AppFlood published its AppFlood Global Mobile Android Advertising Insights for Q2 2014, which dives into industry insights into mobile ad spend, eCPMs, and the state of the global mobile industry. AppFlood's report announces the second quarter's mobile ad metrics, and reveals that China's ticket to the western markets are easy-to-localize apps in the productivity and personalization app store categories. As growing mobile marketing budgets fuel China's global expansion efforts into emerging markets, China is fueling the maturation of these developing mobile markets including Asia, the Middle East, Latin America, and Africa.

1. AppFlood
Global Mobile Android
Advertising Insights
Q2 2014

2. Q2 2014 mobile
ad ecosystem at a glance
• Mobile traffic grew 56.5% QoQ
• eCPM remained unchanged at $0.97 between Q1 and Q2 2014
• CPI prices dropped $0.01 to $0.29 between Q1 and Q2 2014
• Rich media ad revenue jumped 95% QoQ, outpacing interstitials’ revenue growth
• Average global mobile ad budget grew 19.1% MoM
• 53% of global mobile ad budget now spent on acquiring users from Asia, Middle East,
Africa, and Oceania
• China’s biggest mobile ad spenders are advertisers with “productivity apps”

3. Mobile traffic continues to grow globally
Total global mobile traffic jumped 95% between Q1 and Q2 2014.
Mobile traffic continues to grow 56.5% QoQ.

4. QoQ eCPM stagnates
On the back of higher demand for traffic from Chinese advertisers, outweighing the supply of
inventory in June (due to the appearance of a major Chinese advertiser) eCPMs rose to $1.43.
However, looking at quarterly eCPMs during Q1 and Q2 2014, eCPMs were stagnant at $0.97.

5. Cost-per install remains
unchanged during Spring
With eCPMs QoQ stagnant, CPI dropped just $0.01 during Q1 and Q2 2014.

6. In parallel with growing mobile traffic,
global ad spend continues its upswing
Global mobile ad spend grew 48.2% between Q1 and Q2 2014, and rose 58.1% QoQ
between Q3 2013 and Q2 2014.

7. Rich media revenue growth outpaces
interstitial revenue two-fold
Publishers continue to make interstitials their go-to ad format. However, revenue earned from rich
media ads grew two times faster than interstitials between Q1 and Q2 2014. Rich media revenue
grew 95% QoQ. Interstitial revenue grew 43% QoQ.

8. Asia & the Middle East
remain the top source of traffic
Mobile traffic from the Middle East and Asia accounted for 53% of the global traffic.

9. And for the first time, users from Asia, Middle East accounted for nearly half (47%) of all global
installs.

10. Install rates on the rise in emerging markets
Increasing install rates in emerging markets suggest an opportunity for developers to tap
into the growing appetite for apps among users in these emerging markets.

11. Advertisers allocate more
budget to mobile advertising
Mobile ad spend per advertiser grew 19.1% MoM between July 2013 and June 2014.

12. Half of mobile advertising budgets target
Asia, Middle East, and Africa
52% of the total global ad mobile budget was spent to acquire users
from Asia, Middle East, and Africa.

13. Top spending mobile app advertisers by
category: Productivity
Advertisers with productivity apps accounted for the largest average spend during Q2 2014
and spent 42% more than advertisers with personalization apps.

14. Top spending mobile game
advertisers by category: Sports
Mobile sports game advertisers accounted for the largest spend on average among mobile
game advertisers in Q2 2014. Mobile sports game advertisers spent 49% more than arcade
game advertisers.

15. China mobile spend picks up,
while U.S. slows
China’s average mobile ad spend grew 123% QoQ, and continued to outpace U.S. ad spend.
Average mobile spend per U.S. advertiser grew 66% QoQ – down from last quarter’s growth at
a rate of 86%.

16. Not surprisingly, China accounted for 3/5 of the
total global mobile ad spend in Q2 2014.

17. Chinese advertisers continued to distribute ad spend globally, however in Q2 2014 both China
and the U.S. placed greater emphasis on acquiring users from Asia, the Middle East, and Latin
America. China’s spend into these regions QoQ grew 395%, 311% and 697% respectively. U.S.
advertiser’s spend into these regions grew 86%, 165%, and 271% respectively.
China’s global
ad spend
increased 379%
during Q2 2014.
The U.S.’s total
spend grew just
10%, while
spend into
North America
declined by
53% QoQ.
China and U.S. appetite for traffic from
Asia, Middle East, and Latin America grows

18. Productivity apps,
China’s ticket to the West*
Chinese advertisers with productivity apps on average spend 62% more than Chinese advertisers
promoting personalization apps. In fact, the top apps with the largest budgets are apps of the
non-gaming category.
*Western regions as defined by countries in North America, Latin America, Western Europe, and Eastern Europe.
The largest
average mobile
ad budget by
Chinese
advertisers in Q2
2014 was spent
on promoting
productivity apps
due to the ease
with which this
category of apps
can be localized
for Western
markets.
Productivity apps
simply require
that the app be
translated into
other languages.

