1.
MOBILE PROGRAMMATIC: A BUYER’S PERSPECTIVE, 2016

2.
Table Of Contents
• Introduction
• Research Objectives
• Research Methodology & Participants
• Key Findings
• Survey Results
ü Current & Future state of mobile programmatic advertising
ü Motivation/Barriers to adoption of mobile programmatic advertising
ü Programmatic Buying Trends Across Different Formats
ü Programmatic Monetization Model Preference
• Conclusion

3.
Mobile Programmatic – The Next Frontier
Mobile is the new frontier of programmatic buying - the technology is
poised to help marketers more effectively connect with consumers in
the moment, across screens. After all, mobile advertising is growing
faster by the year, and programmatic, which is expected to be a $20
billion industry by the end of 2016, is showing no signs of slowing down.
From a marketer’s point of view, it is a dream; mobile is becoming
increasingly important, not just because of consumer adoption, but also
because of programmatic technology. It is encouraging to know that
marketers are increasingly understanding the larger business benefits of
using programmatic marketing as an underpinning.

4.
RESEARCH OBJECTIVES
At InMobi, we wanted to better understand how brand marketers view
the mobile programmatic space. This lead us to conducting our own
research program to track the usage and investment in mobile
programmatic advertising, along with the benefits, opportunities and
roadblocks in the current dynamic, data driven digital landscape
To help paint a detailed picture of this ever-evolving marketplace we
conducted an extensive online survey, undertaken by a diverse group
of over 180 digital marketers at brands and agencies during a five-
week period in June 2016.
Mobile Programmatic: A Buyer’s Perspective,
2016

5.
RESEARCH METHODOLOGY
This study was developed by InMobi.
InMobi conducted an on device survey among list of brands, and
agencies throughout the world. The survey invitation was sent multiple
times via email to InMobi’s contacts across a range of sectors, including
FMCG, travel, retail, finance, insurance and arts and entertainment
between June 2016 to July 2016. The recruitment process yielded a total
of 181 completed surveys.
Mobile Programmatic: A Buyer’s Perspective,
2016

6.
CURRENT & FUTURE ADOPTION OF MOBILE
PROGRAMMATIC

7.
Insights
1. 75% of marketers are currently using programmatic,
almost a third of them have been doing so less than
a year.
2. Marketers are passionately embracing mobile
programmatic and spending optimism runs high.
3. Retargeting and acquisition goals are fundamental
goals for mobile programmatic today.

8.
75% Of Marketers Are Currently Using Mobile Programmatic, A Third Of Them Have Been Doing So
Less Than A Year
Usage Period Of Mobile Programmatic Advertising Among Marketers
• Programmatic has truly arrived. 75% of
marketers surveyed use programmatic for
buying smartphone inventory. The results
show that programmatic has established
itself as an effective way of buying mobile
media.
• 24% said they had been incorporating
programmatic advertising into their
strategies for more than 24 months.;17% of
them plan to do in 2016.
12%
16%
23%
24%
17%
8%
6 months or less
6 to 12 months
12 to 18 months
More than 24 months
Not using mobile programmatic advertising but have
plans to do in 2016
Not using mobile programmatic advertising and have
no plans to do so
Q. How long has your company been using mobile programmatic?
Sample Size : Global n=181

9.
• Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack
of education (33%). The ecosystem needs to overcome these barriers in order to harness the true potential of programmatic.
• Interestingly, the results show that programmatic has established itself as an effective way of buying mobile media, however there is a
clear disconnect between this buying technique and knowledge levels. Therefore, strengthening this knowledge base across the industry
should remain a top priority moving forward.
Navigating The Obstacles: Complexity of the Ecosystem & Lack of Knowledge are Driving Fears
Obstacles
that
Inhibit
Adop2on
of
Mobile
Programma2c
Q. What are the pain points that inhibits adoption of mobile programmatic? Please select all that apply
Sample Size : Global n=30
58%
42%
33%
25%
17% 17%
8%
17%
Complexity of the
ecosystem
Skills shortage Lack of education Lack of appropriate
measurement
Lack of transparency Resistance from
clients
Brand Safety Issues Others

10.
• 74% of marketers are now using programmatic for retargeting users, 62% use it for performance marketing and 61% for branding.
• This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and
efficiency for upper-funnel campaigns.
Retargeting/Acquisition Goals Are A Fundamental Goal For Mobile Programmatic Today
Primary Goals To Achieve Through Mobile Programmatic
Q.: What goals are you trying to achieve via mobile programmatic advertising today? Select all those that apply
Sample Size : Global n=173
74%
62%
61%
37%
4%
Retargeting/Acquisition (Generating new sales from new customers)
Performance marketing (app downloads/ installs)
Branding (Increasing brand awareness and favorability)
Retention (Improving Customer satisfaction, wallet share, loyalty etc.)
Others

