A GLOBAL VIEW OF MOBILE ADVERTISING: North America Regional Summary Q2 2011

InMobi Mobile Insights - Network Data Release date: July 13, 2011

ABOUT THE RESEARCH
Project Background After launching in 2007 in Asia, InMobi quickly grew to become the world's largest independent mobile advertising network. In the second quarter of 2011, we served 104.9 billion impressions in 165 markets worldwide. With a physical presence in 5 continents, over 5,000 publisher partners, and a broad, independent market footprint, InMobi is well positioned to provide an objective, comprehensive, and representative view of the mobile advertising market. Research Objectives We have three goals with this research: 1.  Help educate the market. Statistics and information about the state of mobile advertising are lacking in most regions of the world. 2.  Track consumer opinions regarding mobile advertising. With any emerging medium, the consumer perspective is critical to overall market success. We see a need for trending across regions in this area. 3.  Collaborate with industry thought leaders to increase market insight and improve information quality ongoing. As a global independent company, we value partnerships that will strengthen our understanding of the market. Researchers, thought-leaders, and analysts are encouraged to contact us and apply for full partner access. Contact Information www.inmobi.com/research research@inmobi.com Twitter: @inmobi

Beginning July 2011, InMobi is moving towards quarterly data views which will highlight broader industry trends and provide an overview of the global mobile advertising market.  

NETWORK DATA
Specifications Data in this report are sourced from our global mobile advertising network which served 104.9 billion impressions in the second quarter of 2011. With 165 countries receiving over 1 million impressions monthly, we are able to claim one of the broadest and most representative networks in the world. Exact specifications are as follows: • Global Available Impressions in Quarter 2, 2011: 104.9 billion • Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America • Countries Represented: 114 countries with over 10 million impressions per month • Base Measure: Available Impressions • Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices • Time Periods: Q1 2011 (January – March 2011), Q2 2011 (April – June 2011) • Comparisons: Q2 2011 versus Q1 2011 Representation
InMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind, the following issues are present in this data. Mobile Advertising Market Definition: This report covers mobile display advertising only including both WAP and APP. SMS/Text and Search are NOT included in this synopsis. Scale and Time In Market: Representation within the network is a function of the both scale and time in market. Readers can expect more fluctuation and variance in younger, smaller markets for the company. Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over 5,000 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact the data. Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to a much lesser extent than publishers.

NORTH AMERICA SUMMARY
North America Regional Profile: Q2 2011
North America mobile impressions grew by 39.6% over the past quarter on the InMobi network.
"  InMobi now serves over 18.7 billion impressions per quarter in North America. The volume of mobile impressions in North America signifies the reach mobile devices can offer local, regional and global brands.

Mobile ad growth is entirely driven by smartphones, which grew by 63.5% versus a 7.8% decline among advanced phone ad impressions in Q2.
"  Smartphones gained over 5.6 billion impressions over the last quarter and now represent 78% of all mobile ads in the region. With nearly 4 of 5 ads on smartphones in North America, brands have ample opportunity to market effectively through this mass-reach medium.

Available Impression Volume & Composition Q1 2011 Total Smartphone Advanced WAP App 13,410,005,189 8,921,996,872 4,488,008,317 7,741,643,232 5,668,361,957 Q2 2011 18,720,589,209 14,584,168,518 4,136,420,691 9,363,797,109 9,356,792,100 % Chg 39.6% 63.5% -7.8% 21.0% 65.1% Global Development Index n/a 172 36 60 300

50% of ads in North America are now in a native mobile application.
"  With the significant focus of mobile developers and interest from the ecosystem, mobile in app ad impressions now represent 2 of every 3 ads seen on a smartphone. This is 3 times the global average.

Source: InMobi Mobile Insights – Network Research, Q2 2011

NORTH AMERICA
North America OS Share: Q2 2011
Available Impressions
12%   5%   7%   33%   Android iPhone OS RIM OS Symbian OS Nokia OS Others 29%  
OS Android iPhone OS RIM OS Symbian OS Nokia OS Others Impressions 6,211,946,864 5,483,337,900 2,601,511,510 1,325,161,009 918,733,749 2,179,898,176 % Share 33.2% 29.3% 13.9% 7.1% 4.9% 11.6% Pt Chg -4.0 +11.0 -0.5 +0.3 +1.1 -7.9 Global Development Index 232 213 212 36 24 n/a

14%  

Android remains the #1 platform in the region and gained impressions since Q1 2011, however, it lost -4.0 share points in Q2 2011, primarily due to the strength of iOS.
"  Following the iPhone launch on Verizon Wireless in late Q1 2011 and the strength of the iPad, Apple iOS gained +11.0 share points in the region. This reflects a markedly different trend from previous periods when Android growth significantly outpaced iOS. "  Nokia and Symbian OS which are top global mobile platforms based on ad share, index extremely low in North America with global development indices of 24 and 36 respectively.

Source: InMobi Mobile Insights – Network Research, Q2 2011

NORTH AMERICA
North America Manufacturer Share: Q2 2011
2%   2%   7%   8%   9%   11%   12%   14%  

Available Impressions
5%   29%   Apple RIM HTC Nokia Motorola Samsung LG Huawei SonyEricsson Others

Manufacturer Apple RIM HTC Nokia Motorola Samsung LG Huawei SonyEricsson Others

Impressions 5,483,337,900 2,601,511,510 2,329,233,236 2,141,623,176 1,662,633,964 1,455,367,782 1,294,970,382 451,001,977 319,921,140 980,988,142

% Share 29.3% 13.9% 12.4% 11.4% 8.9% 7.8% 6.9% 2.4% 1.7% 5.2%

Pt Chg +11.0 -0.5 -0.1 +1.8 +0.2 -6.1 -1.2 +0.4 -0.4 -5.1

Global Development Index 213 212 242 29 277 52 168 281 27 n/a

Apple gained +11.0 share points in Q2 to strengthen its position as the top manufacturer in the region by ad impressions.
"  Apple share of 29.3% is more than double the next manufacturer RIM, which represents 13.9% of mobile ads in the region. "  Due to high smartphone penetration and usage rates in North America, Apple, RIM, HTC, and Motorola considerably overindex in North America when compared with their global share.

