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Global Mobile Programmatic Trends: Q1 2016 Trends

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This report examines trends in mobile programmatic advertising observed on MoPub Marketplace -- the world's leading mobile programmatic exchange -- in Q1 2016. Key themes include advertising spend around major events, the use of high impact ad formats, and growth in EMEA and APAC.

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Global Mobile Programmatic Trends: Q1 2016 Trends

  1. 1. Global mobile programmatic trends A MOPUB MARKETPLACE REPORT | Q1 2016 PUBLISHED MAY 2016
  2. 2. FOREWORD An emerging channel just a few years ago, mobile programmatic has grown immensely to become one of the largest sources of investment for advertisers. While it has always been an effective channel for performance advertisers, the influx of brand buyers has brought realities like seasonal pricing and event- based spending to become the norm. Last year, we saw mobile advertising explode during the 2015 NFL Super Bowl. This trend of reaching mobile in-app audiences during key moments continued when we found major campaigns spike in spend in sports apps during college and professional football game days last Fall. Event-based campaigns have continued to expand. In this report, we explore how presidential candidates focused their spending around key voter events as well as how tax services companies sought after customers leading up to federal and state taxes being due in the US. We also look into how seasonal trends impacted mobile advertising — similar to the most established advertising mediums. Fortune 1000 brands made up the majority of mobile in-app ad spend in Q4. This quarter, performance buyers capitalized on lower eCPMs in Q1 by spending 10% more in early Q1 than early Q4. As we progressed through the quarter, advertiser spending increased each month, as did eCPMs. Our report also delves further into how competition is evolving for ad formats, and how continued growth is impacting the mobile programmatic landscape in EMEA and APAC. All of the trends we have seen point to mobile programmatic advertising reaching a state of maturity and becoming cemented into the budgets and campaign planning of the world’s advertising ecosystem.
  3. 3. SUMMARY Mobile programmatic — from emergent to established Industry embraces mobile-focused ad formats Savvy buyers and sellers spur growth in EMEA and APAC Event-based and seasonal trends early this year now point to alignment with the most established advertising channels. High impact ad formats like interstitials, native, and video see growing adoption and strong results among buyers and publishers. Growth in mobile programmatic advertising continues in region for EMEA and APAC with increased adoption of high impact ad formats
  4. 4. Mobile programmatic — from emergent to established Event-based and seasonal trends early this year now point to alignment with the most established advertising channels.
  5. 5. Politicians sought to reach their audiences on mobile in order to drive support — particularly around key debates and voter events. Presidential candidates harnessed voters’ attention on mobile around key events DEMOCRATS OUTSPENT REPUBLICANS ON MOBILE IN- APP ADVERTISING IN Q1 2016 > Q1 2016 presidential candidate political ad spending 1/1/16 2/1/16 3/1/16 Lead up to Iowa Caucus Feb. 1 Mid-March primaries Mar. 12-15 Late March primaries Mar. 22 ADSPEND
  6. 6. ADSPEND Q2 2015 Q3 2015 Q4 2015 Q1 2016 Tax services companies also focused major ad spend in Q1 on reaching their audience on mobile during the time of year that matters most: the weeks and months leading up to the collective national due date for federal and state taxes. Tax services companies poured in budgets leading up to Tax Day to reach their audience on mobile 30xhigher spending in VS Q1 2016 Q4 2015
  7. 7. eCPMs Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Quarterly eCPMs Q1 2015 - Q1 2016 Similar to the most established advertising mediums, mobile programmatic saw a slight dip in eCPMs in Q1 2016 vs. Q4 2015. Lower seasonal prices coincided with broader distribution of spend, as non- Fortune 1000 companies spent more ad dollars in early Q1 than early Q4. eCPMs still increased over 26% in Q1 2016 vs. Q1 2015. Spend shifted from Fortune 1000 dominance in Q4 to more distribution across the ecosystem in Q1 51% share of Q4 2015 spend that came from F1000 companies +10% increase in non- F1000 spend Q1 2016 vs. Q4 2015
  8. 8. Following the laxed pricing in early Q1, advertisers across the ecosystem increased spend each month in conjunction with steadily rising eCPMs through the quarter. February and March has 1.4% and 4.8% higher eCPMs than January, respectively. eCPMs rise again through the quarter as advertisers across the ecosystem increase spend each month eCPMs January February March +1.4% higher than January +4.8% higher than January Monthly eCPMs Q1 2016
  9. 9. Industry embraces mobile- focused ad formats High impact ad formats like interstitials, native, and video see growing adoption and strong results among buyers and publishers.
