MoPub's Q4 Mobile Advertising Marketplace Report Released

MoPub’s Q4 Mobile Advertising Marketplace Report Released; Strong Mobile Advertising Growth Throughout the Holidays

Mobile ad prices spike with over 50% gains in CPMs, as the iPad overtakes the iPhone as most popular device among advertising sources

San Francisco, CA, January 15, 2013 – Today MoPub ( ), the world’s leading ad server for mobile app publishers, releases their comprehensive quarterly report showcasing Q4 trends in mobile advertising for smartphone and tablet inventory. The report takes an in-depth look at monetization, ad performance, and popularity among advertising sources across operating systems, devices, application categories and more.

While an increase in advertising spend follows historical trends in the fourth quarter, mobile advertising eCPMs grew dramatically by over 50% from October to December. High ad prices also sustained after the holidays and New Year into the first week in January, indicating continued ad spend and demand to reach mobile users.

The Mobile Advertising Marketplace Report reflects data from MoPub’s real-time bidding exchange MoPub Marketplace, the world’s largest mobile advertising exchange. MoPub Marketplace data is representative of over 30 billion monthly ad impressions across two dozen categories, aggregated from over 12,000 applications, and over 40 demand-side platforms representing 58 of the top 100 largest brands worldwide and hundreds of performance advertisers.

Highlights from the Q4 Mobile Advertising Marketplace Report include:

  • Operating Systems: iOS demonstrated the largest spike in eCPMs, averaging 66% higher prices than the beginning of the quarter.
  • Devices: Prices rose among all devices, with average eCPMs for the iPad, including the new iPad mini, rising to $1.40. The iPad overtook the iPhone as the most popular device amongst advertising sources. Ad performance based on click-through rates (CTRs) across devices also continued to increase even after the holiday season.
  • Categories: Social networking, sports, and gaming apps were the most popular categories among advertising sources in the fourth quarter. The top category in Q3, health and fitness, demonstrated the biggest drop in popularity to sixth place.
  • Ad formats: Rich media ad units received higher eCPMs, but ad performance only moderately improved with slightly higher click-through rates.

Post Holiday Trends Set the Tone for 2013

Mobile advertising prices remained high for all devices following New Years. While publishers anticipated eCPM increases leading up to the holidays due to last minute advertising spend, post-New Year’s prices were higher than in the first half of December.

Ad performance after New Year’s surpassed click-through rates during the December holidays across all devices, with iPad impressions demonstrating an astonishing 2.2 percent CTR.

The Mobile Advertising Marketplace Report highlights overall trends in competitiveness for mobile ad supply through three key indices: eCPM, click-through rate, and Competitiveness Factor (average bids per auction). The data from MoPub Marketplace solely represents quarterly trends from exchange-traded media and does not include any ad network or ad network mediation data. MoPub does not sell advertising and does not buy inventory. The data includes month-over-month trends across over a dozen dimensions that impact revenue for mobile application publishers. Inventory on MoPub Marketplace is primarily from mobile application publishers with users in North America, Europe, Asia, and Latin America.

To download the full report, please visit: /reports/

For more information on MoPub and the platform, visit MoPub:

About MoPub:

MoPub is the world’s leading ad server for smartphone application publishers, designed to drive more ad revenue through a single solution. We offer the first comprehensive monetization platform for mobile app publishers that combines MoPub Marketplace, the world’s largest exchange for mobile advertising, with direct ad serving, cross-promotional capabilities, and ad network mediation into one, easy-to-use platform. MoPub Marketplace offers publishers complete control over their inventory and transparency into their ad revenue from over forty advertising sources.

MoPub was founded in 2010 by an experienced mobile advertising technology team and has raised approximately $20 million in venture capital from Accel Partners, Jafco Ventures, and Harrison Metal Capital. MoPub has offices in New York City and San Francisco, where it is headquartered. For more information, please visit and follow MoPub on Twitter at .

Updated: July 2019