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Global Mobile Programmatic Trends: Q4 2015 Trends

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This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.

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Global Mobile Programmatic Trends: Q4 2015 Trends

  1. 1. GLOBAL MOBILE PROGRAMMATIC TRENDS A MoPub Marketplace Report | Q4 2015 Trends Published February 2016
  2. 2. Why? There are more mobile devices (7.5 billion) than there are people (7.2 billion) on the planet1. And people engage with these devices nearly 3 hours each day2. It’s inevitable because mobile is ubiquitous. When marketers engage with this mobile audience, they see great results. Compared to desktop ads, mobile advertising drives 2-3x higher point lifts for key brand metrics like favorability, aided awareness, likelihood to recommend, and purchase intent3. For these reasons, marketers are valuing mobile in-app inventory more highly than ever. High quality brand advertising campaigns continue to grow in budget and scale across mobile apps as publishers continue to improve the quality of their inventory through innovative formats, data, and more. Marketers are also increasingly buying mobile ads programmatically for improved transparency and efficiency. In 2015, U.S. mobile programmatic display ad spending increased by over 110% to comprise 60% of total mobile display ad spend4. To provide more context, this quarter’s report looks at trends in how transactions on mobile are evolving, how premium ad format adoption is shaping engagement, pricing, and revenue trends, and how these trends are repeating in regions around the globe. Premium is the next phase of mobile programmatic. FOREWORD Sources | [1] Dobush, Grace. “How Mobile Phones Are Changing the Developing World.” Consumer Technology Association. Consumer Technology Association, 27 July 2015. Web. 10 Nov. 2015. [2] Meeker, Mary. “Internet Trends 2015 – Code Conference.” (2015): 14. Web. 10 Nov. 2015. [3] Lella, Adam, Andrew Lipsman, and Ben Martin. “The 2015 U.S. Mobile App Report.” ComScore, 22 Sept. 2015. Web. 10 Nov. 2015.
  3. 3. SUMMARY Premium is the next phase of mobile programmatic High quality brand advertising campaigns continue to grow in budget and scale across mobile in-app as publishers continue to improve the quality of their inventory through innovative formats, data, and more. Engaging formats drive increased demand and publisher monetization Publishers and demand partners prioritized adoption of high impact formats like video and native — as both sides of the ecosystem evolved with a joint focus on user experience and advertiser results. Major trends resurface in key global regions A closer look at regional trends in APAC and EMEA shows publisher and buyer adoption of video and native as driving forces in the growth of overall supply and consumer engagement.
  4. 4. Premium is the next phase of mobile programmatic
  5. 5. Fortune 1000 brands spent big in Q4 2015 For the first time, Q4 2015 saw Fortune 1000 companies make up more than half of spend on the exchange. Fortune 500 brands alone comprised a third of spend. As premium demand picks up, it’s crucial for publishers to be plugged into an exchange like MoPub in order to take advantage. 51% Fortune 1000 brands make up of spend in Q4 2015 OVER 1/3 Fortune 500 brands alone comprised OF SPEND
  6. 6. More direct-style deals were transacted on exchanges Beyond monetizing on the open exchange, publishers transacted direct-style deals using private marketplaces to monetize premium inventory efficiently. PUBLISHER REVENUE VIA PRIVATE MARKETPLACES DEALS TRANSACTED VIA PRIVATE MARKETPLACES Q3 2015 Q4 2015 +30% DEALS Q3 2015 Q4 2015 +165% REVENUEREVENUE DEALS
  7. 7. Demand partners placed more value in gaming and social supply and sought after that inventory more often through direct-style transactions. In addition to higher eCPMs, gaming revenue via private marketplaces increased by 203% in Q4 2015 vs. Q3 2015. GAMING eCPMS IN PRIVATE MARKETPLACES Q4 VS. Q3 2015 Gaming and social publishers valued increasingly by buyers SOCIAL eCPMS IN PRIVATE MARKETPLACES Q4 VS. Q3 2015 $$$$ $$$ $$ $ Q3 2015 Q4 2015 +139% eCPM $$$$$ $$$$ $$$ $$ Q3 2015 Q4 2015 +200% eCPM Q3 2015 Q4 2015 +30% DEALS
