AdMob Mobile Metrics Report

AdMob serves ads for more than 6,000 mobile web sites and applications around the world. AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad matching in the network. This monthly report offers a snapshot of this data to provide insight into trends in the mobile ecosystem.

September 2008

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AdMob Mobile Metrics Report
September 2008 New and Noteworthy
* This month we celebrate the one year anniversary of AdMob's Monthly Mobile Metrics Report. This month's featured section looks at the growth of AdMob network from September 2007 to September 2008 and compares the Top 20 Handsets in the US and UK over the same time period. * The number of monthly ad requests in the AdMob network tripled over the past 12 months from 1.6 billion in September 2007 to 5.1 billion in September 2008. This growth is widely distributed with 34 countries sending more than 10 million requests in September 2008, compared to only 16 countries in September 2007. * More than 6,000 mobile sites and applications are now in the AdMob network. 4,308 publishers reqested ads in September 2008, more than twice as many as a year ago. * In the US, 16 of the current Top 20 devices are new from September 2007. These new devices, such as the Samsung Instinct and Apple iPhone, deliver an improved mobile web browsing experience including larger screen sizes, faster network connections, and other enhanced capabilities. However, the Motorola RAZR and KRZR are still the top two handsets in the United States today. * In the UK, the Nokia N95 gained share steadily throughout the year and is now the leading handset with 9.7% share of requests. The SonyEricsson K800i and W810i, the number 1 and number 5 handsets respectively in September 2007, both remain in the Top 5 a year later. * Worldwide, the Apple iPhone is now the number 4 handset after the Motorola RAZR, Nokia N70, and Motorola KRZR. There were 103 million requests from iPhones worldwide in September 2008. * Worldwide requests fell 0 8% month over month to 5 1 billion 1) while ads served increased 26% to 4 5 billion US requests grew 8 8% to 2 0 billion in September 2008 0.8% 5.1 billion, 4.5 billion. 8.8% 2.0 2008. 1) As part of AdMob's ongoing quality initiatives, the company implemented certain minimum thresholds and stopped serving ads in low performing inventory, leading to the decline in worldwide requests.

Contents
Feature - AdMob Network Growth from September 2007 to September 2008 Feature - US and UK Top Handsets from September 2007 to September 2008 Geographic Distribution of Traffic Worldwide: Manufacturer and Device Share United States: Manufacturer and Device Share / Operator Handset Mix India: Manufacturer and Device Share / Operator Handset Mix Indonesia: Manufacturer and Device Share / Operator Handset Mix United Kingdom: Manufacturer and Device Share / Operator Handset Mix Philippines: Manufacturer and Device Share / Operator Handset Mix South Africa: Manufacturer and Device Share / Operator Handset Mix Methodology

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AdMob Mobile Metrics Report
September 2008 Featured Section: Looking back at the first year of AdMob Mobile Metrics
A lot has changed in the AdMob network since our first Mobile Metrics report in September 2007. Worldwide growth has come organically from our legacy publishers as well as from the addition of thousands of new mobile sites. On the following pages, we compare the Top US and UK handsets in our network from September 2007 to today. Highlights * The number of monthly ad requests in the AdMob network tripled over the past 12 months from 1.6 billion in September 2007 to 5.1 billion in September 2008. * This growth is widely distributed with 34 countries sending more than 10 million requests in September 2008, compared to only 16 countries in September 2007. * More than 6,000 mobile sites and applications are now in the AdMob network. 4,308 publishers reqested ads in September 2008, more than twice as many as a year ago. * On the strength of Indonesia and the Philippines, Asia was the fastest growing region and sends 5.3 times more requests now than in September 2007. North America requests grew 2.7 times followed by Western Europe and Africa at 2.0 times over the same time period.