  10. 10. There was more competition from buyers for larger and higher impact ad formats like interstitials and video, versus traditional banner inventory. Competition is measured by bid depth — which refers to the average number of buyers bidding on an available impression. Demand was greatest for larger, higher impact ad formats Competition Banner Interstitial Video Competition by ad format Q1 2016 +36% higher than banner +53% higher than banner
  11. 11. In addition to competing for higher impact formats on the open exchange, buyers strived to secure interstitial and native inventory through private marketplaces. In fact, these same buyers were willing to pay 77% higher eCPMs on average on interstitials in private marketplaces vs. the open exchange. Buyers leveraged private marketplaces to secure even more high impact ad format supply 88% 9% 3% Banner Native Interstitial +77% These same buyers paid higher eCPMs on interstitials in private marketplaces vs. the open exchange Private marketplace spend by ad format Q1 2016
  12. 12. Revenue In the span of just one quarter, publishers added over 32% more video supply. Meanwhile, revenue from video ads more than doubled in Q1 2016 vs. Q1 2015. Video ad revenue Q1 2016 vs. Q1 2015 Publishers continued to bring on video supply and saw revenue increases +121%increase in video ad inventory 32% VS Q1 2016 Q4 2015 Q1 2015 Q1 2016
  13. 13. Similar to video, publishers showed substantial growth in adoption of native ads — which coincided with tremendous revenue gains in Q1 2016 vs. Q1 2015. Publishers also increased adoption of native ads alongside revenue gains Inventory Q1 2015 Q1 2016 Native ad inventory Q1 2016 vs. Q1 2015 +531% Native ad revenue increase in 305% VS Q1 2016 Q1 2015
  14. 14. Case Study: Major auto brand drives 150K+ dealership visits in two months with native ads OBJECTIVE Increase awareness for their brand and drive visits to local car dealerships. APPROACH Reach consumers with native ads on MoPub and encourage people to come to dealerships and test drive new cars RESULTS In just two months, they achieved the following: • Reached consumers on more than 21.8 million unique devices • Generated 3.53% click-through rate • Spurred 150,000+ dealership visits Native ads use a single set of creative assets, but automatically reassemble across MoPub supply to match the unique look and feel of each app. Test Drive Test Drive Test Drive *Read the full case study online. Campaign managed by demand-side partner Adelphic and location measurement handled by Placed.
  15. 15. Savvy buyers and sellers spur growth in EMEA and APAC Growth in mobile programmatic advertising continues in region for EMEA and APAC with increased adoption of high impact ad formats
  16. 16. Widespread adoption of mobile programmatic continued in EMEA, with 52% more inventory and 97% more spend on our exchange in Q1 2016 vs. Q1 2015. EMEA sees major overall growth in mobile programmatic Inventory Q1 2015 Q1 2016 +52% AdSpend Q1 2015 Q1 2016 EMEA inventory Q1 2016 vs. Q1 2015 EMEA ad spend in Q1 2016 vs. Q1 2015 +97%
  17. 17. Similar to trends seen globally, native and video were key focus areas for publishers and advertisers in EMEA over the past year. Publishers continued to open up inventory rapidly for both formats, while demand grew significantly. Sophisticated buyers and sellers in EMEA are quickly scaling higher impact ad formats NATIVE AD INVENTORY +287% NATIVE AD SPEND +217% Q1 2016 vs. Q1 2015 +62% +228% VIDEO AD INVENTORY VIDEO AD SPEND
  18. 18. APAC publishers and advertisers continued to buy-in to mobile programmatic, showing strong growth in overall inventory and ad spend. APAC continues to grow rapidly for buyers and publishers Inventory Q1 2015 Q1 2016 +127% AdSpend Q1 2015 Q1 2016 APAC inventory Q1 2016 vs. Q1 2015 APAC ad spend Q1 2016 vs. Q1 2015 +104%
  19. 19. 56% 44% Banner All Other Formats Banners make up nearly half of APAC supply, but higher impact formats are growing faster Just a year ago in Q1 2015, banners made up 77% of all APAC supply. They still make up close to half, but higher impact formats like video, interstitials, and native are the fastest growing inventory segments. APACAnnualSupplyGrowth Banner Interstitial Video Native +31% +52% +189% +1,345%
  20. 20. In line with inventory growth, more buyers are looking for larger, higher-impact, ad formats like interstitials and video — leading to more competition from advertisers for those ad formats. APAC demand is strongest for larger interstitial and video formats Competition Banner Interstitial Video +83% higher than banner +117% higher than banner Competition by ad format in APAC Q1 2016
  21. 21. Summary
  22. 22. Seasonal and event-based trends in mobile programmatic point to alignment with the most established advertising channels. Key events like tax season and presidential primaries saw major spending from tax services companies and presidential candidates, respectively, during this past quarter. Likewise, performance buyers capitalized on lower ad prices — reflecting seasonal trends of the overall advertising technology industry. Exciting trends emerge and continue Mobile programmatic advertising has matured1
  23. 23. High impact ad formats like interstitials, native, and video see growing adoption and strong results among buyers and publishers. Interstitial and video ad inventory saw the greatest competition from buyers. One large automotive brand drove over 150,000 visits to local car dealerships by reaching their audience with native ads. Exciting trends emerge and continue Industry embraces mobile-focused ad formats2
