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MOBILE ADVERTISING & USER ACQUISITION IN CHINA

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MOBILE ADVERTISING & USER ACQUISITION IN CHINA

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This report provides an overview of the China's advertising industry in 2015. As the amount of traffic has increased dramatically, which sectors that are driving growth. How much does it cost to acquire an iOS or Android user, and what are the best channels to make sure your ads get the attention they deserve?

This report provides an overview of the China's advertising industry in 2015. As the amount of traffic has increased dramatically, which sectors that are driving growth. How much does it cost to acquire an iOS or Android user, and what are the best channels to make sure your ads get the attention they deserve?

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MOBILE ADVERTISING & USER ACQUISITION IN CHINA

  1. 1. MOBILE ADVERTISING & USER ACQUISITION IN CHINA 2015
  2. 2. INTRODUCTION China is a complex market because the mobile ecosystem is highly fragmented, and mobile consumption habits and preferences differ greatly from the West. To succeed in this market, companies need best services, technologies and people available. By launching the China Knowledge Hub together with Newzoo, we aim to help global audiences understand the complexities of the Chinese mobile consumer, and how they can tap into the potential of this vast mobile-first market. Since the start of our co-operation in 2014, the relationship with TalkingData has evolved into a strategic one. We share the ambition to be global leaders in the field of mobile intelligence and analytics services. TalkingData is by far the leading provider of mobile intelligence on China and it is a great privilege to be able to share their unique insights to the Western world. LEO CUI CEO TalkingData PETER WARMAN CEO Newzoo
  3. 3. NOTES DATA SOURCE • TalkingData Mobile Data Research Center's data uses a combination of its App Analytics, Game Analytics, Ad Tracking, and data exchanged from business partners, such as app stores, mobile channels and operators. The data in this report is mainly based on monitoring results of TalkingData Ad Tracking. By November 2015, TalkingData Ad Tracking had tracked over 200 advertising platforms and covered more than 800 million mobile devices. At its peak, it monitors more than 30 million clicks on a daily basis. DEFINITIONS • Clicks: The number of times an ad is clicked • Activations: the number of devices that download and activate the app for the first time • Advertising volume: the number of ads served on advertising platforms • Incentivized advertising: reward users with something, such as virtual currency in game, in exchange for them being exposed to an advertisement • Direct response advertising: invite consumers to click, download and sometimes register for product promotions • Brand awareness advertising: create brand awareness with consumers through repeated exposure to an advertisement 3 Data source: TalkingData Mobile Data Research Center 2011-2016 © TalkingData.com
  4. 4. MOBILE ADVERTISING TRENDS IN 2015 2011-2016 © TalkingData.com4 Data source: TalkingData Mobile Data Research Center  MOBILE BRAND-AWARENESS ADVERTISING: Brands are increasing their awareness advertising on mobile devices, boosting their share of all ads to 36.5%  MOBILE DIRECT-RESPONSE ADVERTISING: • For iOS, the number of clicks increased 255% in 2015, while the activation numbers increased 12%. The growing activation volume is the result of a larger number of clicks. Advertisers are no longer dependent on incentivized ads. • The number of clicks and activations on Android in 2015 has grown 112% and 146%, respectively. Android ad owners focus on the outcomes of subcontracting promotions and have increasing demand for third-party data on monitoring ad performances. More Traffic  GAMING IS STILL THE KEY SECTOR: Gaming remains the sector with the most mobile advertising, with gaming-related clicks taking 59.6% of total clicks in 2015. However, this is significantly lower than the 81.1% in the previous year  RAPID ENTRY OF EMERGING INDUSTRIES: Advertisers from emerging industries such as financial services, real estate, and education are increasing their advertising volume on mobile devices More Industries More precision  MORE ADS ON DMP: Ads placed using a DMP don’t make up a large share of total ads, but have witnessed rapid growth. In total, the proportion of incentivized ads on DMP have climbed 200%  SOME INDUSTRIES ARE MORE AWARE OF DMP: Advertisers from gaming, e-commerce, and financial services are more aware of DMP advertising  A SIGNIFICANT INCREASE IN ADVERTISING EFFECT: Compared with normal advertising, ads on DMP have shown a significant increase in both CVR and CTR
