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A YEARIN MOBILEADVERTISING
Highlightsfrom the2016MobileAdvertisingIndustry

00 WELCOME (3)
01 THERISEOFMOBILEVIDEOADVERTISING (4-9)
Doubledownwithmobilevideo
Theworldofvideoads
Allformatsarenotequal
Contentthatwonconsumersover
Bringingvideoadstolife-HowSamsungwowedRugbyfans
Winningconsumersback
QualityoverQuantity
HowMyntragrewsaleswithInMobi
02 DRIVINGLOYALTY (10-13)
ProgrammaticRising
Topperformingverticals
Videoadsfuelmobileprogrammaticbuying
03 ENTERINGTHEAGEOFAUTOMATION (14-17)
UnleashingtheChineseDragon
TrackingtheIndianmobileecosystem
ThepromiseofSoutheastAsia
04 ADVANTAGEASIA (18-21)
05 CREATIVESHOWCASE (22-29)
RexonaDeodorant
Pond’sAcneSolution
SamsungGalaxyS6
SunsilkPop-upSalon
DysonPureCool
CreamSilkTransformations
06 EXPERTSSPEAK (30-35)
07 REFERENCES (36)
08 THANKINGOURPARTNERS (37-38)
08 OURGLOBALPRODUCTALLIANCES (39)

ArunPattabhiraman,
VicePresident&GlobalHeadofMarketing
WearedelightedtosharethefirstannualeditionoftheInMobiYearbookwithyou!
OOverthelasttwelvemonths,strongdemandformobile,videoandsocialmediahasdrivengrowthin
digitaladspend.Mobileisexpectedtoaccountfor51% ofdigitaladspendbytheendof2016andis
forecastedtogrow to70% ofdigitaladspendby2019[1]
.Whilethisisencouraging,wehaveonlyjust
scratchedthesurfacewithwhatcanbeachievedbymakingmobileanintegralpartofthemarketingmix.
Succeedingwithmobilerequiresacompleteshifttomobile-firstthinking,acrosscreativedesignand
campaignexecution.Mobile’sinherentlyuniquecapabilitiesenablemarketerstojourneyfrom theeraof
one-wone-waycommunicationtotoday’srealityofimmersiveandinteractiveengagementwithusers.
Thisyearbookshareswithyouhighlightsfrom thatjourney;capturing2016’skeymobileadvertising
developments,industrychangesandhow thesechangeswillshapethecomingyear.Advertisersand
publisherscannow createawinninggameplanfor2017equippedwithpowerfultrendsgleanedfrom
InMobi’svastnetwork,award-winningcreativesanddeepinsightsfrom industryleaders.
2017isboundtobeanexcitingyearinthelifeofmobileadvertisingandwelookforwardtoembarking
onthisjourneywithyou.Andaswebid2016goodbye,wehopeyouenjoythisinsightintowhatan
amazingyearitwas.Happyreading!
ELCO
00WELCOME
PRESENTEDBYInMobi 2016YEARINREVIEW 03

MOBILEVIDEO ADVERTISINGTAKESOFF
200% GROWTHINVIDEOADCONSUMPTION

150%
GROWTH
inmobilevideoadspend
01MOBILEVIDEOADVERTISINGTAKESOFF
DOUBLEDOWN WITH
MOBILEVIDEO
Mobilevideoisthefastestgrowingmobileadformattoday.Thisyearalone,
marketersaroundtheworldallocated24%oftheirdigitaladspend[2]
to
mobilevideo.Moreover,anInMobistudyrevealedthatmobilevideoad
spendincreasedbyover150%onthenetwork,signallingtheaggressive
pushfrom advertiserstowardsmobilevideoadoption.

