2. The close of 2012 finds clear trends in the global mobile advertising market with important implications for
marketers and publishers. Instead of losing ground to Android-based devices as some had predicted, Apple
has regained its dominance with 63 percent market share for its iOS devices, due in part to the introduction
of popular new iPhone and iPad models and the increasing affordability of established offerings. This has in
turn depressed the share of impressions on Samsung tablets and smartphones, as well as the impressions
delivered by mobile carriers that do not carry the iPhone. By comparison, AT&T, with the longest-running
iPhone business, holds nearly twice the mobile impression share of its nearest competitor.
Meanwhile, international mobile sales and mobile ad impressions continue to grow rapidly, especially in
emerging economies, which also show the highest click-through rates (CTR). Among apps, games continue
to lead all categories in both popularity and impressions served, though photography is growing quickly.
The report below explores these and other key findings in depth, providing essential insight to help every
member of the fast-growing mobile advertising ecosystem develop strategies to capitalize on the
opportunities it offers.
2012 Year in Review
State of Mobile Advertising
EXECUTIVE SUMMARY

3. 2012 Year in Review
Consumers in emerging markets are more likely to click through to an ad—three out of the top five countries
with the highest CTR are emerging markets. Brazil leads the pack with an average CTR of 2.58%, while China
trails close behind at 2.4%. Italy comes in third at 2.18%, while Russia places fourth at 1.88%.
Fun Fact: Smartphone sales in Brazil were predicted to increase 77% in 2012 compared to 2011 (IDC,
September 2012), which may explain their number 1 spot.
Smartphone users in developed markets were less likely to click on ads. The UK places eighth at 1.67%,
while Australia, the U.S., Japan, and Canada trail.
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
Includes Top 15 Countries (by impressions served).
.........................................................................................................................
State of Mobile Advertising
CONSUMERS IN
BRAZIL SHOW HIGHEST
ENGAGEMENT
01
2.58%
2.40%
2.18%
1.88%
1.76% 1.69% 1.68% 1.67% 1.66% 1.63% 1.62%
1.56%
1.46% 1.43%
0.99%
Brazil
China
Italy
Russia
Norway
France
MexicoUnited
Kingdom
Denmark
Germany
Australia
United
States
Japan
Canada
Spain
AVERAGE CTR BY COUNTRY

4. 2012 Year in Review
State of Mobile Advertising
The U.S. and Canada lead the world in impressions served, with a 43% market share. Western Europe comes in
second at 24%, while APAC trails in at third place with 17% share of the market.
GLOBAL IMPRESSIONS BREAKDOWN
The U.S. saw the most ads clicked per minute with 1,202. Other countries listed saw only a fraction of the number.
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012; World Bank, 2011.
.........................................................................................................................
Latin America 4%
Australia 3%
Middle East / North Africa 7%
APAC 17%
Eastern Europe 2%Western Europe 24%
USA / Canada 43%
SHARE OF IMPRESSIONS BY REGION
ADS CLICKED PER MINUTE
United
States
Canada
United
Kingdom
Spain
China
1,202
Japan
Netherlands
Germany
France
SouthKorea
Mexico
BrazilSweden
Italy
268
227
221
183
169
156
131
124
83
77
74
74
74

5. 2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
SPOTLIGHT: EUROPE AND ASIA
EUROPE: IMPRESSION GROWTH, JANUARY THROUGH NOVEMBER
ASIA: IMPRESSION GROWTH, JANUARY THROUGH NOVEMBER
1020.7%Spain
Russia
Italy
GermanyUnited
Kingdom
France
Norway
Netherlands
Denmark
Sweden
726.7%
671.3% 654.8%
553.3%
500.7%
323.3% 314.4% 298.7% 263.2%
In Europe, Spain saw the highest impression growth in 2012 at 1,020.7%. Not surprising considering that Spain sees
higher smartphone consumption (63.2%) than the average penetration rate for Europe (54.6%) (comScore, 2012).
France saw just half the impression growth of Spain at 500.7%. Despite seeing high smartphone consumption in
Europe, the U.K. (62.3%) came in fifth place.
.........................................................................................................................
1115.2%
Thailand
Singapore
India
Philippines
Japan
Malaysia
Hong
Kong
Taiwan
China
Korea
886.5%
809.4% 784.7%
587.9%
509.9%
390.1%
294.3%
83.7%
29.2%
Smartphones are exploding in Asia: Thailand saw even higher impression growth than Spain (1,020.7%) at 1,115.2%.
Fun Fact: One in four consumers in Thailand will have a smartphone by the end of 2012 (Ericsson, Sep 2012).
China saw only an 83.7% growth of impressions through 2012, despite the fact that smartphone shipments in China
surpassed feature phone shipments in August of this year (IDC, August 2012).
Fun Fact: China is predicted to surpass the U.S. in smartphone shipments at the end of this year (IDC, Aug 2012).

