Our Marketplace Report covers mobile programmatic trends.
This edition from Q2 2015 includes:
--Programmatic gets personal
--New ad formats have become ubiquitous
--Mobile programmatic is growing internationally
Global Mobile Programmatic Trends: Q1 2016 TrendsMoPub
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.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
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.
The Fastmind, a mobile gaming studio, uses Fabric, Twitter’s mobile development platform, to continuously grow their ad revenue, user base, and user experience for their top app, Apensar.
MoPub's quarterly Mobile Programmatic Trends report explores the current state of the mobile programmatic landscape. The 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.
The Q3 2015 report focuses on the uncharted inventory opportunity, Q4 holiday outlook, and the idea that moments continue to matter on mobile.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
Skout chose MoPub to power a more sophisticated monetization strategy in order to increase eCPM and experiment with new ad networks and direct sales. By partnering with MoPub, Skout was able to integrate new demand sources, customize their network waterfall, and leverage location data to improve performance. As a result, Skout's revenue and eCPM increased 50% when working with MoPub.
Trivia Crack experienced massive growth in December 2014, becoming the #1 app in the US and 22 other countries. This led Etermax to triple its daily revenue during the month. Real-time bidding through MoPub brought brand advertisers to the app for the first time, with brands accounting for 54% of December revenue. Brand spending peaked on Christmas Eve but remained high through the end of December, demonstrating that brands have embraced mobile apps as a key marketing channel.
Global Mobile Programmatic Trends: Q1 2016 TrendsMoPub
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.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
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.
The Fastmind, a mobile gaming studio, uses Fabric, Twitter’s mobile development platform, to continuously grow their ad revenue, user base, and user experience for their top app, Apensar.
MoPub's quarterly Mobile Programmatic Trends report explores the current state of the mobile programmatic landscape. The 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.
The Q3 2015 report focuses on the uncharted inventory opportunity, Q4 holiday outlook, and the idea that moments continue to matter on mobile.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
Skout chose MoPub to power a more sophisticated monetization strategy in order to increase eCPM and experiment with new ad networks and direct sales. By partnering with MoPub, Skout was able to integrate new demand sources, customize their network waterfall, and leverage location data to improve performance. As a result, Skout's revenue and eCPM increased 50% when working with MoPub.
Trivia Crack experienced massive growth in December 2014, becoming the #1 app in the US and 22 other countries. This led Etermax to triple its daily revenue during the month. Real-time bidding through MoPub brought brand advertisers to the app for the first time, with brands accounting for 54% of December revenue. Brand spending peaked on Christmas Eve but remained high through the end of December, demonstrating that brands have embraced mobile apps as a key marketing channel.
MoPub partnered with Factual to integrate location-based demographic data into its mobile ad exchange to better target ads. During a two-week pilot, Factual analyzed 7.5 billion data points from MoPub's exchange to create profiles for 25 million users, categorizing them into over 20 behavioral segments. This enhanced targeting allowed MoPub to increase publisher ad inventory value and deliver more effective ads for advertisers.
TheScore chose MoPub to manage direct sales campaigns and maximize remnant inventory monetization on its sports app. By using MoPub's platform to seamlessly deliver sponsorships and rich media, TheScore increased eCPM 25% and reduced time spent on campaign management while successfully delivering more direct sales campaigns.
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
MoPub Mobile Advertising Marketplace Report (Q2 2012)Jim Payne
The document provides a summary of a report on the mobile advertising marketplace from Q2 2012. Some key findings include:
- Demand from advertisers for mobile ad impressions through real-time bidding auctions increased 300% from Q1 to Q2 2012.
- While iOS commands higher prices (eCPMs) than Android by 86%, Android is gaining share of total ad impression volume.
- Social networking, music, lifestyle, and health/fitness apps saw the largest growth in impression volumes, while music, lifestyle, and business apps achieved the highest eCPMs.
J2 Interactive saw a 15% increase in banner ad revenue by switching from a single ad network to MoPub to gain access to multiple ad sources. MoPub provided J2 with industry best practices and helped them integrate MoPub's SDK and set up ad mediation to diversify their ad networks. This allowed J2 to maximize their revenue by leveraging MoPub's solutions and dedicated support team.
