q4 2012 - adfonicadfonic.com/pdf/adfonic_global_admetrics_report_q4_2012.pdf · q4 2012 was a...

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Q4 2012Global AdMetrics Report

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About the Adfonic report

This is Adfonic’s Global AdMetrics Report for Q4 2012.

It provides actionable insights that help advertisers and

publishers understand what drives campaign performance

and effective inventory monetisation.

The Adfonic Global AdMetrics Report is based on data drawn

from Adfonic’s buying platform during the quarter.

Q4 Highlights

Tablets are hot, but Android tablets are on Fire. By

Q4 2012 tablets accounted for 14% of all ad impressions,

representing an increase in share of 56% since Q2. This

indicates that, by Q4, nearly one in every seven mobile ad

impressions was on a tablet device. Tablets also performed

impressively over the festive period, achieving a gain in

ad request share of 40%, mostly driven by Android devices,

especially the Amazon Kindle Fire HD.

Android and iOS continue to fight for ad impressions. In

Q2 2012, for the first time, Android achieved dominance

over iOS in Adfonic’s smarter buying platform. However, as

2012 progressed, iOS regained ground, increasing its share

of ad impressions relative to Android in Q3. This continued

in Q4, as iOS gained a further 4 percentage points to

achieve 41% share, just 2 percentage points behind Android.

Apple remains the best-performing brand for

clickthrough rates. Among the top ten devices by ad

impressions, Apple was the manufacturer whose devices

provided the best CTR performance in Q4 2012, both

for mobile devices and tablets. Indeed, the iPod Touch

achieved the strongest CTRs for every quarter across 2012.

Structure of this report

This is the main body of the Q4 2012 Global AdMetrics

Report, covering global narratives. Regional data is

available to view directly via Adfonic’s website, covering

Adfonic’s regions worldwide, including North and South

America, Europe, Africa and Asia. To see the additional

data, please visit http://adfonic.com/news/reports/

Adfonic platform at a glance shows the top-level figures

across Adfonic’s smarter buying platform, with insight

into performance across key geographies and platforms,

our diverse mix of publisher channels, and the increasing

importance of Real-time Bidding (RTB) – that is, the

programmatic trading of inventory at the per-impression

level.

Devices and platforms focuses on platform, manufacturer

and impression shares with insights into clickthrough rates

(CTRs) and effective earnings per thousand impressions

(eCPMs).

Advertiser verticals highlights advertising volumes and

specific performance successes for industry verticals.

Performance shows how vertical CTRs are affected by

targeting at times of day, and days of week.

Focus on the festive season looks at how tablets

performed over Christmas, showing how Android tablets

appear to have been the gift of choice, particularly

Amazon’s Kindle Fire HD.

Victor Malachard CEO & Co-founder

Introduction

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

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Adfonic’s platform at a glanceThroughout Q4 Adfonic served 157 billion ad requests, up from 108 billion in Q3. Overall, Adfonic’s total ad requests increased 45% quarter on quarter, which reflected the high rate of growth experienced by the industry. This growth was driven mainly by increased access to inventory from North America and Europe, of which a significant proportion was from Real-time Bidding (RTB). North America in particular accounted for 46% of the available inventory during the quarter, of which 87% was RTB.

Global Reach

Platform distribution1 Top devices1

72bn 36bn

6bn4bn

39bn

1 Based on impressions

2 Q3 - Q4 change

pp Percentage points

Apple’s iPhone was by a significant margin the device with the greatest share of ad impressions. Its 30% share was greater than the combined share of the next top nine devices.

Apple’s iOS, having lost ground to Google’s Android in Q2 2012, regained market share in Q3 2012 and this continued in Q4: its share of ad requests increased by 4pp, while Android lost 2pp.

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

43%41%

3% 1%

10%

2% 0.5%

30%

8%

5% 4% 3% 2% 1.4% 1.4% 1.1% 0.9%

iPhone iPad Blackberry Curve

Galaxy S2

iPodTouch

Galaxy S3

Galaxy Ace

KindleFire

Galaxy Tab 10.1

Blackberry Torch

+4pp +1pp +2pp 0pp -1pp +2pp -1pp +1pp 0pp 0pp

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Publisher channels (based on ad impressions) Advertising verticals (%age of spend)

In Q4 the Games channel had the greatest share of ad requests at 33%, and increased this share by 6pp compared with Q3.

21%+4pp1

33% +6pp

8%0pp

25%-5pp

12%-6pp

The strongest advertiser verticals were Entertainment & Media and Technology & Telecoms which together accounted for 62% of advertiser spend.

40%

22%

9%7% 6% 6% 5%

3%1% 1% 0%

Q4 2012 saw a greater proportion of ad requests from devices owned by males than by females.

Over half of Adfonic’s inventory was on devices owned by people aged between 20 and 40 – the most popular age bands among advertisers.