Worldwide AdMob Traffic
September 2008 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country United States Indonesia India United Kingdom Philippines South Africa Nigeria Romania China Malaysia Brunei Saudi Arabia Israel Australia Canada Kenya Italy Pakistan Bangladesh France Other Countries Total Requests 1,992,732,034 1,135,977,186 391,278,541 197,404,623 144,663,278 107,451,198 89,848,935 62,286,761 54,403,922 47,201,472 39,272,572 35,622,323 33,906,466 32,267,923 30,846,195 30,547,361 29,488,307 28,849,805 26,267,624 22,797,962 538,586,636 5,071,701,124 % of Requests 39.3% 22.4% 7.7% 3.9% 2.9% 2.1% 1.8% 1.2% 1.1% 0.9% 0.8% 0.7% 0.7% 0.6% 0.6% 0.6% 0.6% 0.6% 0.5% 0.5% 10.6% 100.0% September 2007 Requests 734,272,875 84,390,452 166,297,747 89,726,007 11,110,124 116,342,069 2,884,122 30,044,024 7,471,365 5,859,766 15,657,179 3,723,609 21,748,162 11,390,551 26,110,308 10,343,288 7,605,276 8,127,478 24,051,999 13,454,907 203,041,854 1,593,653,162 % of Requests 46.1% 5.3% 10.4% 5.6% 0.7% 7.3% 0.2% 1.9% 0.5% 0.4% 1.0% 0.2% 1.4% 0.7% 1.6% 0.6% 0.5% 0.5% 1.5% 0.8% 12.7% 100.0% Request Increase '07 - '08 2.7x 13.5x 2.4x 2.2x 13.0x 0.9x 31.2x 2.1x 7.3x 8.1x 2.5x 9.6x 1.6x 2.8x 1.2x 3.0x 3.9x 3.5x 1.1x 1.7x 2.7x 3.2x

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AdMob Mobile Metrics Report
September 2008 Featured Section: Yearly Change in the US Top Handsets
As part of our review of the first year of AdMob Mobile Metrics, we compare the top handsets in the US from September 2007 to September 2008. Over the last year, AdMob's network in the US has seen rapid growth from both existing and new publishers. * US ad requests increased from 734 million in September 2007 to 2.0 billion in September 2008. * 3,538 mobile sites and applications served ad requests in the US in September 2008, up from 1,341 in September 2007.

Highlights
* Motorola RAZR and KRZR continue to be incredibly popular phones and maintain the top two positions in the US.

United States, September 2007
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Manufacturer Model Motorola Motorola RIM RIM Samsung Samsung S RIM Sanyo Danger LG Nokia Samsung Sanyo LG Samsung Sanyo LG Nokia Samsung Nokia RAZR V3 KRZR K1c BlackBerry 8700 BlackBerry 8100 I607 BlackJack A900 BlackBerry 8800 SCP6600 Sidekick II LX550 2865i A707 8300 VX8300 M610 8400 CU500 6265i T609 6133

United States, September 2008
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Manufacturer Model Motorola Motorola Motorola Motorola RIM Palm P l Apple RIM Kyocera LG Samsung Samsung Sony Samsung Danger Huawei Samsung Samsung Motorola RAZR V3 KRZR K1c W385 Z6m BlackBerry 8100 Centro C t iPhone BlackBerry 8300 K24 LX260 M800 (Instinct) R410 PlayStation Portable R430 Sidekick II M318 I617 (BlackJack II) R450 V323i

* 16 of the current Top 20 devices are new from September 2007. These new devices deliver an improved mobile web browsing experience including larger screen sizes, faster network connections, and other enhanced capabilities.

* The Danger Sidekick II and Blackberry 8100 also remained in the Top 20 from September 2007. * 6 phones in the Top 20 in September 2008 have XL screen sizes, double the number in September 2007.(1)

* Mobile web traffic from WiFi devices such as the Sony PSP and Apple iPod Touch has also been increasing. The Sony PSP was the number 13 device in September 2008 with 1.6% share of requests.

SonyEricsson W580i

Notes 1) AdMob follows the Mobile Marketing Association guidelines to identify phones with an XL screen. Apple iPhone data includes ad requests from both mobile websites and iPhone applications.

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AdMob Mobile Metrics Report
September 2008 Featured Section: Yearly Change in the UK Top Handsets
As part of our review of the first year of AdMob Mobile Metrics, we compare the top handsets in the UK from September 2007 to September 2008. Over the last year, AdMob's network in the UK has seen rapid growth from both existing and new publishers. * UK ad requests more than doubled from 90 million in September 2007 to 197 million in September 2008. * 2,526 mobile sites and applications served ad requests in the UK in September 2008, up from 1,069 in September 2007.

Highlights
* Nokia N95 gained share steadily throughout the year and is now the leading handset with 9.7% share of requests. * SonyEricsson currently has 10 devices in the Top 20; the K800i and W810i remained in the Top 5 from 2007. * 14 of the handsets are new to the Top 20, only slightly less turnover than in the US. * There are 4 smartphones in the Top 20: Nokia N95, Apple iPhone, SonyEricsson W910i, and Nokia N73. * Apple iPhone share of requests was 2.2% in September 2008, up from 0.8% in August 2008.

