Au 1er trimestre 2012, Adfonic a analysé la performance des campagnes près de dix mille !!

1. Q1 2012 Adfonic Global
AdMetrics Report

2. Adfonic Global AdMetrics Report – Q1 2012
About the Adfonic Global AdMetrics Report
This first Global AdMetrics Report is based on the tens of billions of ad requests processed monthly by the
Adfonic platform, across the world. This volume positions Adfonic as a leading independent player in the
mobile advertising industry and enables us to extract meaningful insights about the drivers of business
performance on mobile platforms.
In Q1 2012, Adfonic analysed the performance of nearly ten thousand campaigns across ten thousand
publications. These insights are driving increased levels of performance, as our algorithms learn to optimally
match advertisers and publishers and maximise the value created for both.
Objective of this research
We are sharing the insights in this report to support the developer and advertiser community, and enable both
to get the most value from mobile advertising by making educated decisions when considering platforms,
channels or geographies.
Structure of this report
The first part of this report summarises Adfonic key metrics, providing insight about our performance across
all main geographies and platforms, and our diverse mix of publisher channels. The second part focuses on
some key trends observed in Q1 and insights into the relative CTR and eCPM performance across platforms,
channels and geographies, that will enable further optimisation across our campaigns in Q2.
Paul Childs
Adfonic Co-founder and Chief Marketing Officer

3. Adfonic network at a glance
Global Reach in Q1 2012
Global ad requests: 68 billion
20b 17b
23b Active campaigns: 9700
5b 2.6b
Platform Distribution (based on ad impressions)
Android: 38% iOS: 45% RIM: 7% Symbian: 5% Windows: 0.3% Other: 4%
Top Devices (based on ad impressions)
iPhone iPad iPod Touch Samsung Blackberry Samsung Samsung Blackberry
Galaxy S2 Curve 8520 Galaxy S Galaxy Ace Torch 9800

4. Global reach on iOS & Android
Europe
North America Android: 35%
iOS: 41%
Android: 46% RIM: 17% Asia
iOS: 42% Symbian: 3%
Android: 36%
RIM: 7% Windows: 0.4%
iOS: 52%
Symbian: 1% Other: 4%
RIM: 1%
Windows: 0.5%
Symbian: 8%
Other: 3%
Windows: 0.1%
Other: 3%
Africa
South America Android: 18%
iOS: 25%
Android: 35% RIM: 3%
iOS: 38% Symbian: 20%
RIM: 6% Windows: 0.2%
Symbian: 5% Other: 35%
Windows: 0.1%
Other: 16%
The iOS and Android platforms dominated Adfonic ad impression volumes in Q1 2012
Some exceptions:
• RIM still generated a material share of ad impressions in Europe
• Symbian was also stronger in emerging markets than Europe and North America

5. Balanced channel mix
Europe
North America Entertainment: 23%
Games: 44%
Lifestyle: 4%
Entertainment: 23% News, Sport & Information: 21%
Games: 31% Social Networking: 8%
Lifestyle: 10%
News, Sport & Information: 21% Asia
Social Networking: 15%
Entertainment: 21%
Games: 30%
Lifestyle: 3%
News, Sport & Information: 33%
Africa Social Networking: 12%
South America Entertainment: 10%
Games: 11%
Entertainment: 19% Lifestyle: 4%
Games: 36% News, Sport & Information: 42%
Lifestyle: 5% Social Networking: 34%
News, Sport & Information: 23%
Social Networking: 17%
The channel mix reflects the diversity of Adfonic’s publisher partners

6. Highlights from this report
Adfonic Q1 Volumes
• Adfonic volumes and performance in Q1 2012
• 68b ad requests
• 9,700 campaigns
• Insights into all channels and regions
• Top Platforms and Models within each region Android Tablets
• Stronger performance on Android
Tablets vs. Phones
• Kindle Fire penetration and
performance
• Significant disparities across
Developers - Which platform & Channel?
Android manufacturers
• The Games channel benefits from a large inventory
and higher performance across all markets
• Lowest performance on the Social Networking
channel
Weekend Performance Focus on Windows
• Consistently strong performance over the weekend, • Consistently strong performance on
across all platforms Windows shows promise
• CTR is between 5% and 10% higher over the • The Games and News & Information
weekend channels are up to 6 times more
lucrative than the average

