澳大利亚及新西兰移动营销发展趋势（英文版）_10页_644kb

Mobile Marketing Trends in Australia & New Zealand (2017)

Core Content Summary

The document outlines key trends and insights in the mobile advertising market in Australia and New Zealand (ANZ) for 2017, highlighting the region's growing dominance and the increasing effectiveness of mobile video advertising.

Main Trends and Insights

ANZ as a Dominant Mobile Ad Market

• ANZ is a major player in the Asia-Pacific (APAC) mobile advertising landscape, ranking as the fifth largest mobile ad destination after South Korea.
• The top categories of mobile ads consumed in the region include Travel, Gaming, Auto, and Finance.
• The market continues to grow, driven by the increasing use of mobile devices for advertising.

Mobile Video Advertising Growth

• Mobile video ad spending on the InMobi network in ANZ saw a 10-fold increase year-over-year in the first half of 2017, indicating strong advertiser interest in the format.
• Video ad impressions grew by over 300%, reflecting a surge in consumer demand for video content on mobile devices.

Superior Engagement of Mobile Video Ads

• Mobile video ads are 3.7x more engaging than banner ads.
• They are 2.7x more engaging than native ads and 2x more engaging than interstitial ads.
• This high engagement rate is a key driver for brands looking to connect with their audience.

Device Preferences for Mobile Video Ads

• Apple users are the leading consumers of mobile video ads, with 48% of video views coming from Apple devices.
• Samsung accounts for 38%, while other brands like Huawei, Sony, and HTC have smaller shares (2% each).
• The iPhone 7 and 7 Plus played a significant role in increasing Apple's market share, and the iPhone X is anticipated to further influence market dynamics.

Rise of Programmatic Advertising

• Mobile programmatic ad spend in ANZ grew by 77% from H1'16 to H1'17.
• Finance & Retail sectors are leading the growth in programmatic video inventory buying.
• Video is the most preferred ad format for programmatic campaigns, showing the increasing importance of video in the digital advertising ecosystem.

Key Data Points

• 15 million unique mobile users in ANZ.
• 52% reach of mobile ads across the region.
• 70% of video ads are viewed over WiFi connections.
• 9.5x growth in mobile video ad spend.
• 3.4x growth in video ad impressions consumed.
• 6 million impressions delivered in the NBA case study.
• 304 hours of video watched, exceeding the total live NBA coverage.
• 21% increase in sports network viewership share.
• 29% increase in average audience size compared to the previous NBA season.

Conclusion

The ANZ region is experiencing a significant boom in mobile advertising, particularly in the area of video. With strong engagement metrics, growing ad spend, and a shift towards programmatic buying, mobile video is becoming a critical component of digital marketing strategies. Apple users are the primary audience for mobile video ads, and the continued evolution of smartphones is expected to further fuel this growth.