The State of Appnation

SIMON PODD | SNR DIRECTOR, EMEA

Winter Nights, St Petersburg, 7th February 2014

simon.podd@flurry.com

Flurry is the leading mobile advertising and analytics provider

Publ

isher

Adve

rtise

r

Audience

AppCircleApplications: 10,000+Devices/month: 300M

Conversions/month: 120M

AppSpotApplications: 2,500+

Devices/month: 250MImpressions/month: 7.5B

Analytics Applications: 390,000Devices/month: 1.2B

Data points/month: 1.9T

Monthly device reach (millions)

Flurry has the deepest insight into consumer behavior on mobile

Flurry Facebook Google Millennial Media

Twitter0

200

400

600

800

1000

1200

1400

1200

875

700

400320

www.flurry.com 4

App Adoption?

Time spent on mobile devices

2011 2012 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

73%81% 87%

27%19% 13%

Mobile WebApps

www.flurry.com 5

Mobile Content Explosion?

App starts on the Flurry platform

Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 -

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

www.flurry.com 6

Global Adoption? 100% Growth is the Norm

Growth in active connected devices

<0%0-99%100-199%200-299%300%+

www.flurry.com 7

Developers with an Audience over 1m MAU

Great Contribution from the Independent App Developers

Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 -

100

200

300

400

500

600

700

800

900

1,000

www.flurry.com 8

Global Mobile Developer Explosion?

Percentage of active apps by developer country

2011 2012 20130

10

20

30

40

50

60

70

80

90

100

OtherUS

55%

45%

64%55%

36%45%

Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated

www.flurry.com 9

Total time spent in apps by user country and app country of origin

The US Losing its Lead?

Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013

United States United Kingdom

Brazil China 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

59%

35%25%

16%

5%

7% 64%

33%44%

56%

18%

13%

8%

8%

OtherBrazilChinaUnited KingdomUnited States

Perc

enta

ge o

f tot

al ti

me

in a

pps

User country

App country of origin

Disruption Across Multiple Industries

Source: Flurry Analytics

WW Session in iOS and Android Apps

11

Mobile’s Share of Advertising is Growing at Incredible Rates

Worldwide total mobile spend as a % of digital spend (in $BN)

2011 2012 2013 2014 2015 2016 20170

50

100

150

3.97 8.874 16.7 26.237.47

49.662.84

82.4595.19

100.9106.36

107.41

110.4

110.2

All DigitalMobile

$86.43

$104.04$117.60

$132.62$146.38

$160.02

$173.12

Source: eMarketer

www.flurry.com 12

Worldwide programmatic ad spend is currently $12B, jumping to $32B by 2017

The programmatic & RTB opportunity

Source: eMarketer

Opportunities for today and tomorrow…

Big Data can create enormous opportunity, but only for those that can intelligently harness it

Intelligent Algorithms can better predict and identify patterns and signals that lead to successful marketing outcomes

RTB Exchanges enable marketers to be more efficient and use data like never before – with precision and in real time

Big Data powers the evolution from Perception to Precision

How to create a behavioral persona

Behavioral personas show that our target audiences are often in places we don’t expect

1. Identify business travelers based on what apps they use

2. Qualify only users who engage in apps 25x the average

3. Update membership bi-weekly

• Flight Booking

• Business Management

• Taxi

• Dining Reservations

Men might not be where you think they are

Sports Fans only spend 3% of their

time in sports apps

Business travelers

only spend 2% of their

time in travel apps

Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices

Time spent on mobile devices

Sports Fans Personal Finance Geeks

Business Travelers0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

52% 55%41%

6%7%

13%

19%21%

13%

19% 17%29%

All OtherFinanceSportsTravelNewsstandSocialNetworkingGames

To find Moms, target iPads; to find New Moms, target iPhones

Time spent on mobile devices

Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices

New Moms

Moms

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

91%

41%

9%

59%

iPhoneiPad

Big Data - Solving the Needs of the Mobile Marketer

• Events• Segments• Funnels

• Audience• Demographics• Personas

• Target your consumers• Build more loyal audiences

Thanks!

@flurrymobile

blog.flurry.com

simon.podd@flurry.com