As a data-driven company with data-driven customers, we’re excited to release a new report that highlights overall trends in demand for smartphone ad inventory. The report, entitled Mobile Advertising Marketplace Report , offers a much-needed pulse for an industry that is growing more crowded and complex by the day.
Much like the genesis of MoPub, the Mobile Advertising Marketplace Report was spurred by a gap in the market. As a neutral technology platform (we don’t take Insertion Orders from advertisers), we’re uniquely positioned to offer data from MoPub Marketplace, the real-time bidding exchange that connects smartphone app publishers with advertisers, without bias. And since the launch of MoPub Marketplace less than a year ago, we’ve seen tremendous growth and scale that has mirrored the industry’s growing demand for mobile advertising and publishers’ booming mobile businesses.
The report highlights overall trends in competitiveness for mobile ad supply through four key indices: eCPM, Share of Auction Volume, Win Rate (percent of auctions with winning bids), and Bid Depth (buyer bids per impression request). These indices, in particular Share of Auction Volume, may serve as leading indicators of future price movements – similar to how trading volumes are correlated to stock price in financial markets.
Overall, advertiser demand for mobile impressions through real-time bidding continues to rise. With both market growth and seasonal advertising patterns driving growth, demand from advertisers and demand side platforms for ad impressions from real-time bidding rose significantly through Q1 and Q2.
Other findings from the MoPub Mobile Advertising Marketplace Report include:
• Operating System: iOS continues to maintain a healthy price premium over Android of 86%, with a difference of 37 cents in eCPM over Android. However, Android has gained share in Auction Volume from 28% to 39% from April to June, indicating possible future price increases
• Devices: iPad full-screen landscape ads (1024×768) show the greatest increase in price, finishing at eCPMs of $4.47, up from $3.61 in April
• Categories: Social networking demonstrates the most pointed growth in Auction Volume. Music and lifestyle apps also showed steady demand growth through Q2, and demonstrated eCPMs of 78 and 79 cents, respectively. Business apps yield the greatest eCPM at 84 cents
• Geographical: Italy and Korea demonstrate big drops in popularity, while the U.S. remains strong. Spain, Australia, and Canada demonstrate the highest eCPMs
• Ad Formats: Banner ads, popular among brands and performance advertisers, continue to dominate, with 86% of Auction Volume. Horizontal full screen interstitials, popular in gaming apps, declined in Auction Volume along with gaming volume impression
• Unique Device Identifier (“UDID”): While impressions with UDID still command a premium over those without the identifier, eCPMs have started to equilibrate at $0.66 and $0.60 respectively versus $0.81 and $0.55 in April
• Keyword Segmentation: Increases in overall Auction Volume with location information rose by 154% and those with gender data rose by 127% month-over-month, providing examples of valuable keyword data being passed from app publishers to advertisers