-AdMob

International Advertising App Network Case Study Report: AdMob

2011

Internet Research, Insight Research

2006AdMob Mobile Apps

AdMobAdMobAdMobiOS
Android 2009119Google7.5
AdMob
AdMob

iAdTracker
iUserTracker

IP

7.5AdMob

200911Google

10AdMob
20118AdMob27
20118

201111AdMobAndroid

89%

201111AdMob79
20111130AdMob

10000

201111AdMob1

Source:Google & Xyologic & Admob.com

1. AdMob
2. AdMob
3. AdMob
4. AdMob

AdMob
2006AdMobMobile Apps
AdMobAdMobAdMob
iOSAndroid
2009119Google7.5AdMob

AdMob2006AdMob
Google

AdMob
Omar Hamoui

2006Omar Hamoui AdMob

200911Google20105
Google5
Omar Hamoui CEO
20101030GoogleAdMob
CEO Omar Hamoui

AdMob
AdMob5(Omar Hamoui)MBA
Fotochatter
Fotochatter
Fotochatter20061AdMob

Kevin Scott
2007GoogleKevin ScottGoogle
AdMob
AdMobKevin Scott
30
2011Kevin ScottGoogleLinkedIn
9

AdMob
AdMob
AdwordsAdMob
AdSense
3AdMob

Accel Partners
1500
Kevin Scott
AdMob

Google7.5
AdMob

2011

2009
2010

2007

GoogleAdMob
Adsense

2008
2006
AdMob

AdMob

AdMob
Sequoia
1.57

10

AdMob

AdMob

11

AdMob

AdMob

AdMob

12

AdMob
AdMobAndroid

Android
IOS

Web OS
Windows Phone 7
HTML5
13

AdMob

14

AdMob

CPC

15

AdMob

AdWhirl

AdMob
iOS App StoreAndroid

AdWhirl

AdMob

AdMob

AdWhirl

SDK

AdMob

AdWhirl

Smaato
InMobi
16

AdMob

50

AdMob
5020%

AdMob

17

AdMobText
Text Banner

35

MMA
CPC

18

AdMobBanner
Banner

(
GIF
) Banner

CPC
120x20
1K

Png

168X28
2K

Png

216X36
3K

Png

300X50
5K

Png

19

AdMob

20

1. AdMob
2. AdMob
3. AdMob
4. AdMob

21


2010-2014PC
47.0%

10

30.0%

28.7%

6.6

6
4

3.7

3.9

5.1

4.4

5.2

18.7%

7.8
5.8

6.3

2.7

2
0

2010
2011e

2012e
PC

2013e
2014e
%

2011-2016
80.0%

150

65.1%

49.9%

34.1%

108.3

120
86.6

90

64.6

60
30
0

25.1%

43.1
14.5
2011

26.1

2012e

2013e

2014e

2015e
%

2016e

2014
7.8
PC

14.5
2016100

APP
90

BannerSMS/MMS/P2P
Source:eMarketer& Gartner

22


2010-2014
12

62.5%

45.5%

40.4%

19.2%
8.7

7.3

8
5.2
4

3.2

2.2

2010

2011e

2012e

2013e

2014e

2010-2015
66.2%

60

46.3%

40.0%

34.1%

30.2%
44.0

40

33.8
25.2

20
0

7.4

2010

12.3

2011e

18.0

2012e

Source:iResearch & eMarketer

2013e

2014e

2015e

23

2011

2010

33

2015
206

16

HeavyReading2013200714
100

Gartner2015200
Source:Gartner

24

2005

2006

2007

2008

2009

2010

2011

25

AdMob
201110Android

Admob

89%

Millennial Media

34%

Immobi

AdMob71%
iOSAndroid

22%

AdWhirl by
Admob

19%

Others

15%

Mobclix

15%
0%

20%

AdMob
2731250

AdMob

17800iOS
23300Android6000
iPad
40%

60%

80%

100%

%
Source:Xyologic

26

AdMob

AdMobAdMob
AdMob AdMob

160 /
AdMob

AdMob
AdMobAdMob

27


2011
DSPSSP

DSPSSP

DSP(Demand Side
Platform)
SSP(Supply Side
Platform)

28

1. AdMob
2. AdMob
3. AdMob
4. AdMob

29

WAP

30

31

IMEI

APPAPP

APP

32

33


AdMob

34


AdMob

AdMob

ID

www.AdMob.com

Publisher ID
AdMob

AdMob
35

A.
B.

C.

A.

B.
Adsense
AdMob
Adsense
36

AdMod

Xoom

iPhoneiPadAndroid

37

AdMob

App Store 175 14

eyeSuite 80000
5000

38

1. AdMob
2. AdMob
3. AdMob
4. AdMob

39


2008-2015
12

30.0%

97.5%

11.6%

21.6%

19.7%

24.7%

16.1%

7.12

2.33

1.18

2008

2009

3.03

3.38

2010

2011e

4.92

4.11

2012e

5.71

2013e

2014e

2015e

2006-2015
100.0%

320

341.7%

69.8%

33.3%

101.7%

161.2%

62.5%

57.0%

52.0%
245.0

240
161.2

160
102.7
63.2

80
0

0.6

1.2

2006

2007

Source:iResearch

5.3

9.0

12.0

2008
2009
2010

24.2
2011e

2012e

2013e
%

2014e

2015e

40

2011Q4


20111-10

870%

527%

427%

398%

388%

369%

363%

351%

340%

200%

Source:Flurry

400%

2015245
Flurry
20111-10

870%

328%

0%

600%

800%

1000%

20%

41

42


35

43

44

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