MoPub Mobile Advertising Marketplace Report (Q2 2012)

Mobile Advertising
Marketplace Report

2012 - Q2

About the report
•  The Mobile Advertising: Marketplace Report provides market data from real-time bidded
auctions for mobile ad impressions, aggregated from smartphone applications, advertisers and
demand side platforms on MoPub Marketplace, the mobile ad exchange product of MoPub,
the world’s leading advertising server for smartphone apps.

•  MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers and their
representatives can bid on ad inventory from thousands of smartphone application publishers in
an efﬁcient, real-time market.

•  The data reﬂected here is solely representative of exchange-traded media on MoPub
Marketplace and does not include any ad network or ad network mediation data.

•  MoPub Marketplace suppliers are smartphone application publishers from the U.S., Europe,
Asia, and Latin America. The data is representative of 15 billion monthly ad impressions across
two dozen verticals.

•  MoPub is a neutral, independent, and private entity. MoPub does not sell advertising nor do we
buy inventory. For more information about MoPub, see report appendix or email
info@mopub.com.

•  Questions, comments, or data inquiries about this report can be sent to
datareports@mopub.com.

Summary highlights
"  Demand from advertisers and demand side platforms (DSPs) for real-time bidded ad impressions
rose signiﬁcantly through Q1 and Q2 of 2012, with a 300% increase in average bids per ad
request
"  While iOS still commands a premium in eCPMs over Android by 86%, Android is stealing share in
popularity among advertisers with a steady increase in share of impression volume
"  Internationally, Italy and Korea demonstrates big drops in popularity, while the U.S. remains strong.
Spain, Australia, and Canada demonstrate the highest eCPMs
"  Among categories, social networking demonstrates the most pointed growth in impressions, along
with increases in music, lifestyle, and health and ﬁtness apps. Music, lifestyle, and business apps
demonstrate the most valued eCPMs
"  Full screen interstitials in the horizontal orientation, popular in gaming apps, have declined in
overall auction volume, as gaming volume impression has also declined. Demand for the popular
desktop format, medium rectangles, has also declined
" iPad ad formats demonstrate a slow but steady rise in eCPMs, with full screen ad eCPMs showing
a 24% increase from April to June
"  UDID data continues to be valuable conversion tracking for performance advertisers, but both
volume and prices converge with non-UDID impressions as demand sources diversify
"  From gender to location, publishers are increasingly providing segmentation data with impression
increases of 127% and +154%, respectively

MoPub Proprietary Data. Do not reprint without permission: datareports@mopub.com

Overall, advertiser demand for mobile impressions through
real-time bidding continues to rise

60%
1.80

53%

1.60

1.7

50%
1.6

Bids
Per
Impression
Request

Real-‐Fme
AucFon
Win
Rate

1.40

42%

40%
38%
37%
1.20

1.2

1.0

1.1
1.00

30%

0.80

28%

20%
18%
0.60

0.40

0.4

10%

0.20

Win
Rate
Bid
Depth

0%
0.00

Jan
Feb
Mar
Apr
May
Jun

"  With both market growth and seasonal patterns beginning to pervade, demand from advertisers
and demand side platforms for real-time bidded ad impressions continues to rise through Q1 and
Q2.
Notes: Real-time Auction Win Rate represents the share of real-time auctions with winning bids. Bid Depth represents the average number of non-zero bids per auction as a share of total request impressions, including
those that have no bidders.

Among operating systems, iOS still wins in price but
Android creeps up in auction volume

$1.00

100%

0.91

$0.90

90%

0.81
0.80
28%

$0.80
35%
39%

80%

Share
of
AucFon
Volume

$0.70
70%

Average
eCPM

$0.60
60%

0.52

$0.50
50%

0.43

0.39

$0.40
40%

72%

$0.30
65%
61%

30%

$0.20
20%

$0.10
10%

$0.00
0%

Apr
May
Jun
Apr
May
Jun

iOS
Android
iOS
Android

"  While eCPMs for iOS remain dominant over Android by 86%, Android has gained share in
popularity among advertisers with an increase in impression volume from 35% to 39% between
May and June.

Notes: Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and represents the price advertisers are willing to pay to reach the developer’s audience.

