Mobile AdvertisingMarketplace Report    2012 - Q2
About the report•    The Mobile Advertising: Marketplace Report provides market data from real-time bidded     auctions fo...
Summary highlights"    Demand from advertisers and demand side platforms (DSPs) for real-time bidded ad impressions     ro...
Overall, advertiser demand for mobile impressions through    real-time bidding continues to rise                          ...
Among operating systems, iOS still wins in price but                          Android creeps up in auction volume         ...
Relative to market prices, iOS still maintains a healthy    premium in eCPMs                                              ...
Android devices steal demand for mobile ads from iOS    devices by a significant percentage                                ...
Internationally, Italy and Korea demonstrates big    drops in popularity, while the U.S. remains strong                   ...
International mobile ad prices still vary dramatically with the    highest eCPMs in Spain, Australia, and Canada          ...
Category movers and shakers: Social networking is king,                                      with healthy growth in music ...
Ad formats vary wildly in popularity. Banners and vertical                           interstitials demonstrate rising auct...
While horizontal full screen ads and medium rectangles                           have declined in demand                  ...
Is print media preparing for tablets?                                                                       Apr	          ...
Are advertisers preparing for a post-UDID world or are         demand sources diversifying?                               ...
From gender to location, publishers are increasingly    providing segmentation data                                       ...
Definition of Indices•    Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and     rep...
About MoPubMoPub is the world’s leading ad server for smartphone application publishers, designed to drive moread revenue ...
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MoPub Mobile Advertising Marketplace Report (Q2 2012)

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MoPub report on the state of exchange-traded media in mobile

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Transcript of "MoPub Mobile Advertising Marketplace Report (Q2 2012)"

  1. 1. Mobile AdvertisingMarketplace Report 2012 - Q2
  2. 2. About the report•  The Mobile Advertising: Marketplace Report provides market data from real-time bidded auctions for mobile ad impressions, aggregated from smartphone applications, advertisers and demand side platforms on MoPub Marketplace, the mobile ad exchange product of MoPub, the world’s leading advertising server for smartphone apps.•  MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers and their representatives can bid on ad inventory from thousands of smartphone application publishers in an efficient, real-time market. •  The data reflected here is solely representative of exchange-traded media on MoPub Marketplace and does not include any ad network or ad network mediation data. •  MoPub Marketplace suppliers are smartphone application publishers from the U.S., Europe, Asia, and Latin America. The data is representative of 15 billion monthly ad impressions across two dozen verticals.•  MoPub is a neutral, independent, and private entity. MoPub does not sell advertising nor do we buy inventory. For more information about MoPub, see report appendix or email info@mopub.com.•  Questions, comments, or data inquiries about this report can be sent to datareports@mopub.com.
  3. 3. Summary highlights"  Demand from advertisers and demand side platforms (DSPs) for real-time bidded ad impressions rose significantly through Q1 and Q2 of 2012, with a 300% increase in average bids per ad request"  While iOS still commands a premium in eCPMs over Android by 86%, Android is stealing share in popularity among advertisers with a steady increase in share of impression volume"  Internationally, Italy and Korea demonstrates big drops in popularity, while the U.S. remains strong. Spain, Australia, and Canada demonstrate the highest eCPMs"  Among categories, social networking demonstrates the most pointed growth in impressions, along with increases in music, lifestyle, and health and fitness apps. Music, lifestyle, and business apps demonstrate the most valued eCPMs"  Full screen interstitials in the horizontal orientation, popular in gaming apps, have declined in overall auction volume, as gaming volume impression has also declined. Demand for the popular desktop format, medium rectangles, has also declined" iPad ad formats demonstrate a slow but steady rise in eCPMs, with full screen ad eCPMs showing a 24% increase from April to June"  UDID data continues to be valuable conversion tracking for performance advertisers, but both volume and prices converge with non-UDID impressions as demand sources diversify"  From gender to location, publishers are increasingly providing segmentation data with impression increases of 127% and +154%, respectively MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  4. 