A YEAR IN MOBILE ADVERTISING
Highlights from the 2016 Mobile Advertising Industry
Introduction
We are delighted to share the first annual edition of the InMobi Yearbook with you!
Over the last twelve months, strong demand for mobile, video and social media has driven growth in digital ad spend. Mobile is expected to account for 51% of digital ad spend by the end of 2016 and is forecasted to grow to 70% of digital ad spend by 2019 [1]. While this is encouraging, we have just scratched the surface with what can be achieved by making mobile an integral part of the marketing mix. Succeeding with mobile requires a complete shift to mobile-first thinking, across creative design and campaign execution.
This yearbook shares with you highlights from that journey; capturing 2016’s key mobile advertising developments, industry changes and how these changes will shape the coming year. Advertisers and publishers can now create a winning game plan for 2017, equipped with powerful trends gleaned from InMobi’s vast network, award-winning creatives and deep insights from industry leaders. Happy reading!
Over the last twelve months, strong demand for mobile, video and social media has driven growth in digital ad spend. Mobile is expected to account for 51% of digital ad spend by the end of 2016 and is forecasted to grow to 70% of digital ad spend by 2019 [1]. While this is encouraging, we have just scratched the surface with what can be achieved by making mobile an integral part of the marketing mix. Succeeding with mobile requires a complete shift to mobile-first thinking, across creative design and campaign execution.
This yearbook shares with you highlights from that journey; capturing 2016’s key mobile advertising developments, industry changes and how these changes will shape the coming year. Advertisers and publishers can now create a winning game plan for 2017, equipped with powerful trends gleaned from InMobi’s vast network, award-winning creatives and deep insights from industry leaders. Happy reading!
Arun Pattabhiraman,
Vice President & Global Head of Marketing
The rise of mobile video advertising
200% growth in video ad consumption
Double down with mobile video
The world of video ads
Mobile video ads delivered
| 4X | higher user engagement compared to formats |
| 2X | higher conversions compared to static formats |
| 80% | completion rates |
Engagement = CTRs; Conversions = CVRs.
Advantage Asia
China, India and SEA spur growth
Unleashing the
Chinese Dragon
|
Unbeatable growth |
High on native |
|---|---|
|
InMobi recorded
15-fold growth in a span of 4 years |
InMobi is the largest
independent native ad network in China |
|
Largest iOS platform |
Top partner |
|---|---|
|
InMobi’s vast
network reaches 80% of Chinese iOS users |
We partner with
80% of the Top 1000 apps in China |
Tracking the
Indian mobile ecosystem
|
Digital equals Mobile |
Quality trumps Quantity |
|---|---|
|
80% of Internet users
come online via their mobile devices [11] |
Advertisers
aimed to retain high LTV users |
|
Rise of mCommerce |
Overcoming banner blindness |
|---|---|
|
Focus has shifted
to user retention via Remarketing |
Advertisers delivered
superior experiences via mobile video |
The promise of
Southeast Asia
|
Digital equals Mobile |
Creative innovations |
|---|---|
|
The lack of an desktop
Internet legacy is driving mobile adoption |
Cutting-edge mobile
technology delivers innovative experiences |
|
Video in demand |
Programmatic rising |
|---|---|
|
Five to seven fold
growth in available mobile inventory for video [13] |
To achieve scale
on mobile, programmatic tools are key in new markets |
REFERENCES
Thanking our Partners
2016 was a momentous year for InMobi and for the mobile ecosystem at large. Here’s a big shout out to some of our clients and partners who helped us mark a milestone in the industry.