Source: InMobi Mobile Insights – Network Research, Q2 2011

NORTH AMERICA
North America Handset and Connected Device Detail: Q2 2011
Handset Apple iPhone Apple iPod RIM BlackBerry 8520 HTC PC36100 HTC ADR6300 Motorola DroidX Apple iPad Huawei M860 LG LS670 Motorola Droid 2 HTC Glacier Motorola Droid RIM BlackBerry 9700 RIM BlackBerry 9800 HTC Desire HD Impressions 2,773,736,673 2,318,799,690 784,842,525 596,305,943 492,235,751 491,011,696 390,801,537 385,553,254 333,510,613 297,212,460 256,894,212 253,240,522 250,947,951 236,128,936 221,874,129 % Share 14.8% 12.4% 4.2% 3.2% 2.6% 2.6% 2.1% 2.1% 1.8% 1.6% 1.4% 1.4% 1.3% 1.3% 1.2% Pt Chg +4.1 +5.3 +0.6 -0.7 +0.3 +0.2 +1.6 +0.6 -2.2 -0.7 -0.3 -0.1 -0.4 +0.5 +0.8 Global Development Index 175 307 172 433 438 430 170 438 441 429 435 432 175 245 155

Beyond the Apple iPhone and iPod at the top, the Apple iPad also makes the list with 2.1% share of total Q2 ads in the region.
"  All the top ten devices over-index considerably compared to their global share, underling the unique composition of smartphone devices in the North America mobile eco-system.

Source: InMobi Mobile Insights – Network Research, Q2 2011

NORTH AMERICA
North America Summary: Q2 2011
Available Impression Volume & Composition Q1 2011 Q2 2011 Total Smartphone Advanced WAP App 13,410,005,189 8,921,996,872 4,488,008,317 7,741,643,232 5,668,361,957 18,720,589,209 14,584,168,518 4,136,420,691 9,363,797,109 9,356,792,100 Top 5 Manufacturers: % Share of Available Impressions % Chg 39.6% 63.5% -7.8% 21.0% 65.1% Apple RIM HTC Nokia Motorola Q1 2011 18.3% 14.4% 12.6% 9.6% 8.7% Q2 2011 29.3% 13.9% 12.4% 11.4% 8.9% Pt. Chg +11.0 -0.5 -0.1 +1.8 +0.2

Top Countries within Region: % Share of Available Impressions Q2 2011 Pt. Chg -5.3 USA 74.2% Canada Mexico 12.1% 11.9% +2.8 +2.6

Top 3 OS Systems: % Share of Available Impressions Q1 2011 Android iPhone OS RIM OS 37.2% 18.3% 14.4% Q2 2011 33.2% 29.3% 13.9% % Chg -4.0 +11.0 -0.5

"   InMobi North America network grew by 39.6% impressions into Q2, entirely driven by smartphones. "   Within the region, Canada and Mexico mobile ad growth was faster than in the USA. "   Apple iOS closes the gap between Android, the #1 mobile platform in the region by mobile ads. The difference between the two is now only 3.9 share points.

Source: InMobi Mobile Insights – Network Research, Q2 2011

MEASURES AND TERM DEFINITIONS
Measures:
Available Impressions: The total number of ads requests made to the InMobi network % Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device, manufacturer, or OS under analysis. Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified region or country relative to that same inventory type, device, manufacturer, or OS share globally. Regional Development Index: Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region. % Chg: The percentage change in absolute value between two different time periods. Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different time periods.

Definitions:
Smartphone: Any impression served to an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, Palm OS, Nokia N & E Series Phones, or Samsung Bada. Advanced: Any impression served to any OS or handset not included in the smart phone definition above. WAP (Wireless Application Protocol): Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-layer network communications in a wireless-communication environment. App (Application): Any impressions served to a mobile application resident on the consumer mobile device. Carrier: The mobile network operator (MNO), carrier service provider (CSP), wireless service provider, wireless carrier, or cellular company providing service for mobile phone subscriber served the impression. OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware and provides common services for execution of various application software receiving the impression. Handsets and Connected Device: The make and model of the mobile device receiving the impression. Manufacturer: The OEM manufacturer of the mobile device receiving the impression. Other: An aggregation of any remaining impressions not specifically detailed previously. Typically an aggregation of everything under 1% share.

InMobi Regional Definitions:
InMobi defines all regions per Wikipedia with the following modifications: “Asia Pacific” includes the 15 Oceania countries as listed in Wikipedia. “South America” includes South & Central Americas as listed in Wikipedia.

NEXT STEPS
This data is part of a series of network reports that are released monthly. Additional regions and markets will be released throughout the quarter. Release Schedule
Once a quarter InMobi will release a full data report which will include global, regional and country data views. The next full release is planned for mid October. Monthly data updates including key information by market will be released via our mailing lists and website. While we move to a quarterly release schedule, we will still continue to releases insightful data on key markets across regions on a monthly basis. These releases will shed light on emerging trends and unique developments specific to those key markets.

Open Source Research: Getting Involved
Objective industry analysts and thought-leaders are encouraged to comment, question, and participate. We will be sure to consider and update the research based on feedback and questions to improve the quality for all end users.

To join our monthly research mailing list, contact us at Research@InMobi.com To download the full reports, visit us at www.InMobi.com/research

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