App flood global mobile android advertising insights Q4 2014

| Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.

AppFloodGlobal Mobile Android

Advertising Insights Q4 2014


Q4 2014 mobile ad ecosystem at a glance• Mobile traffic is growing 113% QoQ

• eCPM increased $0.36 to $0.47

• CPI prices increased by 32% and is now $0.41 on average

• Global mobile ad spend is growing 127.9% QoQ

• Asia provides 46% of global mobile traffic

• Eastern Europe emerging as 3rd most important region.

• Communication apps account for almost 50% of the ad spend

• Simulation category leads in the game genre


Steady Growth in Mobile Traffic Global Ad traffic continues to grow globally. It observed a quarter-over-quarter(QoQ) growth rate of 113%, an increase by

30% in traffic from Q3 to Q4 and a year-over-year(YoY) growth rate of 1095%.


Mobile eCPMs increase with festive season in Q4eCPM rose from $0.36 to $0.47, which is similar trend to the same period last year. Christmas season proves to be very

competitive among the advertisers, which rises eCPM.

.


Cost-per install increases as eCPM increasesWith eCPM increasing, CPI rises from $0.26 to $0.41, which is an increase of 32%. Also, as Christmas and various festive

periods approach, cost of acquiring users rises.


Global Mobile Ad spend continues to growComparing the ad spend of 2013 and 2014 we see a significant increase of 1379%, that gives solid reasons to believe that

mobile app market will continue to expand and more budgets will be allocated to this market.


Asia takes 46% of global mobile trafficOver the last quarter there was a significant increase in traffic (the number of ad impressions) in Asia. What is interesting,

advertisers show major interest in Indonesia and India.


70% of all acquired users come from Asia & Latin AmericaWith a huge growth of budgets allocated to Asia and Latin America, most users came from those 2 regions, wherein Latin

America seems to be more cost effective one. Worth noticing is the fact that acquired users from Middle East dropped from

18% to 10% over the last quarter.


Surprise drop in install rates across regionsDespite global trend of decreasing install rate, and increased spend, Eastern Europe, Asia and Africa continue to go up with

Eastern Europe as a leader.


Communication apps are King in Q4With the influx of a diverse variety of popular chatting apps, communication apps have snatched the crown from

personalisation apps by a raise of 50% compared to the last quarter and currently 45% of all the promoted apps fall under this

category.


Simulation category leads with over a third of the total shareIn the last report there was a visible decrease in puzzle games installs, however this quarter showed a total downfall of this

genre. Now, simulation games are in hegemony, contributing 37% of all promoted game apps.

| Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.| Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.

• Asia takes 46% of whole ad traffic, advertisers set their eyes on Indonesia and India.

• Huge increase in ad spend, traffic and acquired users in Latin America. With stats going up every quarter this region has

a potential to be as important as Asia in mobile market.

• Eastern Europe, with increased traffic (18%) and higher install rate, becomes an interesting market to watch.

•Communication apps now dominating ad spend, commanding 45% of all promoted app traffic. This can be attributed to

the trend showing that messaging apps are growing in numbers and will overcome social networks this year.

Data and analysis in the AppFlood Global Mobile Android Industry Insight report are derived from

on AppFlood’s mobile advertising network, including AppFlood Android advertisers, publishers, and partners.

Communication apps dominating advertiser

budgets while North America and Western

Europe being snubbed for developing regions


In 2012 PapayaMobile launched AppFlood, the leading global programmatic mobile ad platform.

AppFlood’s proprietary technologies drive performance for internationally competitive premium advertisers and brandswith global mobile advertising strategies. AppFlood’s SmartConvert™ algorithmically optimizes advertisers’user-acquisition campaigns using machine-learning and predicts users that are most-likely to convert.

AdMatch Pro™ mobilizes AppFlood’s expertise in big data and user-behavior marketing to accurately target relevantuser segments flexibly, reliably, and at scale. Connected to 82,000 apps, AppFlood delivers nearly half a million dailyinstalls and 800 million daily impressions.

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App flood global mobile android advertising insights Q4 2014

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