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
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
Video produces strong Q1 results
Publishers won big early in the year with Video ad units.
Interstitial and Native ad
formats increase popularity
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
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.
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.
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
Video produces strong
Video produces strong Q1 results
Despite typical downward pressures on revenue and eCPM, publishers leveraging video
overcame the odds with big Q1 earnings.
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
*Video ads measuring 0-15 seconds in length are
treated as non-skippable, while video ads longer than
15 seconds are treated as skippable.
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
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