  5. 5. PART 1 MOBILE BRAND-AWARENESS ADVERTISING
  6. 6. MOBILE BRAND AWARENESS VS. DIRECT RESPONSE ADS 6 The share of mobile brand- awareness ads showed a strong Y-o-Y increase Compared to PC advertising, mobile advertising offers the opportunity to target audiences more precisely. In 2015, a significant higher share of mobile advertising were brand- awareness campaigns, now accounting for 36.5% of all ads. MOBILE BRAND-AWARENESS ADS VS. DIRECT-RESPONSE ADS (BASED ON TOTAL NUMBER OF MOBILE ADS SERVED) Data source: enterprise interviews, public data compiled by TalkingData Mobile Data Research Center 74% 26% 63% 37% 20152014 2011-2016 © TalkingData.com
  7. 7. MOBILE BRAND-AWARENESS ADS: POPULARITY OF ADS FORMATS 7 Mobile brand-awareness advertisers prefer videos and information streams Video and information streams are the major ad formats employed for mobile brand-awareness ads. Combined they take up more than 50% of the total ads that are served, followed by splash screen ads and search engine ads. POPULARITY OF MOBILE BRAND-AWARENESS AD FORMATS (BASED ON TOTAL NUMBER OF MOBILE ADS SERVED) Data source: TalkingData Mobile Data Research Center 2011-2016 © TalkingData.com
  8. 8. PART 2 MOBILE DIRECT-RESPONSE ADVERTISING
  9. 9. CLICK & ACTIVATION TRENDS FOR DIRECT-RESPONSE ADS (IOS) 2011-2016 © TalkingData.com9 iOS witnessed a rapid growth in the number of clicks while the growth in number of activations slowed down in 2015. The number activations of mobile direct response ads climbed only 12% in 2015, much lower than the growth in number of clicks. Data source: TalkingData Mobile Data Research Center Notes: activation refers to the volume triggered by promotion, excluding natural activation. GROWTH IN NUMBER OF CLICKS OF MOBILE DIRECT-RESPONSE ADS GROWTH IN NUMBER OF ACTIVATIONS OF MOBILE DIRECT-RESPONSE ADS
  10. 10. CLICK & ACTIVATION TRENDS FOR DIRECT-RESPONSE ADS (ANDROID) 2011-2016 © TalkingData.com10 Both clicks & activations saw rapid growth on Android Android advertisers mainly rely on third party app stores to launch ads, and use ad platforms as an alternative solution. In 2015, the number of ad clicks on Android grew by112%, while activation volume climbed 146%. Android advertisers appear to have shifted from the traditional approach to using more ad platforms for precise targeting. Data source: TalkingData Mobile Data Research Center Notes: activation refers to the volume triggered by promotion, excluding natural activation. GROWTH NUMBER OF CLICKS OF MOBILE DIRECT-RESPONSE ADS GROWTH NUMBER OF ACTIVATIONS OF MOBILE DIRECT-RESPONSE ADS
  11. 11. CLICK RATES ON IOS VS. ANDROID 2011-2016 © TalkingData.com11 iOS takes the highest share of clicks Chinese Android traffic has been monopolized by the biggest Android app stores, which are the first choice when you want to release an app in China. iOS is a different story because the traffic is directed to the AppStore from ad platforms. Therefore, iOS relies more on ad platforms than Android. From the second half of 2014 to the first half of 2015, the rise of incentivized ads has triggered a decline in the share of iOS, but it climbed back to 87.7% in the second half of 2015. MOBILE AD CLICKS 2014-2015 (AS PERCENTAGE OF TOTAL NUMBER OF MOBILE ADS CLICKED) Data source: TalkingData Mobile Data Research Center
  12. 12. ACTIVATION ON IOS VS. ANDROID 2011-2016 © TalkingData.com12 In terms of activation, the two platforms have become more balanced From 2014 to 2015, activation volume on the two platforms has grown to a more balanced level. By the second half of 2015, activation volume on the Android platform accounted for 43.3% of the total vs. just 12% on the first half of 2014. SHARE OF ACTIVATION VOLUME FOR IOS AND ANDROID (AS PERCENTAGE OF TOTAL NUMBER OF MOBILE ADS ACTIVATED) Data source: TalkingData Mobile Data Research Center
