16. Time Spent on Mobile Devices
(minutes per day)
Source: Flurry
158 162
220
20%
14%
10%
0%
5%
10%
15%
20%
25%
0
50
100
150
200
250
Q1 2013 Q2 2014 Q2 2015
Time Spent
on Mobile
Percentage of
Mobile Time
Spent in
Browser
18. US Mobile Ad Spending
2015 – 2018 (projection, billions)
Source: eMarketer
$30.45
$42.01
$50.84 $57.95
52%
63%
67%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
$-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
2015 2016 2017 2018
Mobile Ad
Spending
Mobile Ad Spend,
Percentage of
Total Digital
Spending
19. US Mobile Ad Spending
2015 – 2018 (projection, billions)
Source: eMarketer
$30.45
$42.01
$50.84
$57.95
17%
22%
25%
27%
0%
5%
10%
15%
20%
25%
30%
$-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
2015 2016 2017 2018
Mobile Ad
Spending
Mobile Ad Spend,
Percentage of
Total Advertising
Spend
20. US Mobile Ad Spending by Sector
(billions)
Source: eMarketer
$6.65
$3.49 $3.43 $3.27
$2.38 $2.33 $2.09 $1.73 $1.50
$0.66
$1.20
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
21. Mobile Time Spent by App Type
(minutes per day)
Source: Flurry
45
13
52
68
44
33
0
10
20
30
40
50
60
70
80
Messaging and Social Entertainment Gaming
Q2 2014
Q2 2015
22. US Mobile Video Ad Spending
2015 – 2018 (projection, billions)
Source: eMarketer
$2.62
$3.94
$5.09
$5.96
34%
41%
45%
46%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
2015 2016 2017 2018
Mobile Video Ad Spend
Mobile Video Ad Spend,
Percentage of Total
29. Rich Media
• Growing availability of mobile data is driving
mobile usage;
• That usage is concentrated in mobile apps;
30. Rich Media
• Growing availability of mobile data is driving
mobile usage;
• That usage is concentrated in mobile apps;
• It’s not exclusively in gaming;
31. Rich Media
• Growing availability of mobile data is driving
mobile usage;
• That usage is concentrated in mobile apps;
• It’s not exclusively in gaming;
• It’s where people are spending their time and
it’s how they want to consume content.
33. Mobile’s Share of Advertising Spend
2015 – 2018 (Projected)
Source: eMarketer
40%
51%
59%
66%
12%
17%
21%
24%
0%
10%
20%
30%
40%
50%
60%
70%
2015 2016 2017 2018
Mobile as Percentage
of Digital Ad Spend
Mobile as Percentage
of Total Ad spend
34. US Advertising Spend
2008 – 2018 (projection, billions)
Source: FTI Consulting
• Digital
advertising
spend to
surpass
broadcast TV
spend in 2015.
40. Television
• Less effective than mobile advertising for
mobile developers;
• Less and less relevant as consumers spend
more time on the mobile phones;
41. Television
• Less effective than mobile advertising for
mobile developers;
• Less and less relevant as consumers spend
more time on the mobile phones;
• Spending on television is far less transparent
than on digital.
49. Global Mobile Advertising Spend by Region (millions)
2015 – 2018 (Projected)
Source: eMarketer
US
China
UK
Japan
ROW
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
2015 2016 2017 2018
US
China
UK
Japan
ROW
51. China
• The Chinese market can be anti-competitive
for Western developers;
• Smartphone sales are no longer growing in
China. It is no longer a boundless greenfield;
52. China
• The Chinese market can be anti-competitive
for Western developers;
• Smartphone sales are no longer growing in
China. It is no longer a boundless greenfield;
• Strong iPhone and Xiaomi sales in China mean
dealing with different app stores / distribution
partners might not remain necessary.