澳大利亚及新西兰移动营销发展趋势（英文版）_12页

报告摘要

Mobile Marketing Trends in Australia & New Zealand (ANZ) - 2017

Core Content Summary

The document outlines the key trends in the mobile marketing landscape in Australia and New Zealand (ANZ) during 2017, highlighting the growing significance of mobile advertising and video in particular. It emphasizes the performance and reach of InMobi, a global mobile advertising platform, within the ANZ region.

Key Trends and Insights

1. Mobile Advertising Dominance in ANZ

Unique User Count: ANZ has over 15 million unique mobile users, making it a significant market for mobile advertising.
Reach: InMobi's reach across mobile users in ANZ is 52%, indicating a strong presence in the market.
Market Position: ANZ is a dominant force in mobile ad consumption within the Asia-Pacific (APAC) region, ranking as the fifth largest after South Korea.
Top Categories: The most consumed mobile ad categories in ANZ include Travel, Gaming, Auto, and Finance.

2. Mobile Video Advertising Growth

Ad Spend Growth: Video ad spend on the InMobi network in ANZ grew over 10-fold year-over-year in the first half of 2017, showing a strong shift toward video content.
Consumption Growth: The volume of video ad impressions consumed in ANZ increased by over 300% in 2017, reflecting a surge in consumer demand for video content.
WiFi Usage: 70% of video ads are viewed over WiFi connections, highlighting the preference for high-quality content consumption.
Device Preferences: Apple devices account for 54% of video ad impressions in ANZ, making them the leading platform for mobile video ad viewing.

3. Mobile Video Ad Engagement

Engagement Level: Mobile video ads are shown to deliver superior engagement compared to other ad formats, making them a preferred choice for advertisers.
InMobi's Performance: InMobi consistently outperforms across viewability metrics, ensuring that ads are seen by users.

4. Programmatic Advertising Surge

Growth in Programmatic Spend: Mobile programmatic ad spend in ANZ grew by 77% from H1'16 to H1'17, indicating a shift toward automated ad buying.
Preferred Format: Video is the most preferred ad format for programmatic campaigns, driven by its high engagement and effectiveness.
Leading Sectors: Finance and Retail are the leading sectors in the growth of programmatic video ad buying.

Case Study: Mobile Video Ad Success

Problem Statement

A leading media company aimed to increase subscriptions to its NBA offering and boost viewership for the latest NBA season.

Solution

InMobi developed a custom vertical video ad unit that dynamically recommended specific NBA games to viewers based on the company's insights. This strategy was designed to encourage more Australians to engage with NBA content.

Impact

Impressions Delivered: 6 million impressions were delivered through the campaign.
Video Watched: 304 hours of video were watched, surpassing the total live NBA coverage.
Viewership Growth: The media house saw a 21% increase in the share of sports network viewers.
Audience Expansion: There was a 29% increase in average audience size compared to the previous NBA season.

About InMobi

Platform Overview: InMobi is a global mobile advertising platform that focuses on delivering the best return on investment (ROI) for mobile marketers.
Mobile-First Approach: It is a mobile-first and mobile-only platform, specializing in creating next-generation ad experiences through deep learning-based optimization engines.
Global Reach: InMobi reaches over 1.5 billion unique mobile devices worldwide.
Recognition: Recognized by Fast Company as one of the Most Innovative Companies in 2016, InMobi is redefining business models in the mobile advertising ecosystem.