19. Deep Dive:
China’s App Market Ranked
In collaboration with TalkingData

20. Top Android app stores in China by
percentage of mobile users who have the app
store downloaded in Q2 2014*
1. 360 Mobile Assistant
2. Tencent App Market
3. Baidu Mobile Assistant
4. Google Play
5. Mi App Store
6. Wandoujia
7. 91 Mobile Assistant
*Rankings as reported by TalkingData.

21. Top apps in China by industries,
ranked by coverage rate* in Q2 2014
*Coverage rate is determined by the total % of users in China who have the above apps installed
on their mobile devices during the second quarter of 2014, as reported by TalkingData.
Transportation
1. Baidu Map
2. Amap
3. Didi taxi
4. Google Map
5. Qunar
6. KuaiDi Taxi
7. Ctrip
8. Autonavi Navigation
9. Tianyi navigation
10. 10086 navigation 中国移动
手机导航（免费语音导航）
Finance
1. alipay wallet
2. CCB
3. ICBC
4. CMB招商银行
5. 10jqka 同花顺手机炒股票软件(稳定
版)
6. CMB LIFE 招商银行掌上生活
7. Suishouji 随手记（理财记账）
8. QQ Tenpay
9. Great wisdom 大智慧手机炒股证券
股票软件
10. Wacai 挖财记账理财
Life & entertainment
1. Wochacha
2. Dianping 大众点评_美食酒
店团购优惠电影
3. Changba 唱吧
4. 58
5. 17173
6. Ganji
7. Haomabaishitong 号码百事
通
8. Weishi 微视
9. Neihanshequ内涵段子
10. 360 weather
Education & Reading
1. Textbook 书旗小说
2. Duokan
3. iReader
4. Jiakaobaodian驾考宝典-驾照考试|汽车驾校理论
5. 10086 read 中国移动手机阅读（飞悦版）
6. Lanrentingshu 懒人听书
7. QQ Read QQ阅读
8. Qiushibaike
9. chelun车轮考驾照-驾照考试（适用全国驾考）
10. Tianyi read
Health
1. Meet you
2. Dayima 大姨吗月经期助手
3. Happy pregnant 快乐孕期
4. Chunyuyisheng 春雨医生
5. Shoushou 瘦瘦-健康瘦身减肥顾问
6. Mint Thin Body 薄荷爱瘦身 减肥利器
7. codoon咕咚运动+
8. Super Diet 超级减肥王
9. Aishou 爱瘦减肥
10. Meilapp

22. Top apps in China by industries,
ranked by coverage rate* in Q2 2014
Both chatting & SNS apps QQ and WeChat are on 2x more devices than Taobao.
*Coverage rate is determined by the total % of users in China who have the above apps installed
on their mobile devices during the second quarter of 2014, as reported by TalkingData.
Sports
1. Sina Sports
2. Hupu 虎扑看球
3. cctv sports
4. Nike+ Running
5. Football Score 球探比分
6. Sit Ups pro 仰卧起坐教练
7. Hupu Sports 虎扑体育
8. Azhibo A直播 - NBA英超视频直播
9. Bike record 骑记单车骑行运动软件
10. Kanqiu 看球啦
Video & Player
1. Kugou
2. Youku
3. Tencent Video
4. QQ Music
5. iQiyi
6. Adobe Flash Player
7. QVOD
8. Ttpod 天天动听音乐播放器
9. baofeng
10. Kuwo
Chat & SNS
1. QQ2013
2. Wechat
3. Q-Zone
4. Weibo
5. Momo
6. Aliwangwang
7. miliao
8. Google+
9. Baidu Tieba
10. Tencent weibo
eCommerce
1. Taobao
2. MEITUAN
3. Vipshop
4. TMALL
5. JD
6. Mogujie
7. Meilishuo
8. JUMEI
9. Zhe800
10. Nuomi
News
1. Tencent News
2. Toutiao News
3. 163 News
4. Sohu News
5. Flipboard
6. Autohome
7. VIVA
8. Sina News
9. Google Magazines
10. Baidu News

