At MoPub, we aim to provide our buyers with creative, safe, and high quality ways to reach their audience where they spend the most time. We’ve previously discussed that MoPub has seen great interest from marketers in curated inventory options catering to top-of-mind goals, such as viewability, brand safety, and performance. Today, we’re excited to announce a new set of curated inventory offerings: MoPub Inventory Packages powered by App Annie. These packages empower marketers to target inventory based on trends in the Apple App Store and Google Play Store. This launch formalizes a pilot we started with App Annie last November.
With more eyeballs on mobile devices than ever these days, brands and agencies should consider increasing their focus on mobile in-app advertising to drive consideration amongst consumers. According to eMarketer, 90% of mobile device time is spent in-app, and US consumers spend more time on their mobile devices than watching TV. Simply put, marketers can’t afford to miss out on the mobile in-app space.
But getting it right on mobile in-app is not necessarily easy. Digital media buyers are accustomed to sources such as Comscore rankings as the preferred reference for identifying websites with scaled, relevant, high-quality audiences. This doesn’t exist for mobile in-app; there’s no consistent “top apps” list, as app store charts can change almost overnight. So as an advertiser, how can you buy the best of the best for mobile in-app? How can you get your campaigns in front of users in the most popular trending apps, or in apps where users with the high spending power can be found?
Introducing MoPub’s new and unique curated inventory solution, powered by App Annie. As the leading provider of mobile data and analytics that help companies win on mobile, App Annie brings 10 years of experience analyzing trends that provide unparalleled industry insight. App Annie is the trusted source for mobile market trends and is cited by industry leaders, publications and analysts worldwide (including Apple, Tencent, LVMH, Electronic Arts, Gartner, Forrester, Forbes, The Financial Times and The New York Times).
App Annie helps app developers, businesses, and marketers understand what’s trending in the mobile ecosystem, which apps are hot, and which app experiences resonate the best with users. At MoPub, we use App Annie Intelligence to understand current dynamics in the mobile app ecosystem, and we are excited to extend our partnership with App Annie from insights to inventory curation. This new solution will help our demand side partners and advertisers target their desired audiences in a more effective way.
With insights and data from App Annie, MoPub can create Inventory Packages that identify mobile app supply based on trends in the Apple App Store and Google Play Store. We can also help advertisers tap into top apps classified by in-app revenue; apps curated by age, gender, and regions of users; and by leading categories such as Entertainment, Sports, News, or Lifestyle.
Ready to get started?
Advertisers and DSPs can tap into this new solution immediately via MoPub’s Deal ID functionality.
To learn more about this unique offering, please reach out to your MoPub representative or get in touch with our team. We are already seeing increased interest from leading buyers in taking advantage of this unique curated offering.
About the author: Michal Jacobsberg-Reiss, Head of Global EcoSystem Partnerships
Michal Jacobsberg-Reiss runs MoPub’s Global EcoSystem Partnerships team. Michal joined Twitter in 2017 as part of MoPub’s product team and prior was a product lead on a casual game platform at Electronic Arts. Her product experience spans monetization, data and analytics, ads, acquisition and payments. You can connect with Michal on Twitter @itsmjrinc.