04%
FRANCE
Europe
05%
GERMANY
Europe
06%
INDIA
Asia
18%
CHINA
Asia
29%
USA
NorthAmerica
Shareofmobilevideoadplays=Country'sshare/total
Thetop5countrieswiththelargestshareofmobilevideoadplays
THEWORLDOFMOBILEVIDEO ADS

Engagement=CTR;Conversions=CVR
ALLFORMATS
ARENOTEQUAL
Theseamlesssynthesisofsight,soundandmotionthatvideo
adsofferistransformingmarketingmessagesintopowerful
storiesthatinspireconsumerstotakeaction.InMobiwitnessed
a200%growthinmobilevideoadconsumptionasstories
becameincreasinglyengaging,drivingconsumerstospend
moretimeonmobile.
completion
rates
80%
higherconversionsover
staticformats
2X
higheruserengagement
overstaticformats
4X
MobileVideoadsdelivered

CONTENTTHATWON CONSUMERSOVER
Whilemobilevideoadvertisingworksforeveryone,in2016itoutperformedstaticadformatsforthe
followingsetofadvertisersegments.
Games
6X
Engagement
2X
Conversions
Travel
3X
Engagement
1x
Conversions
Retail
3X
Engagement
2X
Conversions
Food&Drink
3X
Engagement
10X
Conversions
Entertainment
6X
Engagement
1X
Conversions
Social&Communication
6X
Engagement
2X
Conversions
Engagement=CTR;Conversions=CVR

BRINGINGVIDEOADSTOLIFE-HOW SAMSUNGWOWEDRUGBYFANS
Objective
Todriveviewsforthe‘TheSamsungSchoolof
Rugby’amongstthe“BigEventers”,atthemost
relevantmomentsthusdrivingbrandaffinity.
Solution
A360°videocreatedanimmersiveexperienceby
educatingaudiencesaboutRugby,intimeforthe
WorldCup.
Results
>1M
BigEventerswere
exposedtothead
2.61%
oftheseengaged
withthevideo
4%
userssharedthe
videoonTwitter

DRIVINGLOYALTY
MOBILEREMARKETINGADOPTIONUPBY400%

24hrs
25%
6%
Averagetimetouninstallan
appaftertheﬁrstuse
FractionofiOSandandroid
usersretainedwithin24
hoursofappinstallation[4,5]
Day30retentionratesacross
iOSandAndroidusers[6]
02DRIVINGLOYALTY
WINNING
CONSUMERSBACK
Nearly50%ofallappmarketershaveadoptedappretargetingasameansof
engagingusersin2016[3]
.Theappecosystem isreachinga‘tippingpoint’,
whereappdeveloperswilldeem userretentiontobeasimportantas
acquisition.
Theincreasinguseropt-outsfrom alternativere-engagementmeanssuchas
emailandpushnotificationsismakingmobileappremarketing
indispensable.

QUALITYOVERQUANTITY
02DRIVINGLOYALTY
5-6x
GrowthinAverage
RevenuePerUser
Games
7-8x
RoAS(Returnon
AdSpend)
Shopping
15%
Re-activationrate
Entertainment
30-50%
UpliftinIncremental
Rides
Taxi
We’veheardthelexiconshiftamongadvertisersfrom ReachtoLTV(lifetimevalue)andDAUs(dailyactiveusers),
andfrom CPIs(costperinstall)toCPAs(costperaction).Thisshiftinfocusfrom useracquisitiontoretentionis
drivingconversationstoday.
Thefollowingistheimpactseenfrom theInMobiRemarketingplatform acrossappcategories.

02DRIVINGLOYALTY
HOW MYNTRAGREW SALESWITHINMOBI
Objective
Tomaximizemobilesalesbyre-activatingdormant
usersandretargetingusersbasedontheir
historicalshoppingbehaviour.
Solution
Highlypersonalizedandcuratedproductrecommendationswere
deliveredtoallMyntraappusers.Specificsegmentsofdormant
customersweretargetedinordertorenewtheirinterestintheapp.
Results
1,000+
transactions
perday
$25
average
ordervalue
3X
growthin
MoM transactions
7
returnon
advertiserspend

ENTERINGTHEAGEOFAUTOMATION
75% OFMARKETERSBOUGHTTHEIRMOBILEINVENTORYPROGRAMMATICALLY

03ENTERINGTHEAGEOFAUTOMATION
PROGRAMMATICRISING
Inthemarchtowardsachievinggreaterefficiency,controlandtransparency,75%ofallmarketersuse
programmaticand33%ofthem havebeenusingitforover2years[7]
.Currently,advertisersbasedinNorth
Americaaccountforthelargestshareofmobileprogrammaticadspend.
Shareofmobileprogrammaticadspendacrossregions
Q12016
Q22016