11.
Ad Spend on Mobile Programmatic Paints a Bright Picture
Q.: Thinking ahead to the end of 2016, do you see your company’s % of budget allocated to mobile programmatic advertising?
Sample Size : Global n=173
• Marketers are passionately embracing mobile programmatic. 77% of them foresee their mobile programmatic spend increasing in
2016; 34% see its use increasing significantly
34%
43%
12%
1% 2%
8%
Increase
significantly
Increasingly
somewhat
Staying about the
same
Decreasing
somewhat
Decreasing
significantly
Not Sure
Future Budget Allocation Towards Mobile Programmatic Advertising

12.
23%
43%
20%
7%
6%
0%-10%
11%-30%
31%-50%
51%-70%
71%-100%
• In the next twelve months, the majority of marketers (66%) plan on
spending at least 50% of their digital media budget
programmatically
• In addition to the growing familiarity among buyers and sellers
with programmatic technology, several other factors are
contributing to rapid adoption across a variety of channels and ad
formats. These include programmatic undeniable efficiency, its
unparalleled ability to pair rich audience data with ad inventory
and its improved audience-targeting capabilities which extend
beyond cookie-based devices.
Buyers are Planning to Spend Their Digital Advertising Budget Towards Programmatic in the Next
12 Months
% Share of Digital Ad Spend Allocated to Mobile Programmatic Advertising in 2016
Q. : What % of your digital advertising budget do you expect to be traded programmatically on mobile in the next 12 months’ time?
Sample Size : Global n=173

13.
BENEFITS & CHALLENGES FOR MOBILE
PROGRAMMATIC ADOPTION

14.
Insights
1. Advertisers and agencies have clear views on the
perceived benefits of programmatic.
2. Engagement via mobile video & cross device
campaigns emerge as a key driver of programmatic
trading adoption.
3. Barriers advertisers face in rolling out mobile
programmatic include - Fraud/ Viewability concern,
Lack of transparent reporting & perceived ROI

15.
Key Reasons for Growing Mobile Programmatic Investments
Engagement via Mobile Video & Cross Device Campaigns Emerge as Key Drivers of
Programmatic Trading Adoption
Q. What do you feel are the key reasons for your company to consider investing in / increasing its programmatic trading investment? Please rank in order of most important to least
Sample Size : Global n=173
Increased engagement
via programmatic video
Ability to build effective
cross- device campaigns
Gaining access to premium
inventory and audiences at scale
Opportunity to leverage first &
third party data for a better
understanding of the user
Ability to optimize and target
right audience in real time
Lower cost of media
resulting in higher ROI
Increased targeting &
trading efficiencies
1 2 3 4
5 6 7

16.
Fraud/Viewabilty Concerns, Lack Of Transparent Reporting & ROI are the Key Factors
Hindering Mobile Programmatic Adoption
Q. As a Buyer of Programmatic, Which of the following issues do you perceive as barriers to programmatic adoption by your advertisers? Please select all that apply
Sample Size : Global n=173
48%
42%
41%
36%
35%
29%
28%
26%
25%
21%
15%
5%
Fraud/viewability concerns
Lack of transparent reporting
Lack of perceived or measurable ROI
Complexity of the marketplace
Lack of understanding of Programmatic amongst the campaign execution team
Cost of highly targeted third-party data
Attribution – digital to real world is difficult
Brand safety
High minimum campaign spends
Limited relevant data sets
Inconsistent privacy policies
Others, please specify
Key Factors Hindering Programmatic Adoption

17.
PROGRAMMATIC ADVERTISING :
CHANNEL, AD FORMAT, TARGETING &
MONETIZATION MODEL PREFERENCE

18.
Insights
1. Mobile will see its fair share of spending increases;
it ranked as the No. 1 area of opportunity for
programmatic.
2. Higher impact ad formats like Video & Native are
the most desirable for mobile programmatic.
3. Audience targeting is driving programmatic
adoption.
4. In terms of monetization model, marketers want it
all i.e., Direct Deal, Private marketplace and Open
exchange.

19.
• Mobile will see its fair share of those
spending increases; it ranked as the No. 1
area of opportunity for programmatic, cited by
84% of marketers.
• Video landed in second, called out by 73% of
respondents.
Mobile Ranks as the No. 1 Area of Opportunity for Programmatic, followed by Video
Q. Looking ahead to 2016 about programmatic advertising, which of the following advertising/marketing channels do you plan to invest the most? Please select all that apply
Sample Size : Global n= 173
84%
73%
64%
53%
41%
19%
16%
9%
9%
8%
Mobile
Video
Display/Online
Social
Native Advertising
E-mail
TV
Out-of-Home
Radio
Print

20.
• In terms of ad format, 44% of marketers prefer video for mobile
programmatic, followed by (native 23%) because they are highly
effective at getting the consumer’s attention.
• Clearly, the results shows that Programmatic video has arrived and
is on an upward swing. As programmatic technology evolves, and
consumers move to video, away from their TV screens, the shift in
programmatic video technology is only waiting to happen.
• For advertisers and publishers alike, programmatic video
represents a huge opportunity to improve efficiency as well as
profits.
Video & Native Ads are the Most Desirable Formats for Mobile Programmatic
Q. Which ad category do you expect to see the largest overall increase in programmatic mobile media spending this year?
Sample Size : Global n= 173
Most Desirable Ad Format For Mobile Programmatic
VIDEO
44%
NATIVE ADS
23%
BANNER ADS
18%
RICH MEDIA
12%
INTERSTITIALS
2%
SEARCH
1%

