Mobile Advertising Insights Q3 2013 - MoPub

Mobile Advertising Insights Q3 2013

Market Color Highlights

• Pricing in Q3 has held near all-time highs, defying traditional summer slowdown with Competitive Factor up 30%

• eCPM increased 9% Q/Q, maintaining strong Q2 numbers • For the first time ever, we saw banners outpace interstitials, with an increase of 25% in bid depth

• Interstitials saw an increase in eCPM, ending the quarter at $2.99 from $1.92 average in Q2, an increase of 55%

• iOS7 adoption was rapid, with over 88 million uniques in the first two weeks after launch (50% of iOS devices) © 2013 MoPub, Inc. This report is MoPub Proprietary Data. Please contact us at [email protected] with questions, or if you’d like to use these stats in your own reports.

Pricing in Q3 has held near all-time highs, defying traditional summer slowdown Q3 ’12 metrics showed a 10% drop in overall pricing, however Q3 ’13 was not materially lower, holding near $1.00 eCPM, and an increased Competitive Factor Q/Q Effect of Demand on Pricing on MoPub Marketplace (Banners + Interstitials) - May 2012 to Sep 2013 $1.20 10.0 $1.00

$1.03

$1.01 $0.91

$0.80 $0.77

$0.60

$0.98 $0.99 $0.99

$0.66 $0.66 $0.55

$0.63 $0.60 $0.61

$0.76

8.0

$0.81

$0.69

6.0

$0.62

$0.40 4.0 $0.20 $0

May 2012

Jul 12

Sep 12

eCPM

Nov 12

Jan 2013

Mar 13

May 13

Competitive Factor

© 2013 MoPub, Inc. This report is MoPub Proprietary Data. Please contact us at [email protected] with questions, or if you’d like to use these stats in your own reports.

Jul 13

Sep 2013

2.0

Surging bid depth and competitive factor supported the pricing consistency in Q3 September produced record highs in our key buy-side metrics of Bid Depth, up 20% Q/Q to 1.54 average bids per auction. Competitive Factor saw an uptick in August at 7.50 and grew 30% Q/Q to an average of 7.35 in Q3 (from 5.63 average in Q2 ’13) Bid Depth

Competitive Factor

1.60

7.50 1.48

1.49

7.49

1.54

1.33

7.50 7.05

6.63 1.26

1.05

5.75 5.63 +30%

+20%

0.78

4.88 4.55

0.50

0.60

Q113

Q213

Jul 13 Aug 13 Sep 13

4.00

Q113

Q213

Jul 13 Aug 13 Sep 13


Interstitials saw a first ever decrease in their demand as banners were up in Q3 for the first time ever Bid Depth 1.75

1.57

1.50

1.59

1.54

1.51

Banners finally had their day as their bid depth outpaced that of interstitials for the first time, with an increase of 25% in bid depth

1.46 1.38 1.31

1.25

1.24

1.00

Interstitials saw an dramatic increase in eCPM, ending the quarter at $2.99 from $1.92 average in Q2 ’13), an increase of 55%

0.75 0.65

0.50

0.57

Q113

eCPMs on banners saw growth ending Q3 at $0.78 ($0.72 average in Q2)

Q213 Banner

Jul 13

Aug 13

Sep 13

Interstitial


iPhone continues to dominate iPad in bid depth, with an increase of 20% from Q2 ‘13 Bid Depth 2.00 1.84

1.68

1.72 1.55

1.36

1.70

1.49

1.44

1.36 1.24

1.04

Competitive Factor showed consistent growth for both: iPhone grew to 7.96 from 7.03 (+10%), and the iPad grew only to 6.14 from 5.80 (+10%).

0.95

0.72

0.40

0.72

Q113

Bid Depth for iPhone maintained its growth to an all time high of 1.84 compared to the iPad. This is an increase of 20% from Q2 ‘13. Historically, the iPad has tended to demonstrate higher Bid Depth than iPhone.

Q213 iPad

Jul 13 Aug 13 Sep 13 iPhone


iOS devices command a pricing premium, but Android is maintaining strong growth and continues to close the gap Android’s eCPM was $0.84 in Sep vs. iOS eCPM of $1.13 $1.25 $1.16

$1.00

$0.75

$0.95

$0.84

$0.74 $0.62

$0.49

Jan 13

$0.91

$0.84

$0.62

$0.50

$1.06

$0.90

$0.84 $0.69

$0.25

$1.06

$1.04 $0.93

$1.13

Feb 13

$0.50

Mar 13

Apr 13

May 13

Jun 13

Jul 13

Aug 13 iOS


Sep 13 Android

iOS7 adoption is rapid - over 20M DAUs seen within the first two weeks Daily Unique iOS7 Devices seen on MoPub from Sep 9 to Sep 30, 2013 (Launched on Sep 10) 20,000,000

16,000,000

12,000,000

8,000,000

4,000,000

0 Sep 9 Sep 11 Sep 13 Sep 15 Sep 17 Sep 19 Sep 21 Sep 23 Sep 25 Sep 27 Sep 29 iOS7 Daily Active Users (DAUs) © 2013 MoPub, Inc. This report is MoPub Proprietary Data. Please contact us at [email protected] with questions, or if you’d like to use these stats in your own reports.

Three core themes are driving consumer and advertiser interest in mobile

• Consumers are rapidly adopting smartphone and tablets for Internet access outside of the workplace • Mobile apps are an increasing share of time spent on mobile, as they provide the best experience for consumers and marketers alike • Advertisers are leveraging programmatic buying mobile faster than they did in desktop © 2013 MoPub, Inc. This report is MoPub Proprietary Data. Please contact us at [email protected] with questions, or if you’d like to use these stats in your own reports.

How to Read the MoPub Marketplace Monthly Insights Report The MoPub Marketplace Monthly Insights Report provides market data and insights on the trends of programmatic buying in mobile advertising. Out conclusions and measurements are based on all of the auctions that we have conducted from October 2011 to present.

Auctions / Month - 2012-13

60B

MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers and their 65+ demand-side partner bidder platforms can bid on 1.5B ad requests every day. Questions, comments, or data inquiries about this report can be sent to [email protected].

48B

RTB Glossary: a definition of key terms used in this report

• • • • • •

Bid Depth. The total number of bids received divided by the number of auctions conducted. This provides a rough measure of overall demand for inventory.

36B

Competitive Factor. The average number of bids received for all auctions with a winning bid. Bid Average. The average of all submitted bids across all auctions. Win Rate. The percentage of auctions that had a winning bid that exceeded the publisher’s floor

24B

price. These auctions are referred to as “won auctions.” eCPM. The average clearing price of all won auctions (all auctions are bid on a CPM basis). eCPC. The implied CPC on the MoPub exchange, calculated by dividing the total auction revenue generated by the number of clicks tracked on those purchased impressions.

•

Banner. We consider 320x50 and 768x90 to be banner formats. We typically do not include

•

Interstitial. We consider 320x480 and 1024x768, in both orientations, to be interstitial, or “modal”

12B

300x250 in computations as it can be used in a modal or modeless context.

formats.

0B

Jan 12

May


Sep

Jan 13

May

Sep

Questions about the Report? Contact: Natalie Sandoval, [email protected]