Global Mobile Programmatic Trends Report: Mobile programmatic — from emergent to established

Thursday, May 19, 2016
By: Jeff Cunning

We’re pleased to publish the latest Global Mobile Programmatic Trends Report , a quarterly update that takes an in-depth look at trends in monetization and ad performance across the mobile in-app programmatic ecosystem. The report reflects data from our global MoPub Marketplace, a real-time bidding exchange that represents over 45,000 active mobile apps, more than 450 billion monthly ad requests, over one billion unique devices, and 175+ demand-side platforms.

You can download the full report or read on to get the highlights.

Mobile programmatic — from emergent to established

An emerging channel just a few years ago, mobile programmatic has grown immensely to become one of the largest sources of investment for advertisers. While it’s been an effective means for performance advertisers, the influx of major brand buyers has brought realities like seasonal pricing and event-based spending to become the norm.

For example, this report explores how presidential candidates focused their spending around key voter events, as well as how tax services companies sought customers on mobile leading up to the due date for U.S. federal and state taxes. This builds on the event-based spending we saw surrounding sports last year during the 2015 NFL Super Bowl and again when football season kicked off last fall .

trends-images.001

This quarter we also saw spending patterns shift from the dominance of Fortune 1000 brands we saw in Q4 2015 to more equal distribution across the mobile advertising ecosystem. In tandem with lower seasonal ad prices to begin the year, non-Fortune 1000 companies spent 10% more in early Q1 than they did in early Q4. eCPMs rose each month through the quarter as advertisers across the ecosystem increased spend each month. The combination of event-based spending and seasonal pricing patterns signal the alignment of mobile programmatic with the most established and predominant channels available to advertisers.

Industry embraces mobile-focused ad formats

Beyond seasonal pricing patterns and event-based spending, the industry continues to embrace high impact ad formats that are designed specifically for the mobile experience. On the buy-side, we found demand to be greatest for larger formats like interstitials and video.

Competition is measured by bid depth — which refers to the average number of buyers bidding on an available impression. In this case, we found competition among buyers to be 36% stronger for interstitials and 53% stronger for video when compared to traditional banner ads.

trends-images.002

On the supply side, publishers continued to bring on native and video inventory. Monetization for these formats was strong as well, with native and video seeing 305% and 121% more revenue, respectively, in Q1 2016 vs. Q1 2015.

Savvy buyers and sellers spur growth in EMEA and APAC

Growth in mobile programmatic continued for EMEA and APAC. In our report, we explore how the trend of mobile-focused ad format adoption impacted monetization in those regions.

Over the past year, buyers and sellers in EMEA have scaled native and video significantly. Publishers continued to open up new inventory — leading to a 287% increase in native and 62% increase in video inventory. In tandem, buyers spent 217% more on native and 228% more on video ads in Q1 2016 vs. Q1 2015.

In APAC, while banners still make up nearly half of overall supply, that number has dropped from 77% a year ago in Q1 2015. Higher impact ad formats are growing exponentially faster and contributing to the 104% increase in overall APAC spend we saw in Q1 2016 vs Q1 2015.

trends-images.003

You can read the full Q1 2016 report to see all of the trends we found in mobile programmatic advertising. Follow @MoPub on Twitter for more updates like this.

The data reflected here is solely representative of quarterly trends from exchange-traded media; it does not include any ad network or ad network mediation data. MoPub does not sell advertising and does not buy inventory. The data includes quarter-over-quarter and year-over-year trends across several dimensions that impact revenue for mobile application publishers.

Also please note that the general findings here are based on internal data and data from a third party, and may be subject to errors and omissions. Each ad campaign is different.

Have questions or want more details? Email MoPub-datareports@twitter.com and we’ll be in touch.

Sign up for our newsletter to stay up-to-date with our articles, news, events and more.