United Kingdom, September 2007
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Manufacturer SonyEricsson ZTE SonyEricsson SonyEricsson SonyEricsson Nokia N ki Nokia NEC Nokia Nokia Nokia Nokia SonyEricsson Motorola Nokia SonyEricsson Samsung Nokia LG Nokia Model K800i F866 K610i W850i W810i N73 6280 e616 6630 6680 6230i N70 K750i C975 6288 K608i E900 6230 U880 6300

United Kingdom, September 2008
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Manufacturer Nokia SonyEricsson SonyEricsson SonyEricsson Samsung Apple A l Amoi SonyEricsson SonyEricsson Samsung Nokia Nokia SonyEricsson SonyEricsson SonyEricsson Nokia Samsung LG SonyEricsson SonyEricsson Model N95 K800i W810i W580i G600 iPhone iPh Skypephone W910i W880i E250 6300 6500s K850i W850i W200i N73 J700 KU990 K610i C902

UK Share of Traffic, Nokia N95
12% Share of UK Requests 10% 8% 6% 4% 2% 0%

Notes Apple iPhone data includes ad requests from both mobile websites and iPhone applications.

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Ad Requests by Geography - September 2008
Ads Served: Requests:
Country United States Indonesia India United Kingdom Philippines South Africa Nigeria Romania China Malaysia Other Countries Total Region Asia North America Africa Western Europe Eastern Europe Latin America Oceania Other Total
(2) (1) (2)

4,532,616,676 5,071,701,124
Requests 1,992,732,034 1,135,977,186 391,278,541 197,404,623 144,663,278 107,451,198 89,848,935 62,286,761 54,403,922 47,201,472 848,453,174 5,071,701,124 Requests 2,081,462,275 2,035,689,882 315,233,158 313,641,707 111,366,468 85,830,977 36,663,643 91,813,014 5,071,701,124 % of Requests % Share Change 39.3% 22.4% 7.7% 3.9% 2.9% 2.1% 1.8% 1.2% 1.1% 0.9% 16.7% 100.0% % of Requests % Share Change 41.0% 40.1% 6.2% 6.2% 2.2% 1.7% 0.7% 1.8% 100.0% 2.2% 3.5%
Traffic Relative to September, 2007

Monthly Growth in Traffic Since Sept 2007 ‐ Top Markets
4.0
Traffic Relative to September, 2007 Indonesia's indexed  growth was 13.5 in Sept

3.5% 1.7% 0.0% -0.2% -0.1% -0.2% 0.5% 0.0% 0.0% 0.2% -5.4%

3.5 3.0

United States

2.5 2.0 1.5 1.0 Sept Oct Nov Dec Jan Feb Mar April May June July Aug Sept

India United Kingdom South Africa Indonesia

Monthly Growth in Traffic Since Sept 2007 ‐ Regions
4.0 3.5 3.0 2.5 2.0 1.5 1.0
Africa Asia Eastern Europe Latin America North America Australia & Oceania Western Europe

Asia's indexed growth  was 5.3 in Sept

0.6% 0.1% 0.0% 0.2% 0.1% -6.6%

Notes
• Month-over-month share change calculated as % of current month requests less percent of prior month requests. (1) Other includes 34 countries having more than 10 million requests.

Sept Oct Nov Dec Jan

Feb Mar April May June July Aug Sept

(2) Other includes unclassified requests where the country of origin could not be determined. Targeted ads were not shown to these requests.

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Worldwide Handset Data - September 2008
Ads Served: Requests:
Top Device Mfrs Nokia Motorola SonyEricsson Samsung LG RIM Apple Kyocera Palm HTC Other
(1)

