Real-time advertising company Smaato has released its latest Global Trends in Mobile Advertising report, which analyzed data from mobile ad impressions served on its exchange in Q4 of 2015.
According to the report, the presence of data makes for a significantly higher eCPMs for publishers. Specifically, ads with GPS coordinate data increased eCPM by 162 percent, and eCPMs based on postal code data increased by 74 percent. Moreover, publishers who leveraged age and gender data also saw their eCPMs triple in that time period.
Though it is a given that advertisers pay more money to publishers that provide accurate data, the report notes that the inclusion of data is becoming more valuable over time. It noted that while eCPMs for ad impressions without data rose by 42 percent in 2015, ad impressions that passed data saw eCPMs rise by 120 percent.
It is also worth noting that mobile ad spending in the U.S. has for the first time exceeded that of the desktop in Q4 2015, getting 51.9 percent of all digital ad spending last year. Indeed, China experienced staggering growth with mobile ad spend uplift of 1,246 percent.
Not surprisingly, apps continue to dominate mobile websites in terms of global ad spend. Interestingly, Android’s eCPM growth rate is now much stronger compared to iOS, though it is still behind. From its available data, however, Smaato now projects that Android eCPMs will pull even with those of iOS “as early as Q4 2016”.
“Data truly is the new mobile currency,” said Ragnar Kruse, CEO of Smaato in a statement. “It’s a win-win-win. Making use of this data maximizes revenue for publishers, it allows advertisers to reach their target audience effectively, and the end user gets a better, more relevant ad experience. Now more than ever, it pays to know who your users are.”
The “Global Trends in Mobile Advertising, Q4 2015” report can be downloaded here (free registration).
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