  13. 13. TOP 5 PROVINCES IN AD CLICKS 2011-2016 © TalkingData.com13 Users from Beijing, Shanghai, Guangzhou and other coastal provinces tend to click more mobile ads Ad clicks are relatively higher in Beijing, Shanghai, Guangzhou and coastal provinces like Jiangsu and Zhejiang. This reflects the geographical distribution of mobile devices. TOP 5 PROVINCES IN AD CLICKS ON IOS AND ANDROID (AS PERCENTAGE OF TOTAL NUMBER OF MOBILE ADS CLICKED) Data source: TalkingData Mobile Data Research Center
  14. 14. TOP 5 PROVINCES IN ACTIVATION 2011-2016 © TalkingData.com14 Guangdong and coastal provinces have the highest mobile ad activation volume In terms of activation, Guangdong tops both platforms. On iOS, Zhejiang, Jiangsu and Fujian take relatively large shares. On Android, aside from Guangdong and Jiangsu, Beijing, Shandong and Henan also rate highly. TOP 5 PROVINCES IN ACTIVATION ON IOS AND ANDROID (AS PERCENTAGE OF TOTAL NUMBER OF ACTIVATIONS) Data source: TalkingData Mobile Data Research Center
  15. 15. ADVERTISING SHARE OF VARIOUS SECTORS 2011-2016 © TalkingData.com15 New sectors strongly increase mobile advertising efforts In 2014, the established mobile advertising sectors such as gaming and social networking took up more than 90% of all mobile ads. In 2015, the shares of these two sectors dropped dramatically to 62.4%. Sectors that are relatively new to mobile advertising (“emerging sectors”), like new media and e- commerce, are rapidly taking a larger share of the market. MOBILE ADVERTISING SPLIT PER SECTOR (AS PERCENTAGE OF TOTAL NUMBER OF MOBILE ADS SERVED) Data source: TalkingData Mobile Data Research Center Notes: New media refers to video, music, broadcasting, news and other mobile end apps.
  16. 16. AD CLICKS OF SECTORS RELATIVELY NEW TO MOBILE ADVERTISING 2011-2016 © TalkingData.com16 Sectors relatively new to mobile advertising, like finance, real estate and medical care, see rapid growth in ad clicks In 2015, mobile ad clicks of new “emerging” sectors witnessed rapid growth. The finance, real estate, education, and medical care sectors have seen the fastest growth. Mobile ads are becoming increasingly diversified in terms of industries. GROWTH OF MOBILE AD CLICKS IN EMERGING SECTORS Data source: TalkingData Mobile Data Research Center E-commerce Finance + Real Estate + Education + Healthcare New media Travel and transportation
  17. 17. USER ACQUISITION COSTS ACROSS SECTORS 2011-2016 © TalkingData.com17 iOS users are more expensive to acquire The cost of customer acquisition is generally higher on the iOS platform than on Android. It is also more costly for the financial sector to earn customers than for gaming and e- commerce. Data source: enterprise interviews, public data compiled by TalkingData Mobile Data Research Center COST OF USER ACQUISITION PER VERTICAL | IOS & ANDROID
  18. 18. TRENDS IN ABNORMAL CLICKS 2011-2016 © TalkingData.com18 Abnormal* clicks account for 11.6% of total clicks on average In 2015, abnormal clicks on mobile ads took an average of 11.6% of total clicks. This was much lower at the beginning of the year, around 5%, and peaked in July when the share reached 19.7%. Rise of abnormal clicks should be alarming and might be caused by click fraud. TalkingData can help you closely monitor abnormal clicks. ABNORMAL CLICKS ON MOBILE ADS (BASED ON MOBILE AD VOLUME IN ABSOLUTE NUMBERS) Data source: TalkingData Mobile Data Research Center *Rules to decide abnormality include the discreteness of IPs, abnormal time span and abnormal activation requests.
  19. 19. TRENDS IN ABNORMAL ACTIVATION 2011-2016 © TalkingData.com19 Abnormal* activation grows significantly in promotional seasons On average, abnormal activation accounts for 6.1% of the total monthly activations. This share surges in the promotional periods of the year, reaching an average of 11% in August, September and December. TalkingData can help you closely monitor abnormal clicks. ABNORMAL ACTIVATION OF MOBILE ADS (BASED ON MOBILE AD VOLUME IN ABSOLUTE NUMBERS) Data source: TalkingData Mobile Data Research Center *Rules to decide abnormality include the discreteness of IPs, abnormal time span and abnormal activation requests.