4,532,616,676 5,071,701,124
% of Requests 35.2% 13.7% 12.3% 10.1% 4.2% 3.5% 2.5% 2.1% 1.8% 1.6% 12.9% Share Chg % 1.5% 0.0% 0.7% 1.1% 0.5% 0.7% 1.3% -0.1% 0.2% 0.3% Top Handset Models Motorola Nokia Motorola Apple Motorola RIM Nokia Motorola Nokia Nokia RIM Nokia Palm Nokia Nokia Nokia Nokia Kyocera Nokia SonyEricsson Total RAZR V3 N70 KRZR K1c iPhone W385 BlackBerry 8100 6300 Z6m 6600 N73 BlackBerry 8300 N95 Centro 3110c 5300 N80 7610 K24 5200 W200i % of Requests 4.0% 3.2% 2.2% 2.1% 1.9% 1.6% 1.5% 1.5% 1.5% 1.5% 1.4% 1.4% 1.4% 1 4% 1.4% 1.4% 1.1% 1.1% 1.0% 1.0% 0.9% 33.2% Share Chg % 0.3% 0.1% -0.1% 1.1% -0.1% 0.3% 0.1% 0.1% 0.2% 0.2% 0.4% -0.1% 0.1% 0 1% 0.2% 0.1% -0.2% 0.1% -0.1% 0.1% 0.1%
Note: Above share % refers only to requests from Smartphones 11% 6%

Smartphone Traffic - Worldwide Smartphone Traffic Share
1% 3%
Nokia RIM Palm

28.3%

Smartphone Requests by Manufacturer: WW
4% 4% 5% 6% 11% 62% 2% 2%

HTC Apple Samsung SonyEricsson Danger Motorola Other

Smartphone Requests by OS: WW
4% 2%
Symbian OS Windows  Mobile OS RIM OS Palm OS

13%

64%

iPhone OS Hiptop OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 79.5% 58.0% 73.5% 82.4% Share % 31.9% 28.8% 25.7% 13.6%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: None. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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United States Handset Data - September 2008
Ads Served: Requests:
Top Device Mfrs Motorola Samsung LG RIM Kyocera Nokia Palm Apple HTC SonyEricsson Sony Sanyo UTStarcom Danger Huawei Other (1)

1,791,510,405 1,992,732,034
% of Requests 28.9% 17.5% 8.2% 7.9% 5.1% 4.6% 4.5% 3.9% 3.6% 1.8% 1.7% 1.6% 1.4% 1 4% 1.4% 1.2% 6.9% Share Chg % -3.0% 1.2% 0.5% 0.4% -0.7% -0.7% 0.0% 1.6% 0.2% 0.0% 0.6% -0.1% -0.1% 0 1% 0.1% 0.1% Top Handset Models Motorola Motorola Motorola Motorola RIM Palm Apple RIM Kyocera LG Samsung Samsung Sony Samsung Danger Huawei Samsung Samsung SonyEricsson Motorola Total RAZR V3 KRZR K1c W385 Z6m BlackBerry 8100 Centro iPhone BlackBerry 8300 K24 LX260 M800 (Instinct) R410 PSP R430 Sidekick II M318 I617 (BlackJack II) R450 W580i V323i % of Requests 8.7% 5.4% 4.7% 3.9% 3.7% 3.4% 3.2% 3.1% 2.6% 2.1% 1.7% 1.7% 1.6% 1 6% 1.5% 1.4% 1.2% 1.0% 0.9% 0.9% 0.9% 53.5% Share Chg % -0.7% -0.9% -0.8% -0.2% 0.2% -0.1% 1.3% 0.4% -0.5% 0.0% 0.4% -0.1% 0.6% 0 6% 0.2% 0.1% 0.1% 0.1% 0.7% 0.0% -0.2%
Note: Above share % refers only to requests from Smartphones
17%
Hiptop OS

Smartphone Traffic - US Smartphone Traffic Share 25.6%

Smartphone Requests by Manufacturer: US
3% 2% 5% 31% 12% 5%
RIM Palm HTC Apple Samsung Danger

12% 17% 13%

Motorola Nokia Other

Smartphone Requests by OS: US
2% 5% 16% 31%
RIM OS Windows Mobile OS Palm OS iPhone OS

29%

Symbian OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 54.0% 27.2% 58.7% 81.6% Share % 24.9% 30.3% 22.4% 22.4%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Sony PSP, Huawei M318, Samsung I617, and Samsung R450. (1) Includes unclassified impressions and other manufacturers with < 1% share.

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United States Handset Data
September 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - US
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other SonyEricsson HTC Apple Palm Nokia Kyocera RIM LG Samsung Motorola

AT&T Wireless
Notes

Metro PCS

Sprint PCS USA

T Mobile USA

Verizon Wireless USA

• The small amount of Apple traffic on Sprint PCS & Verizon can be attributed to WiFi traffic on EVDO-to-WiFi bridging routers or traffic on these operators' ISPs. • Other includes all manufacturers with greater than 1.5% share.

