Q1 2012 Adfonic Global
AdMetrics Report
Adfonic Global AdMetrics Report – Q1 2012
About the Adfonic Global AdMetrics Report
This first Global AdMetrics Report is based on the tens of billions of ad requests processed monthly by the
Adfonic platform, across the world. This volume positions Adfonic as a leading independent player in the
mobile advertising industry and enables us to extract meaningful insights about the drivers of business
performance on mobile platforms.
In Q1 2012, Adfonic analysed the performance of nearly ten thousand campaigns across ten thousand
publications. These insights are driving increased levels of performance, as our algorithms learn to optimally
match advertisers and publishers and maximise the value created for both.
Objective of this research
We are sharing the insights in this report to support the developer and advertiser community, and enable both
to get the most value from mobile advertising by making educated decisions when considering platforms,
channels or geographies.
Structure of this report
The first part of this report summarises Adfonic key metrics, providing insight about our performance across
all main geographies and platforms, and our diverse mix of publisher channels. The second part focuses on
some key trends observed in Q1 and insights into the relative CTR and eCPM performance across platforms,
channels and geographies, that will enable further optimisation across our campaigns in Q2.
Paul Childs
Adfonic Co-founder and Chief Marketing Officer
Adfonic network at a glance
Global Reach in Q1 2012
Global ad requests: 68 billion
Active campaigns: 9700
Platform Distribution (based on ad impressions)
Android: 38% iOS: 45% RIM: 7% Symbian: 5% Windows: 0.3% Other: 4%
Top Devices (based on ad impressions)
iPhone iPad iPod Touch Samsung
Galaxy S2 Blackberry
Curve 8520
Samsung
Galaxy S
Samsung
Galaxy Ace
Blackberry
Torch 9800
20b
5b
17b 23b
2.6b
Africa
North America
South America
Europe
Asia
The iOS and Android platforms dominated Adfonic ad impression volumes in Q1 2012
Some exceptions:
• RIM still generated a material share of ad impressions in Europe
• Symbian was also stronger in emerging markets than Europe and North America
Global reach on iOS & Android
Android: 46%
iOS: 42%
RIM: 7%
Symbian: 1%
Windows: 0.5%
Other: 3%
Android: 35%
iOS: 38%
RIM: 6%
Symbian: 5%
Windows: 0.1%
Other: 16%
Android: 35%
iOS: 41%
RIM: 17%
Symbian: 3%
Windows: 0.4%
Other: 4%
Android: 18%
iOS: 25%
RIM: 3%
Symbian: 20%
Windows: 0.2%
Other: 35%
Android: 36%
iOS: 52%
RIM: 1%
Symbian: 8%
Windows: 0.1%
Other: 3%
Africa
North America
South America
Europe
Asia
The channel mix reflects the diversity of Adfonic’s publisher partners
Balanced channel mix
Entertainment: 21%
Games: 30%
Lifestyle: 3%
News, Sport & Information: 33%
Social Networking: 12%
Entertainment: 10%
Games: 11%
Lifestyle: 4%
News, Sport & Information: 42%
Social Networking: 34%
Entertainment: 23%
Games: 44%
Lifestyle: 4%
News, Sport & Information: 21%
Social Networking: 8%
Entertainment: 23%
Games: 31%
Lifestyle: 10%
News, Sport & Information: 21%
Social Networking: 15%
Entertainment: 19%
Games: 36%
Lifestyle: 5%
News, Sport & Information: 23%
Social Networking: 17%
Adfonic Q1 Volumes
• Adfonic volumes and performance in Q1 2012
• 68b ad requests
• 9,700 campaigns
• Insights into all channels and regions
• Top Platforms and Models within each region
Highlights from this report
Android Tablets
• Stronger performance on Android
Tablets vs. Phones
• Kindle Fire penetration and
performance
• Significant disparities across
Android manufacturers Developers - Which platform & Channel?
