www.medialets.com

1. Medialets Data Spotlight:
Mobile Rich Media’s Momentum Q4 2010
PUBLISHED FEBRUARY 2011

2. There’s no shortage of data to substantiate the momentum of mobile. In the past week,
technology research firm IDC reported that smartphone shipments increased 87%
worldwide in fourth quarter, while a Q4 study from Advertisers’ Perceptions Inc., revealed
the majority of advertisers and agency executives are planning to increase ad budgets in
2011. Meanwhile, Mary Meeker declared “Mobile Has Hit Critical Mass’ in her latest
report on the top 10 Mobile Trends.
It’s an exciting time for mobile and that momentum carries through to Medialets, the
most widely deployed rich media ad platform for mobile and connected devices.

3. Medialets Q4 2010 Growth Highlights
• Medialets premium inventory across iPhone, iPad and Android
devices increased nearly 300% in fourth quarter 2010.
• Though Android continues to grow market share, iOS dominates
for premium mobile inventory.
• While fragmentation is a reality for Android, it is actually a
smaller set of Android devices that represent the vast majority of
Android inventory across premium apps.
• In Q4 2010, Medialets premium iPad inventory tripled but is still
outpaced by 330% growth in iPhone inventory.
• Top verticals in mobile rich media during Q4 2010 were
Automotive, Restaurants, Entertainment and Finance.

4. 1. Medialets Premium Mobile Inventory Quadruples in Q4 2010
A phenomenal 275% increase in Medialets inventory was fueled in part by the growth of
Medialets-enabled apps, as publishers integrated the Medialets platform into their
existing and new iPhone, iPad and Android apps. Today, more than 175 premium apps
have integrated Medialets mobile rich media ad platform.
Another key factor was an overall jump in app usage as more consumers became hooked
on the convenience of mobile weather, news, entertainment, sports, lifestyle and
healthcare apps.

5. 2. Android Subscribers Surge, but iOS Dominates in Premium Apps
Though Android has exceeded
iOS in US market share (see the
recent report by comScore),
Medialets iOS inventory growth
outpaced that of Android in Q4
2010.
2011 will bring continued growth
in premium Android app
inventory but, for the time being,
iOS dominates.

6. 3. A Closer Look at Android: Device Fragmentation
While fragmentation continues to be a
theme for Android devices, the reality is
that, for premium inventory, a smaller
percentage of devices represent a larger
share of inventory.

7. 3. A Closer Look at Android: Top 25 Devices
The Verizon Droid, the HTC EVO and
Motorola’s Droid X round out the
top 3 Android devices. Collectively,
the devices below represent 89% of
Android inventory.

8. 3. A Closer Look at Android: By Carrier
Verizon led the way for Android inventory
in Q4 2010, notably before the Verizon
iPhone became available.
Worth noting: Google TV
represents only a small % of
inventory in Q4 2010, but
Connected TV will represent a
greater share in 2011.

9.
3. A Closer Look at Android: By Manufacturer
Manufacturers HTC, Motorola and
Samsung represented the vast
majority of inventory in fourth quarter
2010.

10. 4. iPhone iPad: iPhone Leads for iOS
Meanwhile, both iPhone and iPad inventory continued their climb
throughout the quarter, with a jump in December driven in no small
part by new devices purchased over the holidays.
The distribution of iPhone to iPad inventory among Medialets-enabled
apps aligns with the market data. [According to Apple, 7.33 million
iPads were sold in Q4, but the iPad is still eclipsed by the 16.24 million
iPhones sold in the same period.]

11. 4. iPhone iPad: iOS Verison Breakout
As shown by the chart below, the vast
majority of iOS devices have the most
recent version of the operating system.

12. 5. Leading Verticals in Mobile Rich Media
Medialets also saw significant growth in
rich media campaigns across a wide array
of verticals. Automotive led the way with
the largest volume of impressions in the
fourth quarter of 2010, with Restaurants,
Entertainment and Finance not far
behind.
Visit the Medialets Showcase to
view rich media creative execution
examples by vertical.

13. 6. Looking Ahead
2010 was largely a “coming out” year for mobile, as more advertisers,
agencies and publishers embraced the emerging platform. The growth of
smartphones and tablets, diversification of platforms and continued
success of mobile rich media ad formats indicates that mobile
advertising will hit a great stride in the coming year.
In January 2011, Medialets processed more than 120 billion analytic
events—50 terabytes of data—in support of the more than 175 premium
publisher apps, ad networks and mediators that have enabled Medialets
rich media ad platform for their mobile properties.

14. Medialets is the most widely deployed rich media advertising platform for mobile and connected
devices, enabling the industry’s highest-impact rich media across the broadest array of premium
publishers, ad networks and devices. Leading publishers like CNN, The Daily, Fandango, The New
York Times, Pandora and The Weather Channel use Medialets to deliver and measure deeply
engaging rich media advertising for the world's biggest brands. Advertisers and agencies choose
Medialets for our ability to enable exceptionally creative ads that take full advantage of native
device capabilities and drive double-digit engagement rates. Visit www.medialets.com or follow
Medialets on Twitter @medialets.
To learn more about this report or Medialets rich media platform for mobile,
contact connect@medialets.com.