Mojiva Inc. 136 Baxter Street New York NY 10013 TEL 1.646.862.6201 Fax 1.646.862.6130 03 2011 39% of respondents from Mojiva.com predict between 80% &100% of mobile ad campaigns will include rich media in 2011 P2 The Mojiva MOBILE AUDIENCE GUIDE VaLEnTinE’s Day: a mobile audience review P3 UncoVErED: The operaTINg SYSTeM INverSe relaTIoNShIp of Scale vS. eNgageMeNT P5 ThE MojiVa nETwork rEachEs an aLL- TiME UniqUE UsEr high oF 84.3MM! P2 mojiva.com
Transcript
Mojiva Inc.
136 Baxter StreetNew York NY 10013
TEL 1.646.862.6201Fax 1.646.862.6130
032011
39% of respondents from Mojiva.com predict between 80% &100% of mobile ad campaigns will include rich media in 2011 P2
The Mojiva MOBILE AUDIENCE GUIDE
The Mojiva MOBILE AUDIENCE GUIDE
The Mojiva MOBILE AUDIENCE GUIDE
TM
VaLEnTinE’s Day:a mobile audience review P3
UncoVErED: The operaTINg SYSTeM INverSe relaTIoNShIp of Scale vS. eNgageMeNT P5
ThE MojiVa nETworkrEachEs an aLL-TiME UniqUE UsEr high oF 84.3MM! P2
• PRE HOLIDAY (12/20 – 12/24)• POST HIOLIDAY (12/26 – 12/31)
21%
15%
12%
14%
39%
Between20% and 40%
Between 20% and 40%
Under 20%
Between 60% and 80%
Between 80% and 100%
Between 40% and 60%
21%
15%
12%
14%
39%
Between 20% and 40%
Under 20%
Between 60% and 80%
Between 80% and 100%
Between 40% and 60%
2
over 200 visitors to Mojiva.com voted when we asked how much of their mobile advertising campaigns would comprise of rich media in 2011. If these figures are anything to go by, it’s safe to say that mobile audiences will be experiencing some very engaging ads throughout the year.
polling conducted at mojiva.com between february 13 and March 11, 2011.
03.2011 The MojIva MoBIle audIeNce guIde mojiva.com
Last month we reported that our unique user audience on the Mojiva network was hovering at 77.6MM, which was fantastic. what’s even better is that our audience is now 84.3MM unique users strong in the U.s.!
Mojiva’s Mobile Audience: GoinG froM StrenGth to StrenGth
We Asked, You responded: WhAt percentAGe of Your Mobile cAMpAiGnS Will incorporAte rich MediA in 2011?
Many people say that this holiday is just a mere grab for our dollars from greeting card companies and chocolate manufacturers. regardless of what people say, the obvious spike in unique users on february 13 strongly suggests that the Mojiva audience was busy surfing the mobile web for something… Whether it was roses, chocolates, teddy bears or maybe excuses for forgetting the day of love, it’s clear that the Mojiva mobile users are making the most of data on their wireless devices around key consumer holidays.
valentine, Be Mine:
With little time left before february 14, Mojiva audiences were highly engaged with mobile advertising on february 12 and only eased up by 0.05 percentage points the following day.
In addition to unique users, it’s important to review Mojiva audience engagement (cTr) for the week leading up to valentine’s day to gauge just how interested they were in advertiser offerings.
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
7 Feb
. 201
1
8 Feb
. 201
1
9 Feb
. 201
1
10 Feb
. 201
1
11 Feb
. 201
1
12 Feb
. 201
1
13 Feb
. 201
1
14 Feb
. 201
1
15 Feb
. 201
1
Pre- and Post-Valentine’s Day By Unique Audience – February 2011
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
7 Feb
. 201
1
8 Feb
. 201
1
9 Feb
. 201
1
10 Feb
. 201
1
11 Feb
. 201
1
12 Feb
. 201
1
13 Feb
. 201
1
14 Feb
. 201
1
15 Feb
. 201
1
Pre- and Post-Valentine’s Day By Unique Audience Engagement (CTR) – February 2011
all data in the above chart reflects unique users on the Mojiva network in the uS only.