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India Handset Data - September 2008
Ads Served: Requests:
Top Device Mfrs Nokia SonyEricsson Samsung Motorola Other (1)

378,366,349 391,278,541
% of Requests 65.8% 13.6% 2.8% 2.7% 15.2% Share Chg % -0.2% -0.7% -0.3% -0.5% 1.7% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson Nokia Nokia Total N70 3110c 6233 N73 6600 2626 6030 N80 W200i 6300 5300 5200 N72 3500c 7610 6630 3230 K750i 6070 2600c % of Requests 7.4% 5.1% 4.2% 3.4% 3.3% 3.0% 3.0% 2.9% 2.3% 2.2% 2.1% 2.1% 2.1% 2 1% 1.9% 1.8% 1.7% 1.6% 1.3% 1.2% 1.1% 53.6% Share Chg % -0.3% 0.5% 0.0% 0.2% -0.2% 0.1% -0.3% 0.1% -0.1% 0.0% 0.0% 0.0% 0.0% 0 0% 0.1% -0.1% -0.1% -0.1% -0.1% -0.1% 0.1%
Note: Above share % refers only to requests from Smartphones
97%
Linux Smartphone  OS Windows Mobile  OS HTC

Smartphone Traffic - India Smartphone Traffic Share
Smartphone Requests by Mfr: India
1% 2% 1% 1%
Nokia

31.2%

Motorola

SonyEricsson

95%

Other

Smartphone Requests by OS: India
2% 1%
Symbian OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 85.7% 78.4% 85.3% 87.2% Share % 33.7% 31.1% 21.2% 14.0%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Nokia 2600c. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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India Handset Data
September 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - India
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Motorola Samsung SonyEricsson Nokia

Airtel Cellular India
Notes

BSNL India

Tata Indicom India

Vodafone India

Idea Cellular India

• Other includes all manufacturers with greater than 1% share.

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Indonesia Handset Data - September 2008
Ads Served: Requests:
Top Device Mfrs Nokia SonyEricsson Motorola Other
(1)

1,089,351,355 1,135,977,186
% of Requests 66.8% 25.3% 1.6% 6.3% Share Chg % 0.7% -0.2% -0.2% Top Handset Models Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia SonyEricsson SonyEricsson Nokia Nokia Nokia Nokia SonyEricsson Nokia SonyEricsson Total N70 6600 5300 6300 7610 3230 N73 N80 3110c 5200 3500c K510i W200i 5310 6120c 6030 6070 K550i 6630 K310i % of Requests 6.5% 4.2% 4.0% 3.5% 3.1% 2.9% 2.7% 2.5% 2.4% 2.4% 2.2% 1.9% 1.9% 1 9% 1.8% 1.8% 1.6% 1.4% 1.4% 1.3% 1.3% 50.7% Share Chg % 0.0% 0.3% 0.1% 0.2% 0.0% -0.1% 0.1% -0.4% 0.3% 0.1% 0.3% 0.0% 0.1% 0 1% 0.2% -0.1% -0.1% -0.1% 0.1% 0.0% -0.1%
Note: Above share % refers only to requests from Smartphones
98%
Windows Mobile  OS Symbian OS SonyEricsson

Smartphone Traffic - Indonesia Smartphone Traffic Share
Smartphone Requests by Mfr: Indonesia
3% 2%
Nokia

36.9%

95%

Other

Smartphone Requests by OS: Indonesia
2%

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 97.2% 86.5% 90.0% 95.0% Share % 31.3% 35.7% 28.7% 4.3%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: None. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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Indonesia Handset Data
September 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - Indonesia
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Motorola SonyEricsson Nokia

Excelcomindo (XL) Indonesia

Satelindo (Indosat)  Indonesia

Telkomsel Indonesia

Natrindo Indonesia

Notes • Other includes all manufacturers with greater than 1% share.

