Mobile Programmatic Trends Report: The uncharted inventory opportunity

By ‎@jeffcunning‎
Tuesday, 17 November 2015

We’re pleased to publish the latest Mobile Programmatic Trends Report, a quarterly update that takes an in-depth look at trends in monetization and ad performance across the mobile programmatic ecosystem. The report reflects data from our MoPub Marketplace, which represents over 31,000 active mobile apps, more than 335 billion monthly ad requests, over 1 billion unique devices, and 175+ demand-side platforms.

Download the full report or read on for highlights.

Demand partners are discovering and buying new inventory, and seeing strong performance

Mobile Programmatic Trends Report: The uncharted inventory opportunity

Inventory discovery is a critical element in today’s mobile programmatic landscape. With more than 335 billion monthly ad requests on MoPub alone, there’s never been more supply available. While more supply is good, it can be more difficult for advertisers to find the right impressions. And for publishers, connecting with the right buyers becomes more competitive.

In this quarter’s report, we found that demand partners who bought inventory on any of the 580 new apps that launched in Q3 had 186% higher click-through rates and 46% lower cost-per-click than when buying supply from apps launched prior to Q3. Likewise, publishers who launched new apps in Q3 saw 67% higher eCPMs than apps which launched prior to Q3.

Brand spend continues to drive revenue in private marketplaces leading up to the holidays

Mobile Programmatic Trends Report: The uncharted inventory opportunity

In Q4 2014, we saw brand spend overtake performance spend during the holidays. While it remains to be seen if brands will again comprise the majority of spend in the open marketplace during the holidays, the trend of brand spend in private marketplaces continued in Q3. We found that brands made up 60% of the top 25 advertisers running campaigns via private marketplaces.

Moments continue to matter for mobile advertisers

In Q1 2015, we saw the Super Bowl bring big increases in advertiser spend. In this quarter’s report, we found the trend continue of reaching people during major moments in the sporting world. Average daily spend increased by 66% in sports apps on NFL and NCAA football game days — coinciding with NFL and NCAA football season kick-offs.

Mobile Programmatic Trends Report: The uncharted inventory opportunity

Read the full report to see all of the trends we found in mobile programmatic advertising.

The data reflected here is solely representative of quarterly trends from exchange-traded media; it does not include any ad network or ad network mediation data. MoPub does not sell advertising and does not buy inventory. The data includes quarter-over-quarter and year-over-year trends across several dimensions that impact revenue for mobile application publishers.

Also please note that the general findings here are based on internal data and data from a third party, and may be subject to errors and omissions. Each ad campaign is different.

Have questions or want more details? Email MoPub-datareports@twitter.com and we’ll be in touch.