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

54% 46%

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

38% 39%

16%

7%

0.4%

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 Q3 - Q4 change


Enternaiment Games Lifestyle News sport info Social networking Enternaiment Technology Business Education Social&daintg FMcs&Retail Automotive Travel Lifestyle&Health Style&Fashion Legal Men Women
















Advertiser verticals: Publisher channels:

Adfonic’s platform at a glance

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Q4 2012 was a significant quarter for Adfonic: it processed more RTB ad requests than non-RTB for the first time, with 64% of requests coming from RTB-enabled inventory. This was a clear signal that publishers embraced mobile RTB by making their inventory available on exchanges.

Q1 Q2 Q3 Q4

8%

21%

36%

64%

Adfonic’s platform at a glanceRTB share of ad requests

6

14%1.021.19

Q4 Share

CTR Index1

eCPM Index1

Q4 Share

CTR Index1

eCPM Index1

86%1.000.97

Tablet Mobile

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

Tablets continued to gain share of ad impressions, from 9% in Q2, to 11% in Q3, to 14% in Q4 2012 – indicating that, in Q4, nearly one in every seven impressions was on a tablet device. As in Q3, tablets outperformed mobile devices for both CTRs and eCPMs.

Android and iOS continued to dominate the market, together accounting for 84% of all ad impressions in Q4. RIM remained the third most dominant platform with 10% share, up by 4pp from Q3 2012.

In Q4 2012 Apple continued to outperform the competition with the greatest share of ad impressions, as well as the strongest CTRs and eCPMs.

Impressions - tablet v mobile

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


43%41%

10%

3% 2% 0.5% 1%

-2pp +4pp +4pp -2pp -3pp 0pp 0.92 1.24 0.49 0.57 1.09 1.84

0.90 1.34 0.26 0.44 0.75 2.02

+4pp -1pp +4pp -1pp -4pp -1pp 0pp -1pp1.24 0.99 0.49 0.73 0.91 1.03 0.71 1.03

1.34 0.97 0.26 0.87 0.69 0.99 0.75 0.90

23%

41%

10%

5% 4% 3% 3% 2%

9%

Other

Q3 - Q4 Change

CTR Index

eCPM Index

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Top mobile devices

The top tablets were dominated by two platforms, with iOS at the number one position via the iPad, and all other nine tablets based on Android. Across all devices, Samsung continued to be the leading Android manufacturer, with four devices in the top ten mobiles and three in the top ten tablets.

Among mobile devices, the iPod Touch fell below the Blackberry Curve and Galaxy S2 in terms of ad impressions. RIM devices took three of the top ten places by ad impressions, with the Blackberry Curve increasing its share by 2pp over Q3, and the Blackberry Torch and Bold entering the top ten for the first time. Blackberry devices performed well because of a significant amount of available inventory, particularly in Europe.