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United Kingdom Handset Data - September 2008
Ads Served: Requests:
Top Device Mfrs SonyEricsson Nokia Samsung LG Apple Amoi Motorola Other
(1)

194,763,143 197,404,623
% of Requests 34.1% 26.8% 14.9% 4.3% 2.8% 2.1% 1.6% 13.4% Share Chg % -0.4% 0.0% 0.4% -0.3% 1.8% -0.3% -0.2% Top Handset Models Nokia SonyEricsson SonyEricsson SonyEricsson Samsung Apple Amoi SonyEricsson SonyEricsson Samsung Nokia Nokia SonyEricsson SonyEricsson SonyEricsson Nokia Samsung LG SonyEricsson SonyEricsson Total N95 K800i W810i W580i G600 iPhone Skypephone W910i W880i E250 6300 6500s K850i W850i W200i N73 J700 KU990 K610i C902 % of Requests 9.7% 7.3% 2.5% 2.5% 2.2% 2.2% 2.1% 2.1% 2.1% 1.9% 1.9% 1.6% 1.4% 1 4% 1.4% 1.3% 1.3% 1.2% 1.1% 1.1% 1.1% 47.9% Share Chg % 0.5% -0.1% -0.2% 0.1% -0.1% 1.4% -0.3% 0.1% 0.1% 0.2% 0.0% 0.1% -0.1% 0 1% -0.2% -0.1% -0.1% 0.2% 0.0% -0.1% 0.3%
Note: Above share % refers only to requests from Smartphones
80%
Windows Mobile  OS

Smartphone Traffic - UK Smartphone Traffic Share
Smartphone Requests by Mfr: UK
2% 4% 9% 2%
Nokia Apple SonyEricsson RIM HTC Other

21.6%

10%

73%

Smartphone Requests by OS: UK
4% % 12%
iPhone OS

4%

Symbian OS Symbian OS

RIM OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 83.5% 78.5% 91.7% 85.7% Share % 12.4% 18.2% 57.2% 12.2%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Samsung J700 and SonyEricsson C902. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

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United Kingdom Handset Data
September 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - United Kingdom
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Motorola Amoi Apple LG Samsung Nokia SonyEricsson

Three UK

O2 UK

T‐Mobile UK

Orange UK

Vodafone UK

Jersey Telecom GB

Notes • Other includes all manufacturers with greater than 1% share.

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Philippines Handset Data - September 2008
Ads Served: Requests:
Top Device Mfrs Nokia SonyEricsson Motorola Sony Apple Samsung Other (1)

123,800,186 144,663,278
% of Requests 61.6% 9.2% 3.5% 2.5% 2.4% 1.7% 19.1% Share Chg % -2.5% 0.5% 1.3% -0.2% 0.3% 0.2% Top Handset Models Nokia Nokia Nokia Sony Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Nokia Apple Nokia Total N70 N95 3510i PSP 6630 3650 6070 6300 N80 6600 6120c 6020 3110c 3200 2630 6680 3220 3100 iPhone 2600c % of Requests 4.8% 3.7% 2.9% 2.5% 2.2% 2.1% 2.1% 2.0% 1.9% 1.9% 1.8% 1.8% 1.7% 1 7% 1.7% 1.6% 1.5% 1.5% 1.5% 1.2% 1.2% 41.6% Share Chg % -0.4% -0.2% 0.4% -0.2% -0.5% 0.6% -0.5% 0.1% -0.4% -0.7% -0.2% -0.6% 0.0% 0 0% 0.6% 0.0% -0.4% -0.5% 0.2% 0.3% 0.1%
Note: Above share % refers only to requests from Smartphones
90%
Windows Mobile  OS iPhone OS Lenovo

Smartphone Traffic - Philippines Smartphone Traffic Share
Smartphone Requests by Mfr: Philippines
1% 4% 5%
SonyEricsson

36.0%

3%

Nokia

Apple

87%

Other

Smartphone Requests by OS: Philippines
3%

7%

Symbian OS

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 85.2% 61.7% 80.8% 78.2% Share % 34.1% 23.3% 21.1% 21.5%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Apple iPhone. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

Philippines Handset Data
September 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - Philippines
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other Samsung g Apple Sony Motorola SonyEricsson Nokia

Globe Telecom Philippines

Smart Communications Philippines

Notes • Other includes all manufacturers with greater than 1% share.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

South Africa Handset Data - September 2008
Ads Served: Requests:
Top Device Mfrs Nokia Samsung Motorola SonyEricsson LG Other
(1)