6. 2012 Year in Review
State of Mobile Advertising
The Samsung Galaxy S3 came out onto the market with a big bang (more impressions in its first month than the
iPhone 5 had in its first month), but it looks like the iPhone 5 will win the “most popular device of the year” title.
Despite the popularity of the Galaxy S3, which was released at the end of May, the iPhone 5, released in
mid-September, was able to match impression share by the end of November.
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
DEVICE WARS:
IPHONE 5 VS. SAMSUNG
GALAXY S3
.........................................................................................................................
MARKET SHARE:
IPHONE 5 VS. SAMSUNG GALAXY S3
0.0%
100%
July
0.0%
Aug
1.6%
98.4%
Sep Oct
50.0%
Nov
14.8%
50.0%
98.4%
85.2%
100%
02
Samsung Galaxy S3
iPhone 5

7. 2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
BATTLE OF THE OS: IOS VS. ANDROID
2011 IMPRESSION SHARE BY OS 2012 IMPRESSION SHARE BY OS
OS IMPRESSION SHARE BREAKDOWN BY MONTH
Android lost significant market share in 2012—with an average of 37% market share compared to 53% in 2011. At the
end of 2012, iOS held a 63% average share of the market.
The iPad more than doubled their average market share from 6% in 2011 to 13% in 2012.
The iPad started to grab a larger share of the market at the same time the iPad 3 was released in a number of
countries in March and April, but lost market share in May and June. The iPad’s market share began to pick back up in
July, the month the iPad 3 became available in China.
On the other hand, the release of the Samsung Galaxy S3 at the end of May might have contributed to Android’s
increasing share of the market in June through August.
The release of Android-based tablets, such as the Samsung Galaxy Tab 10.1 and the Kindle Fire HD, hardly put a dent
in the iPad’s share of the market in 2012, thanks to the popularity of the iPad and the release of the iPad Mini. By
November, the iPad had the highest market share it had seen the entire year, while Android devices lost market
share—down to 33.0% in November.
.........................................................................................................................
Android 53%
iPhone/iPod
Touch
41%
iPad 6%
iPhone/iPod
Touch
50%
iPad 13%
Android 37%
44.5%
10.2%
45.3%
43.2%
10.4%
46.4%
39.2%
11.5%
49.2%
33.3%
12.9%
53.8%
28.2%
11.2%
60.6%
34.3%
9.9%
55.8%
37.8%
11.6%
50.6%
40.7%
12.4%
47.0%
38.1%
14.3%
47.6%
36.9%
15.3%
47.8%
33.0%
16.9%
50.1%
FebJan Mar April May June July Aug Sep Oct Nov
iPhone / iPod Touch iPad Android

8. 2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
CTR BY PLATFORM
iPhone and iPod Touch users are more likely to click on ads with a 1.62% average CTR.
Android users were less likely to click on an ad. This could in part be due to the varying data consumption between
iOS & Android traffic from ad impressions.
iPhone/iPod Touch Android iPad
1.62%
1.28% 1.30%

9. 2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
THE IPAD MINI
DIDN’T
DISAPPOINT
.........................................................................................................................
Out of the three tablets listed, the iPad 3 and Kindle Fire had roughly equal impression share in July, but the Kindle
Fire’s share increased by 26% in August.
Fun Fact: The iPad Mini saw more total impressions in November than the Samsung Galaxy Tab 10.1 did in the
entire year—20x more impressions.
IMPRESSION SHARE AMONGST THREE MAJOR TABLETS RELEASED IN 2012
50.0%
July August September October November
51.4%
48.5%
0.0% 0.0% 0.0% 0.0% 2.7%
77.0%
23.0%
56.1%
43.9%
32.5%
67.5%
15.4%
81.9%
iPad Mini iPad 3 Kindle Fire
03

10. 2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
PHOTOGRAPHY APPS
STEPPED UP
IN 2012
.........................................................................................................................
The category that saw the highest growth in impressions between January and the end of November was
Photography—impressions served on photography apps grew 289.7%. This may have been due to the increased
popularity of photo sharing apps and an improvement in hardware capabilities.
The most popular app category was games, which left almost all other categories in the dust with 51% share of
impressions served in 2012.
TOP 10 CATEGORIES
BY IMPRESSION SHARE
GROWTH IN IMPRESSIONS BY CATEGORY
.........................................................................................................................
51.0%
21.6%
7.9%
4.4% 3.5% 3.1% 2.5% 1.4% 1.3% 0.8%
289.7%
56.2%
54.1%
45.1%
26.7%
26.5%
22.2%
8.0%
6.9%
6.9%
-4.8%
-6.3%
-18.5%
-29.8%
-39.8%
-43.6%
-45.8%
-55.7%
-64.0%
-77.4%
Utilities
Books
Lifestyle
Games
Finance
Sports
Social Networking
Travel
Music
Healthcare & Fitness
Photography
Productivity
Weather
Medical
Navigation
Education
Reference
Business
Entertainment
News
04
Games
Entertainment
SocialNetworking
Utilities
Photography
Music
Productivity
Lifestyle
Books
Education

