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Mobile app eCPMs up 11% year-over-year: Study

Mobile ad spend has increased by 25 per cent year-over-year in Q2 and is intensifying worldwide, according to the latest report by PubMatic. The report also highlights mobile app advertising opportunities – driven by PMP and video – that are continuing to flourish.


Aligned with the growing consumer preference of app versus mobile browsers, ad budgets are increasing and advertisers are leveraging in-app PMPs in their ad spend, both to improve ROI as well as add another layer of fraud prevention.

“We are continuing to see the rise of in-app at the core of programmatic ad spend. As consumer engagement steadily shifts to mobile app environments, and the potential for both publishers and advertisers to capitalize on this trend is huge. At PubMatic, we are committed to providing publishers with the technology and tools to monetize this growing audience while also pushing for the same quality standards for apps that we have seen emerge for desktop and mobile web,” said Paulina Klimenko, senior VP of corporate development at PubMatic.

Publishers should also be aware that ad spend is swiftly shifting away from desktop video toward mobile. Within the last year, mobile video ad spend has increased by 239 per cent, including 688 per cent year-over-year growth via apps and 73 per cent year-over-year via mobile web in Q2.

“In-app advertising has been a crucial development for brands’ outreach efforts, enabling them to engage consumers that have disconnected from traditional mediums. The technology behind in-app advertising gives brands heightened control of the placement of their ad content, which is incredibly important. Our audience responds positively to sophisticated, interactive adverts. We are excited to work closely with PubMatic to offer brands the opportunity of building an emotional bond with the millions of players that engage with our titles,” explained John-Paul Burke, country manager UK & Ireland at Gameloft.

The data from PubMatic’s Q2 2018 QMI Report also highlights notable growth of mobile advertising in the sports vertical as the World Cup boosted mobile ad spend by 50 per cent above the weekly average worldwide in Q2 2018.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.