Improved Mobile Ad Performance Means $$ To Publishers And Advertisers

According to the PubMatic Quarterly Mobile Index (QMI) for Q3 2015, the findings show continuous improvement in mobile ad performance as a key growth driver for publishers and advertisers. The increased number of mobile optimized sites, new mobile opportunities in emerging markets, expanding mobile opportunities in mature markets and premium private marketplace (PMP) performance, will drive increased revenue for publishers and advertisers across all major global regions, says the report.

Rajeev Goel, co-founder and CEO of PubMatic, says "… contrary to most industry averages, (the study shows) higher mobile CPMs in Q3, compared to desktop CPMs… improved mobile infrastructure, advanced targeting capabilities, and better overall customer offerings… enabled media organizations to take greater advantage of their mobile revenue opportunities… "

The report says that the analysis of billions of daily impressions, from Q3 2015 operational data, found five key trends that demonstrate mobile monetization growth:

  • Targeting consumers more accurately increased the value of mobile impressions, with mobile CPMs increasing 12%, year-over-year, and desktop up 10% year-over-year, resulting in mobile CPMs that are 34% higher than desktop CPMs
  • New mobile adoption in Asia-Pacific and Latin America in combination with mobile scalability in mature markets, North America and Europe, Middle East and Africa, drove year-over-year growth in monetized mobile impressions in Q3. North America and EMEA CPMs showed year-over-year increases, 17% and 47%, respectively, while APAC and LATAM CPMs saw year-over-year declines, 17% and 6%, respectively
  • In Q3, on a year-over-year basis, monetized mobile impressions increased by 133% on iOS apps, 42% on Android apps, 24% on mobile web, and 44% on tablet web. CPMs increased, year-over-year, on iOS app inventory, Android app inventory and mobile web, by 109%, 11% and 30%, respectively, while tablet web CPMs declined 26%.
  • Average CPMs for mobile optimized (i.e. mobile browser-friendly) inventory rose 48% in Q3, year-over-year, and fell by 26% for mobile non-optimized inventory.
  • Private marketplace (PMP) CPMs are higher than non-PMP CPMs, by a factor of 5-6x for mobile PMP. PMPs attracted higher CPMs in Q3, largely due to transparency of the buy, as well as access to high-quality inventory. Generally, PMP inventory ensures a high level of engagement on premium sites that is well-suited for valuable brand marketing campaigns.

The report concludes by noting significant opportunities for publishers and advertisers.

  • Mobile monetization is increasing and improving, driving growth within digital media organizations across all regions, globally. APAC and LATAM regions represent the fastest growing opportunities, but North America and EMEA represent the largest opportunities.
  • Mobile app inventory price and volume are increasing, and mobile web inventory quality is improving due to a shift to mobile-friendly sites, and an industry shift to mobile “responsive” web design. High-impact mobile formats, such as video and rich media, will help publishers and advertisers continue to both grow revenues and command higher CPMs.
  • Private marketplaces (directly-sold inventory packages from publishers) are an attractive proposition for publishers and advertisers because of the premium, transparent environment, commanding higher prices for publishers, and higher-quality inventory for advertisers.

Kirk McDonald, President of PubMatic, concludes by saying  "… with the right tools in place, publishers can be positioned to answer consumers' growing demand for a high quality mobile content experience… "


To view the full Quarterly Mobile Index, please visit here.


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