MoPub Releases 2013 Q1 Findings in The Mobile Advertising Marketplace Report; Mobile Ad Spending in Q1 Surpassed Q4 2012 Spending

Share Article

Highlights include growth in demand, higher CPM premiums for iOS and iPad and significant adoption growth of rich media ad units.

News Image

Today, MoPub (http://www.MoPub.com), the world’s leading ad server for smartphone app publishers, releases their comprehensive quarterly report showcasing 2013 Q1 trends in mobile advertising monetization and demand for smartphone ad inventory. The Mobile Advertising Marketplace Report (available at http://www.mopub.com/reports/) reflects data from MoPub’s real-time bidding product MoPub Marketplace, the world’s largest mobile advertising exchange.

MoPub is the largest exchange barometer for mobile advertising spending and trends. The data is representative of 45 billion monthly ad impressions across 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: CPM, CTR and Competitive Factor (buyer bids per impression). The data covers month-over-month trends across factors that dictate revenue for mobile application publishers.

Mobile Ad Demand Momentum in Q1 2013 Provides An Early Indication of Continued Strong Mobile Ad Growth in 2013

Our three core metrics used to track demand, eCPM, Clear Rate and Bid Depth were higher at the end of Q1 2013.

Historically, there is a dip in ad spend following the holidays as we head into the New Year. This year, we witnessed an extended down cycle, followed by an unprecedented influx in ad spend at the end of Q1, which resulted in quarter over quarter growth (Q1 2013 over Q4 2012).

In 2012, major advertising agency accounts went into review, delaying planning of 2013 budget decisions and campaigns. Uncertainty created by the government sequester debate led to a pause in ad spend and additional delays.

Mobile media buyers took advantage of an extended seasonal down cycle in Q1 to make significant improvements to ad spend optimization and to refine opportunistic tactics. This allowed mobile to capture a larger share of ad spend, once it ramped up, creating a sudden and dramatic spike in ad spend in March.

Highlights from the 2013 Q1 Mobile Advertising Marketplace Report include:

  •     iOS Dominating Android: The CPM premium on impressions for iOS over Android, iPad over iPhone and iPhone over Android Smartphone, increased from January to March to 39.4%, 32.0% and 76.0% respectively. Monthly Ad spend share on iPhone grew 12.4% over the quarter and now accounts over 50% of ad spend on the exchange or more than two times the share of Android Smartphones
  •     Larger Rich Media Ads Show Their Value: Ad spend shifted to more engaging and interactive ad units as the CPM premium for impressions that supported MRAID rich media increased almost 9.2% and their share of ad spend grew 15.7% to 79.1%. Adoption of larger ad sizes grew exponentially as the CPM increased 161.8% and ad spend share increased 214.7% for 480X320 impressions; conversely small ad sizes like 320X50 experienced CPM and ad spend share declines
  •     Android Tablets Not A Factor: Android tablets have failed to gain traction, accounting for less than 1.0% of ad spend
  •     Opportunistic Mobile Ad Buys: Mobile media buyers opportunistically shifted ad spend in real time, based on insights about user behavior during severe weather storms, holidays and live mass media events

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.

For media inquiries about MoPub, contact pr(at)mopub(dot)com.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Patrick Durkin
MoPub
917-617-2116
Email >