1、Global In-App Advertising Trends H1 2019 1 Global In-App Advertising Trends This report offers key insights into the mobile in-app programmatic advertising landscape based on in-depth analysis of the ad requests, bids, and impressions on the Smaato platform. Please note that this report is a snapsho

2、t of trends across Smaatos global base of publishers, advertisers, and mobile app users from H1 2019; specific data and observations may not be comparable with previous reports. In H1 2019, the following in-app advertising trends were observed on the Smaato platform: H1 2019 02 Private Marketplaces

3、Get Big Spending Boosts From Brands As brands look for exclusive access to premium inventory, ad spending via private marketplaces (PMPs) has more than tripled over the past year. The average eCPM for PMP deals is over twice that of open auctions. 01 Apps See Soaring Ad Requests and Ad Prices Compet

4、ition among advertisers to reach todays engaged mobile app users has led to a 27% global increase in eCPMs. As users spend more time in-app, there was also a rapid rise in mobile ad requests in many markets worldwide. 2Global In-App Advertising Trends H1 2019 05 Spotlight on APAC: In- App Trends in

5、Video Growth and Holiday Ad Spending Advertisers received an influx of video ad requests from top APAC markets in H1 2019, with top countries seeing up to 281% growth. APAC also saw significant uplifts in daily ad spending over holidays such as Ramadan and Lunar New Year. 04 Rich User Data Is a Win-

6、 Win for Advertisers and Publishers Mobile apps are home to a wealth of user data data that can increase a publishers eCPMs by up to 2.8X when passed in the ad request. 03 Even in the Era of Native and Video, Banners See Steady Growth More and more advertisers are utilizing the full suite of in-app

7、ad formats, which has led to impressive ad spending growth across rewarded, native, and banner ad formats. 3 The first half of 2019 set new records in the mobile app ecosystem. Mobile users downloaded more apps and spent more money in-app than ever before, with Q2 2019 alone seeing over 30 billion a

8、pp downloads globally.1 Just like with any marketplace, supply and demand drive eCPMs in the in-app advertising industry. In many developed countries, the quantity of smartphone users is relatively fixed and has nearly reached maximum penetration. In the US, for example, the number of mobile app use

9、rs is only expected to grow by 3% in 2019.2 The competition among advertisers to reach these users is on a sharp incline, leading to rising eCPMs on the Smaato platform for many of the top mobile markets worldwide. Apps See Soaring Ad Requests and Ad Prices 01 Mobile eCPM Growth by Region and Top Co

10、untries H1 2019 vs. H1 2018 Sources: 1 App Annie, July 2019 | 2 eMarketer, June 2019 USA 33% Mexico 14% Colombia 11% Canada 4% South Korea 179% Indonesia 54% India 50% Singapore 47% Spain 88% France 57% Germany 23% UK 13% Americas 29% EMEA 17% APAC 37% Global 27% 4Global In-App Advertising Trends H1

11、 2019 In other areas of the world, smartphone usage and app demand still have plenty of room for growth. In India alone, the number of smartphone users is expected to rise by more than 13% in 2019.3 India was also the top market for both total app downloads via Google Play and absolute year-over-yea

12、r growth in Q2 2019.4 The number of mobile ad requests on the Smaato platform reflects this rapid smartphone user and app download growth. From H1 2018 to H1 2019, mobile ad requests from India tripled. Several other countries topping the mobile ad request growth charts saw similar mobile growth tre

13、nds this past quarter. Perus total number of smartphone users is expected to increase by nearly 50% in 2019 over the previous year a trajectory that will continue for many years to come.5 Egypt was the number two country on the Google Play charts for year-over-year growth in market share.6 Mobile Ad

14、 Request Growth: Top Countries Worldwide H1 2019 vs. H1 2018 Sources: 3 eMarketer, April 2019 | 4 App Annie, July 2019 | 5 eMarketer, April 2019 | 6 App Annie, July 2019 201% 167% 178% 40% 105% 63% 38% 80% 22% 27% 35% 19% APAC Americas EMEA India Peru Egypt Japan Argentina Turkey Australia Brazil Ge

15、rmany Singapore Mexico UK Brands are increasingly focused on finding premium, trustworthy, and protected environments in which to spend their valuable advertising dollars. For many, this means turning to private marketplaces (PMPs), which has led to an influx of ad dollars going to auctions conducte