7. Top devices and platforms
Top Devices (Ad Impressions)
iPhone Apple iOS 30% 1.01
iPhone: 30% iPad Apple iOS 8% 0.90
iPad: 8% iPod Touch Apple iOS 7% 1.25
iPod Touch: 7% Galaxy S2 Samsung Android 3% 1.00
Galaxy S2: 3% BlackBerry 8520 RIM RIM 2% 1.02
BlackBerry 8520: 2% I9000 Samsung Android 2% 0.82
I9000: 2% GT-S5830 Samsung Android 2% 1.04
GT-S5830: 2%
BlackBerry 9800 RIM RIM 1% 0.82
BlackBerry 9800: 1%
BlackBerry 9300 RIM RIM 1% 0.94
BlackBerry 9300: 1%
Wildfire HTC Android 1% 0.26
Wildfire: 1%
Other 44%
Other
Top Platforms (Ad Impressions)
Android: 38% (CTR Index 0.8)
iOS: 45% (CTR Index 1.0)
RIM: 7% (CTR Index 0.9)
Symbian: 5% (CTR Index 2.0)
Windows: 0% (CTR Index 2.2)
Other: 4% (CTR Index 1.1)

8. North America
Top Devices (Ad Impressions)
iPhone Apple iOS 25% 0.97
iPhone: 25% iPod Touch Apple iOS 14% 1.37
iPod Touch: 14% iPad Apple iOS 4% 0.85
iPad: 4% Kindle Fire Amazon Android 2% 1.57
Kindle Fire: 2% PC36100 HTC Android 2% 0.15
PC36100: 2% BlackBerry 9800 RIM RIM 2% 0.73
BlackBerry 9800: 2% LS670 LG Android 1% 0.63
LS670: 1%
HTC Desire HD HTC Corporation Android 1% 0.17
HTC Desire HD: 1%
HTC EVO 3D HTC Android 1% 0.47
HTC EVO 3D: 1%
BlackBerry 8520 RIM RIM 1% 0.81
BlackBerry 8520: 1%
Other 46%
Other
Top Platforms (Ad Impressions)
Android: 46% (CTR Index 0.9)
iOS: 42% (CTR Index 1.1)
RIM: 7% (CTR Index 0.8)
Symbian: 1% (CTR Index 2.7)
Windows: 0% (CTR Index 2.5)
Other: 3% (CTR Index 1.2)

9. Europe
Top Devices (Ad Impressions)
iPhone Apple iOS 27% 1.10
iPhone: 27% iPad Apple iOS 9% 0.86
iPad: 9% BlackBerry 8520 RIM RIM 6% 0.89
BlackBerry 8520: 6% iPod Touch Apple iOS 5% 1.23
iPod Touch: 5% Galaxy S2 Samsung Android 4% 1.16
Galaxy S2: 4% GT-S5830 Samsung Android 3% 1.13
GT-S5830: 3% BlackBerry 9300 RIM RIM 3% 0.84
BlackBerry 9300: 3%
I9000 Samsung Android 2% 0.95
I9000: 2%
Wildfire HTC Android 2% 0.24
Wildfire: 2%
BlackBerry 9800 RIM RIM 2% 0.77
BlackBerry 9800: 2%
Other 36%
Other
Western Europe Eastern Europe
Top Devices (Ad Impressions) Top Devices (Ad Impressions)
iPhone: 28% iPhone: 19%
iPad: 8% iPad: 17%
Top Platforms (Ad Impressions)
BlackBerry 8520: 7% GT-S5830: 5%
iPod Touch: 6% Wildfire: 4%
Galaxy S2: 5% Galaxy S2: 3%
BlackBerry 9300: 3% Xperia X8: 2%
GT-S5830: 3% GT-S5570/Galaxy Mini: 2%
I9000: 3% I9000: 2%
BlackBerry 9800: 2% GT-S5660/Galaxy Gio: 2%
Wildfire: 2% iPod Touch: 2%
Other Other
Android: 35% (CTR Index 0.9)
iOS: 41% (CTR Index 1.0)
RIM: 17% (CTR Index 0.9)
Top Platforms (Ad Impressions) Top Platforms (Ad Impressions)
Symbian: 3% (CTR Index 2.6)
Windows: 0% (CTR Index 2.0)
Android: 32% (CTR Index 0.9) Android: 56% (CTR Index 0.8)
Other: 4% (CTR Index 0.8) iOS: 41% (CTR Index 1.0) iOS: 38% (CTR Index 1.2)
RIM: 19% (CTR Index 0.8) RIM: 0% (CTR Index 1.7)
Symbian: 3% (CTR Index 2.6) Symbian: 3% (CTR Index 2.3)
Windows: 0% (CTR Index 2.0) Windows: 0% (CTR Index 2.0)
Other: 4% (CTR Index 0.7) Other: 2% (CTR Index 1.2)