  20. 20. PART 3 MOBILE PRECISION MARKETING
  21. 21. SHARE OF ADVERTISERS USING MOBILE DMP IS RISING 2011-2016 © TalkingData.com21 Share of advertising via DMP climbs by around 200%. In 2015, mobile ads on DMP accounted for 11.8% of the total, up from 3.9% in the previous year. This represents a growth of about 200%. Advertisers that prefer DMP come mostly from the gaming, e-commerce and financial sectors. Data source: TalkingData Mobile Data Research Center
  22. 22. EFFECT OF ADS SERVED VIA A DMP 2011-2016 © TalkingData.com22 Ads served via a DMP are more effective Compared with non-DMP delivery, ads served via DMP see a significant improvement on both CVR and CTR with the effect most pronounced on CVR. MOBILE DIRECT-RESPONSE ADS: A COMPARISON BETWEEN EFFECTS OF DMP ADS AND NORMAL ONES ON CTR & CVR Data source: TalkingData Mobile Data Research Center
  23. 23. 移动广告网络-点击量TOP20 glispa InMobi 百度联盟 Tencent Social Ads adSage Mobvista Chartboost AdWords Chance Ad Toutiao.com DOMOB Baidu Search Adwo Youmi.net Appcoach Unity Ads Avazu Private Exchange Youku Guohead.com MobPartner 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 321 TOP 20 MOBILE ADVERTISING NETWORKS BY NUMBER OF CLICKS Data source: TalkingData Mobile Data Research Center Notes: The ranking is based on the total annual clicks of advertising networks in 2015 provided by TalkingData Ad Tracking 23 2011-2016 © TalkingData.com
  24. 24. TOP 20 MOBILE ADVERTISING NETWORKS BY NUMBER OF ACTIVATIONS 24 Data source: TalkingData Mobile Data Research Center Notes: The ranking is based on the total annual activation volume of advertising networks in 2015 provided by TalkingData Ad Tracking. Tencent Social Ads 2011-2016 © TalkingData.com
  25. 25. TOP 20 MOST POPULAR MOBILE ADVERTISING NETWORKS 2011-2016 © TalkingData.com25 Data source: TalkingData Mobile Data Research Center Notes: The ranking is based on the total annual promotions of advertising networks in 2015 provided by TalkingData Ad Tracking. Tencent Social Ads
  26. 26. TOP 20 MOBILE ADVERTISING NETWORKS BY OVERALL STRENGTH 2011-2016 © TalkingData.com26 Data source: TalkingData Mobile Data Research Center Notes: The ranking is based on a comprehensive calculation of user coverage, clicks, media quality and other indexes of advertising networks in 2015 Tencent Social Ads Adwo
  27. 27. TOP 10 DISTRIBUTION CHANNELS 2011-2016 © TalkingData.com27 Data source: TalkingData Mobile Data Research Center Notes: The ranking is based on the monitoring results provided by TalkingData Ad Tracking in 2015 Tencent Social Ads
  28. 28. ABOUT TALKINGDATA TalkingData is China’s largest, independent Big Data service platform that focuses on the mobile app marketplace. TalkingData provides best-in-class Big Data products and services, such as mobile app analytics, mobile ad tracking, mobile game analytics, mobile market intelligence, DMP (Data Management Platform), and industry consulting. Today, 80% of the Top 50 app developers in China utilize TalkingData to track their app metrics, analyze user data points, and optimize monetization. Industry giants such as China Merchants Bank, Citic Bank, Ping An Group also rely on TalkingData’s enterprise Big Data solution to build their core data infrastructure towards a new mobile era. BIG DATA FOR SMARTER BUSINESS DECISIONS AND BETTER SOCIETY
  29. 29. CONTACT THANK YOU BUSINESS DEVELOPMENT Yuanyuan Meng (Grace) Yuanyuan.meng@tendcloud.com MARKETING COLLABORATION Furui Wang (Freedom) Furui.wang@tendcloud.com

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