4. Overall, advertiser demand for mobile impressions through real-time bidding continues to rise 60%   1.80   53%   1.60   1.7   50%   1.6   Bids  Per  Impression  Request   Real-­‐Fme  AucFon  Win  Rate   1.40   42%   40%   38%   37%   1.20   1.2   1.0   1.1   1.00   30%   0.80   28%   20%   18%   0.60   0.40   0.4   10%   0.20   Win  Rate   Bid  Depth   0%   0.00   Jan   Feb   Mar   Apr   May   Jun   "  With both market growth and seasonal patterns beginning to pervade, demand from advertisers and demand side platforms for real-time bidded ad impressions continues to rise through Q1 and Q2.Notes: Real-time Auction Win Rate represents the share of real-time auctions with winning bids. Bid Depth represents the average number of non-zero bids per auction as a share of total request impressions, includingthose that have no bidders. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  5. 5. Among operating systems, iOS still wins in price but Android creeps up in auction volume $1.00   100%   0.91   $0.90   90%   0.81   0.80   28%   $0.80   35%   39%   80%   Share  of  AucFon  Volume   $0.70   70%    Average  eCPM   $0.60   60%   0.52   $0.50   50%   0.43   0.39   $0.40   40%   72%   $0.30   65%   61%   30%   $0.20   20%   $0.10   10%   $0.00   0%   Apr   May   Jun   Apr   May   Jun   iOS   Android   iOS   Android   "  While eCPMs for iOS remain dominant over Android by 86%, Android has gained share in popularity among advertisers with an increase in impression volume from 35% to 39% between May and June. Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  6. 6. Relative to market prices, iOS still maintains a healthy premium in eCPMs 30%   23%   23%   DeviaFon  from  average  eCPM   20%   17%   iPhone  OS   Android   10%   0%   Avg eCPM Apr   May   Jun   -­‐10%   -­‐20%   -­‐30%   -­‐33%   -­‐34%   -­‐40%   -­‐41%   -­‐50%   "  Prices for both operating systems converged slightly in June relative to average eCPMs. However, iOS continues to maintain a healthy 23% above the average eCPM for two months, with Android eCPMs improving seven percent.Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  7. 7. Android devices steal demand for mobile ads from iOS devices by a significant percentage 60%   Share  of  AucFon  Volume   50%   48%   47%   44%   40%   38%   34%   Apr   May   30%   28%   Jun   20%   13%   11%  10%   10%   10%   8%   8%   1%   1%   1%   0%   iPhone   Android   iPad   iPod  touch   Android  tablet   "  Android catching up with iPhone in auction volume, as all other iOS devices also decline in popularity among advertisers. Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  8. 8. Internationally, Italy and Korea demonstrates big drops in popularity, while the U.S. remains strong 100%   2%   1%   5%   KOR   90%   3%   3%   CHN   2%   4%   Share  of  AucFon  Volume   80%   4%   JPN   4%   15%   10%   MEX   6%   70%   1%   RUS   3%   5%   60%   NLD   5%   19%   SGP   50%   10%   ITA   40%   19%   ESP   9%   FRA   30%   12%   DEU   20%   CAN   25%   25%   AUS   10%   21%   GBR   0%   USA   Apr   May   Jun   "  From April to June, Canada demonstrated a significant increase in popularity, as well as Spain, while demand for impressions in Italy and Korea declined. The U.S. remained relatively constant in auction volumes. Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  9. 9. International mobile ad prices still vary dramatically with the highest eCPMs in Spain, Australia, and Canada Worldwide  eCPMs  relaFve  to  U.S.  June  ‘12   -­‐45%   KOR   -­‐42%   DNK   -­‐38%   NOR   -­‐36%   RUS   -­‐36%   SGP   -­‐27%   NLD   -­‐23%   IRL   -­‐21%   BRA   -­‐20%   CHN   -­‐20%   MYS   -­‐18%   CHE   -­‐17%   DEU   -­‐15%   PHL   -­‐9%   MEX   -­‐8%   SWE   -­‐8%   FRA   -­‐3%   HKG   ITA   2%   GBR   5%   JPN   8%   CAN   9%   ESP   24%   AUS   24%   -­‐50%   -­‐40%   -­‐30%   -­‐20%   -­‐10%   0%   10%   20%   30%  Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  10. 10. Category movers and shakers: Social networking is king, with healthy growth in music and lifestyle apps Average eCPM $0.65 35%   31%   health  &  fitness   $0.52  Share  of  AucFon  Volume   30%   entertainment   $0.52   25%   social  networking   $0.53   20%   18%   uFliFes   $0.71   15%   15%   13%   13%   photography   $0.73   10%   9%   reference   $0.75   7%   news   $0.76   5%   3%   3%   1%   2%   3%   2%  2%   0%   games   $0.76   0%   music   $0.78   lifestyle   $0.79   business   $0.84   $0.00   $0.20   $0.40   $0.60   $0.80   $1.00   Apr   May   June   eCPM   "  In Q2, demand for social networking impressions had the most pointed growth, along with increases in music, lifestyle, and health and fitness apps. Music and lifestyle apps also demonstrated the most valued eCPMs, along with business apps in June. Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  11. 