TOPPERFORMINGVERTICALS
InH1’16,85%ofthemobileprogrammaticspendontheInMobinetworkcamefrom Fortune500brands.CPG,
RetailandEntertainmentweretheleadingadvertisercategoriesspendingonmobileprogrammaticwhile
Retail,GamesandCPGwerethefastestgrowingverticalsmeasuredbyadspend.
Shareofmobileprogrammaticadspendacrosscategories

Video
44%
Banner
18%
Interstitials
02%
Native
23%
RichMedia
12%
Search
01%
ESIRABL
DFORMA
VIDEO ADSFUELMOBILEPROGRAMMATICBUYING
Mobileprogrammaticisforecastedtobea$20billionindustrybytheendof2016,andgrowthisexpectedtocomefrom mobile
videoads[8]
.ArecentstudyconductedbyInMobi[7]
revealed,that44%ofmarketersprefervideoadsformobileprogrammatic.
Mostdesirableadformatformobileprogrammaticbuyers

ADVANTAGEASIA
CHINA,INDIAANDSEASPURGROWTH

04ADVANTAGEASIA
UNLEASHINGTHECHINESEDRAGON
By2020,mobilewillaccountfor84%ofthetotaldigitaladspendinChina[9]
.InMobi’sdeepunderstandingof
themarkethashelpeditreachmillionsofmobileusersinthecountry.
Unbeatable
growth
InMobirecorded
15-foldgrowthina
spanof4years
Highon
native
InMobiisthelargest
independentnativead
networkinChina
LargestiOS
platform
InMobi’svastnetwork
reaches80%of
ChineseiOSusers
Top
partner
Wepartnerwith80%
oftheTop1000
appsinChina

04ADVANTAGEASIA
TRACKINGTHEINDIAN MOBILEECOSYSTEM
Today,mobileaccountsforonly3%oftotalmediaadspendinIndia.By2020,mobilespendisexpectedto
quadrupleaccountingfor10%ofthetotalmediaspend[10]
.Totapintothisexcitingopportunity,marketersare
investinginmobiletoreachawideraudience.
Digitalequals
mobile
80%ofinternet
userscomeonline
viatheirmobile
devices[11]
Qualitytrumps
quantity
Advertiserfocushas
shiftedtohighLTV
users
Riseof
mCommerce
Focushasshiftedto
userretentionvia
remarketing
Overcoming
bannerblindness
Advertisersdelivered
superiorexperiences
viamobilevideo

04ADVANTAGEASIA
THEPROMISEOFSOUTHEASTASIA
SoutheastAsiaisadiverseregionwithIndonesiaattheforefrontofmobilegrowthandinnovation,boastingof47%
smartphonepenetration[12]
.Decliningsmartphonepricesandimproved4GcoverageisenablingmanyIndonesiansto
gettheirfirsttasteofinternetviamobiledevices.
Digitalequals
mobile
Thelackofadesktop
Internetlegacyis
drivingmobile
adoption
Creative
innovations
Cutting-edgemobile
technologydelivered
innovativeexperiences
Video
indemand
Fivetosevenfoldgrowth
inavailablemobile
inventoryforvideo[13]
Programmatic
rising
Toachievescaleonmobile,
programmatictoolsarekey
innewmarkets

CREATIVESHOWCASE
MOBILE-FIRSTCREATIVESTHATDELIVEREDREALRESULTS

Adsthattargetthewrongaudiencesorfailtodeliverabetteruserexperiencecandomoreharm
thangood.Userstoday,spend25% oftheirtimeonmobileandtheyarewillingtousead
blockers,iftheythinkyouradsareannoying,toointrusiveorjustplainugly.Thismeansyou
couldlosenewcustomers,ortheopportunitytore-engageanexistingone,evenbeforetheyhad
achancetoseeyourad.
WWeunderstandthislove-haterelationshipthatuserssharewithads.Ourconversationswith
advertisersandpublishersaroundtheworldandourdeepunderstandingofaudiencebehaviour
and preferenceshasenabled usto create experiencesthatare contextual,engaging and
effectivelycommunicateyourmessage.AtInMobi,theSalesandthecreativeteamswork
closely,toensuretherightstoryisbeingweavedfortherightaudience,usingtechnologythat
bestenhancestheexperienceforusers.Here,webring to you6 ofthebestmobile-first
creativesthatengagedusersandstayedwiththem longafterthecampaignended.
REATI
05CREATIVESHOWCASE