  24. 24. Growth in mobile programmatic advertising continues in region for EMEA and APAC for publishers and advertisers alike. Sophisticated buyers and sellers in EMEA have quickly scaled inventory and spend for video and native. And even though banners still make up 44% of inventory in APAC, that decreased from 77% in Q1 2015 as native, interstitials, and video were the fastest growing inventory segments. Exciting trends emerge and continue Savvy buyers and sellers spur growth in EMEA and APAC3
  25. 25. GLOSSARY MOPUB MARKETPLACE: The MoPub Marketplace is a real-time bidding exchange for mobile ads where advertisers, agencies and their trading desks, and demand side platforms can bid on ad inventory from thousands of mobile application publishers in an efficient, real-time market. PRIVATE MARKETPLACE: A private marketplace is a programmatic trading environment whereby a publisher makes a segment of inventory available to an advertiser or group of advertisers at a defined price. eCPM: Effective cost per thousand advertising impressions is the most common way to refer to prices in mobile programmatic advertising. CTR: Click-through rate is the number of clicks that an ad receives divided by the number of times that ad is shown. This is a common metric to measure consumer engagement with an ad. eCPC: Effective cost per click is a metric used by marketers to gauge the effectiveness of their campaigns. Sometimes it is referred to as estimated cost per click. It is calculated by the price paid for mobile ads divided by the number of clicks generated from that campaign. CLEAR RATE: Clear rate is an important metric for demand-side partners that helps them measure their buying efficiency. It refers to the rate at which a purchased ad impression renders and displays in a publisher’s mobile app. BID DEPTH: Bid depth is a metric that measures how many demand-side partners bid in any given auction for an available ad impression.
  26. 26. DSP: Demand-side platforms are technology companies who build software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads. BANNER AD: Banner ads in this report refer to mobile in-app ads, which are typically anchored to the bottom of the screen and measure in dimensions of 320x50 or 728x90. INTERSTITIAL AD: Interstitial ads in this report refer to fullscreen mobile in-app ads that measure in dimensions of 320x480, 480x320, 768x1024, or 1024x768. This type of advertisement can be a static image or a video. NATIVE AD: Native ads in this report refer to mobile in-app ads that match the form and function of the app in which it appears. Typically, they appear in content feeds of apps. Native ads are comprised of up to 5 separate components from advertisers, which can render in many different ways to match the look and feel of a publisher’s application. VIDEO AD: Video ads in this report refer to mobile in-app video ads. Video ads typically play in a full screen interstitial setting and are either 15 or 30 seconds in length. GLOSSARY
  27. 27. ABOUT THE REPORT The Global Mobile Programmatic Trends Report provides market data from real-time bidded auctions for mobile ad impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace, one of the world’s leading advertising exchanges for mobile apps. MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers, agencies and their trading desks, and demand side platforms can bid on ad inventory from thousands of mobile application publishers in an efficient, real-time market. MoPub Marketplace data is representative of over 45,000 active mobile apps, more than 450 billion monthly ad requests, more than 1 billion unique devices, and 175+ demand-side platforms. 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. The information contained herein is based on internal data and data from a third-party that we do not control, and could be subject to errors and omissions. Questions, comments, or data inquiries about this report can be sent to MoPub-datareports@twitter.com Confidentiality and Disclaimer: Proprietary and Confidential Information of MoPub, Inc. Please do not copy, distribute or forward without MoPub's prior written consent. This information is provided "AS IS" and for your internal information purposes only, and as such, it may not be accurate, timely, complete or error-free. Neither Twitter nor MoPub will be liable for and the user assumes all risk and responsibility with respect to any use thereof, and Twitter and MoPub make no warranty of any kind as to any results obtained. © 2016 MoPub, Inc. TWITTER, MOPUB and the Bird logo are trademarks of Twitter, Inc. or its affiliates. All third party logos and trademarks included are the property of their respective owners.
  28. 28. ABOUT MOPUB MoPub, a Twitter company, is the trusted, mobile-first monetization platform that powers a high-growth revenue strategy for mobile app publishers. MoPub’s platform ensures publishers earn more revenue by combining powerful ad serving, flexible network mediation controls, rich ad formats, and access to the one of the largest sources of advertiser demand, MoPub Marketplace. MoPub Marketplace provides mobile publishers with unparalleled programmatic revenue and highly relevant ads by enabling buyers such as demand side platforms to reach a high quality audience on mobile apps through a powerful interface, strict supply quality measures, and a transparent bidding experience. MoPub’s world-class service and years of proven expertise benefit both publishers and DSPs with insights to grow their businesses and adapt to their changing needs. For more information, please visit mopub.com and follow MoPub on Twitter at twitter.com/mopub. For specific data inquiries, email mopub-datareports@twitter.com. © 2016 MoPub, Inc. TWITTER, MOPUB and the Bird logo are trademarks of Twitter, Inc. or its affiliates. All third party logos and trademarks included are the property of their respective owners.

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