AppFlood publishes a report diving into quarterly mobile indexes, updates, and insights into the global mobile industry. This quarter’s AppFlood Global Mobile Android Advertising Insights report analyzes Q4 2014, revealing general global mobile advertising benchmarks including ad spend, install rates, and CPIs.

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AppFlood
Global Mobile Android
Advertising Insights
Q4 2014

2. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Q4 2014 mobile ad ecosystem at a glance
• Mobile traffic is growing 113% QoQ
• eCPM increased $0.36 to $0.47
• CPI prices increased by 32% and is now $0.41 on average
• Global mobile ad spend is growing 127.9% QoQ
• Asia provides 46% of global mobile traffic
• Eastern Europe emerging as 3rd most important region.
• Communication apps account for almost 50% of the ad spend
• Simulation category leads in the game genre

3. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Steady Growth in Mobile Traffic
Global Ad traffic continues to grow globally. It observed a quarter-over-quarter(QoQ) growth rate of 113%, an increase by
30% in traffic from Q3 to Q4 and a year-over-year(YoY) growth rate of 1095%.

4. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Mobile eCPMs increase with festive season in Q4
eCPM rose from $0.36 to $0.47, which is similar trend to the same period last year. Christmas season proves to be very
competitive among the advertisers, which rises eCPM.
.

5. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Cost-per install increases as eCPM increases
With eCPM increasing, CPI rises from $0.26 to $0.41, which is an increase of 32%. Also, as Christmas and various festive
periods approach, cost of acquiring users rises.

6. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Global Mobile Ad spend continues to grow
Comparing the ad spend of 2013 and 2014 we see a significant increase of 1379%, that gives solid reasons to believe that
mobile app market will continue to expand and more budgets will be allocated to this market.

7. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Asia takes 46% of global mobile traffic
Over the last quarter there was a significant increase in traffic (the number of ad impressions) in Asia. What is interesting,
advertisers show major interest in Indonesia and India.

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70% of all acquired users come from Asia & Latin
America
With a huge growth of budgets allocated to Asia and Latin America, most users came from those 2 regions, wherein Latin
America seems to be more cost effective one. Worth noticing is the fact that acquired users from Middle East dropped from
18% to 10% over the last quarter.

9. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Surprise drop in install rates across regions
Despite global trend of decreasing install rate, and increased spend, Eastern Europe, Asia and Africa continue to go up with
Eastern Europe as a leader.

10. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Communication apps are King in Q4
With the influx of a diverse variety of popular chatting apps, communication apps have snatched the crown from
personalisation apps by a raise of 50% compared to the last quarter and currently 45% of all the promoted apps fall under this
category.

11. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
Simulation category leads with over a third of the
total shareIn the last report there was a visible decrease in puzzle games installs, however this quarter showed a total downfall of this
genre. Now, simulation games are in hegemony, contributing 37% of all promoted game apps.

12. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.| Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
• Asia takes 46% of whole ad traffic, advertisers set their eyes on Indonesia and India.
• Huge increase in ad spend, traffic and acquired users in Latin America. With stats going up every quarter this region has
a potential to be as important as Asia in mobile market.
• Eastern Europe, with increased traffic (18%) and higher install rate, becomes an interesting market to watch.
•Communication apps now dominating ad spend, commanding 45% of all promoted app traffic. This can be attributed to
the trend showing that messaging apps are growing in numbers and will overcome social networks this year.
Data and analysis in the AppFlood Global Mobile Android Industry Insight report are derived from
on AppFlood’s mobile advertising network, including AppFlood Android advertisers, publishers, and partners.
Communication apps dominating advertiser
budgets while North America and Western
Europe being snubbed for developing regions

13. | Copyright © PapayaMobile Inc. 2008-2014. All Rights Reserved.
In 2012 PapayaMobile launched AppFlood, the leading global programmatic mobile ad platform.
AppFlood’s proprietary technologies drive performance for internationally competitive premium advertisers and brands
with global mobile advertising strategies. AppFlood’s SmartConvert™ algorithmically optimizes advertisers’user-
acquisition campaigns using machine-learning and predicts users that are most-likely to convert.
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user segments flexibly, reliably, and at scale. Connected to 82,000 apps, AppFlood delivers nearly half a million daily
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