05CREATIVESHOWCASE
360°VIDEOSGENERATEENGAGEMENTFORREXONA
Objective
ToincreaseawarenessandgrowthforRexonadeodorant,
thusre-establishingitssuperiorityintheovercrowded
deodorantcategoryinIndonesia.
Solution
Userswereshowna360°videotoexperiencethedust,heatand
sweatinvadingtheclosestbusstoptheywereonrouteto,and
hencehighlightinghowRexonacouldfixthisinajiffy.
WinneroftwoGoldsattheMMASmarties2016inthe‘Innovation’&‘Location-basedcampaigns’categories
Results
>314M
impressionsserved
betweenJan-Mar2016
1.76%
ClickThoughRate
(CTR)
27.2%
ViewThrough
Rate

05CREATIVESHOWCASE
FACIALRECOGNITIONDRIVESGROWTHFORPOND’SACNESOLUTIONS
Objective
Tocreatebuzz,engagement,interactivityandincreased
salesforPond’sAcneSolutionsinIndonesia.
Solution
Arichmediaexperiencewithfacialrecognitionwasusedtoeducate
usersonthecausesforacneandhowPond’scansolveitin3days.
WinneroftwoSilversattheMMASmartiesinthe‘Innovation’and‘Product&ServicesLaunch’categories
Results
29seconds
averagetimespent
onthead
>39,000
#ofuserswhoengaged
withthead

05CREATIVESHOWCASE
Results
20sec
Averagetime
spentonthead
1.14%
ClickThroughRate
(CTR)
1.6%
usersclickedon
“Tapherenow”
1.1%
ofusersclickedon
“Experience”
BATTERY-LIFEDETECTIONBOOSTSSALESFORSAMSUNGS6
Objective
TocreateawarenessanddrivesalesforSamsung’snewly
launchedS6smartphone,amongstbusinessusersinSoutheast
Asia,byemphasizingonitssuperfastchargingcapabilities.
Solution
Usingaudiencepersonatargetingandbattery-life
detection,SamsunghighlightedS6’snextlevel
chargingcapabilities.

05CREATIVESHOWCASE
Results
25,000
womenwere
geo-targeted
>10,000
womenanswered
Naomi’scall
>9,000
womenparticipatedin
thepop-upsalons
GEO-TARGETINGDRIVESAWARENESSFORSUNSILK
Objective
ToincreasebrandawarenessandrecallforSunsilk
amongyoungSingaporeanwomen,bydrivingsign-ups
fortheSunsilkPop-upSalons.
Solution
Geo-targetingwasusedaroundthe4salonlocations
withaperfectlysimulatedphonecallfrom NaomiNeo
invitinguserstosign-upforfreemakeoversessions.

05CREATIVESHOWCASE
Results
>1M
usersviewed
thead
>15,000
usersclickedon
"Seehowitworks”
2,500
clickedon
"GetDirections”
14sec
Averagetimespent
onthead
1.5%
ClickThroughRate
(CTR)
REAL-TIMEPSIUPDATESGARNERSINTERESTFORDYSON’SPURECOOL
Objective
TodriveawarenessandcreateassociationbetweenDyson’sair
purifier-PureCoolandcleanair,whenSingaporewascoveredin
ahazeoriginatingfrom theIndonesianforestfires.
Solution
Aperfectmixofmomentmarketingwithlocationtargeting
wasusedtodisplaythecurrentPSIintheirlocation.