• The Games channel benefits from a large inventory
and higher performance across all markets
• Lowest performance on the Social Networking
channel
Focus on Windows
• Consistently strong performance on
Windows shows promise
• The Games and News & Information
channels are up to 6 times more
lucrative than the average
Weekend Performance
• Consistently strong performance over the weekend,
across all platforms
• CTR is between 5% and 10% higher over the
weekend
Top devices and platforms
iPhone Apple iOS 30% 1.01
iPad Apple iOS 8% 0.90
iPod Touch Apple iOS 7% 1.25
Galaxy S2 Samsung Android 3% 1.00
BlackBerry 8520 RIM RIM 2% 1.02
I9000 Samsung Android 2% 0.82
GT-S5830 Samsung Android 2% 1.04
BlackBerry 9800 RIM RIM 1% 0.82
BlackBerry 9300 RIM RIM 1% 0.94
Wildfire HTC Android 1% 0.26
Other 44%
Top Devices (Ad Impressions)
iPhone: 30%
iPad: 8%
iPod Touch: 7%
Galaxy S2: 3%
BlackBerry 8520: 2%
I9000: 2%
GT-S5830: 2%
BlackBerry 9800: 1%
BlackBerry 9300: 1%
Wildfire: 1%
Other
Top Platforms (Ad Impressions)
Android: 38% (CTR Index 0.8)
iOS: 45% (CTR Index 1.0)
RIM: 7% (CTR Index 0.9)
Symbian: 5% (CTR Index 2.0)
Windows: 0% (CTR Index 2.2)
Other: 4% (CTR Index 1.1)
North America
iPhone Apple iOS 25% 0.97
iPod Touch Apple iOS 14% 1.37
iPad Apple iOS 4% 0.85
Kindle Fire Amazon Android 2% 1.57
PC36100 HTC Android 2% 0.15
BlackBerry 9800 RIM RIM 2% 0.73
LS670 LG Android 1% 0.63
HTC Desire HD HTC Corporation Android 1% 0.17
HTC EVO 3D HTC Android 1% 0.47
BlackBerry 8520 RIM RIM 1% 0.81
Other 46%
Top Devices (Ad Impressions)
iPhone: 25%
iPod Touch: 14%
iPad: 4%
Kindle Fire: 2%
PC36100: 2%
BlackBerry 9800: 2%
LS670: 1%
HTC Desire HD: 1%
HTC EVO 3D: 1%
BlackBerry 8520: 1%
Other
Top Platforms (Ad Impressions)
Android: 46% (CTR Index 0.9)
iOS: 42% (CTR Index 1.1)
RIM: 7% (CTR Index 0.8)
Symbian: 1% (CTR Index 2.7)
Windows: 0% (CTR Index 2.5)
Other: 3% (CTR Index 1.2)
iPhone Apple iOS 27% 1.10
iPad Apple iOS 9% 0.86
BlackBerry 8520 RIM RIM 6% 0.89
iPod Touch Apple iOS 5% 1.23
Galaxy S2 Samsung Android 4% 1.16
GT-S5830 Samsung Android 3% 1.13
BlackBerry 9300 RIM RIM 3% 0.84
I9000 Samsung Android 2% 0.95
Wildfire HTC Android 2% 0.24
BlackBerry 9800 RIM RIM 2% 0.77
Other 36%
Top Devices (Ad Impressions)
iPhone: 27%
iPad: 9%
BlackBerry 8520: 6%
iPod Touch: 5%
Galaxy S2: 4%
GT-S5830: 3%
BlackBerry 9300: 3%
I9000: 2%
Wildfire: 2%
BlackBerry 9800: 2%
Other
Top Platforms (Ad Impressions)
Android: 35% (CTR Index 0.9)
iOS: 41% (CTR Index 1.0)
RIM: 17% (CTR Index 0.9)
Symbian: 3% (CTR Index 2.6)
Windows: 0% (CTR Index 2.0)
Other: 4% (CTR Index 0.8)
Europe
Top Devices (Ad Impressions)
iPhone: 28%
iPad: 8%
BlackBerry 8520: 7%
iPod Touch: 6%
Galaxy S2: 5%
BlackBerry 9300: 3%
GT-S5830: 3%
I9000: 3%
BlackBerry 9800: 2%
Wildfire: 2%
Other
Top Platforms (Ad Impressions)
