February 2013

The leader in targeted mobile advertising

Another Year of Mobile

Its a new year, so we wanted to look back over our shoulder after all, mobile is old enough now to examine trends and of course we offer some New Years predictions. We also highlight the Best of 2012 in the Jumptap network, our Oscars of Mobile.

FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

The leader in targeted mobile advertising

Mobile Operating System Now a True Two-Horse Race, From Tape to Tape
In 2013, Android and iOS Will Combine for 96% Share
According to data from the Jumptap network, Apple iOS grew its marketshare from 26% in 2011 to 43% last year. Meanwhile, Android edged up slightly, maintaining the number one spot, while RIM got clobbered. Some of Apples share growth in 2012 could be attributed to the launch of the 4S at the end of 2011, the launch of the iPhone 5 in September of 2012, and the increase in iPad use. This year we see iOS and Android adding to their dominance at the expense of RIM and others.

Mobile Operating Systems Market Share

Other

5%

Other

1% 5%

Other

2% 2%

22% 43% 26% 44%

47%

51%

52%

2011

2012

2013 FORECAST

TAKEAWAY

Advertisers seek reach, efficiency and targeting, regardless of operating system; solutions that deliver across both iOS and Android will optimize results.
FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS 3

The leader in targeted mobile advertising

Tablets Surge as a Percent of Mobile Internet Consumption

Feature Phone Advertising All but a Memory as Tablets Make Strides
In 2011, 79% of Jumptap network traffic was smartphones, 14% feature phones and 7% tablets. The shift away from feature phones, and toward tablets, was underway in 2012 and will intensify in 2013.

Device-Type Market Share Tablets, Smartphones & Feature Phones

2%

14%

4%

70% 78% 79%

18% 7% 2011 2012 2013 FORECAST

29%

TAKEAWAY

Advertisers increasing their investment in mobile will be missing close to 1/3 of the market if they dont include tablets in their strategies.
FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS 4

The leader in targeted mobile advertising

Samsung Positioned to Extend Its Lead Among Android Handset Brands

No Other Brand Will Hold More than 11% of Android Handset Share
From 2011 to 2012, Samsungs share among Android handset brands on the Jumptap network increased from 42% to 56%. We forecast that Samsungs share, driven by the Galaxy handset line, will increase on the network, while HTC and LG stay neck and neck at a much lesser 11% share. Recent data show that the iPhone 5 has just pushed passed the Samsung Galaxy in terms of worldwide shipments, but the Galaxy continues to make Samsung the most popular of the Android brands.

60%

Android Handset Market Share 2011, 2012 and Forecast for 2013

45%

Samsung HTC LG Motorola Huwei Kyocera

30%

15%

2011

2012

2013 FORECAST

TAKEAWAY

Advertisers focusing on the Android market should assume that more than 50% of their ads will appear on Samsung smartphones, unless they specifically target other devices.

FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

The leader in targeted mobile advertising

Jumptaps Picks for Best Campaigns of 2012

B e s t o f Mo b i l e

2012

OK so maybe its not the Oscars, but its our Best Of. Jumptap would like to honor a few of the best campaigns from 2012. We ran thousands of campaigns last year, many of which experimented with creative formats, targeting and in-app integrations. The following three stood out to us.

FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

The leader in targeted mobile advertising

Best In-Game Integration: Intel

B e s t o f Mo b i l e

2012

Custom Facebook Game and In-Game Ads to Promote Ultrabook Devices

Intel worked with Jumptap, Rovio, the parent company of Angry Birds, and Celtra, a leader in rich media, to put together a unique integrated campaign, which included the first-ever fullybranded Angry Birds experience on Facebook. Intel drove fans from the mobile Angry Birds experience to Facebook via a unique set of in-game ads built by Jumptap and Celtra, which proved that integrated ads perform better.

Results
2.50% CTR from in-game rich media 7M fans played the Intel-branded Facebook game 101M game levels started 78M timeline impressions generated through published actions 3.7M users bragged about the game; 2M+ invites sent to others

ADVERTISER TAKEAWAY

The Intel-branded Angry Birds Facebook campaign and in-game mobile ad promotion were the perfect mix of creativity, innovation and brand recognition to inspire and engage our younger demographic. - David Veneski, U.S. Media Director, Intel
FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS 7

The leader in targeted mobile advertising

Best Rich Media: Chevy Sonic

B e s t o f Mo b i l e

2012

Exciting Mobile Rich Media Imitating Real Life Street Art Drives Traffic and Engagement for Chevy
Chevy worked with Jumptap to build awareness for the Chevy Sonic among a younger demographic of new car buyers. The auto brand had recently teamed up with famous street artist Jeff Soto to create a mural on a brick wall using a Sonic outfitted with a paint-blaster. Jumptap transformed this unique concept into the mobile space with stunning rich media graffiti that drove deep levels of engagement above and beyond industry benchmarks.

Results
Interaction with ad boosted expansion rates 20% above average Video placements saw impressive CTR at 2.70%

ADVERTISER TAKEAWAY

Its this type of out-of-the-box thinking we need to help drive our creative and keep us connected with our customers. The excellent results were no doubt the product of combining art and science, creative and targeting. - Matt Scarlet, Advertising Manager, Chevrolet
FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS 8

The leader in targeted mobile advertising

Best Use of a New Ad Feature: San Antonio Convention and Visitors Bureau (SACVB)
B e s t o f Mo b i l e

2012

San Antonio Engages Men at Scale with Jumptaps Shiny New Overlay Interstitial
For Valentines Day, the SACVB collaborated with Proof Advertising and Jumptap to create custom rich media, featuring the newly available Overlay Interstitial, promoting romantic travel stays in the city of San Antonio. Using hyper-local, geographic and zip-level data targeting, the campaign reached the targeted male audience with precision and scale and succeeded in engaging a whopping 60% of targeted consumers.

Results
Average of 19 seconds spent within ad (vs. benchmark of 5 seconds) 60% of targeted consumers were engaged by ad (vs. benchmark of 15%) Average of 2.3 page views per user (most users who viewed the expanded ad viewed all 3 pages)

ADVERTISER TAKEAWAY

We tapped Jumptap for their rich media and targeting capabilities, but really lucked out when we were the first to implement the Overlay Interstitial ad unit the results speak for themselves. - Ly Tran, Director of Digital Strategy & Architecture, Proof Advertising
FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS 9

The leader in targeted mobile advertising

About MobileSTAT
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through our network of over 30 billion impressions, 134 million U.S. users and 40,000 apps and websites. Jumptap takes a unique, data-driven approach to mobile advertising, allowing us to cultivate the insights contained in the report. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. Jumptap strives to make mobile advertising smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.

Reporting Methodology
The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap
Jumptap, Inc. is the leading mobile audience targeting platform. Reaching 134 million mobile users in the U.S. and 206 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with more than 20 third-party data providers, to understand mobile audiences better than any other ad platform and provide intelligent targeting with scale. Through its large network of premium publishers and apps, constant campaign optimization and real-time bidding capabilities, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its monthly MobileSTAT report. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery.

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FEBRUARY 2013 | SIMPLE TARGETING & AUDIENCE TRENDS

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