05CREATIVESHOWCASE
Results
24,000
usersinteracted
withthebannerad
2,000
usersclickedon
"WatchtheVideo"
56sec
Averagetime
spentonthead
150
usersclickedon
"Knowmore"
360°VIDEOREVIVESTHEICONICCREAM SILKBRAND
Objective
Tore-positionCream Silkasabrandforyoungand
modernFilipinas,bycelebratingtheirstrong-will,
resilienceandbeauty.
Solution
A360°videowasusedtoengageaudiencesoutsidetheCream
SilkTransformationevent,hencedrivingscaleandreachinga
wideraudience.

EXPERTSSPEAK
THOUGHTSFROM INDUSTRYLEADERS

EADERSPE
06EXPERTSSPEAK
ChristianHenschel
CEOatAdjust
“2016waswitnesstotwomajordevelopments.Thefirstwasmobile'scomingofage
andgrowingoutofitsteenageyears.Asubstantialnumberoftransactionalbusinesses
suchassupermarketchainandinsuranceproviders,incorporatedmobileintotheir
strategy,thusreachingawideraudience.Thesecondwastheindustrywideacceptance
ofmobilefraud.Thoughcompanieswereawareofitsexistence,notmuchwasdoneto
preventit.In2016,considerableheadwaywasmadeinthisdirection,withnewproduct
launchesthatactuallywork.”
01/09
JohnKoetsier
“In2016,brandsaggressivelybegantore-engagetheiraudiences,byretargeting
thembasedontheirhistoricalbehaviour.Whilesomebrandsgotitright-knowing
whentoreachouttotheircustomerandwhentostop,notallgottheformularight.In
2017,brandswillbecomemoresophisticatedwiththeirretargetingstrategyand
embracesmartintegrations”
MobileEconomistatTune
02/09

EADERSPE
06EXPERTSSPEAK
HussamHammo
CEOatTamatem
“FortheArabicspeakingworld,2016washugeforsocialmediapromotions,as
advertiserstargetedusersthroughtheirsocialnetworkfeedsinordertodrive
downloads.Interestingly,Interstitialformatsdidnotfarewellamongstthe
audience,whilerewardedvideoswereextremelypopulargivenitsopt-innature.”
03/09
RonenMense
“In2016,themobileindustryfacedtwomainchallenges-solvingforviewthrough
attributionandcurtailingadfraud.Theneedofthehourisfortheindustrytojoin
handstotakeactionandsolvefortheseissues.”
VP,-AsiaatAppsFlyer
04/09

EADERSPE
06EXPERTSSPEAK
LeoScullin
VPofIndustryProgramsatMMA
“Mobilevideoisonthevergeofbecomingthesinglemostimportantplatformfor
brandmarketers.Rightnow,thereisanimbalanceinbothsupplyanddemand,and
inthesourcesofsupply,webversusinapp.Again,thetwoecosystemsofweband
inapparedistinctlydifferent,sowe,asanindustryneedtoensuremaximum
transparencyinthesupplychain,sothatwecancontinuetoharnessandmeetthe
growingdemandforhighqualitymobilevideoadvertising.”
05/09
MatthewTalbot
“Thebiggestchangein2016wastheinterestfrombrands,mediaagenciesand
corporatesinmessagingapps.InIndonesia,oneofBBM'slargestmarkets,the
averageuserspends140minsadayonmessagingapps.Fromabrand'sPOV,the
powerofthisuninterruptedtimewithusersisunparalleled.Itisonlylogicalfor
brandstotakeadvantageofthisbybringinginservices,contentandadsintothe
messagingecosystem.”
CEOatBBM
06/09

EADERSPE
06EXPERTSSPEAK
KaylaWilson
HeadofProgrammaticPartnerships
atInMobi
“In2016,VideowasthebiggestopportunityforadvertisersaswellasInMobi
especiallywiththelaunchof80%+completionratepackagesforbuyers.This
opportunityreceivedwidespreadadoptionputtingInMobionthemapasabig
videoplayerinthemobilespace.”
07/09
VasutaAgarwal
“PerformanceadvertisersinIndiacameofagein2016astheirfocusshiftedfrom
rapiduseracquisitiontoretainingusersbyre-engagingthem.Spendsmoved
towardsretargetingandre-activationinordertoimprovetheLTVofalreadyacquired
users.”
VP&GM-IndiaatInMobi
08/09