10. Asia
Top Devices (Ad Impressions)
iPhone Apple iOS 38% 1.06
iPhone: 38% iPad Apple iOS 10% 0.99
iPad: 10% iPod Touch Apple iOS 4% 1.26
iPod Touch: 4% Galaxy S2 Samsung Android 3% 0.82
Galaxy S2: 3% I9000 Samsung Android 2% 0.69
I9000: 2% SHW-M250S Galaxy S2
Samsung Android 2% 0.78
SHW-M250S Galaxy S2: 2% GT-P1000 Galaxy Tab
Samsung Android 2% 0.59
GT-P1000 Galaxy Tab: 2%
GT-S5830 Samsung Android 1% 0.86
GT-S5830: 1%
E63 Nokia Symbian 1% 0.53
E63: 1%
E71 Nokia Symbian 1% 0.60
E71: 1%
Other 36%
Other
Top Platforms (Ad Impressions)
Android: 36% (CTR Index 0.7)
iOS: 52% (CTR Index 1.0)
RIM: 1% (CTR Index 1.5)
Symbian: 8% (CTR Index 1.8)
Windows: 0% (CTR Index 2.0)
Other: 3% (CTR Index 1.4)

11. South America
Top Devices (Ad Impressions)
iPhone Apple iOS 22% 0.86
iPhone: 22% iPod Touch Apple iOS 10% 0.97
iPod Touch: 10% iPad Apple iOS 6% 1.14
iPad: 6% BlackBerry 8520 RIM RIM 3% 1.65
BlackBerry 8520: 3% Galaxy S2 Samsung Android 3% 1.07
Galaxy S2: 3% GT-S5830L Galaxy Ace
Samsung Android 2% 1.30
GT-S5830L Galaxy Ace: 2% P500h LG Android 2% 0.96
P500h: 2%
MB525 Motorola Android 2% 0.92
MB525: 2%
C3-00 Nokia Other 2% 1.64
C3-00: 2%
Xperia X8 Sony Ericsson Android 2% 0.25
Xperia X8: 2%
Other 47%
Other
Top Platforms (Ad Impressions)
Android: 35% (CTR Index 1.0)
iOS: 38% (CTR Index 0.8)
RIM: 6% (CTR Index 1.4)
Symbian: 5% (CTR Index 2.1)
Windows: 0% (CTR Index 2.1)
Other: 16% (CTR Index 1.0)

12. Africa
Top Devices (Ad Impressions)
iPhone Apple iOS 17% 0.98
iPhone: 17% iPad Apple iOS 6% 0.83
iPad: 6% 6300 Nokia Other 5% 0.32
6300: 5% C3-00 Nokia Other 3% 1.51
C3-00: 3% 2700 classic Nokia Other 3% 1.22
2700 classic: 3% X2-01 Nokia Other 3% 1.46
X2-01: 3% Galaxy S2 Samsung Android 2% 0.90
Galaxy S2: 2%
5130 XpressMusic Nokia Other 2% 1.26
5130 XpressMusic: 2%
C1-01 Nokia Other 2% 1.57
C1-01: 2%
iPod Touch Apple iOS 2% 0.80
iPod Touch: 2%
Other 55%
Other
Top Platforms (Ad Impressions)
Android: 18% (CTR Index 0.9)
iOS: 25% (CTR Index 0.8)
RIM: 3% (CTR Index 1.0)
Symbian: 20% (CTR Index 1.5)
Windows: 0% (CTR Index 1.4)
Other: 35% (CTR Index 0.9)