Model Brand Platform%age of Ad Impressions

pp increase vs Q3 CTR Index

1 iPhone Apple iOS 34.6% 5pp 1.22

2 Blackberry Curve RIM RIM 5.6% 2pp 0.36

3 Galaxy S2 Samsung Android 4.6% 0pp 0.96

4 iPod Touch Apple iOS 3.5% -1pp 1.40


6 Galaxy Ace Samsung Android 1.6% -1pp 1.09

7 BlackBerry Torch RIM RIM 1.0% 0pp 0.58

8 DROID RAZR Motorola Android 0.9% 1pp 0.60

9 Blackberry Bold RIM RIM 0.8% 0pp 0.69

10 Galaxy Note Samsung Android 0.7% 0pp 0.73

Other 44.0%



1 iPad Apple iOS 57.2% -6pp 1.37

2 Kindle Fire Amazon Android 9.7% 6pp 0.51

3 Galaxy Tab 10.1 Samsung Android 7.6% 1pp 0.50

4 Galaxy Tab 7.0 Samsung Android 5.1% -2pp 0.52

5 Nexus 7 Google Android 2.1% 2pp 0.41

6 Transformer Pad Asus Android 1.7% 0pp 0.42

7 Iconia Tab Acer Android 1.5% 0pp 0.52

8 AT100 Toshiba Android 0.8% 0pp 0.48

9 Xoom Motorola Android 0.6% 0pp 0.40

10 Galaxy Note 10.1 Samsung Android 0.5% 1pp 0.37

Other 13.2%



1 iPhone Apple iOS 34.6% 5pp 1.22

2 Blackberry Curve RIM RIM 5.6% 2pp 0.36


4 iPod Touch Apple iOS 3.5% -1pp 1.40


6 Galaxy Ace Samsung Android 1.6% -1pp 1.09

7 BlackBerry Torch RIM RIM 1.0% 0pp 0.58

8 DROID RAZR Motorola Android 0.9% 1pp 0.60

9 Blackberry Bold RIM RIM 0.8% 0pp 0.69

10 Galaxy Note Samsung Android 0.7% 0pp 0.73

Other 44.0%



1 iPad Apple iOS 57.2% -6pp 1.37

2 Kindle Fire Amazon Android 9.7% 6pp 0.51

3 Galaxy Tab 10.1 Samsung Android 7.6% 1pp 0.50

4 Galaxy Tab 7.0 Samsung Android 5.1% -2pp 0.52

5 Nexus 7 Google Android 2.1% 2pp 0.41

6 Transformer Pad Asus Android 1.7% 0pp 0.42

7 Iconia Tab Acer Android 1.5% 0pp 0.52

8 AT100 Toshiba Android 0.8% 0pp 0.48

9 Xoom Motorola Android 0.6% 0pp 0.40

10 Galaxy Note 10.1 Samsung Android 0.5% 1pp 0.37

Other 13.2%

Top tablets

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


Top devices and platforms

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Advertiser verticals

As in Q3, the Entertainment & Media advertiser vertical continued to drive the highest ad spend in Q4. It also experienced the greatest increase in conversion rates, with 267% more conversions than the average across all verticals in Q4. The second top vertical by ad spend, Technology & Telecoms, accounted for 22% of spend in Q4, with higher conversion rates than in Q3.

40%

22%

9%7% 6% 6% 5%

3%1% 1% 0%

267% Uplift in

CVR1

31% Increase in

CVR2

12% Uplift in

CTR1

19% Increase in

CTR2

36% Increase in

CVR2

54% Increase in

CTR2

141% Uplift in

CVR1

52% Uplift ineCPM1

116% Increase in

CTR2

250% Increase in

spend 2

29% Increase in

CTR2



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

Legal & CSR

1 Uplift compared to Q3 2012 average

2 Increase compared to Q3












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Performance increase from time targeting by vertical

Performance increase by day of the week by vertical

In general, the evenings were for socialising in Q4 2012, with the highest CTR rates between 6pm and midnight, in particular for Social & Dating verticals (25% above average). Other verticals with high evening CTRs were News & Education (18% above average) and FMCG & Retail (11% above average).

As in the previous quarters, CTRs tended to increase during weekends with Saturdays having CTRs 8% above average, and Sundays 4% above average. This could be the ‘Leisure Effect’ as people used their devices more during their downtime. In particular, the Lifestyle & Health advertiser vertical showed a significantly improved CTR performance on Saturdays and Sundays (both +15%), as did News & Education (+15% on Saturdays and +9% Sundays).

6pm-12am12pm-6pm6am-12pm12am-6am

0.4

0.7

1.0

1.3

SundaySaturdayFridayThursdayWednesdayTuesdayMonday

0.8

1.0

1.2



FMCG & Retail

Travel

Social & Dating

News & Education

Business & Finance

Lifestyle & Health

Automotive

Style & Fashion

1 Index values: 1 is average

for the region, <1 is below

average, >1 is above average











CTR

inde

xCT

R in

dex

Performance

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Increase in share of tablets v mobile devices1³ Increase in share of Android tablets vs iOS1

Over the festive period, tablets took share of mobile ad requests from smartphone devices. Across Adfonic’s entire platform this was from 10.2% to 14.2%, a 39.2% gain in share. Within the UK this was even more pronounced, with a 61.5% share increase implying that tablets were far more popular as Christmas presents.

18 Dec 2012 1 Jan 2013

Overall UK

Smartphones Tablets

Overall UK

90%86% 87%

79%

10% 14% 13%21%

Looking at tablet platforms, Android was the driver behind adoption, increasing its share of ad requests from 36% to 45%, while iOS went from 63% to 54%. Android tablets gained even more share from iOS in the UK.

Overall UK Overall UK

63%54%

76%

59%

36%45%

22%

39%

18 Dec 2012 1 Jan 2013

Tablet gains were mostly driven by increases in Android ad requests, especially for tablets manufactured by Amazon (from 32% to 34.9% of Android tablet ad requests) and Google (7.6% to 9.3%).

Amazon’s Kindle Fire HD was the device showing the strongest gains, from 6.9% to 13.2% of Android tablet ad requests, followed by Google’s Nexus 7 (from 7.3% to 9%), indicating that these were the two most popular mobile gifts over Christmas.

Major Android tablet manufacturers1 Top gains in Android tablet devices1³

Overall UK Overall UK Overall UK

32%34%

24%

33%

25% 24%

21%20%

6%9%

21% 21%

18 Dec 2012 1 Jan 2013

Overall UK

Kindle Fire HD Nexus 7

Overall UK

7%

13%17%

24%

7%9%

20% 21%

18 Dec 2012 1 Jan 2013

Focus on the festive period

1 Based on ad requests, from 18th December 2012 to 1st January 2013

q4 2012 - adfonicadfonic.com/pdf/adfonic_global_admetrics_report_q4_2012.pdf · q4 2012 was a...

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