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Marketplace report
Q1 2015
MARKETPLACE REPORT
2
About the report
• The Mobile Advertising Marketplace Report provides market data from real-time bidd...
MARKETPLACE REPORT
3
Summary highlights
Moments matter on mobile
TV wasn’t the only investment brands made during the Supe...
MARKETPLACE REPORT
Moments matter
on mobile
4
MARKETPLACE REPORT
5
MARKETPLACE REPORT
6
MARKETPLACE REPORT
7
MARKETPLACE REPORT
Interstitial and Native ad
formats increase popularity

and performance
8
MARKETPLACE REPORT
9
Interstitials have drastically grown in popularity among publishers. The format saw a 276% increase i...
MARKETPLACE REPORT
10
MARKETPLACE REPORT
11
Banner inventory continue to grow and
perform for publishers
Banners still do their job — and do it ...
MARKETPLACE REPORT
12
Interstitials nearly reach par with
banners for app monetization
While banners continue to perform
f...
MARKETPLACE REPORT
13
Device ID is key for publishers to maximize
monetization regardless of ad format
To no one's surpris...
MARKETPLACE REPORT
Video produces strong

Q1 results
14
MARKETPLACE REPORT
15
Video produces strong Q1 results
Despite typical downward pressures on revenue and eCPM, publishers ...
MARKETPLACE REPORT
16
Non-skippable video monetizes
better for publishers
App developers deciding between
video formats fo...
MARKETPLACE REPORT
17
About MoPub
MoPub is one of the world’s leading ad servers for mobile application publishers, design...
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MoPub Marketplace Report: Q1 2015

Our Marketplace Report explores mobile programmatic trends. This edition covers Q1 2015 and discusses:
--Moments (such as the Super Bowl) matter on mobile
--Interstitial and native ad formats increase popularity and performance
--Video produces strong results

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MoPub Marketplace Report: Q1 2015

  1. 1. Marketplace report Q1 2015
  2. 2. MARKETPLACE REPORT 2 About the report • The Mobile Advertising Marketplace 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 31,000 active mobile apps, more than 264 billion monthly ad requests, more than 1 billion unique devices, and 155+ demandside 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, and may be subject to errors 
 and omissions. • Each ad campaign is different. Questions, comments, or data inquiries about this report can be sent to
 MoPub-datareports@twitter.com © MoPub, Inc. 2015. All Rights Reserved. Twitter, Inc., MoPub, Inc, the Twitter logo and MoPub logo are trademarks or registered trademarks of Twitter, Inc. and MoPub, Inc. respectively. All other trademarks and logos are the property of their respective owners. This data is provided for information purposes only and while efforts are made to ensure accuracy, errors may arise.
  3. 3. MARKETPLACE REPORT 3 Summary highlights Moments matter on mobile TV wasn’t the only investment brands made during the Super Bowl, as mobile 
 spend exploded during the course of the game. Interstitial and Native ad formats increase 
 popularity and performance Interstitial popularity and performance soar while Native expands broadly into new publisher categories. Video produces strong Q1 results Publishers won big early in the year with Video ad units.
  4. 4. MARKETPLACE REPORT Moments matter on mobile 4
  5. 5. MARKETPLACE REPORT 5
  6. 6. MARKETPLACE REPORT 6
  7. 7. MARKETPLACE REPORT 7
  8. 8. MARKETPLACE REPORT Interstitial and Native ad formats increase popularity
 and performance 8
  9. 9. MARKETPLACE REPORT 9 Interstitials have drastically grown in popularity among publishers. The format saw a 276% increase in auction volume in Q1 2015 vs. the same time last year. It’s no wonder publishers continue to adopt the format considering the already-high eCPMs saw an 19% increase in price over the same period. Interstitial popularity, performance soars
  10. 10. MARKETPLACE REPORT 10
  11. 11. MARKETPLACE REPORT 11 Banner inventory continue to grow and perform for publishers Banners still do their job — and do it very well. Publishers contributed to more than tripling the Q1 2015 auction volume year over year while monetizing at a higher rate than the same period a year ago.
  12. 12. MARKETPLACE REPORT 12 Interstitials nearly reach par with banners for app monetization While banners continue to perform for publishers and advertisers alike, Q1 2015 saw interstitials substantially close the gap in revenue doled out to app developers vs. the same period a year ago. As we saw earlier, publishers have become enamored with interstitials — both static and video; and this revenue gap has narrowed thanks to an increase of 276% in interstitial auction volume in Q1 2015 vs. Q1 2014.
  13. 13. MARKETPLACE REPORT 13 Device ID is key for publishers to maximize monetization regardless of ad format To no one's surprise, more data leads to better app monetization. Passing Device ID is table stakes for publishers now, and those who passed their Device ID in their bid requests monetized all ad units at, on average, 2.9x higher prices than those who did not in Q1 2015. *Device ID measured by publishers passing iOS IDFA or Android Advertising ID
  14. 14. MARKETPLACE REPORT Video produces strong
 Q1 results 14
  15. 15. MARKETPLACE REPORT 15 Video produces strong Q1 results Despite typical downward pressures on revenue and eCPM, publishers leveraging video 
 overcame the odds with big Q1 earnings.
  16. 16. MARKETPLACE REPORT 16 Non-skippable video monetizes better for publishers App developers deciding between video formats found different results — as non-skippable video prices were, on average, worth 38% more than their skippable counterparts. *Video ads measuring 0-15 seconds in length are treated as non-skippable, while video ads longer than 15 seconds are treated as skippable.
  17. 17. MARKETPLACE REPORT 17 About MoPub MoPub is one of the world’s leading ad servers for mobile application publishers, designed to drive more ad revenue through a single solution. We offer a sophisticated, full-featured monetization platform for mobile app publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad network mediation into one, easy-to-use platform. Our real-time bidding exchange, MoPub Marketplace, gives app publishers the power and flexibility to customize their monetization strategy for their business goals. MoPub was acquired by Twitter, Inc. in 2013. For more information, please visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub. For specific data inquiries, email mopub-datareports@twitter.com.

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