Cocoa chinaevent key_v2_bernie-google
- 1. Mobile Advertising for Mobile Applications Aug 27, 2011 Bernard Tay
- 2. agenda 1 Mobile Application is big 2 Smartphone Users Are Target Audience 3 Ad-Funded, In-App or One-Time Download
- 3. Mobile Application Is BIG
- 6. Smartphone Users Are Target Audience?
- 7. Worldwide Smartphone Shares SWE NOR FIN 30% 33% 29% RUS GBR DNK 25% 30% DEU 30% POL CZE NLD 18% KOR FRA xx% 29% 33% CHN JPN 27% HKG 27% AUT TUR USA CHE 35% 6% ESP ITA 35% 21% 14% 31% TWN 34% ISR THA 33% 24% IND MYS 26% xx% 28% 23% 9% SGP IDN ZAF 62% AUS 15% 17% 37%
- 9. The Spectacular Rise of the Tablet Tablets predicted to reach 25% of PC The iPad is Apple’s fastest-selling shipments in next two years device in history 500 Tablet Shipments (millions) iPad, iPhone, iPod Sales, 3 Quarters 12 After Launch (millions) 450 400 10 350 8 300 Tablets iPad 250 6 PCs iPhone 200 4 iPod 150 100 2 50 0 0 2010 2011 2012 0 Q1 Q2 Q3
- 10. » Private urban smartphone users in China: Devices: 54% currently have their first smartphone. Brands: They mainly use Nokia, Samsung, Apple. Web-behaviour: 61% use the internet at least once a day via smartphone. Still heavier web-usage via PC / laptop. Demographics: More males use smartphones, they are younger (up to 34 years), higher educated and full-time employed.
- 11. Used Devices » 97% of urban Chinese citizens use a Mobile Phone / Smartphone 72% Mobile phone / Desktop / PC Laptop / Netbook / MP3- / Media eReader Tablet PC or Handheld Smartphone Notebook Webbook player with Slate / Pad gaming device Web access Base: All respondents, n=1000 Netcount Q1: Which, if any, of the following devices do you currently use? Laptop / Desktop
- 12. Number and Type of Used Phones » 30% of urban Chinese citizens have more than one phone 1% have four phones 4 4% have three phones 3 +dk dk +dk + 2 + 25% have + two phones dk 67% have 1 one phone Base: All respondents, n=1000 Q2: And how many mobile phones or smartphones do you currently use? Q6: And which of the following best describes your phones?
- 13. Share of Mobile Phones vs. Smartphones » 35% of urban Chinese citizens use a smartphone for personal reasons Mobile 97% Phone 60% Smart- Phone 35% Base: All respondents, n=1000 Q1: Which, if any, of the following devices do you currently use? Q6: And which of the following best describes your phones?
- 14. Number of Smartphone & Usage Duration » For 54% of urban smartphone users it is the first smart device Don‘t know No Yes Base: All main privately used smartphones, n=354 Q7: Is your … your first smartphone? Q8: How long have you been using your smartphone? 14
- 15. Demographics 1/2 All respondents Private smartphone users Female 50% 44% Gender Male 50% 56% 18 - 24 Years 17% 24% 25 - 34 Years 31% 39% 35 - 44 Years 23% 21% Age 45 - 54 Years 18% 11% 55 - 64 Years 11% 5% Average Ø 36,6 Ø 32,8 Low 22% 8% Education Middle 26% 26% High 51% 65% Active (full + part time) 71% 81% Employment Status Inactive 29% 19% Single 30% 40% Living with partner 0% 0% Marital Status Married 69% 58% Divorced/ separated 1% 1% Base: All respondents, n=1000 / Private smartphone users, n=354
- 16. Demographics 2/2 All respondents Private smartphone users 1 Person 3% 3% 2 Persons 6% 7% Household Size 3 Persons 37% 40% 4 Persons and more 53% 49% Average Ø 4,0 Ø 3,9 0 Children 53% 53% 1 Child 36% 36% Number of Children 2 Children 8% 8% 3 Children and more 2% 3% Average Ø 0,6 Ø 0,6 Top (8.000 RMB or more) 20% 30% Household Middle (3.000 – 7.999 RMB) 39% 40% income (monthly) Low (less than 3.000 RMB) 33% 23% Base: All respondents, n=1000 / Private smartphone users, n=354
- 17. Are These Your Target Audience ? ✔
- 18. Ad-Funded, In-App Purchasing And Paid ?
- 19. Ad-Funded In-App Purchase Pay Per Download • Advertiser Pays • User Pays • User Pays • CTR, eCPM, CPC • Virtual goods • Price of app • Recurring Revenue inventory, price per • One-Time-Revenue payment, • Easy option for users • Great option for users to experience full • Recurring Revenue who are willing to buy features of apps • Great option for users the app right out, with without paying to try the app with either previous possibly limited knowledge of the app features (via advertising ?)
- 21. Typical Lifecycle Of Successful App Integrate monetization SDK & Publish to Appstore Increase Userbase via Mobile Advertising Monetize & Use HouseAds to further drive downloads of other versions (x & up sell)
- 22. Key Takeaways Mobile App business is exploding and pads expected to drive even more growth Smartphone users are also the right audience 3 main monetization models available and should be combined in an overall strategy Time is right now, reach out to Google Mobile team to get started