105,409,625 107,451,198
% of Requests 37.8% 31.0% 11.7% 10.3% 2.7% 6.5% Share Chg % 0.2% 0.3% -0.4% -0.2% -0.1% Top Handset Models Samsung Motorola Nokia Samsung Samsung Nokia Samsung Nokia Nokia Nokia Nokia Samsung Nokia Samsung Nokia Nokia Motorola SonyEricsson Nokia LG Total E250 V360 N70 J750 E370 6234 D900i N73 5200 6300 2760 U700 6111 D500 6110 6085 RAZR V3 K800i N80 KG290 % of Requests 9.8% 7.5% 4.4% 3.5% 2.2% 2.0% 1.9% 1.8% 1.6% 1.5% 1.3% 1.3% 1.2% 1 2% 1.2% 1.2% 1.1% 1.1% 1.1% 1.1% 1.1% 47.7% Share Chg % 0.2% -0.1% -0.2% 0.1% -0.2% -0.1% 0.1% 0.0% 0.0% 0.1% 0.0% 0.0% 0.1% 0 1% 0.0% 0.0% 0.0% 0.0%
Other Windows Mobile  OS SonyEricsson

Smartphone Traffic - South Africa Smartphone Traffic Share 17.3%

Smartphone Requests by Mfr: South Africa
4% 3% 6%

Nokia

HTC

87%

Other

Smartphone Requests by OS: South Africa
1% 5%
Symbian OS

-0.1% -0.2% 0.0%

94%

Note: Above share % refers only to requests from Smartphones

Total

100.0%

Handset Capabilities Supports Polyphonic Ringtones Supports Streaming Video Able to Download Video Clips Supports WAP Push Messages MMA Standard Screen Size Small Medium Large X-Large

% Capable 92.8% 69.4% 83.4% 94.0% Share % 38.3% 27.2% 29.7% 4.8%

Notes
• Month-over-month share change calculated as percent of current month requests less percent of prior month requests. • New models in Top 20: Motorola RAZR V3. • (1) Includes unclassified impressions and other manufacturers with < 1% share.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

South Africa Handset Data
September 2008 Operator Handset Mix
Operator breakdown and visibility into manufacturer share by Operator.

Share of Requests by Operator and Manufacturer - South Africa
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Other LG SonyEricsson Motorola Samsung Nokia

MTN South Africa

Vodacom South Africa

Notes • Other includes all manufacturers with greater than 1% share.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

AdMob Mobile Metrics Report
September 2008 About AdMob
AdMob serves Graphical Banner and Text Link ads on mobile web pages for more than 5,000 publishers. AdMob has served more than 38 billion ads since launching in January 2006. For each ad served, AdMob leverages handset and operator data, which enable demographic, device and operator targeting for advertisers.

About AdMob Mobile Metrics
AdMob stores and analyzes the data from every ad request, impression, and click and uses this to optimize ad serving. Every day, we see ad requests from more than 160 countries. We share some of this data for use by the AdMob community. Publishers want to better understand mobile data use by operator and by device to target their content and optimize their site performance. Advertisers want to understand demographics and device capabilities as they plan their campaigns. AdMob’s Mobile Metrics report represents our attempt to provide usage information for the use of the community.

Methodology
For every ad request AdMob analyzes information available in the user’s mobile browser. From this, AdMob determines device capabilities and more using open source tools and a variety of proprietary techniques The result is a snapshot of the devices viewing the more than 5 billion monthly ad requests and techniques. impressions that flow through AdMob’s network. We believe this data will be valuable in identifying and tracking trends, evaluating market readiness and more. AdMob now also serves mobile ads into iPhone applications. The traffic from these applications is included int the Metrics report.

Limits of this Data
Representativeness - AdMob does not claim that this information will be necessarily representative of the mobile internet as a whole or of any particular countrymarket. AdMob’s traffic is driven by publisher relationships and may be influenced accordingly. Because the data is pulled across ads served on more than 5,000 sites, we feel the data will be useful and may help inform your business decision making. Ad Request Classification - For some handsets and operator networks, it is difficult to collect full handset data. AdMob categorizes these requests as "unclassified" and does not serve targeted ads to these requests.

Data Quality
As part of our ongoing quality initiatives, AdMob implemented certain minimum thresholds to limit ads served in low performing inventory. These initiatives cause a slight decline in fill rate, or the percentage of requests for which we serve an ad.

Questions
Email metrics@admob.com to receive future AdMob Mobile Metrics distributions or if you have any questions or feedback for future releases.

Email metrics@admob.com to sign up for future reports. Find previous reports and other resources at www.admob.com/metrics.

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