Mobile advertising spend is increasing and will account for more than half of all digital ad spending in 2015. The holiday season is a major time for advertising, with 88% of many brands' annual budgets spent in the fourth quarter alone. Publishers are encouraged to take advantage of growing programmatic mobile ad spending during the holidays rather than locking in guaranteed deals too early, as programmatic prices tend to rise with increased holiday demand.

1. $
$
$
$
$
A MERRY (AND MONETIZED)
MOBILE HOLIDAY SEASON
Maximize your revenue through programmatic channels
Advertisers want to reach
people as they travel and shop
Sources: http://www.emarketer.com/Article/Happy-Holiday-Season-Expected-Retailers/1012898
http://www.emarketer.com/Article/Mobile-Account-More-than-Half-of-Digital-Ad-Spending-2015/1012930
http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312
http://www.nielsen.com/us/en/insights/news/2014/unwrapped-advertisers-and-consumers-plan-to-spend-more-this-holiday-season.html
http://www.mopub.com/2015/03/05/q4-marketplace-report-premium-brand-spend-comes-to-mobile-programmatic/
Mobile spend
is increasing to
more than half
of digital ad
spend in 2015
Mobile programmatic
ad spend is growing
GROWTH IN MOBILE
PROGRAMMATIC FROM 2014 TO 201588%
OF THE ADVERTISING BUDGET OF MANY
MAJOR BRANDS IS SPENT IN Q4 ALONE2/3
Publishers can be tempted to sign
guaranteed deals in early Q4
BUT THIS COULD MEAN MISSING OUT ON MAJOR
PROGRAMMATIC AD DOLLARS AS PRICES ARE DRIVEN
UP BY HOLIDAY DEMAND01
OCT
PUBLISHER
Mobile
Desktop
Guaranteed
Deal
Programmatic
Revenue
01
DEC
PUBLISHER
? MoPub
Marketplace
15% higher eCPMs,
Q4 2014 vs Q4 2013
$
885 Billion+
HOLIDAY AD SPEND IS EXPECTED
TO BE STRONGER THAN EVER THIS YEAR
$
885 Billion+