Halfbrick wanted to improve ad quality and revenue from their popular Fruit Ninja app. They integrated MoPub's platform to manage ad networks and campaigns more effectively. Using MoPub's advanced targeting, Halfbrick was able to improve inventory effectiveness and hire an advertising manager. As a result, Halfbrick's monthly ad revenue grew from $98k to $227k by partnering with MoPub.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
MoPub partnered with Factual to integrate location-based demographic data into its mobile ad exchange to better target ads. During a two-week pilot, Factual analyzed 7.5 billion data points from MoPub's exchange to create profiles for 25 million users, categorizing them into over 20 behavioral segments. This enhanced targeting allowed MoPub to increase publisher ad inventory value and deliver more effective ads for advertisers.
TheScore chose MoPub to manage direct sales campaigns and maximize remnant inventory monetization on its sports app. By using MoPub's platform to seamlessly deliver sponsorships and rich media, TheScore increased eCPM 25% and reduced time spent on campaign management while successfully delivering more direct sales campaigns.
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
MoPub Mobile Advertising Marketplace Report (Q2 2012)Jim Payne
The document provides a summary of a report on the mobile advertising marketplace from Q2 2012. Some key findings include:
- Demand from advertisers for mobile ad impressions through real-time bidding auctions increased 300% from Q1 to Q2 2012.
- While iOS commands higher prices (eCPMs) than Android by 86%, Android is gaining share of total ad impression volume.
- Social networking, music, lifestyle, and health/fitness apps saw the largest growth in impression volumes, while music, lifestyle, and business apps achieved the highest eCPMs.
J2 Interactive saw a 15% increase in banner ad revenue by switching from a single ad network to MoPub to gain access to multiple ad sources. MoPub provided J2 with industry best practices and helped them integrate MoPub's SDK and set up ad mediation to diversify their ad networks. This allowed J2 to maximize their revenue by leveraging MoPub's solutions and dedicated support team.
Halfbrick wanted to improve ad quality and revenue from their popular Fruit Ninja app. They integrated MoPub's platform to manage ad networks and campaigns more effectively. Using MoPub's advanced targeting, Halfbrick was able to improve inventory effectiveness and hire an advertising manager. As a result, Halfbrick's monthly ad revenue grew from $98k to $227k by partnering with MoPub.
State of Supply Quality in Mobile ProgrammaticMoPub
In our recent whitepaper series on the state of supply quality, we investigate three particularly salient topics to marketers today: fraud, viewability, and ad blocking. While these issues aren’t new to digital advertising, they are a new issue for mobile — particularly because they manifest in mobile differently than other digital advertising supply sources.
3. MARKETPLACE REPORT
3
Summary highlights
Programmatic gets personal
Publishers and demand partners found that personal relationships can maximize the benefits of
programmatic in private marketplaces
New ad formats have become ubiquitous
While banners continue to play a critical role for buyers and sellers, the adoption of newer ad
formats by publishers and DSPs has become pervasive
Mobile programmatic growing internationally
In countries and regions across the world, programmatic advertising continues to grow on mobile
8. MARKETPLACE REPORT
8
Brands highlight fill for publishers in
private marketplaces
Brands accounted for nearly
87% of spend through private
marketplaces in Q2 2015 —
taking advantage of the
opportunity to work directly
with select publishers and
quickly commercialize deals.
9. MARKETPLACE REPORT
9
Publishers passing precise location help them
connect to more DSPs, who will spend more
Top publishers earn 8%
higher eCPMs on inventory
when, with user permission,
they pass precise location,
and personalize ad requests.
Furthermore, they open
themselves up to additional
buyers and campaigns that
take place exclusively on
inventory passing location.
11. MARKETPLACE REPORT
11
Publishers have adopted newer ad
formats in droves
While banners continue to play a critical role in app monetization strategies, the number of
publishers adopting newer formats like video, interstitials, and native grew significantly into Q2
2015 compared to Q2 2014.
12. MARKETPLACE REPORT
12
DSPs have followed suit with the ad format evolution,
being quick to integrate, adopt, and spend
As publishers have continued to bring on board new supply, demand partners have been quick to
follow suit. DSP adoption of video, interstitials, and native has increased rapidly over the past year.
13. MARKETPLACE REPORT
13
Growing competition has led to favorable
price increases across new formats
As buyers have latched on to the swift expansion in supply, publishers have enjoyed
strong growth in eCPMs across video, interstitials, and native.
15. MARKETPLACE REPORT
15
Mobile ad prices continue to grow globally
Publishers globally saw prices
increase by an average of 27%
in Q2 2015 compared to the
same period one year ago.
16. MARKETPLACE REPORT
16
Brands have ramped up spend across
programmatic
Globally across the Marketplace,
brand advertisers have
increased spend substantially.
The top 25 brands spent 112%
more in Q2 2015 than the same
period a year ago.
18. MARKETPLACE REPORT
18
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.