsumptionThe average mobile web user consumes 7.2 hours of media daily. Mobile devices represent 27% of this time.

Mobile share of media is ahead of TV and catching up with online

Source: InMobi & On Device Research, Mobile Media Consumption Research Feb 2012#AN EXPAMPLE OF THE PREVIOUS SLIDE SLIDE CAN BE REMOVED

In a number of countries which were analyzed in this study found mobile to be the top form of media consumption. For example in Singapore, Vietnam, Kenya, South Africa, the US and the UK, mobile was the top form of media consumption China, mobile was ahead of TV and on par with Online;

9Globally, mobile web time is me time: its usually a personal rather than a shared media experience 39% While watching TV67% Lying in bed 47% Waiting for something25% Commuting22% Spending time with family15% Shopping19% In the bathroom15% social event14% in a meeting or class

Sample size: n =11,040Mobile is Part of Daily Life#10InMobi and Baltic Growth


In Q1 of 2012 InMobi received just under 456 million impressions from the Baltic Countries (Estonia, Latvia and Lithuania) a 15% growth overall between January and April months. This growth has been the greatest in Estonia and Latvia where there has been 50% and 31% growth respectfull


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