How Much Are Advertisers Ready to Pay for Installs? Clickky CPI Index (June 16 data)

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1 How Much Are Advertisers Ready to Pay for Installs? Clickky CPI Index (June 16 data) We are pleased to introduce the Clickky CPI Index which shows the current state of market demand. We calculated the Index for different countries, both OS (ios, Android), non incentive traffic and different categories. The Clickky CPI Index (June 16 data overview) shows accumulated data from 168,483 Android and 25,627 ios ad campaigns. The figures below show average CPI by country in June. All the graphs are based on Clickky advertising campaign data. The chart below also displays the change in the market demand in comparison to May 2016.

2 According to the data, the cost per install was generally higher for ios in June with the exception of Canada. The greatest difference could be spotted in Italy with $0.51 for ios and $0.01 for Android. USA has a traditionally wide range between ios ($0.09) and Android ($0.04) CPI campaigns as well. Great Britain, USA and Japan had the highest average cost per install on ios. While Italy was among the three leaders in CPI cost for ios last month, in June it has fallen by $0.51. Both ios and Android have shown a positive growth rate in Germany, Brazil, Indonesia and Mexico. The cost per install had dropped down for both platforms in Canada, France, Spain, Japan, Turkey, and USA. Now we ll take a closer look at the way an app category influenced CPI in different countries: NORTH AMERICA USA Canada EMEA Germany United Kingdom France Spain Turkey Italy UAE Russia Israel LATAM Brazil Mexico APAC Japan South Korea India SEA Indonesia

3 NORTH AMERICA Average payout (Android and ios CPI comparison for non incentive ads) in the USA In the United States, Business and Lifestyle were the only categories where Android CPI was slightly higher than ios. Moreover, the CPI for Business category has shown a significant difference between the two platforms. CPI for Android in Business category was also the highest for both platforms. Advertisers in the USA were ready to pay $1+ for the following ios categories: Business, News & Magazines, Productivity, Travel and Local. The least expensive category was Health & Fitness for both Android and ios, holding the position for three months. Average payout (Android and ios CPI comparison for non incentive ads) in Canada Canada is the only country where Android CPI breaks ios. The most expensive category is Business followed by Travel & Local, LifeStyle, Entertainment and Games. Business also demonstrated the greatest CPI difference between the two platforms.

4 EMEA Average payout (Android and ios CPI comparison for non incentive ads) in Germany In Germany, News & Magazines and Lifestyle were the only categories which showed a higher Android CPI than ios CPI. The CPI for Business category was the same for both platforms. The most expensive categories for ios were Entertainment ($1.1) and Finance ($1.18). Average payout (Android and ios CPI comparison for non incentive ads) in United Kingdom In Great Britain CPI didn t present any unexpected results. The Business category demonstrated the highest CPI for Android while Games showed the highest CPI for ios. These categories are holding their positions for three months in row.

5 Average payout (Android and ios CPI comparison for non incentive ads) in France Android CPI has dropped down in France in comparison with the previous month. Education still holds the leadership for the most expensive cost per install. Average payout (Android and ios CPI comparison for non incentive ads) in Spain Average payout for Spain has also dropped down significantly. The most expensive categories for ios were Games and Productivity.

6 Average payout (Android and ios CPI comparison for non incentive ads) in Turkey The most expensive ios categories in Turkey are Finance, Lifestyle and Entertainment. Finance is also the most expensive category for Android. The cost per install for Games category (the leader of the previous month) has dropped down from $1.00 to $0.6. Social, Education, and Games were the only categories, where Android CPI was higher than ios. Average payout Android and ios CPI comparison for non incentive ads within categories for Italy In Italy, games continue to hold the place of the most expensive category for ios. While Games CPI for Android was on par with ios in the previous month, it has dropped down, becoming one of the cheapest categories for Android, bitten only by Productivity.

7 Average payout Android and ios CPI comparison for non incent Ads within categories for UAE Entertainment is the only category in UAE, where Android CPI was higher than ios CPI. CPI for Entertainment for Android was also the highest out of all categories. Average payout Android and ios CPI comparison for non incentive ads within categories for Russia CPI for Android in Russia was the highest in Travel, Social, Entertainment and Business. Moreover, CPI for Business and Entertainment for Android was twice as high as ios.

8 Average payout Android and ios CPI comparison For non incentive ads within categories for Israel In Israel, CPI in Business category was demonstrating a significant difference between the two platforms, with Android CPI reaching astonishing $2.6 (one of the most expensive for this category), while the CPI for ios was significantly low ($0.6).

9 LATAM Average Android payout and ios CPI comparison for non incentive ads within categories for Brazil In Brazil Productivity was the only category where the CPI for Android was lower than for ios. Lifestyle was the most expensive category for Android reaching nearly $2.25. Average payout for Android and ios CPI comparison For non incentive ads within categories for Mexico In Mexico cost per install for Lifestyle for Android was the highest reaching $1,6 and beating other categories by more than $1.00. Social was the least expensive category for both platforms.

10 APAC Average payout (Android and ios CPI comparison for non incent ads) in Japan In Japan, Games was the most expensive category for Android, while Social was the most expensive category for ios. Entertainment and Social were the only categories where cost per install for ios was higher than for Android. Average payout for Android and ios CPI comparison for non incentive ads within categories for South Korea In South Korea Business was the most expensive category for Android while Social provided the highest cost per install for ios. Business, Games, Travel & Local were the only categories where CPI for Android was higher than for ios. Business also showed the lowest cost per install for ios out of all categories.

11 Average payout for Android and ios CPI comparison for non incentive ads within categories for India In India, Finance, Medical, Productivity, Social and Health & Fitness showed a higher CPI for Android than for ios. The cost per install for ios was the highest in LifeStyle, Shopping, Travel & Local. Productivity was the cheapest category for both platforms. SEA Average payout ios CPI for non incentive ads within categories for Indonesia In Indonesia Shopping, Travel & Local were the only categories which showed a higher cost per install for Android than for ios. Moreover, CPI for Android in Travel and Local was the highest out of all categories and for both platforms, reaching $1.2 per install.

12 Conclusions : 1. Clickky CPI Index has slightly dropped down in comparison to the previous month with Germany, Brazil, Indonesia and Mexico being the only countries demonstrating a positive growth rate. 2. Over the past month there was a significant growth for Finance and Business categories throughout considered countries. 3. The cost per install for Games category (one of the most expensive in previous months) has dropped down in most of the countries, especially for Android. 4. Japan and USA are still holding the leadership in the most expensive installs for ios. 5. Business category in Israel required the most expensive installs for Android reaching $ Geo location, app category and OS are the key factors that affect CPI. Сlickky is a leading platform for mobile monetization in emerging markets. We offer a wide variety of solutions, tailored to the needs of mobile publishers. Our platform ensures easy integration and high ecpm rates. Its user friendly interface enables publishers to reduce the number of actions required to launch ad campaigns. We work with clients from all over the world, generating more than 30,000 mobile ad campaigns every day. In 2016 Clickky made TOP 5 among advertising and marketing companies and TOP 3 among mobile ad tech companies in the Inc.5000 Europe ranking. clickky.biz