Mobile Ad Volume Up, Pricing Dips
Mobile advertising platform Smaato Thursday released its Global Price Index for the first quarter, showing a decline in mobile ad pricing from the fourth quarter.
The company said ad volume increased 26% in the quarter, but pricing on average was 30% higher in the fourth quarter because of higher advertiser demand during the holiday shopping season.
The Smaato index represents a percentage of the effective cost-per-click (eCPC) average per country across 80 mobile ad networks and uses the U.S. as a baseline of 100 for the overall index.
The index serves as a global ”rate card,” helping advertisers better plan and roll out campaigns across different markets. App developers benefit by pinpointing countries or regions where they can drive the highest average revenue per user.
The new index for the first quarter shows wide differences among regions worldwide. Western Europe has a score of 117, while the Middle East comes in at 36, underscoring the difference between mobile advertising in advanced and emerging areas. Central America represents an even bigger discount, with eCPCs indexing 70% less than in the U.S.
“The Smaato Index indicates that app developers can now make more money in Western Europe than in the U.S. While for advertisers, the U.S. is now an incredible bargain, as they can reach 30% of the U.S. market through smartphones at 30% lower cost than in Western Europe,” stated Smaato CEO Ragner Kruse in a release Thursday.
The company noted that users in Italy, with a score of 150, have a high affinity for mobile advertising in both apps and the mobile Web. At the same time, Scandinavia’s high smartphone penetration and low index score (96) make it an attractive but lower-cost option for advertisers.
The report also highlighted the huge mobile markets represented by China and India, with index scores of 38 and 29, respectively. It pointed out that the two countries combined now have as many smartphones, as users in China especially have become savvy mobile shoppers searching for products and deals.
Smaato says more than 50,000 app developers and publishers use its optimization platform to monetize content in more than 230 countries using rich media ad formats and real-time bidding technology for impression-level buying.
Recent Online Media Daily Articles
-
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ...
Be the first to comment on "Mobile Ad Volume Up, Pricing Dips"
Leave a Comment