23. Top apps in China by monthly active users*
in Q2 2014
*Monthly active user rate is determined by the % of mobile users in China who opened the app once
during each month of the second quarter of 2014, as reported by TalkingData.
Smartphone users are 5 times more active on WeChat than the top mobile game in China.
Mobile Games
1. PopStar
2. GunZ Dash for WeChat(天天酷跑)
3. Speed Up (天天飞车）
4. QQ Fight the Landloard
5. Tencent Thunder Figher(雷霆战机)
6. QQ National War Planes(全民飞机大战)
7. Tencent Craz3 Match(天天爱消除)
8. Happy Eliminate(开心消消乐)
9. Temple Run 2神庙逃亡 2
10. Subway Surfers (地铁跑酷）
11. Carrot Fantasy（保卫萝卜2）
12. Rhythm Master (节奏大师)
13. Super Clear Day (天天炫斗)
14. Fishing Joy2 (捕鱼达人2)
15. Don't Tap The White Tile (别踩白块儿)
16. Fruit Ninja （水果忍者）
17. Xiong Da kuai Pao (熊出没之熊大快跑)
18. QQ Mahjong QQ欢乐麻将
19. Minion Rush (小黄人快跑）
20. A Small Town (全民小镇)
Apps
1. WeChat
2. QQ2013
3. Sogou Mobile Input
4. 360 Mobile Guard
5. Taobao
6. 360 Mobile Assistant
7. Tencent App Store
8. Baidu Mobile Assistant
9. Weibo
10. Tencent Mobile Manager
11. Alipay
12. UC Browser
13. QQ Space
14. QQ Browser
15. Baidu
16. iQiyi
17. Baidu Mobile Input
18. Tencent Video
19. Kugou Music Player
20. QQ Music

24. Top apps in China by coverage rate*
in Q2 2014
*Coverage rate is determined by the total % of users in China who have the reported apps
installed on their mobile devices during the second quarter of 2014 ,as reported by
TalkingData.
Game
1. GunZ Dash (天天酷跑)
2. PopStar (消灭星星）
3. QQ Fight the Landloard (QQ欢乐斗地主）
4. Speed Up (天天飞车)
5. Rhythm Master (节奏大师正式版)
6. QQ National War Planes(全民飞机大战)
7. Tencent Thunder Figher(雷霆战机)
8. Tencent Craz3 Match(天天爱消除)
9. Temple Run (2神庙逃亡 2)
10. Subway Surfers (地铁跑酷）
11. Don't Tap The White Tile (别踩白块儿)
12. Carrot Fantasy（保卫萝卜2）
13. Super Clear Day (天天炫斗)
14. Happy Eliminate(开心消消乐)
15. QQ Mahjong QQ欢乐麻将
16. Fishing Joy2 (捕鱼达人2)
17. Fruit Ninja （水果忍者）
18. Tencent eliminate game (天天星连萌)
19. The Dazzel Dance (全民炫舞)
20. A Small Town (全民小镇)
App
1. QQ2013
2. WeChat
3. Shougou Mobile Input
4. Taobao
5. Kugou Music
6. 360 Mobile Assistant
7. 360 Moible Guard
8. QQ Space
9. Weibo
10. Alipay
11. UC Browser
12. Baidu Map
13. Tencent App Store
14. QQ Browser
15. Tencent Mobile Manager
16. Youku
17. Baidu Mobile Assistant
18. Tencnet Video
19. QQ Music
20. Meitu Xiuxiu

25. China and other emerging regions are now
influencers of the global app economy
As more smartphones are shipped globally, and more mobile traffic is available worldwide,
China is not only fueling the demand for global traffic but also responsible for maturing the
mobile app economy in emerging regions including the Middle East, Latin America, Asia,
and Africa.
• China’s advertisers outspent mobile advertisers of developed regions, as China
invested more budget into emerging regions.
• Productivity apps from Chinese developers account for the largest mobile ad
investment globally due to the ease with which a productivity app can be localized.
• Rising install-rates in most emerging regions suggest growing positive sentiment for
app discovery through mobile ads, and increasing consumption of mobile apps as a
result.
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.

26. AppFlood is the largest global mobile RTB platform from China.
AppFlood’s proprietary programmatic technology uses intelligent
algorithms to put the right ads in front of the right mobile users and
maximize ROI for advertisers and revenue for publishers.
Launched in 2012, AppFlood now connects to 82,000 apps and delivers
over 300 million impressions daily.
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