16、d within these invitation-only marketplaces. On the Smaato platform, in-app ad spending via PMPs rose 250% from H1 2018 to H1 2019. This notable increase follows industry trends, as eMarketer predicts that digital display ad spending via PMPs in the US will overtake that of open auctions in 2020.7 A

17、d spending via open auction still constitutes the majority of the total ad spending on our platform and will for the years to come. However, we expect that PMPs will continue to attract more ad dollars and a larger piece of the real-time bidding (RTB) pie. Private Marketplaces Get Big Spending Boost

18、s From Brands 02 PMP Ad Spending Growth H1 2019 vs. H1 2018 In an open RTB auction, all connected buyers and sellers are eligible to participate. Publishers offer their inventory at a specified floor price, advertisers bid on the available inventory, and the highest bid wins. PMPs offer an invitatio

19、n-only programmatic auction in which a premium publisher auctions off their inventory to a select group of buyers. Open Auction vs. PMP 5 Source: 7 eMarketer, April 2019 Indexed Ad Spending 0 100 200 300 400 H1 2018 H1 2019 +250% 6Global In-App Advertising Trends H1 2019 PMPs enable advertisers to p

20、urchase premium inventory that is likely not available via the open auction. This exclusive access comes at a cost on the Smaato platform, the average eCPM for PMP deals was over twice that of open auctions in H1 2019. For ad formats unique to the in-app world, this difference can be even more strik

21、ing. Rewarded video eCPMs were 220% higher on PMPs than the open auction. Since rewarded video is only available in mobile apps, PMPs may provide the safe atmosphere necessary to get traditional advertisers to dip their toes into the in-app waters and test out their first in-app advertising campaign

22、s. Open Auction vs. PMP: eCPM Difference H1 2019 Indexed eCPM 0 100 200 300 0 100 200 300 All Formats +110% Open AuctionPMP Indexed eCPM 0 100 200 300 All Formats Open AuctionPMP +110% Rewarded Video +220% 7 Programmatic advertising has gone beyond open market real-time auctions. Advertisers that ch

23、oose to spend in PMPs are looking for premium brand-safe inventory, and they are willing to make bigger deals and commitments to get it. The advertisers spending the largest share of their in-app advertising budgets in PMPs are from the technology, healthcare, and food and beverage industries. Altho

24、ugh PMPs are not as easy to use or as scalable as open auction deals, they offer advertisers a more controlled environment for accessing premium inventory. This feature is especially crucial for brands that are new to the in-app arena and looking to invest their first ad dollars into this quickly- g

25、rowing medium. Share of Programmatic Ad Spending on PMPs by Advertising Vertical H1 2019 Advertising Vertical 0%10%20%30% PMP Share Technology Healthcare Food eMarketer, April 2019 | 25 eMarketer, April 2019 21 Each year, Lunar New Year brings good fortune to the in-app advertising world with a spik

26、e in mobile usage as users message their friends and family, watch videos, play mobile games, and exchange virtual red envelopes. This year, February 5 marked the start of the Year of the Pig. During the following two weeks of new year celebrations, we saw daily in-app ad requests in China increase

27、an average of 25% over the week prior. In-App Ad Requests During Lunar New Year in China January 29 - February 26, 2019 February 3 February 10 February 17 February 24 160 140 120 100 80 Indexed Ad Spending Lunar New Year +25% Fast Facts About Lunar New Year Lunar New Year is also known as Chinese Ne

28、w Year and Spring Festival. Since it is based on the lunar calendar, the exact date of Lunar New Year changes each year. Lunar New Year marks the start of a new animals zodiac year. Thank You Smaato, the global in-app advertising platform, drives the technology that keeps apps free. Smaatos full-fea

29、tured mobile ad server empowers apps of all sizes to reach their full monetization potential by connecting them with the worlds top advertisers. The Smaato SDK provides publishers with seamless integration and maximum control of their inventory. Founded in 2005, Smaato is headquartered in San Francisco, California, with additional offices in Berlin, Hamburg, New York, Shanghai, and Singapore. We hope you have enjoyed Smaatos H1 2019 Global In-App Advertising Trends report. For more whitepapers, case studies, and industry trends reports, please visit the resources section of our website at