  8. 8. CASE STUDY MeetMe doubles eCPMs with higher impact ad formats Social networking publisher MeetMe drove higher eCPMs by introducing the higher impact singleton ad view. With supply that produced stronger performance for marketers, increased competition led to higher prices and higher revenue. 100% eCPMs INCREASED BY OVER 80% CLICK-THROUGH RATES INCREASED BY OVER USER NAVIGATION USER NAVIGATION Singleton ad view: Same ad view across different screens to maximize the time on the screen
  9. 9. Engaging formats drive increased demand and publisher monetization
  10. 10. Growth in supply and demand led to more native ad revenue for publishers NATIVE AD CLICK-THROUGH RATES Increased engagement contributed to 128% higher click-through rates. +128% DSPs BUYING NATIVE ADS With more supply and stronger performance, 76% more DSPs began buying native ads. +76% NATIVE AD INVENTORY Known for maintaining a strong user experience, publisher adoption led to a 385% increase in native supply. +385% NATIVE AD REVENUE As both buyers and sellers prioritized native, publishers increased monetization. +124% Q4 2015 VS. Q4 2014
  11. 11. Increased competition for video inventory contributed to higher eCPMs and more publisher revenue DSPs BUYING VIDEO ADS Known for producing strong user engagement, 100% more DSPs began buying video ads. +100% VIDEO ADS eCPMs With more competition for video inventory, publishers benefitted from 52% higher eCPMs. +52% VIDEO ADS REVENUE +125% Q4 2015 VS. Q4 2014 With more demand and higher prices, publishers increased revenue from video ads by 125%.
  12. 12. Global demand increased in 2015 following growth in engaging ad formats TOTAL DSP SPEND Q4 2015 vs. Q4 2014 Demand increased around the world with more overall buyers. Spend increased at an even faster pace as buyers funneled more budgets into mobile in-app programmatic. DSPs BUYING ON MOPUB Q4 2015 vs. Q4 2014 +25% Q4 2014 Q4 2015 DSPs Q4 2014 Q4 2015 +107% REVENUESPEND DSPs
  13. 13. In addition to more DSPs, revenue growth was also fueled by marketers continuing to adopt and increase spend in mobile programmatic. ADVERTISERS BUYING ON MOPUB MARKETPLACE Q4 2015 vs. Q4 2014 Q4 2014 Q4 2015 +115% ADVERTISERS Growth in high quality formats helped attract more advertisers to mobile programmatic
  14. 14. Major trends repeated themselves in key global regions
  15. 15. Publisher revenue increased regionally in APAC and EMEA EMEA PUBLISHER REVENUE Q4 2015 VS. Q4 2014 Similar to global increases, APAC and EMEA regions experienced strong growth in publisher revenue. APAC PUBLISHER REVENUE Q4 2015 VS. Q4 2014 Q4 2014 Q4 2015 +86% REVENUE Q4 2014 Q4 2015 +75% REVENUE REVENUE REVENUE
  16. 16. Inventory and revenue increases in APAC were fueled by adoption of premium ad formats APAC demand is just beginning for these premium ad formats like native and video — though both types of ads saw substantial growth in 2015. APAC NATIVE INVENTORY +1,184% INCREASE IN APAC INVENTORY +155% APAC VIDEO INVENTORY +114% Q4 2015 VS. Q4 2014
  17. 17. Native demand in APAC has grown along with supply growth In a market traditionally dominated by monetization through in-app purchases, APAC is now showing strong growth in native ad inventory. The supply expansion for programmatic advertising with a relatively untapped audience has been met eagerly by DSPs looking for strong results. NATIVE AD CLICK-THROUGH RATES IN APAC Q4 2015 VS. Q4 2014 DSP SPEND ON NATIVE ADS IN APAC Q4 2015 VS. Q4 2014 Q4 2014 Q4 2015 +131% CLICK-THROUGHRATE Q4 2014 Q4 2015 +477% REVENUE CLICK-THROUGHRATES REVENUE
  18. 18. On the heels of video supply expansion in APAC, more DSPs adopted video and user engagement increased Buyers can never ignore engagement. DSPs got on board with video in APAC as results were strong. Increased competition also benefitted publishers with 56% higher eCPMs. CLICK-THROUGH RATES ON VIDEO ADS IN APAC Q4 2015 VS. Q4 2014 DSPs BUYING VIDEO ADS IN APAC Q4 2015 VS. Q4 2014 Q4 2014 Q4 2015 +56% CLICK-THROUGHRATECLICK-THROUGHRATES Q4 2014 Q4 2015 +130% DSPs DPSs
