12 November 2015

Smaato highlights key role of emerging markets in mobile advertising

Source: Smaato.

Smaato, the global real-time advertising platform for mobile publishers and app developers, has released its Q315 Global Trends in Mobile Programmatic Report. Smaato analysed data from billions of mobile ad impressions served on its exchange during the third quarter of 2015 to reveal massive growth in Asia Pacific. Indonesia grew by 84% in the third quarter, outlining the next frontier of mobile advertising for publishers and advertisers in Asia Pacific.

While the strongest regions on the Smaato platform remain those with highly-developed mobile, advertising and commerce infrastructures and those with large populations and a mobile-first mentality such as India, Asia Pacific is new to the list of leading regions. This comes as a result of rapidly developing mobile networks and a proliferation of smartphones, which have combined to create a wealth of opportunities for mobile publishers and advertisers on the Smaato platform.

“As the world gets more connected, it’s never been more crucial to go global with your mobile advertising strategy,” said Ragnar Kruse, CEO and co-founder of Smaato. “India, with its massive, mobile-first population, has long been considered the ‘next big market.’ While India remains a growing powerhouse, our data also shows that countries like Indonesia and Brazil are up-and-coming markets in Latin America and Asia Pacific - and offer incredible opportunities for publishers to monetise, and for advertisers to connect with consumers.”

This past quarter, Smaato found a subtle year-over-year shift in Q3 away from the mobile web in favour of apps. This shift could come as a result of publishers directing users to apps to avoid ad-blocking software, which is primarily a mobile web issue. Additional findings in the report include:

The operating system with the strongest growth continues to be Android, with supply and spending soaring by 67% during Q315 from the year before.

Larger ad formats result in higher eCPM (cost per 1,000 clicks). While traditional banners (320x50) are still growing, their rate of growth is dropping in favor of larger sizes like the medium rectangle (300x250) - up 85% - and the interstitial ad (320x480) - which grew 77%.

Rich media continues to generate higher and higher revenues for publishers and app developers - now generating 116% higher revenues than image-based ads.

Smaato serves up to 6 billion ads each day, across 800 million unique monthly mobile users around the world, and works with 90,000 mobile app developers and publishers. The Global Trends in Mobile Programmatic Report reflects the detailed activity and trends that have developed over the third quarter of 2015 across Smaato’s broad, global base of publishers, advertisers and users.


Download the report