MoPub Releases Q3 Findings in The Mobile Advertising Marketplace Report; Comprehensive Trend Analysis for Advertiser Demand and Spend in Mobile

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Highlights include surprising growth for Android mobile spend, ramp up in tablet ad spend, and signs that money will flow to mobile during the holidays

Today MoPub (http://www.MoPub.com), the world’s leading ad server for smartphone app publishers, releases their comprehensive quarterly report showcasing Q3 trends in mobile advertising spend and demand for smartphone ad inventory. The Mobile Advertising Marketplace Report reflects data from MoPub’s real-time bidding product MoPub Marketplace, the world’s largest mobile advertising exchange. The data is representative of 20 billion monthly ad impressions across two dozen verticals, aggregated from smartphone applications, advertisers and demand side platforms on MoPub Marketplace.

The data in MoPub Marketplace represents quarterly trends in advertiser demand, impression prices, and mobile device inventory, without any ad network data. The Mobile Advertising Marketplace Report highlights overall trends in competitiveness for mobile ad supply through three key indices: eCPM, Win Rate (percent of auctions with winners), and Competitiveness Factor (buyer bids per impression). The data covers month-over-month trends across a two dozen factors that dictate revenue for mobile application publishers.

Real-time bidding picks up speed in Q3, with winning auctions increasing by 162%, eCPMs also on the rise in anticipation of Q4
Despite an already high base in Q2, advertiser demand in real-time bidding continued to increase at tremendous rates in late summer months in anticipation of Q4 seasonality. With new hardware and software releases Apple, Google, and device manufacturers, and early season holiday ad campaigns for everything from online shopping, to social media, overall advertising prices and demand increased during this key time of year.

Highlights from the Q3 Mobile Advertising Marketplace Report include:

Operating Systems: Android continues to catch up to iOS, with a 26% increase in price, while iOS impressions continue to garner a price premium and demonstrate a slight CPM increase in September, concurrent with the iPhone 5 release.

Devices: Among Apple and Android devices, the iPhone still remains the most in demand by advertisers and demand-side platforms with an average Competitive Factor of 3.5.

Categories: During summer months, health and fitness were most popular verticals for advertisers, followed by news, entertainment and games. The least popular applications in the summer months were related to weather and productivity.

User Data: Publishers passing critical keyword information, such as age and gender, receive at least 1.4x higher eCPMs than impressions without keyword data.

Ad formats and sizes: Demand sources offered distinctly higher eCPMs for rich media inventory at a 1.5x multiple over non-rich media formats. Traditional desktop ad sizes, such as medium rectangles and banners saw the greatest gains in eCPMs, with increases of 42% and 20% respectively; eCPMs for iPad banners also rose by 11%

The data reflected here is solely representative of exchange-traded media on MoPub Marketplace and does not include any ad network or ad network mediation data. MoPub does not sell advertising and does not buy inventory. MoPub is a neutral and private entity with no ad network affiliation. 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: http://www.mopub.com/reports/
For more information on MoPub and the platform, visit MoPub: http://www.mopub.com.

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 real-time bidding, ad serving, cross-promotional capabilities and ad network mediation into one, easy-to-use platform. As a pioneer in real-time bidding for mobile, we built the first transparent market that enables advertisers and other demand side buyers to access billions of ad impressions with hyper-targeted data from app publishers. On MoPub Marketplace, publishers get complete control over their inventory and transparency into their ad revenue.

MoPub was founded in 2010 by an experienced mobile advertising technology team and has raised over $19 million in venture capital from Accel Partners, Jafco Ventures, and Harrison Metal Capital. MoPub is headquartered in San Francisco with offices in New York City. For more information, please visit http://www.mopub.com and follow MoPub on Twitter at http://www.twitter.com/mopub.

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Taryn Langer
MoPub
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