  19. 19. EMEA publishers also added supply with video and native adoption EMEA inventory grew substantially through 2015 with major growth in premium ad formats such as video and native. EMEA NATIVE INVENTORY +138% INCREASE IN EMEA INVENTORY +45% EMEA VIDEO INVENTORY +107% Q4 2015 VS. Q4 2014
  20. 20. EMEA buyers invested more heavily in video in line with higher performance 83% more DSPs bought video ads in Q4 2015 vs. Q4 2014. Increasing competition contributed to 58% higher eCPMs. CLICK-THROUGH RATES ON VIDEO ADS IN EMEA Q4 2015 VS. Q4 2014 DSP SPEND ON VIDEO ADS IN EMEA Q4 2015 VS. Q4 2014 Q4 2014 Q4 2015 +58% CLICK-THROUGHRATE CLICK-THROUGHRATES REVENUE Q4 2014 Q4 2015 +142% REVENUE
  21. 21. Higher engagement with native ads also led to demand growth in EMEA Strong engagement with native ads in EMEA contributed to more buyers investing in this format. DSPs BUYING NATIVE ADS IN EMEA Q4 2015 VS. Q4 2014 CLICK-THROUGH RATES ON NATIVE ADS IN EMEA Q4 2015 VS. Q4 2014 Q4 2014 Q4 2015 +53% DSPs Q4 2014 Q4 2015 +104% CLICK-THROUGHRATES DSPs CLICK-THROUGHRATES
  22. 22. Summary
  23. 23. EXCITING TRENDS EMERGE AND CONTINUE Premium ad spend is burgeoning on mobile programmatic. Fortune 1000 brands represented more than a half of spend on MoPub Marketplace*. Gaming and social publishers were increasingly more highly valued by marketers with 200% and 139% increases in private marketplace eCPMs, respectively. *Spend measured across advertisers comprising 95% of total spend
  24. 24. EXCITING TRENDS EMERGE AND CONTINUE Publishers and demand partners increased monetization and performance with premium ad formats Supply and demand increased dramatically across native and video. Consumer engagement with both native and video ads increased while publisher revenue rose 124% for native and 122% for video.
  25. 25. EXCITING TRENDS EMERGE AND CONTINUE Global trends in app monetization and programmatic marketing reiterated in APAC and EMEA Publisher revenue and supply increased in APAC and EMEA, underscored by major growth and demand investment in native and video.
  26. 26. 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, depending on publisher preferences. 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. Clear Rate: Clear rate refers to the rate at which a purchased ad impression renders and displays in a publisher’s mobile app. It is an important metric for demand-side partners that helps them measure their buying efficiency. DSPs are never charged for ads that do not clear, render, and display. 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. GLOSSARY
  27. 27. GLOSSARY CTR: Click-through rate, or CTR, is the number of clicks that an ad receives divided by the number of times the ad is shown. This is a common metric to measure consumer engagement with an ad. eCPC: Effective cost per click, or eCPC, 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 ad impressions divided by the number of clicks generated from that ad campaign. Bid Depth: Bid depth is a metric that measures how many demand-side partners bid for an available ad impression in any given auction. 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 in which a publisher makes available a segment of inventory to an advertiser or group of advertisers at a defined price. eCPM: Effective cost per thousand advertising impressions, or eCPM, is the most common way to refer to prices in mobile programmatic advertising.
  28. 28. 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 Copyright and Trademark: (c) 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. 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. 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 400 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
  29. 29. 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. 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.

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