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.
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
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.
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.
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
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.
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 firstname.lastname@example.org.