Smaato-2019上半年全球应用内广告趋势报告（英文）-2019.9-24页_1mb

Global In-App Advertising Trends H1 2019 Summary

Core Content Overview

This report highlights key trends in the global in-app advertising market during the first half of 2019, based on data from the Smaato platform. It provides insights into ad request growth, rising ad prices, the role of private marketplaces (PMPs), the continued relevance of banners, the value of user data, and the specific trends in the Asia-Pacific (APAC) region, particularly in video ad growth and holiday-related spending.

Main Trends and Key Insights

01. Apps See Soaring Ad Requests and Ad Prices

• Mobile users spent more time in apps and downloaded more apps than ever before, with Q2 2019 alone seeing over 30 billion app downloads globally.
• Global eCPMs (effective cost per thousand impressions) rose by 27%, driven by increased competition among advertisers to reach engaged users.
• India saw the most significant growth in mobile ad requests, with a tripled increase from H1 2018 to H1 2019, due to rapid smartphone adoption.
• Peru and Egypt also showed strong growth in mobile ad requests, indicating potential for future expansion.

02. Private Marketplaces Get Big Spending Boosts From Brands

• PMP ad spending increased by 250% on Smaato from H1 2018 to H1 2019, showing a growing preference for premium, brand-safe inventory.
• PMPs offer a more controlled environment for advertisers, allowing them to secure higher-value inventory and pay over twice the eCPM compared to open auctions.
• Rewarded video ads in PMPs had 220% higher eCPMs than those in open auctions, making them a valuable format for advertisers new to in-app advertising.
• Technology, healthcare, and food and beverage industries led in PMP ad spending, indicating a strong demand for premium inventory.
• Real estate, social and dating, and sports apps generated the highest share of ad revenue from PMP deals due to their rich user data.

03. Even in the Era of Native and Video, Banners See Steady Growth

• Banners remain a cost-effective ad format, with 92% growth in ad spending from January to June 2019 on Smaato.
• Native ads saw a 211% growth in the same period, showing their increasing popularity and effectiveness.
• Banners are still a staple in many markets, especially in developing regions like Indonesia, Brazil, and Russia, where they outperformed mature markets in terms of growth.
• Despite lower CTRs compared to video, banners are still a smart investment due to their affordability and broad reach.

04. Rich User Data Is a Win-Win for Advertisers and Publishers

• Mobile apps collect a wealth of user data, which can be leveraged to increase eCPMs by up to 2.8X when included in ad requests.
• Location data is particularly valuable, with apps in categories like travel, home & garden, and social & dating seeing the highest ad spending tied to GPS data.
• Rewarded video ads, which offer users incentives in exchange for engagement, had 27% higher eCPMs when including device ID and user age, and 117% higher when adding gender and GPS location.
• Location-based advertising is becoming a critical tool for retailers, with 60% of North American retailers planning to invest in it in 2019.

05. Spotlight on APAC: In-App Trends in Video Growth and Holiday Ad Spending

• APAC is expected to see a 25% increase in mobile ad spending in 2019, driven largely by China, which accounts for nearly 50% of total app downloads and 40% of global app store spending.
• Rewarded video is the most popular format in APAC, accounting for 35% of video ad spending, compared to 10% in the Americas and EMEA.
• Holidays like Ramadan and Lunar New Year significantly boosted in-app ad spending:
  • Ramadan in APAC saw a 2.5X increase in daily ad spending compared to the previous month, with Indonesia experiencing the highest growth at 79%.
  • Lunar New Year in China led to a 25% increase in daily ad requests, driven by increased mobile usage for messaging, video consumption, and games.
• Video ad requests in India surged by 281% in H1 2019, reflecting the country’s rapid smartphone adoption and growing mobile video consumption.

Key Figures and Data

• eCPM Growth: 27% globally, with PMPs averaging over twice the eCPM of open auctions.
• PMP Ad Spending Growth: 250% from H1 2018 to H1 2019.
• Rewarded Video Growth: 150% increase in impressions and 50% in eCPMs.
• Native Ad Growth: 211% increase in spending from January to June 2019.
• Banner Ad Growth: 92% increase in spending from January to June 2019.
• Ramadan Ad Spending Growth: 79% in Indonesia, 38% in Malaysia, 18% in Singapore.
• Lunar New Year Ad Request Growth: 25% in China.

Conclusion

The H1 2019 report underscores the dynamic and growing nature of the in-app advertising market, with rising ad prices, increased use of diverse ad formats, and a strong shift toward PMPs for premium inventory. While video and native ads are gaining traction, banners remain a key component of in-app ad strategies due to their cost-effectiveness. APAC, especially India and China, is leading in ad growth, driven by rising smartphone adoption and holiday-related consumer behavior. The integration of rich user data continues to be a major factor in improving ad performance and eCPMs for both advertisers and publishers.