PubMatic-2020年Q2移动广告支出报告（英文）-2020.9-18页_9mb

报告摘要

Q2 2020 PubMatic Quarterly Mobile Index Summary

Core Content

PubMatic's Q2 2020 Quarterly Mobile Index (QMI) report provides insights into the mobile advertising industry, highlighting three key trends and their implications for publishers and advertisers. The report is based on analyzing over 15 trillion global advertiser bids through PubMatic's platform, offering a real-time view of the mobile ad market.

Key Trends

1. Mobile Advertising Takes the Spotlight Amid Budget Cuts

Mobile ad spend increased by 71% year-over-year (YoY) and 8% quarter-over-quarter (QoQ) in Q2 2020, despite the economic impact of the pandemic.
APAC saw the sharpest growth compared to the Americas and EMEA, due to rising advertising costs and earlier recovery.
Publishers are adopting anti-fraud initiatives such as app-ads.txt to protect inventory quality and maximize revenues.
Marketers are increasingly allocating budgets to mobile, with 39% planning to increase mobile marketing budgets and 49% allocating more than 25% of their total budget to mobile.

2. App Publishers Embrace Programmatic as In-App Engagement Deepens

In-app engagement has grown significantly, with users spending more time across a diverse set of apps.
Header bidding and private marketplaces (PMPs) are becoming more prevalent in app monetization.
Mobile header bidding ad spend rose 20% YoY, with in-app driving most of the growth (26% YoY) compared to mobile web (18% YoY).
PMP ad spend increased almost 5 times compared to pre-pandemic levels in in-app, while mobile web and desktop saw smaller increases.
Open web programmatic ads are more trusted by users than walled garden platforms like Facebook, Instagram, and YouTube.

3. Mobile Video Proves to Be a Dynamic Format During a Downturn

Mobile video ad spend has seen a robust recovery in Q2 2020, driven by linear TV budget cuts, performance campaigns, and increased in-app viewership.
Performance video ads performed well, particularly in the gaming sector, while branding-focused ads saw a drop in CPMs by 50%.
Over two-thirds of global digital video ad spending now occurs on mobile devices, with APAC leading at 74% of all video spending.
In-app video is a major driver of mobile's dominance in video ad spending, accounting for 40% of incremental time spent on apps.

Implications for Publishers and Advertisers

Publishers should focus on programmatic monetization and anti-fraud measures to enhance revenue and transparency.
Adopting standards like app-ads.txt and header bidding can improve the quality and efficiency of ad transactions.
Advertisers are shifting budgets to mobile, especially programmatic video, as part of their omnichannel strategies.
Mobile video is expected to continue growing, with US programmatic video ad spending projected to increase by 32% in 2021.

Methodology and Disclaimer

The QMI report is based on PubMatic's internal data and analytical capabilities, with some percentages rounded and not summing to 100%.
It includes operational data that has not been externally audited.
The report may contain forward-looking statements and inaccuracies, and actual results may differ.

About PubMatic

PubMatic is a leading sell-side platform for agencies and advertisers, helping publishers and developers maximize revenue.
The company has been at the forefront of programmatic innovation since 2006 and operates 14 offices and nine data centers globally.
It is based in Redwood City, California.