Android: 32% (CTR Index 0.9)
iOS: 41% (CTR Index 1.0)
RIM: 19% (CTR Index 0.8)
Symbian: 3% (CTR Index 2.6)
Windows: 0% (CTR Index 2.0)
Other: 4% (CTR Index 0.7)
Top Devices (Ad Impressions)
iPhone: 19%
iPad: 17%
GT-S5830: 5%
Wildfire: 4%
Galaxy S2: 3%
Xperia X8: 2%
GT-S5570/Galaxy Mini: 2%
I9000: 2%
GT-S5660/Galaxy Gio: 2%
iPod Touch: 2%
Other
Top Platforms (Ad Impressions)
Android: 56% (CTR Index 0.8)
iOS: 38% (CTR Index 1.2)
RIM: 0% (CTR Index 1.7)
Symbian: 3% (CTR Index 2.3)
Windows: 0% (CTR Index 2.0)
Other: 2% (CTR Index 1.2)
Western Europe Eastern Europe
Asia
iPhone Apple iOS 38% 1.06
iPad Apple iOS 10% 0.99
iPod Touch Apple iOS 4% 1.26
Galaxy S2 Samsung Android 3% 0.82
I9000 Samsung Android 2% 0.69
SHW-M250S Galaxy S2Samsung Android 2% 0.78
GT-P1000 Galaxy TabSamsung Android 2% 0.59
GT-S5830 Samsung Android 1% 0.86
E63 Nokia Symbian 1% 0.53
E71 Nokia Symbian 1% 0.60
Other 36%
Top Devices (Ad Impressions)
iPhone: 38%
iPad: 10%
iPod Touch: 4%
Galaxy S2: 3%
I9000: 2%
SHW-M250S Galaxy S2: 2%
GT-P1000 Galaxy Tab: 2%
GT-S5830: 1%
E63: 1%
E71: 1%
Other
Top Platforms (Ad Impressions)
Android: 36% (CTR Index 0.7)
iOS: 52% (CTR Index 1.0)
RIM: 1% (CTR Index 1.5)
Symbian: 8% (CTR Index 1.8)
Windows: 0% (CTR Index 2.0)
Other: 3% (CTR Index 1.4)
South America
iPhone Apple iOS 22% 0.86
iPod Touch Apple iOS 10% 0.97
iPad Apple iOS 6% 1.14
BlackBerry 8520 RIM RIM 3% 1.65
Galaxy S2 Samsung Android 3% 1.07
GT-S5830L Galaxy AceSamsung Android 2% 1.30
P500h LG Android 2% 0.96
MB525 Motorola Android 2% 0.92
C3-00 Nokia Other 2% 1.64
Xperia X8 Sony Ericsson Android 2% 0.25
Other 47%
Top Devices (Ad Impressions)
iPhone: 22%
iPod Touch: 10%
iPad: 6%
BlackBerry 8520: 3%
Galaxy S2: 3%
GT-S5830L Galaxy Ace: 2%
P500h: 2%
MB525: 2%
C3-00: 2%
Xperia X8: 2%
Other
Top Platforms (Ad Impressions)
Android: 35% (CTR Index 1.0)
iOS: 38% (CTR Index 0.8)
RIM: 6% (CTR Index 1.4)
Symbian: 5% (CTR Index 2.1)
Windows: 0% (CTR Index 2.1)
Other: 16% (CTR Index 1.0)
Africa
iPhone Apple iOS 17% 0.98
iPad Apple iOS 6% 0.83
6300 Nokia Other 5% 0.32
C3-00 Nokia Other 3% 1.51
2700 classic Nokia Other 3% 1.22
X2-01 Nokia Other 3% 1.46
Galaxy S2 Samsung Android 2% 0.90
5130 XpressMusic Nokia Other 2% 1.26
C1-01 Nokia Other 2% 1.57
iPod Touch Apple iOS 2% 0.80
Other 55%
Top Devices (Ad Impressions)
iPhone: 17%
iPad: 6%
6300: 5%
C3-00: 3%
2700 classic: 3%
X2-01: 3%
Galaxy S2: 2%
5130 XpressMusic: 2%
C1-01: 2%
iPod Touch: 2%
Other
Top Platforms (Ad Impressions)
Android: 18% (CTR Index 0.9)
iOS: 25% (CTR Index 0.8)
RIM: 3% (CTR Index 1.0)
Symbian: 20% (CTR Index 1.5)
Windows: 0% (CTR Index 1.4)
Other: 35% (CTR Index 0.9)
• Although the Android smartphone market is fragmented, there are clear CTR disparities across models, with
Samsung performing consistently better than HTC for example.
