Mobile Advertising Monthly InsightsApril 2013Wednesday, May 8, 13
MoPub Proprietary Data. For more information contact email@example.comMarket ColorThis is our ﬁrst month of the MoPub monthly insights report, designed to give you ahigh level view of programmatic activity in mobile more frequently than the usualquarterly report. Please let us know what else you’d like to see here!Highlights• This month, we saw a strong rebound in all key metrics compared to Q1 2013: biddepth, eCPM, win rate and eCPC• Facebook reported their Q1 results and showed “real revenue” from their app installbusiness, which is likely taking share from lower performing performance channels• Desktop participants adopting RTB quickly: Turn and AppNexus joined the MoPubMarketplace in April and are ramping up campaigns this month• We observed material iOS7 trafﬁc for the ﬁrst time in late April/early May: roughly2K monthly unique devices concentrated in US and VietnamWednesday, May 8, 13
MoPub Proprietary Data. For more information contact firstname.lastname@example.orgPlatform pricing is outpacing Q3 and early Q4 metrics, ascompetition increases for available inventory$0$0.20$0.40$0.60$0.80$1.00$1.20May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 20132.04.06.08.010.0$0.66 $0.66$0.55$0.60 $0.61 $0.63$0.69$1.03$0.77$0.62$0.76$0.81Effect of Demand on Pricing on MoPub Marketplace (Banners + Interstitials) - May 2012 to Apr 2013eCPM Competitive FactorAlthough Competitive Factor is not as high as we observed in late Q4, it is enough tomove prices considerably higher than even October and November recordsWednesday, May 8, 13
MoPub Proprietary Data. For more information contact email@example.comProgrammatic buying increased in April with Bid Depth up60% and Win Rate nearly doubling00.250.500.751.001.25Apr 2012 Jan 2013 Apr 20130.850.510.56Bid Depth0%5%10%15%20%Apr 2012 Jan 2013 Apr 201320%10%18%Win RateApril produced record highs in our key buy-side metrics of Win Rate, which nearlydoubled, and Bid Depth, which was up 66% quarter over quarter+97%+66%Wednesday, May 8, 13
MoPub Proprietary Data. For more information contact firstname.lastname@example.orgPlatform-wide eCPM and eCPC showed more modest growthsequentially Q/Q$0.50$0.60$0.70$0.80$0.90$1.00Jan 2013 Apr 2013$0.81$0.77eCPM (USD)$0$0.020$0.040$0.060$0.080$0.100Jan 2013 Apr 2013$0.052$0.048eCPC (cost-per-click, USD)eCPM grew 5% from $0.77 to $0.81, while eCPC increased 8% from $0.048 to $0.052,indicating a higher overall per-install price platform wide+5% +3%Wednesday, May 8, 13
MoPub Proprietary Data. For more information contact email@example.comDemand has increased 3X for Interstitials compared tobanners, as performance app-install spend grows00.250.500.751.001.25Jan 2013 Apr 20131.330.310.790.50Bid Depth0%6%12%18%24%30%Jan 2013 Apr 201329%7%18%9%Win RateBanner InterstitialNew demand partners have “discovered” interstitial formats and have started to bidthem up substantially just in the last three months4X 3XWednesday, May 8, 13
MoPub Proprietary Data. For more information contact firstname.lastname@example.orgAndroid still has a 30% discount in pricing compared to iOS,but Bid Depth increased nearly 2XAndroid’s eCPM stayed flat despite increased bid depth; previously unpurchasedAndroid inventory is now clearing through RTB as Win Rate increased from 8% to 22%00.250.500.751.001.25Jan 2013 Apr 20130.870.460.830.54Bid Depth$0.20$0.40$0.60$0.80$1.00Jan 2013 Apr 2013$0.62$0.62$0.95$0.84eCPMiOS Android-30%Wednesday, May 8, 13
MoPub Proprietary Data. For more information contact email@example.comPad showed better resiliency in Bid Depth and Win Ratethrough the traditionally soft Q1 period00.250.500.751.001.25Jan 2013 Apr 20131.050.621.100.84Bid Depth0%8%15%23%30%Jan 2013 Apr 201325%12%27%18%Win RateiPad iPhoneBid depth for iPhone grew 77% compared to growth on the iPad of 33%, but endedup comparableWednesday, May 8, 13
MoPub Proprietary Data. For more information contact firstname.lastname@example.orgOS6 Adoption is nearly complete with over 90% of iOSMAUs using a 6.0 version or later60%67%74%81%88%95%Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 20130M60M120M180M240M300M62M80M115M162M201M222MUnique iOS6 Devices seen on MoPub Marketplace from Nov 2012 - Apr 2013% iOS Devices using iOS6 iOS6 Monthly Active Users (MAUs)Wednesday, May 8, 13
MoPub Proprietary Data. For more information contact email@example.comPad becoming an increasing share of total iOS footprint,continuing strong growth even after “iPad Christmas”0M60M120M180M240M300MNov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 201360M49M41M33M23M18MUnique iOS6 Devices seen on MoPub Marketplace from Nov 2012 - Apr 2013MAU (iPhone + iPod) MAU (iPad)Wednesday, May 8, 13
MoPub Proprietary Data. For more information contact firstname.lastname@example.orgThree core themes are driving consumer and advertiserinterest in mobile• Consumers are rapidly adopting smartphone andtablets for Internet access outside of the workplace• Mobile apps are an increasing share of time spent onmobile, as they provide the best experience forconsumers and marketers alike• Advertisers are adopting programmatic buying mobilefaster than they did in desktopWednesday, May 8, 13
MoPub Proprietary Data. For more information contact email@example.comHow to Read the MoPub Marketplace Monthly InsightsReportThe MoPub Marketplace Monthly Insights Report provides market data and insights on the trends ofprogrammatic buying in mobile advertising. Out conclusions and measurements are based on all ofthe auctions that we have conducted from October 2011 to present.MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers and their 65+demand-side partner bidder platforms can bid on 1.5B ad requests every day.Questions, comments, or data inquiries about this report can be sent to firstname.lastname@example.org.RTB Glossary - a deﬁnition of key terms used in this report:• Bid Depth. The total number of bids received divided by the number of auctions conducted.This provides a rough measure of overall demand for inventory.• Competitive Factor. The average number of bids received for all auctions with a winning bid.• Bid Average. The average of all submitted bids across all auctions.• Win Rate. The percentage of auctions that had a winning bid that exceeded the publisher’sﬂoor price. These auctions are referred to as “won auctions.”• eCPM. The average clearing price of all won auctions (all auctions are bid on a CPM basis).• eCPC. The implied CPC on the MoPub exchange, calculated by dividing the total auctionrevenue generated by the number of clicks tracked on those purchased impressions.• Banner. We consider 320x50 and 768x90 to be banner formats. We typically do not include300x250 in computations as it can be used in a modal or modeless context.• Interstitial. We consider 320x480 and 1024x768, in both orientations, to be interstitial, or“modal” formats.0B10B20B30B40B50BJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarAuctions / Month - 2012-13Wednesday, May 8, 13
Questions about the Report? Contact:Natalie Sandoval, email@example.comWednesday, May 8, 13
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