EADERSPE
06EXPERTSSPEAK
KevinWang
HeadofGreaterChinaMarketing
atInMobi
“ThemobileadvertisingmarketinChinaisprimarilydominatedbyappdownload
campaigns.Butin2016,manybrandsmovedawayfromusingtraditionalmedia
aloneandadoptedmobileintotheirmarketingstrategyinordertoreachtheir
audiences.”
09/09

PRESENTEDBYInMobi
REFERENCES
2016YEARINREVIEW 36
[1] Mobileadspendtotop$100billionworldwide,eMarketer,2015
[2] IABdigitalvideoadspendstudy,IAB,2016
[3] Retargetingisamustforappmarketers,eMarketer,2016
[4] Retentionrates:adeeperlookatbenchmarks,Adjust,Q12016
[5] Aremobileusersreturningtoappsaftertryingthemout,eMarketer,2016
[6] Whatmakesagoodretentionrate,Adjust,2016
[7] MobileProgrammatic:Abuyer’sperspective,InMobi,2016
[8] USdigitaldisplayadspendingisprogrammatic,eMarketer,2016
[9] DigitaladspendrisesinChina,eMarketer,2016
[10] DigitaladspendinginIndiatosurpass$1billionnextyear,eMarketer,2016
[11] MobileInternetusersinIndia2016,IAMAI,2016
[12] Indonesia’ssmartphonepenetrationhits47%,GSMA,2016
[13] DigitalvideoinSoutheastAsia,IAB

THANKINGOURPARTNERS
2016wasamomentousyearforInMobiandforthemobileecosystem at
large.Here’sabigshoutouttosomeofourclientsandpartnerswho
helpedusmarkamilestoneintheindustry.

THANKYOU08THANKINGOURPARTNERS

OURGLOBALPRODUCTALLIANCES
Ourworldclass3rdpartypartnershipscontinuetoenableseamless
campaignmeasurement,audienceverificationandviewabilityforour
advertisersacrosstheglobe.

PRESENTEDBYINMOBI 2016YEARINREVIEW 40
CONTRIBUTORS
EditorinChief:
ArunPattabhiraman,
VicePresident&GlobalHeadofMarketing
Research:
ShamalaDN,Sr.GlobalMarketingResearchManager
PoojaKalloor,Sr.GlobalResearchAnalyst
Design:
SantoshHegde,HeadofDesign
AnoopKumar,Sr.ArtDirector,MotionDesign
ArpithScindhia,Sr.ArtDirector
SpecialMentions:
IreneHerranz,DirectorofMarketing,NorthAmerica
SupriyaGoswami,DirectorofMarketing,APAC
KevinWang,DirectorOfMarketing-GreaterChina
RajeshPantina,MarketingLead,Performance&PublisherSolutions,APAC
ShibinPhilip,Sr.SoftwareEngineer
Digital:
RajeshPillai,GlobalHeadofDigitalMarketing
BhargavChandrababu,Sr.Associate,DigitalMarketing
CopyEditor:
AswiniBommakanti,
MarketingManager,Brand&Programmaticsolutions,APAC

ABOUTUS
AtInMobi,ourvisionistoimproveusers'livesbyenablingthem togetthemostvaluefrom
mobiledevices.Wepioneermobilediscoverythroughpersonalizedadvertisingexperiences,
enablingconsumerstodiscovernew productsandservicesthroughcontextualandcurated
recommendationsonmobiledevices.Throughourrevolutionaryadvertising&discoveryplatform,
developers,merchantsandbrandscanengagemobileconsumersglobally.Recognizedamong
FastCompany's"2016'sMostInnovativeCompaniesintheworld",InMobireachesover1.5billion
uniquemobiledevicesworldwide.
www.inmobi.com/insights | Follow uson @InMobi facebook.com/InMobi | Reachusatcontactus@inmobi.com

THANKYOU
PRESENTEDBYInMobi 2016YEARINREVIEW-BYInMobi
HAVEAGREAT2017!

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InMobi Yearbook 2016

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