11. Ad formats vary wildly in popularity. Banners and vertical interstitials demonstrate rising auction volumes Banner 320x50 Full Screen Interstitial 320x480 86.0%   1.6%   85.5%   85.0%   1.4%   1.4%   83.9%   Share  of  AucFon  Volume   84.0%   1.2%   Share  of  AucFon  Volume   1.2%   83.0%   1.0%   1.0%   82.0%     81.0%   0.8%   80.0%   79.6%   0.6%   79.0%   0.4%   78.0%   0.2%   77.0%   76.0%   0.0%   Apr   May   Jun   Apr   May   Jun   "  Ad banners continue to dominate mobile ad formats and significant growth in popularity for full screen interstitials in a vertical orientation.Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  12. 12. While horizontal full screen ads and medium rectangles have declined in demand Medium Rectangle 300x250 Full Screen Interstitial 480x320 7.0%   6.6%   1.0%   0.9%   0.9%   6.0%   Share  of  AucFon  Volume  Share  of  AucFon  Volume   0.8%   5.0%   5.0%   0.7%   4.3%   0.6%   4.0%   0.5%   3.0%   0.4%   0.3%   2.0%   0.3%   0.2%   0.2%   1.0%   0.1%   0.0%   0.0%   Apr   May   Jun   Apr   May   Jun   "  Full screen interstitials in the horizontal orientation, popular in gaming apps, have declined in overall auction volume, as gaming volume impression has also declined. Demand for the popular desktop format, medium rectangles, has also declined.Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  13. 13. Is print media preparing for tablets? Apr   May   Jun   $5.00   4.47   $4.50   $4.00   3.61   $3.50   3.33  eCPM   $3.00   $2.50   2.21   $2.00   1.67  1.63   1.62   1.56   1.53   $1.50   1.06   1.14  1.01   0.88   0.92   $1.00   0.74   0.77  0.76  0.75   0.82   0.59  0.61   $0.50   $0.00   Full  Screen   Banner  320x50   MRect  300x250   Full  Screen   iPad  Banner   iPad  Full  Screen   iPad  Full  Screen   IntersFFal   IntersFFal   728x90   768x1024   1024x768   480x320   320x480   " iPad ad formats demonstrate a slow but steady rise in eCPMs, raising the question of how quickly mobile will usurp traditional print advertising dollars. Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  14. 14. Are advertisers preparing for a post-UDID world or are demand sources diversifying? 100%   $0.90   8%   16%   15%   0.81   90%   $0.80   0.70   80%   $0.70   0.66   Share  of  AucFon  Volume   70%   0.60   $0.60   0.55   0.52   60%   $0.50   eCPM   50%   92%   84%   $0.40   85%   40%   $0.30   30%   20%   $0.20   10%   $0.10   0%   $0.00   Apr   May   June   Apr   May   June   With  UDID   Without  UDID   With  UDID   Without  UDID   "  Unique device identifier (“UDID”) data continues to be valuable conversion tracking for performance advertisers, but as demand sources diversify, eCPMs for impressions with UDID data have started to equilibrate with impressions without UDID data in both volume and price.Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  15. 15. From gender to location, publishers are increasingly providing segmentation data Increase  in  keyword  data,  May  ’12  –  Jun  ’12   180%   +154%   Change  in  AucFon  Volume   160%   140%   +127%   120%   100%   80%   60%   +47%   40%   20%   0%   Has  Device  ID   Has  Gender   Has  LocaFon   "  Publishers are increasingly providing demographic data and other keyword identifiers because of transparency in real-time bidding exchanges. Do brands finally have what they need to increase mobile ad spend?Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience. MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com
  16. 16. Definition of Indices•  Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience•  Real-time Auction Win Rate: Represents the share of real-time auctions with winning bids •  Bid Depth: Represents the average number of non-zero bids per auction as a share of total ad impression requests, including those that have no bidders•  Percent of Auction Volume: The percentage share of total auctions with winners for a specific dimension
  17. 17. About MoPubMoPub is the world’s leading ad server for smartphone application publishers, designed to drive moread revenue through a single solution. We offer the first comprehensive monetization platform for mobileapp publishers that combines real-time bidding, ad serving, cross-promotional capabilities and adnetwork mediation into one, easy-to-use platform. As a pioneer in real-time bidding for mobile, we builtthe first transparent market that enables advertisers and other demand side buyers to access billionsof ad impressions with hyper-targeted data from app publishers. Through MoPubs open-source,flexible SDK, users get complete control and transparency into how much revenue they are receivingfrom every ad or campaign. MoPub was founded in 2010 by an experienced mobile advertising technology team and has raisedover $6.5 million in venture capital from Accel Partners and Harrison Metal Capital. MoPub isheadquartered in San Francisco with offices in New York City and is actively hiring. For moreinformation, please visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub.To receive future reports like these from MoPub, visit www.mopub.com/report. For specific data inquiries, email datareports@mopub.com.

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