Relative to market prices, iOS still maintains a healthy
premium in eCPMs

30%

23%
23%

DeviaFon
from
average
eCPM

20%
17%
iPhone
OS

Android

10%

0%
Avg eCPM

Apr
May
Jun

-‐10%

-‐20%

-‐30%

-‐33%
-‐34%

-‐40%

-‐41%

-‐50%

"  Prices for both operating systems converged slightly in June relative to average eCPMs.
However, iOS continues to maintain a healthy 23% above the average eCPM for two months,
with Android eCPMs improving seven percent.


Android devices steal demand for mobile ads from iOS
devices by a signiﬁcant percentage

60%

Share
of
AucFon
Volume

50%
48%

47%

44%

40%
38%

34%
Apr

May

30%
28%

Jun

20%

13%

11%
10%
10%

10%
8%
8%

1%
1%
1%

0%

iPhone
Android
iPad
iPod
touch
Android
tablet

"  Android catching up with iPhone in auction volume, as all other iOS devices also decline in
popularity among advertisers.


Internationally, Italy and Korea demonstrates big
drops in popularity, while the U.S. remains strong

100%
2%
1%

5%

KOR

90%

3%
3%
CHN

2%
4%

Share
of
AucFon
Volume

80%
4%
JPN

4%

15%
10%
MEX

6%

70%

1%
RUS

3%
5%

60%
NLD

5%
19%

SGP

50%
10%

ITA

40%
19%
ESP

9%
FRA

30%
12%

DEU

20%
CAN

25%
25%
AUS

10%
21%

GBR

0%
USA

Apr
May
Jun

"  From April to June, Canada demonstrated a signiﬁcant increase in popularity, as well as Spain,
while demand for impressions in Italy and Korea declined. The U.S. remained relatively
constant in auction volumes.


International mobile ad prices still vary dramatically with the
highest eCPMs in Spain, Australia, and Canada

Worldwide
eCPMs
relaFve
to
U.S.
June
‘12

-‐45%
KOR

-‐42%
DNK

-‐38%
NOR

-‐36%
RUS

-‐36%
SGP

-‐27%
NLD

-‐23%
IRL

-‐21%
BRA

-‐20%
CHN

-‐20%
MYS

-‐18%
CHE

-‐17%
DEU

-‐15%
PHL

-‐9%
MEX

-‐8%
SWE

-‐8%
FRA

-‐3%
HKG

ITA
2%

GBR
5%

JPN
8%

CAN
9%

ESP
24%

AUS
24%

-‐50%
-‐40%
-‐30%
-‐20%
-‐10%
0%
10%
20%
30%


Category movers and shakers: Social networking is king,
with healthy growth in music and lifestyle apps
Average eCPM

$0.65

35%

31%
health
&
ﬁtness
$0.52

Share
of
AucFon
Volume

30%

entertainment
$0.52

25%

social
networking
$0.53

20%
18%
uFliFes
$0.71

15%

15%
13%
13%
photography
$0.73

10%

9%
reference
$0.75

7%

news
$0.76

5%
3%
3%

1%
2%
3%
2%
2%

0%
games
$0.76

0%

music
$0.78

lifestyle
$0.79

business
$0.84

$0.00
$0.20
$0.40
$0.60
$0.80
$1.00

Apr
May
June

eCPM

"  In Q2, demand for social networking impressions had the most pointed growth, along with
increases in music, lifestyle, and health and ﬁtness apps. Music and lifestyle apps also
demonstrated the most valued eCPMs, along with business apps in June.

Ad formats vary wildly in popularity. Banners and vertical
interstitials demonstrate rising auction volumes

Banner 320x50

Full Screen Interstitial 320x480

86.0%
1.6%

85.5%

85.0%
1.4%
1.4%

83.9%

Share
of
AucFon
Volume

84.0%
1.2%

Share
of
AucFon
Volume

1.2%

83.0%

1.0%
1.0%

82.0%

81.0%
0.8%

80.0%
79.6%
0.6%

79.0%

0.4%

78.0%

0.2%

77.0%

76.0%
0.0%

Apr
May
Jun
Apr
May
Jun

"  Ad banners continue to dominate mobile ad formats and signiﬁcant growth in popularity for full
screen interstitials in a vertical orientation.