13. Focus on Android
Tablet CTR 36% than phones (US)
MOBILE
Galaxy S2 Samsung 8% 1.27 Galaxy S2: 8% (CTR Index 1.3)
I9000 Samsung 5% 1.04 I9000: 5% (CTR Index 1.0)
GT-S5830: 5% (CTR Index 1.3)
GT-S5830 Samsung 5% 1.32
Wildfire: 3% (CTR Index 0.3)
Wildfire HTC 3% 0.33
HTC Desire HD: 3% (CTR Index 0.5)
HTC Desire HD HTC Corporation 3% 0.46
SHW-M250S Galaxy S2: 2% (CTR Index 0.9)
SHW-M250S Galaxy S2 Samsung 2% 0.91
GT-S5570/Galaxy Mini: 2% (CTR Index 1.5)
GT-S5570/Galaxy Mini Samsung 2% 1.52 PC36100: 2% (CTR Index 0.2)
PC36100 HTC 2% 0.19 GT-I9003: 1% (CTR Index 1.1)
GT-I9003 Samsung 1% 1.13 Xperia X8: 1% (CTR Index 1.1)
Xperia X8 Sony Ericsson 1% 1.08 Other
Other 68%
• Although the Android smartphone market is fragmented, there are clear CTR disparities across models, with
Samsung performing consistently better than HTC for example.
• The Android Tablet market is less fragmented, with the Kindle Fire taking off with a significant share and
very high CTR performance.
TABLET
GT-P1000 Galaxy Tab Samsung 19% 0.70 GT-P1000 Galaxy Tab: 19% (CTR Index 0.7)
Kindle Fire Amazon 13% 1.83 Kindle Fire: 13% (CTR Index 1.8)
GT-N7000 Galaxy Note: 8% (CTR Index 1.0)
GT-N7000 Galaxy Note Samsung 8% 1.02
GT-P7500 P4: 7% (CTR Index 0.9)
GT-P7500 P4 Samsung 7% 0.90
Eee Pad Transformer: 6% (CTR Index 0.6)
Eee Pad Transformer Asus 6% 0.61
Iconia Tab A500/Picasso: 4% (CTR Index 0.7)
Iconia Tab A500/Picasso Acer 4% 0.74
GT-P7510: 4% (CTR Index 0.8)
GT-P7510 Samsung 4% 0.80 AT100: 2% (CTR Index 0.6)
AT100 Toshiba 2% 0.62 P6200: 2% (CTR Index 1.4)
P6200 Samsung 2% 1.36 Xoom: 2% (CTR Index 0.7)
Xoom Motorola 2% 0.67 Other
Other 33%
Note: The CTR index in the first table is computed across all mobile phone devices only and allows comparison of the
performance within this category only, whereas the index from the second table focuses exclusively on tablet. Therefore,

14. Focus on manufacturers
Smartphones volumes and CTR Tablets volumes and CTR
• Apple leads the manufacturers league in terms of volume for both mobile phones and tablets (iPad).
• Samsung is a close contender, achieving the highest CTR across Android mobile phones and a CTR only 20%
lower than the iPad on tablets.
• The Amazon Kindle Fire achieves the highest CTR across all tablets.

15. Focus on Windows
High CTRs on the Windows platform show potential, as the volume of ad requests increases.
As a young platform, Windows benefits from its low volume (0.3% of our impressions in Q1), as users may still
be exempt from banner blindness.

16. Day targeting
CTRs are 5-10% higher during the weekend

17. CTR performance index per channel
Note: The CTR indices represented on the graphs below are computed within each region and
allow comparison of the performance across channels within each individual region only.
Western Europe
Social Networking
News, Sport & Information
North America
Lifestyle
Games
Entertainment
Asia
- 50 100 150 200 250
Within each region, CTR varies significantly across channels:
• The consistent strong performance of Adfonic’s large Games channel is particularly
visible in Asia
• CTR over the Social Networking channel is the lowest
These disparities illustrate the impact of the ad positioning within the user journey.
Games users are more likely to interact with the ad, for example, when ads are
shown during a natural break between levels in the game, whereas the journey on
social networking sites is less prone to interruptions.

18. CTR performance index

19. Most lucrative areas – eCPM index
eCPM Index
1.35 0.95 0.70 4.80
1.23 1.61 1.51 6.74
1.93 1.08 2.07 4.88
0.57 0.86 0.58 5.24
0.90 0.25 0.61 4.31
• The Games Channel generates the strongest eCPM and CTR performance
across all platforms, making it a favorite for developers.
• Despite a CTR typically lower on Android than iOS, some channels enjoy a
high eCPM premium on Android, in particular the Lifestyle and
Entertainment channels.
• High eCPMs, up to five times higher than the average, on the Windows
platform can be explained by the current low volume, as noted before.
CTR Index
1.04 0.73 0.72 2.18
1.19 1.78 1.76 2.56
0.77 0.47 0.36 1.53
0.64 1.02 0.45 3.27
0.57 0.20 0.65 2.08