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
7 Feb
. 201
1
8 Feb
. 201
1
9 Feb
. 201
1
10 Feb
. 201
1
11 Feb
. 201
1
12 Feb
. 201
1
13 Feb
. 201
1
14 Feb
. 201
1
15 Feb
. 201
1
Pre- and Post-Valentine’s Day By Unique Audience – February 2011
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
7 Feb
. 201
1
8 Feb
. 201
1
9 Feb
. 201
1
10 Feb
. 201
1
11 Feb
. 201
1
12 Feb
. 201
1
13 Feb
. 201
1
14 Feb
. 201
1
15 Feb
. 201
1
Pre- and Post-Valentine’s Day By Unique Audience Engagement (CTR) – February 2011
all data in the above chart reflects cTr for users on the Mojiva network in the uS only.
a Look at Mobile audience activity and Engagement for the Lead Up To February 14
03.2011 The mojiva mobile audience Guide mojiva.com4
apple released the iPad in april last year. Samsung released the Galaxy Tab late 2010. The fact that the iPad has a larger unique user audience (although the gap is closing fast) in the mojiva network is natural because it was released several months earlier. however, the mojiva unique audience is the only area where iPad won this month…
make no mistake, apple may be the first to release a tablet device, but the numbers don’t lie, Samsung Galaxy Tab audiences are almost two times more engaged (based on cTR).
Who Needs aN operatiNg system War, WheN you’ve got tWo hot tablets goiNg head-to-head?
1.4
1.2
1
0.8
0.6
0.4
0.2
0
Apple iPad vs. Samsung Galaxy Tab Unique User Growth – December 2010 to February 2011
Dec. 2010 Jan. 2011 Feb. 2011
MM
CTR
0.70%
0.60%
0.50%
0.40%
0.30%
0.20%
0.10%
0.00%
Apple iPad vs. Samsung Galaxy Tab: Audience Engagement (CTR)
Dec. 2010 Jan. 2011 Feb. 2011
all data in the above chart reflects unique users on the mojiva network in the uS only.
aPPle iPad ••SamSunG Galaxy Tab ••
1.4
1.2
1
0.8
0.6
0.4
0.2
0
Apple iPad vs. Samsung Galaxy Tab Unique User Growth – December 2010 to February 2011
Dec. 2010 Jan. 2011 Feb. 2011
MM
CTR
0.70%
0.60%
0.50%
0.40%
0.30%
0.20%
0.10%
0.00%
Apple iPad vs. Samsung Galaxy Tab: Audience Engagement (CTR)
Dec. 2010 Jan. 2011 Feb. 2011
all data in the above chart reflects cTR for users on the mojiva network in the uS only.
Based on unique users for the month of february in the Mojiva network, apple sits firmly in first and second place, and android covers the final three slots.
5
all data in the above chart reflects unique users and cTr on the Mojiva network in the uS only.
uNIqueS •cTr •cTr lIMITed SaMple •
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
1.80%
1.60%
1.40%
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
Android O
SiO
S
RIM O
S
Symbian
OS
Windows Mobile
OS
webOS
Windows Phone 0
7 OS
Windows Phone O
S
MTK/Nucle
us OS
Palm O
S
Linux OS
HipTop O
S
Bada O
S
OS Network Share of Unique Users vs. CTR – February 2011
Sha
re o
f uni
que
user
s on
Moj
iva
CTR
sTrEngTh in nUMbErs DoEs noT EqUaL
sTrEngTh in EngagEMEnT
1. Apple iPhone2. Apple iPod Touch3. HTC PC361004. HTC Glacier5. Motorola DroidX
When it comes to looking at the mobile audience based on levels of scale and engagement (via cTr), there is a profound inverse relationship. While android holds a strong unique user network share of 53.91%, the average cTr of that particular oS user is just 0.38%. conversely, rIM takes only 8.36% of network share in terms of unique users but this audience is highly engaged, with an average cTr of 1.30%. It’s important to note that campaign creative plays heavily into the cTr equation.
get the scoop on the Top 5 handsets for
February 2011 here!
1• apple iPhone2• apple iPod Touch3• hTc Pc361004• hTc glacier5• Motorola Droidx
Mojiva is the mobile media network delivering high-impact and high-engagement rich media ad campaigns for some of the world’s most well known brands. We are the key link in the value chain providing advertisers the technology and know-how to execute impactful mobile ad campaigns.
In addition, Mojiva is empowering mobile publishers and developers to monetize their content and apps effectively. our products, technology and rich media integrations are designed with simplicity in mind, so that you can focus on growing your bottom line.
and just in case you were wondering about where the name “Mojiva” came from… “Mo” is taken from the word “mobile”, the industry in which we work. “jiva” is derived from the Sanskrit word “jivas”, which means “life” or “to breathe”. To help with pronunciation, the phonetic spelling is: [moh – jee – vuh]
launched in May 2008, the network has grown rapidly to help thousands of advertisers and publishers from diverse industries. Serving over 190 countries, Mojiva is now reaching 83.4 million monthly unique users in the uS and over 316.3 million across the globe. Mojiva’s corporate office is headquartered in New York city and has offices in San francisco, los angeles, Seattle and london.
about Mojiva
Mojiva Inc.
136 Baxter StreetNew York NY 10013TEL 1.646.862.6201Fax 1.646.862.6130
