the ultimate survival kit for mobile marketers in 2017
TRANSCRIPT
The Ultimate Survival Kit for Mobile Marketers in 2017
January 2017
Our Speakers
Supriya GoswamiDirector of Marketing, APAC
Supriya heads marketing and PR for the Asia Pacific region.
Vasuta AgarwalVice President & GM - india
Vasuta is responsible for the revenue, operations and P&L for India.
Supriya Goswami
vasutaagarwal
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@SupriyaGoswami
@VasutaAgarwal
The Ultimate Survival Kit offers you..
Mobile Marketing Strategy Guide
Mobile Marketing Trends for 2017
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Trend #1Mobile Video Advertising
Mobile Video Ads Consumption on the Rise
33.33%
66.67%
1/3rd of all online activ-ity is spent watching
videos
VideosOther content
80%
20%
80% of users recall a video ad viewed in the last 30
days
Users who recalledUsers who didn't
Mobile video ad consumption grew by 200% in 3 quarters
Q1'16Q3'16
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Ad Spends on Mobile Video are Poised to Explode
• In 2016, 24% of digital ad spend was allocated to mobile video alone
• Mobile video ad spend on the InMobi network grew by 150% over 3 quarters in 2016
• By 2020, mobile video ad spend > 50% of online spends
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All Formats are Not Equal
4X
Higher user engagement compared to static formats
2X
Higher conversions compared to static formats
80%
Completion rates
Video ad formats delivered
Performance across advertiser categories
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Trend #2Driving Loyalty via Remarketing
Winning Consumers Back
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The App ecosystem is reaching a ‘tipping point’ as app developers thinking about retaining a user to be as important as acquiring one.
The Need for Remarketing
1 3 Re-engagement & Re-targeting
PROSPECTSACQUIRE APP USERS
FIRST EVENT
REPEAT USERS
DORMANT USERS
2 ActivationBranding and new User Acquisition
Remarketing is a powerful solution that re-connects your users with the your brand delivering higher engagement and conversions.
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Busting the myth : Remarketing use cases
COMMERCE
TAXI
ENTERTAINMENT
SOCIAL
USE CASE KPI
Drive first rides from users who have installed the APP but not taken the
ride yet
Increase number of streams
Drive dormant users back into the APP
First rides
Incremental Streams
APP opens
PurchasesDrive transactions from APP owners
GAMING
Nudge user to move to next stage of the game
Level change
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Delivering Quality over Quantity
The following is the impact delivered by the InMobi Remarketing platform across app categories.
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Trend #3Programmatic
Programmatic Ad Spends Across Regions
Insights from InMobi’s Programmatic Buyer’s Survey
75% of marketers surveyed use programmatic for buying smartphone inventory
24% of them had been incorporating it into their strategies for more than 24 months
North America
Europe APAC Middle East
Latin America
Afirca
67.4%
21.7%
6.2% 3.9%0.6% 0.1%
67.7%
19.4%
10.4%
2.0% 0.4% 0.1%
Mobile Programmatic Spend by Region
Q1'16 Q2'16
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Programmatic Ad Spends Across Regions
Insights from InMobi’s Programmatic Buyer’s Survey
In H1’16, 85% of the mobile programmatic spend came from Fortune 500 brands
CPG Retail Entertainment Technology Games Health & Pharma
16.9%
7.5%
10.7%
13.3%
4.7%2.9%
18.9%
11.7%
9.2% 8.8%7.0%
3.1%
Mobile Programmatic Spend by Verticals
Q1'16 Q2'16
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Most Desirable Ad Format for Mobile Programmatic
Insights from InMobi’s Programmatic Buyer’s Survey
In terms of ad formats, 44% of marketers prefer video for mobile programmatic, followed by 23% for native, as they are highly effective at getting the consumer’s attention.
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Trend #4Advantage Asia
The Promise of Southeast Asia
Smartphone penetration in 2016 = 40%
Mobile’s share of digital ad spend = 22.8%
Indonesia
Smartphone penetration in 2016 = 75%
Digital’s share of total ad spend = 10%
Singapore
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Mobile Internet penetration (2016)= 36.7%
Thailand
Mobile Internet penetration (2016) = 60%
Malaysia
Growth in advertiser spend = 200%
Growth in advertiser spend = 35%
Growth in app installs = 68%
Growth in advertiser spend = 97%
Forecasted smartphone penetration in 2019 = 47.6%
Forecasted smartphone penetration in 2017 = 76.3%
Forecasted mobile Internet penetration (2020)= 44.7%
Forecasted mobile Internet penetration (2020) = 65%
Unleashing the Chinese Dragon
On the InMobi network, advertiser spends grew by 30% while app installs grew by 115% in the first 3 quarters
2016 2017 2018 2019
53.3%56.0%
59.3%
63.3%
Smartphone penetration
2016 2019
63%80%
Mobile’s share of ad spends in Digital
25
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Tracking the Indian Mobile Ecosystem
2016 2017 2018 2019
29.8%33.4% 36.0%
39.0%
Smartphone penetration
2015 2020
15%
40%
Share of mobile ad spends in digital
80% of internet users come online via their mobile devices
In 2016, app installs on the InMobi network grew by 132%
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Trend #5Mobile Measurement &
Attribution
The Future of Measurement and Attribution
In 2017 :
1 Mobile measurement will get more sophisticated
2 Advertisers will increasingly demand for 3rd party partnerships for measurement and attribution
3 Cross platform measurement and attribution will lead the way ahead
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Mobile Measurement Across the Advertising Lifecycle
Measureable metricsUser
acquisition
User activatio
n
User retention
Impressions | Clicks | Installs
1st LTV event
Nth LTV event
CTR | CVR | CPI
CPX
GMV | RoAS
Mobile advertising lifecycle
Deliverables
Mobile measurement and attribution are the pillars that keep mobile advertising honest
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Trend #6Location Targeting
Conquering the World with Location Targeting
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Rise in smartphone adoption and usage makes it imperative for marketers to reach their audiences in the right moment.
Mobile app optimization for location will become increasingly imperative through the use of technology
Brands will leverage micro location targeting especially to promote specific events like a World Cup or major shopping event.
Location targeting in action
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• Country : Jakarta• Client : Unilever |
Rexona• Targeting : Location• Performance : 338,000
user clicks, 1.34 minutes of average dwell time, 22,500 downloaded the coupon
You can refer to the Case Study right here
• Country : Singapore• Client : Unilever |
Sunsilk• Targeting : Location• Performance : Mobile
accounted for 10% of signups. ADFX survey results – Lift in likelihood to recommend by 200%; lift in brand awareness by 70%; lift in brand preference by 93%
You can refer to the Case Study right here
For any questions, contact [email protected] or [email protected]
THANK YOU
Explore insights from the mobile advertising world in 2016 – inmobi.com/yearbook-2016