• The Android Tablet market is less fragmented, with the Kindle Fire taking off with a significant share and
very high CTR performance. TABLET
GT-P1000 Galaxy Tab Samsung 19% 0.70
Kindle Fire Amazon 13% 1.83
GT-N7000 Galaxy Note Samsung 8% 1.02
GT-P7500 P4 Samsung 7% 0.90
Eee Pad Transformer Asus 6% 0.61
Iconia Tab A500/Picasso Acer 4% 0.74
GT-P7510 Samsung 4% 0.80
AT100 Toshiba 2% 0.62
P6200 Samsung 2% 1.36
Xoom Motorola 2% 0.67
Other 33%
GT-P1000 Galaxy Tab: 19% (CTR Index 0.7)
Kindle Fire: 13% (CTR Index 1.8)
GT-N7000 Galaxy Note: 8% (CTR Index 1.0)
GT-P7500 P4: 7% (CTR Index 0.9)
Eee Pad Transformer: 6% (CTR Index 0.6)
Iconia Tab A500/Picasso: 4% (CTR Index 0.7)
GT-P7510: 4% (CTR Index 0.8)
AT100: 2% (CTR Index 0.6)
P6200: 2% (CTR Index 1.4)
Xoom: 2% (CTR Index 0.7)
Other
Note: The CTR index in the first table is computed across all mobile phone devices only and allows comparison of the
performance within this category only, whereas the index from the second table focuses exclusively on tablet. Therefore,
indices should not be compared across the two tables.
MOBILE
Galaxy S2 Samsung 8% 1.27
I9000 Samsung 5% 1.04
GT-S5830 Samsung 5% 1.32
Wildfire HTC 3% 0.33
HTC Desire HD HTC Corporation 3% 0.46
SHW-M250S Galaxy S2 Samsung 2% 0.91
GT-S5570/Galaxy Mini Samsung 2% 1.52
PC36100 HTC 2% 0.19
GT-I9003 Samsung 1% 1.13
Xperia X8 Sony Ericsson 1% 1.08
Other 68%
Galaxy S2: 8% (CTR Index 1.3)
I9000: 5% (CTR Index 1.0)
GT-S5830: 5% (CTR Index 1.3)
Wildfire: 3% (CTR Index 0.3)
HTC Desire HD: 3% (CTR Index 0.5)
SHW-M250S Galaxy S2: 2% (CTR Index 0.9)
GT-S5570/Galaxy Mini: 2% (CTR Index 1.5)
PC36100: 2% (CTR Index 0.2)
GT-I9003: 1% (CTR Index 1.1)
Xperia X8: 1% (CTR Index 1.1)
Other
Focus on Android Tablet CTR 36% than phones (US)
• Apple leads the manufacturers league in terms of volume for both mobile phones and tablets (iPad).
• Samsung is a close contender, achieving the highest CTR across Android mobile phones and a CTR only 20%
lower than the iPad on tablets.
• The Amazon Kindle Fire achieves the highest CTR across all tablets.
Smartphones volumes and CTR Tablets volumes and CTR
Focus on manufacturers
High CTRs on the Windows platform show potential, as the volume of ad requests increases.
As a young platform, Windows benefits from its low volume (0.3% of our impressions in Q1), as users may still
be exempt from banner blindness.
Focus on Windows
Day targeting CTRs are 5-10% higher during the weekend
- 50 100 150 200 250
Asia
North America
Western Europe
Social Networking
News, Sport & Information
Lifestyle
Games
Entertainment
Within each region, CTR varies significantly across channels:
• The consistent strong performance of Adfonic’s large Games channel is particularly
visible in Asia
• CTR over the Social Networking channel is the lowest
These disparities illustrate the impact of the ad positioning within the user journey.
Games users are more likely to interact with the ad, for example, when ads are
shown during a natural break between levels in the game, whereas the journey on
social networking sites is less prone to interruptions.
Note: The CTR indices represented on the graphs below are computed within each region and
allow comparison of the performance across channels within each individual region only.
CTR performance index per channel
CTR performance index
eCPM Index
1.35 0.95 0.70 4.80
1.23 1.61 1.51 6.74
1.93 1.08 2.07 4.88
0.57 0.86 0.58 5.24
0.90 0.25 0.61 4.31
CTR Index
1.04 0.73 0.72 2.18
1.19 1.78 1.76 2.56
0.77 0.47 0.36 1.53
0.64 1.02 0.45 3.27
0.57 0.20 0.65 2.08
• The Games Channel generates the strongest eCPM and CTR performance
across all platforms, making it a favorite for developers.
• Despite a CTR typically lower on Android than iOS, some channels enjoy a
high eCPM premium on Android, in particular the Lifestyle and
Entertainment channels.
• High eCPMs, up to five times higher than the average, on the Windows
platform can be explained by the current low volume, as noted before.
Most lucrative areas – eCPM index