Smaato-2019年Q3全球应用内广告报告（英文）20页_7mb

Global In-App Advertising Trends Q3 2019 Summary

Core Content

This report provides an analysis of in-app advertising trends observed on the Smaato platform during Q3 2019. It highlights key growth areas, audience demographics, and the impact of external factors such as weather events and sports seasons on ad performance.

Main Trends and Insights

01. Mobile In-App Ad Requests and Ad Prices on the Rise

• Global Growth: Ad requests and eCPMs (effective cost per thousand) saw significant increases during Q3 2019, with growth peaking in September.
• Emerging Markets: Brazil and India showed the most notable eCPM growth, while saturated markets still experienced steady increases.
• Japan: A notable exception, with ad requests growing by 192% compared to Q3 2018, indicating untapped potential despite its saturated status.
• Seasonality: Ad spending growth was influenced by seasonal factors, with a significant increase in the final month of Q3 as the holiday season approached.

02. Spotlight on the Middle East and North Africa (MENA)

• Market Recovery: After a low in 2016, the MENA region has been experiencing steady recovery in mobile ad spending.
• Ad Spending Share: Mobile ad spending in MENA is estimated at $1.2 billion in 2019, representing over 9% of total media ad spending.
• Future Outlook: Analysts predict mobile's share in MENA could reach 68% by 2022, making it a promising market for advertisers.
• Growth Rates: Ad requests and eCPMs in MENA increased significantly, with Kuwait seeing 95% growth and Morocco and Qatar reporting 80% eCPM growth compared to Q3 2018.

03. Heatwaves and a Hurricane Cause Weather Apps to Surge

• Weather Events: Major heatwaves in Europe and Hurricane Dorian in the US led to increased usage of weather apps, which in turn drove up ad requests and ad spending.
• US Data: Over 72% of US smartphone users use weather apps, and this number is expected to grow with the expanding smartphone market.
• UK and France: Ad requests and spending in weather apps peaked during the heatwave in the UK and showed similar trends in France.
• Labor Day Impact: Ad spending during Labor Day increased by 113% compared to the Fourth of July, attributed to increased use of weather apps due to Hurricane Dorian.

04. Gaming Apps Have Diverse Audiences and Advertisers

• Gaming Segments: Mobile gaming includes various segments such as hyper-casual, midcore, casual, and hardcore games, each appealing to different user demographics.
• Audience by Genre:
  • Hyper-Casual: Dominated by female players (63% of ad requests).
  • Casual: Popular among Baby Boomers (35% of ad requests).
  • Midcore: Mostly played by Millennials (33% of ad requests).
  • Hardcore: Preferred by male players (86% of midcore, 91% of hardcore ad requests).
• Age Groups:
  • Generation Z (13–23): Enjoys all genres, with a strong preference for hyper-casual and hardcore games.
  • Millennials (24–38): Midcore games are their main preference.
  • Generation X (39–54): Hyper-casual games are most popular.
  • Baby Boomers (55+): Casual games are their primary choice.

05. Sports Apps Benefit From the Return of the Premier League and the NFL

• Seasonal Impact: The start of new sports seasons in the US and Europe led to a surge in sports app ad requests and spending.
• Premier League: In the UK, sports app ad requests were up to 3X the quarterly average on game days.
• NFL: In the US, ad requests and spending in sports apps increased by 260% on game weekends in September.
• Consumer Engagement: Fans frequently check scores, stats, and news on mobile devices, making sports apps a valuable channel for advertisers.

Key Observations

• Retail Dominance: Retail advertisers accounted for 49% of in-app ad spending in Q3 2019, up from 19% in H1 2018.
• Diversified Ad Spend: Food and beverage, electronics, and travel advertisers also contributed significantly to ad spending in gaming apps.
• Weather App Relevance: Weather apps became a key category for in-app advertising, especially during the holiday season.
• Ad Format Innovation: Mobile games offer a brand-safe environment with high user engagement, allowing for innovative ad formats.

Conclusion

Q3 2019 marked a period of strong growth in in-app advertising, driven by seasonal events, increased mobile usage, and the evolving preferences of different user demographics. Emerging markets showed the most significant eCPM growth, while the MENA region demonstrated promising potential. Weather and sports apps were particularly affected by external events, highlighting the importance of timing and relevance in ad campaigns. Gaming apps, with their diverse audiences and high engagement, remained a key category for advertisers, especially in the retail and lifestyle sectors.