MoPub Marketplace Report 2015-Q1
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This report summarizes mobile advertising trends on the MoPub Marketplace advertising exchange in Q1 2015. Interstitial ad formats significantly increased in popularity and performance for publishers, while native ads also expanded. Video ad units performed well for publishers in Q1, with non-skippable video generating higher prices than skippable video. Passing device IDs maximized publisher monetization across all ad formats.
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MoPub Marketplace Report 2015-Q1
- 2. MARKETPLACE REPORT 2 About the report • The Mobile Advertising Marketplace Report provides market data from real-time bidded auctions for mobile ad impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub Marketplace, one of the world’s leading advertising exchanges for mobile apps. • MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers, agencies and their trading desks, and demand side platforms can bid on ad inventory from thousands of mobile application publishers in an efficient, real-time market. MoPub Marketplace data is representative of over 31,000 active mobile apps, more than 264 billion monthly ad requests, more than 1 billion unique devices, and 155+ demandside platforms. • 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. • The information contained herein is based on internal data and data from a third party, and may be subject to errors and omissions. • Each ad campaign is different. Questions, comments, or data inquiries about this report can be sent to MoPub-datareports@twitter.com © MoPub, Inc. 2015. All Rights Reserved. Twitter, Inc., MoPub, Inc, the Twitter logo and MoPub logo are trademarks or registered trademarks of Twitter, Inc. and MoPub, Inc. respectively. All other trademarks and logos are the property of their respective owners. This data is provided for information purposes only and while efforts are made to ensure accuracy, errors may arise.
- 3. MARKETPLACE REPORT 3 Summary highlights Moments matter on mobile TV wasn’t the only investment brands made during the Super Bowl, as mobile spend exploded during the course of the game. Interstitial and Native ad formats increase popularity and performance Interstitial popularity and performance soar while Native expands broadly into new publisher categories. Video produces strong Q1 results Publishers won big early in the year with Video ad units.
- 4. MARKETPLACE REPORT Moments matter on mobile 4
- 8. MARKETPLACE REPORT Interstitial and Native ad formats increase popularity and performance 8
- 9. MARKETPLACE REPORT 9 Interstitials have drastically grown in popularity among publishers. The format saw a 276% increase in auction volume in Q1 2015 vs. the same time last year. It’s no wonder publishers continue to adopt the format considering the already-high eCPMs saw an 19% increase in price over the same period. Interstitial popularity, performance soars
- 11. MARKETPLACE REPORT 11 Banner inventory continue to grow and perform for publishers Banners still do their job — and do it very well. Publishers contributed to more than tripling the Q1 2015 auction volume year over year while monetizing at a higher rate than the same period a year ago.
- 12. MARKETPLACE REPORT 12 Interstitials nearly reach par with banners for app monetization While banners continue to perform for publishers and advertisers alike, Q1 2015 saw interstitials substantially close the gap in revenue doled out to app developers vs. the same period a year ago. As we saw earlier, publishers have become enamored with interstitials — both static and video; and this revenue gap has narrowed thanks to an increase of 276% in interstitial auction volume in Q1 2015 vs. Q1 2014.
- 13. MARKETPLACE REPORT 13 Device ID is key for publishers to maximize monetization regardless of ad format To no one's surprise, more data leads to better app monetization. Passing Device ID is table stakes for publishers now, and those who passed their Device ID in their bid requests monetized all ad units at, on average, 2.9x higher prices than those who did not in Q1 2015. *Device ID measured by publishers passing iOS IDFA or Android Advertising ID
- 14. MARKETPLACE REPORT Video produces strong Q1 results 14
- 15. MARKETPLACE REPORT 15 Video produces strong Q1 results Despite typical downward pressures on revenue and eCPM, publishers leveraging video overcame the odds with big Q1 earnings.
- 16. MARKETPLACE REPORT 16 Non-skippable video monetizes better for publishers App developers deciding between video formats found different results — as non-skippable video prices were, on average, worth 38% more than their skippable counterparts. *Video ads measuring 0-15 seconds in length are treated as non-skippable, while video ads longer than 15 seconds are treated as skippable.
- 17. MARKETPLACE REPORT 17 About MoPub MoPub is one of the world’s leading ad servers for mobile application publishers, designed to drive more ad revenue through a single solution. We offer a sophisticated, full-featured 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. Our real-time bidding exchange, MoPub Marketplace, gives app publishers the power and flexibility to customize their monetization strategy for their business goals. MoPub was acquired by Twitter, Inc. in 2013. For more information, please visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub. For specific data inquiries, email mopub-datareports@twitter.com.