21.
• When asked which targeting parameters were
used for buying or selling inventory, advertisers
cited audience (46%), followed by content (16%)
and location (12%) .
Audience Targeting is Driving Programmatic Adoption
Q. What are the most popular targeting parameters for mobile ads you buy via programmatic channels?
Sample Size : Global n= 173
Targeting Preference for Mobile Programmatic
46%
16%
12%
11%
7%
4%
4%
0%
By Audience
By Content (site or app)
By Location (GPS device lat/long)
By User (Device ID, Cookies, etc.)
User retargeting
By Device
By Device Features ( OS, OS version, device type etc.)
By Operating system

22.
Marketers Prefer Direct Deal, PMP & Open Exchange Monetization Model
Q. Which programmatic monetization model do you plan to use in 2016?
Sample Size : Global n= 173
Preferred Programmatic Monetization Model
6%
12%
20%
44%
18%
Direct Deal Private marketplace Open Exchange All of the above I don’t know

23.
Leveraging First-look, Access to Premium Inventory & Exclusive Audience are Factors Most Vital
for Buying via PMP
Q. What are the main reasons for buying via PMP? Please select all that apply
Sample Size : Global n= 173
Main Reasons for Buying via PMP
46%
39%
39%
38%
37%
22%
3%
Allows advertisers to get a first-look and acquire premium inventory
Allows access to exclusive audiences
PMP allows for Precise audience targeting
Provides more data insights/signals/acess to first party data
PMP provides a Brand Safe environment
Can remove the need for a direct sales team
Others, please specify

24.
MOBILE PROGRAMMATIC - SELECTING THE RIGHT
PARTNER & TECHNOLOGY

25.
Insights
1. Performance, Audience reach & Targeting are the
key parameters in selecting mobile programmatic
partner.
2. Attribution, KPIs & Lower CPA are the key to further
mobile programmatic investments.
3. Marketers are interested in the potential of DSP and
multi-channel attribution.

26.
Performance, Reach & Targeting are the Key Factors in Deciding Mobile Programmatic Partner
Q. How important is each of the following when evaluating potential partners to buy impressions from programmatically? Please select all that apply
Sample Size : Global n= 173
63%
59%
58%
57%
57%
52%
42%
36%
34%
9%
3%
Performance
Audience scale/reach
Data targeting/segmentation
Viewability Tracking
Anti- fraud
Cost (technical/human)
Unique/differentiated
inventory
Creative ad units
Verification
Lack of comprehension
Others, please specify
• Asked to rate the importance of evaluating potential partners
when buying impressions programmatically, 63% of
respondents gave top marks to performance, well ahead of
data targeting/segmentation and audience scale/reach.
• Although viewability trailed behind performance and
verification, both are nonetheless becoming important
components of doing business with supply partners.
Key Factors in Evaluating Potential Partner for Programmatic Advertising

27.
Attribution, KPIs & Lower CPA are the Key to Further Mobile Programmatic Investments
Q. I would recommend more mobile programmatic Buying if I had the following:
Sample Size : Global n= 173
Marketers Recommend Mobile Programmatic if the Partners Can Provide
17%
17%
16%
14%
12%
8%
7%
6%
4%
A#ribu(on
Ability
to
track
to
in
store
traffic
or
other
KPIs
CPA
lower
Be#er
targe(ng
op(ons
Conversion
tracking
More
inventory
Video
and
rich
media
inventory
Consistent
privacy
policies
Crea(ve
assistance

28.
DSP and Multi-channel Attribution Will be the Hot Educational Topics
Q. How interested are you in learning about the following technologies in 2016?
Sample Size : Global n= 173
DSP
1
Multi- Channel
Attribution
2
Cross-Device
Tracking & Delivery
3
Ad Viewability
Measurement
4
DMP
5
Technologies That Interest Buyers

29.
APPENDIX

30.
Mobile Programmatic: A Buyer’s Perspective, 2016
SURVEY SAMPLE BY LOCATION
13%
50%
16%
3%
12%
7%
0%
North America
APAC
Europe
LATAM
Middle East
Africa
Antarctica

31.
Mobile Programmatic: A Buyer’s Perspective, 2016
SURVEY SAMPLE BY RESPONDENT TYPE SURVEY SAMPLE BY VERTICALS
28%
50%
8%
14%
Brand Agency
Agency Trading Desk DSP/DMP
14%
11%
11%
11%
9%
8%
6%
5%
26%
Entertainment
Telecom
Technology
Consumer Goods
Retail
Travel
Finance
Automotive
Others

32.
FOLLOW US ON:
@inmobi
facebook.com/inmobi
linkedin.com/company/inmobi
slideshare.net/inmobi
REACH US AT:
insights@inmobi.com
www.inmobi.com/insights
THANK YOU