Skip to main content

MoPub: Fortune 1000 Brands Spent More On In-App Ads Than Performance Advertisers In Q4


MoPub reports that, for the first time, in Q4 2015 brand spending outweighed that of performance advertisers on the in-app ad exchange.

Fortune 1000 brands accounted for more than half of the ad spend on the MoPub exchange globally in Q4, and Fortune 500 brands generated a third of total spend. That’s according to the Q4 2015 Global Mobile Programmatic Trends report that the Twitter-owned ad exchange released on Wednesday.

More Ad Buys Happening Via Private Marketplace

The shift in brand spend stemmed in part from the higher number of private marketplace transactions where publishers can sell premium inventory programmatically to selected advertisers. Compared to the previous quarter, private marketplace deals rose 30 percent, and publisher revenue from private marketplaces increased 165 percent quarter-over-quarter in Q4 2015.

This growth follows the larger trend. According to eMarketer, private marketplace transactions are now the fastest growing method for buying mobile ads programmatically in the US. MoPub launched private marketplace buying on its exchange in 2012.

Native And Video Ad Supply & Demand Rose, Particularly In APAC And EMEA

A little over a year ago, the ad format that saw the steepest competition was the interstitial. Demand has since shifted to native and video ad formats.

Native inventory on the exchange shot up 385 percent from a year ago as more app publishes adopted the format. Demand for native increased by 76 percent among demand-side platforms (DSPs) buying on the exchange. MoPub reports click-through rates on native ads also rose 128 percent from a year ago.

in-app native ad demand, mopub

Demand from DSPs for video inventory doubled compared to Q4 2014. MoPub also reported video ads generate the highest click-through rates. With the added demand, publisher revenue from video ads more than doubled year-over-year as eCPMs rose 55 percent.

Driving the surge in video and native supply were app publishers in the APAC and EMEA regions. In APAC video inventory supply increased by 114 percent and native supply increased by 1,184 from a year ago. EMEA saw a 107 percent increase in video ad inventory and 138 percent increase in native ad inventory year-over-year.

Overall, MoPub reported a 25 percent increase in the number of DSPs and 115 percent boost in the number of advertisers buying on the exchange compared to Q4 2014, with total spend increasing 125 percent on the exchange year-over-year.

Social and gaming apps on the exchange continued to see demand increase among brand advertisers: eCPMs rose 200 percent for gaming app publishers and 139 percent for social apps in Q4 compared to the previous quarter.

The full report is available on SlideShare.

via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Crimson Hexagon Now Offers Access To Tumblr Firehose

Analytics provider Crimson Hexagon announced today that it has joined Tumblr’s Preferred Data Partners program, and now can offer customers access to insights about Tumblr’s full firehose of public activity.Boston-based Crimson Hexagon provides analytics for brands and agencies, analyzing consumer behavior on Twitter, Facebook, Instagram, Sino Weibo, Google+, YouTube, blogs, forums, review sites and other online platforms. The Tumblr integration offers Tumblr data for all public posts since October 2014 and will enable customers to track brand mentions and logos, measure conversation volumes and analyze sentiment drivers on Yahoo’s network.Crimson Hexagon has given several clients beta access to Tumblr data since the beginning of the year; among them is marketing agency VML, which has been pleased with the results.“By using Crimson Hexagon’s Tumblr data, we have expanded our view of online conversation, which allows us to discover new communities of brand-loyal customers for our clien…