While horizontal full screen ads and medium rectangles
have declined in demand

Medium Rectangle 300x250

Full Screen Interstitial 480x320

7.0%
6.6%
1.0%

0.9%

0.9%

6.0%

Share
of
AucFon
Volume

Share
of
AucFon
Volume

0.8%

5.0%

5.0%
0.7%

4.3%

0.6%

4.0%

0.5%

3.0%

0.4%

0.3%

2.0%
0.3%
0.2%

0.2%

1.0%

0.1%

0.0%
0.0%

Apr
May
Jun
Apr
May
Jun

"  Full screen interstitials in the horizontal orientation, popular in gaming apps, have declined in
overall auction volume, as gaming volume impression has also declined. Demand for the popular
desktop format, medium rectangles, has also declined.


Is print media preparing for tablets?

Apr
May
Jun

$5.00

4.47

$4.50

$4.00

3.61

$3.50
3.33

eCPM

$3.00

$2.50

2.21

$2.00

1.67
1.63
1.62

1.56
1.53

$1.50

1.06
1.14
1.01

0.88
0.92

$1.00
0.74
0.77
0.76
0.75
0.82

0.59
0.61

$0.50

$0.00

Full
Screen
Banner
320x50
MRect
300x250
Full
Screen
iPad
Banner
iPad
Full
Screen
iPad
Full
Screen

IntersFFal
IntersFFal
728x90
768x1024
1024x768

480x320
320x480

" iPad ad formats demonstrate a slow but steady rise in eCPMs, raising the question of how
quickly mobile will usurp traditional print advertising dollars.


Are advertisers preparing for a post-UDID world or are
demand sources diversifying?

100%
$0.90

8%

16%
15%
0.81

90%
$0.80

0.70

80%

$0.70
0.66

Share
of
AucFon
Volume

70%
0.60

$0.60
0.55
0.52

60%

$0.50

eCPM

50%

92%
84%
$0.40

85%

40%

$0.30

30%

20%
$0.20

10%
$0.10

0%
$0.00

Apr
May
June
Apr
May
June

With
UDID
Without
UDID
With
UDID
Without
UDID

"  Unique device identiﬁer (“UDID”) data continues to be valuable conversion tracking for
performance advertisers, but as demand sources diversify, eCPMs for impressions with UDID
data have started to equilibrate with impressions without UDID data in both volume and price.


From gender to location, publishers are increasingly
providing segmentation data

Increase
in
keyword
data,
May
’12
–
Jun
’12

180%

+154%

Change
in
AucFon
Volume

160%

140%
+127%

120%

100%

80%

60%

+47%

40%

20%

0%

Has
Device
ID
Has
Gender
Has
LocaFon

"  Publishers are increasingly providing demographic data and other keyword identiﬁers because
of transparency in real-time bidding exchanges. Do brands ﬁnally have what they need to
increase mobile ad spend?


Deﬁnition of Indices
•  Effective CPM: Effective CPM is equal to total revenue ÷ total ad impressions x 1000, and
represents the price advertisers are willing to pay to reach the developer’s audience

•  Real-time Auction Win Rate: Represents the share of real-time auctions with winning bids

•  Bid Depth: Represents the average number of non-zero bids per auction as a share of total ad
impression requests, including those that have no bidders

•  Percent of Auction Volume: The percentage share of total auctions with winners for a speciﬁc
dimension

About MoPub
MoPub is the world’s leading ad server for smartphone application publishers, designed to drive more
ad revenue through a single solution. We offer the first comprehensive monetization platform for mobile
app publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad
network mediation into one, easy-to-use platform. As a pioneer in real-time bidding for mobile, we built
the first transparent market that enables advertisers and other demand side buyers to access billions
of ad impressions with hyper-targeted data from app publishers. Through MoPub's open-source,
flexible SDK, users get complete control and transparency into how much revenue they are receiving
from every ad or campaign.

MoPub was founded in 2010 by an experienced mobile advertising technology team and has raised
over $6.5 million in venture capital from Accel Partners and Harrison Metal Capital. MoPub is
headquartered in San Francisco with offices in New York City and is actively hiring. For more
information, please visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub.

To receive future reports like these from MoPub, visit www.mopub.com/report.

For specific data inquiries, email datareports@mopub.com.

MoPub Mobile Advertising Marketplace Report (Q2 2012)

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