11. 2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
IPHONE:
IMPRESSION SHARE BY APP CATEGORY
IPAD:
IMPRESSION SHARE BY APP CATEGORY
Entertainment 24%
Games
50%
Social
Networking
11%
Photography 5%
Utilities 5%
Music 4%
Productivity 1%
Entertainment
13%
Games
73%
Social
Networking
4%
Photography 3%
Utilities 2%
Music 1%
Productivity 1%
Education 3%
ANDROID SMARTPHONE:
IMPRESSION SHARE BY APP CATEGORY
ANDROID TABLET:
IMPRESSION SHARE BY APP CATEGORY
The iPad is the go-to tablet for teachers and students—education apps are most popular among iPad users.
Photography apps are most popular amongst iPhone users. This is likely the result of the iPhone’s high-quality
camera and large number of photo apps available on iOS.
Games were the most popular type of apps across Android and iOS devices with iPad users leading the charge.
On average, people spend 42 minutes per day playing games on the iPad, 50% more than on the iPhone (assuming
consumers spend a total of an hour a day using apps).
Entertainment 28%
Games
49%
Social
Networking
10%
Photography 1%
Utilities 4% Music 2%
Productivity 6%
Entertainment
33%
Games
47%
Social
Networking
11%
Photography 1%
Utilities 6%
Music 1%
Productivity 1%
TOP APP CATEGORIES BY DEVICE

12. 2012 Year in Review
Throughout the year, Wi-Fi impressions consistently beat out carrier impressions by a margin of 3:1. This behavior
may indicate a surge in tablet usage which tends to take place at home or work where Wi-Fi is more available.
Wi-Fi’s impression share grew from January to February, reaching the highest point in August, and then steadily
decreasing through the fall. This may have been due to the end of summer and beginning of back-to-school
season, with consumers connecting less from home and more on the go.
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
WI-FI VS. CARRIER IMPRESSIONS
.........................................................................................................................
State of Mobile Advertising
05
.........................................................................................................................
WI-FI IMPRESSIONS TRUMPED
CARRIER IMPRESSIONS
THROUGHOUT 2012
05
Jan Feb Mar Apr May Jun Jul
74.0%
26.0%
75.5%
25.0%
74.6%
25.4%
75.0%
25.0%
74.7%
25.3%
78.4%
21.6%
79.4%
20.6%
Carrier Wi-Fi
Aug Sep
79.6%
20.4%
78.2%
21.8%
Oct
78.6%
21.4%

13. 2012 Year in Review
State of Mobile Advertising
Source: Mobclix Exchange, Global Data, January 1 - November 30, 2012
Note: Telefonica and 3 were not included due to inability to breakdown impressions by region for these two carriers.
AT&T takes a huge chunk of impression share in
the U.S. – almost twice the share of Verizon and
more than four times the share of T-Mobile.
Vodafone is the leading mobile carrier in Europe,
by far, with 31%.
Despite having the most total users in China,
China Mobile has a much smaller share of
impressions than China Unicom (5% and 11%,
respectively). This is most likely due to the fact
that China Mobile does not carry the iPhone.
CARRIER BREAKDOWN: U.S., EUROPE AND ASIA
IMPRESSIONS BY CARRIER: U.S. IMPRESSIONS BY CARRIER: EUROPE
AT&T
45%
Sprint
19%
Metro PCS
1%
T-Mobile
10%
Verizon
25%
IMPRESSIONS BY CARRIER: ASIA
Telkomsel
3%
Vodafone IN
5%
Airtel 4%
China Unicom 11%
SoftBank
15%
NTT
Docomo
17%
SingTel
8%
LGT
3%
Olleh (KT)
8%
SKT 8% China Telecom 2%
Chungwa 3%
Taiwan Mobile 3%
China Mobile 5%
FarEasTone 3%
Orange
20%SFR 4%
E-Plus 4%
Telecom
Italia - TIM 5%
Vodafone
31%
Tele2 2%
Bouygues
3%
Telenor 5%
Sweden 3G 2%
Telia 3%
KPN 4%
O2 13%
MTS 4%

14. Velti’s ‘State of Mobile Advertising 2012: Year in Review’ report delivers insight into trends in the mobile
advertising market during 2012.
The data is from the Mobclix Exchange, which sits at the intersection of +33,500 apps and +45 demand sources.
The outcomes of many sales teams, business development teams, and ad networks are aggregated and
reflected in this report to give the reader a highly accurate picture of the market.
2012 Year in Review
State of Mobile Advertising
ABOUT THE VELTI ‘STATE OF MOBILE ADVERTISING’ REPORT
Velti is the leading global provider of mobile marketing and advertising technology and solutions that enable
brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and
measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti
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consumers, engage the consumer through the mobile Internet and applications, convert them into customers and
continue to actively manage the relationship through the mobile channel. Velti is a publicly held corporation
based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT.
Visit www.velti.com for more information and to read our blog on mobile advertising and marketing insights.
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