Smaato-2019上半年全球应用内广告趋势报告（英文）-2019.9-24页 (2).pdf

Global In-AppAdvertisingTrendsH1 20191Global In-AppAdvertising TrendsThis report offers key insights into the mobile in-app programmatic advertising landscape based on in-depth analysis of the ad requests,bids,and impressions on the Smaato platform.Please note that this report is a snapshot of trends across Smaatos global base of publishers,advertisers,and mobile app users from H1 2019;specific data and observations may not be comparable with previous reports.In H1 2019,the following in-app advertising trends were observed on the Smaato platform:H1 201902Private Marketplaces Get Big Spending Boosts From BrandsAs brands look for exclusive access to premium inventory,ad spending via private marketplaces(PMPs)has more than tripled over the past year.The average eCPM for PMP deals is over twice that of open auctions.01Apps See Soaring Ad Requests and Ad PricesCompetition among advertisers to reach todays engaged mobile app users has led to a 27%global increase in eCPMs.As users spend more time in-app,there was also a rapid rise in mobile ad requests in many markets worldwide.2Global In-App Advertising Trends H1 201905Spotlight on APAC:In-App Trends in Video Growth and Holiday Ad SpendingAdvertisers received an influx of video ad requests from top APAC markets in H1 2019,with top countries seeing up to 281%growth.APAC also saw significant uplifts in daily ad spending over holidays such as Ramadan and Lunar New Year.04Rich User Data Is a Win-Win for Advertisers and PublishersMobile apps are home to a wealth of user data data that can increase a publishers eCPMs by up to 2.8X when passed in the ad request.03Even in the Era of Native and Video,Banners See Steady GrowthMore and more advertisers are utilizing the full suite of in-app ad formats,which has led to impressive ad spending growth across rewarded,native,and banner ad formats.3The first half of 2019 set new records in the mobile app ecosystem.Mobile users downloaded more apps and spent more money in-app than ever before,with Q2 2019 alone seeing over 30 billion app downloads globally.1Just like with any marketplace,supply and demand drive eCPMs in the in-app advertising industry.In many developed countries,the quantity of smartphone users is relatively fixed and has nearly reached maximum penetration.In the US,for example,the number of mobile app users is only expected to grow by 3%in 2019.2 The competition among advertisers to reach these users is on a sharp incline,leading to rising eCPMs on the Smaato platform for many of the top mobile markets worldwide.Apps See Soaring Ad Requests and Ad Prices01Mobile eCPM Growth by Region and Top CountriesH1 2019 vs.H1 2018Sources:1 App Annie,July 2019|2 eMarketer,June 2019USA 33%Mexico 14%Colombia 11%Canada 4%South Korea 179%Indonesia 54%India 50%Singapore 47%Spain 88%France 57%Germany 23%UK 13%Americas29%EMEA17%APAC37%Global27%4Global In-App Advertising Trends H1 2019In other areas of the world,smartphone usage and app demand still have plenty of room for growth.In India alone,the number of smartphone users is expected to rise by more than 13%in 2019.3 India was also the top market for both total app downloads via Google Play and absolute year-over-year growth in Q2 2019.4 The number of mobile ad requests on the Smaato platform reflects this rapid smartphone user and app download growth.From H1 2018 to H1 2019,mobile ad requests from India tripled.Several other countries topping the mobile ad request growth charts saw similar mobile growth trends this past quarter.Perus total number of smartphone users is expected to increase by nearly 50%in 2019 over the previous year a trajectory that will continue for many years to come.5 Egypt was the number two country on the Google Play charts for year-over-year growth in market share.6 Mobile Ad Request Growth:Top Countries WorldwideH1 2019 vs.H1 2018Sources:3 eMarketer,April 2019|4 App Annie,July 2019|5 eMarketer,April 2019|6 App Annie,July 2019201%167%178%40%105%63%38%80%22%27%35%19%APACAmericasEMEAIndiaPeruEgyptJapanArgentinaTurkeyAustraliaBrazilGermanySingaporeMexicoUKBrands are increasingly focused on finding premium,trustworthy,and protected environments in which to spend their valuable advertising dollars.For many,this means turning to private marketplaces(PMPs),which has led to an influx of ad dollars going to auctions conducted within these invitation-only marketplaces.On the Smaato platform,in-app ad spending via PMPs rose 250%from H1 2018 to H1 2019.This notable increase follows industry trends,as eMarketer predicts that digital display ad spending via PMPs in the US will overtake that of open auctions in 2020.7 Ad spending via open auction still constitutes the majority of the total ad spending on our platform and will for the years to come.However,we expect that PMPs will continue to attract more ad dollars and a larger piece of the real-time bidding(RTB)pie.Private Marketplaces Get Big Spending Boosts From Brands02PMP Ad Spending GrowthH1 2019 vs.H1 2018In an open RTB auction,all connected buyers and sellers are eligible to participate.Publishers offer their inventory at a specified floor price,advertisers bid on the available inventory,and the highest bid wins.PMPs offer an invitation-only programmatic auction in which a premium publisher auctions off their inventory to a select group of buyers.Open Auction vs.PMP5Source:7 eMarketer,April 2019Indexed Ad Spending0100200300400H12018H12019+250%6Global In-App Advertising Trends H1 2019PMPs enable advertisers to purchase premium inventory that is likely not available via the open auction.This exclusive access comes at a cost on the Smaato platform,the average eCPM for PMP deals was over twice that of open auctions in H1 2019.For ad formats unique to the in-app world,this difference can be even more striking.Rewarded video eCPMs were 220%higher on PMPs than the open auction.Since rewarded video is only available in mobile apps,PMPs may provide the safe atmosphere necessary to get traditional advertisers to dip their toes into the in-app waters and test out their first in-app advertising campaigns.Open Auction vs.PMP:eCPM DifferenceH1 2019Indexed eCPM01002003000100200300All Formats+110%Open AuctionPMPIndexed eCPM0100200300All FormatsOpen AuctionPMP+110%RewardedVideo+220%7Programmatic advertising has gone beyond open market real-time auctions.Advertisers that choose to spend in PMPs are looking for premium brand-safe inventory,and they are willing to make bigger deals and commitments to get it.The advertisers spending the largest share of their in-app advertising budgets in PMPs are from the technology,healthcare,and food and beverage industries.Although PMPs are not as easy to use or as scalable as open auction deals,they offer advertisers a more controlled environment for accessing premium inventory.This feature is especially crucial for brands that are new to the in-app arena and looking to invest their first ad dollars into this quickly-growing medium.Share of Programmatic Ad Spending on PMPs by Advertising VerticalH1 2019Advertising Vertical0%10%20%30%PMP ShareTechnologyHealthcareFood&BeverageFashionCPGEnergyMarketing/AdvertisingTelecomEducationGovernment8Global In-App Advertising Trends H1 2019Apps within the categories of real estate,social and dating,and sports had the largest shares of ad revenue coming from PMP deals when compared to other app categories on the Smaato platform in H1 2019.These top three categories are rich with user data,including GPS coordinates,making them highly sought-after by advertisers looking to target highly-specific audiences.Besides offering advertisers the benefit of accessing premium inventory,the increasing importance of PMPs also opens new opportunities for mobile app publishers.These sellers can use PMPs to identify advertisers willing to make high-eCPM deals with high-volume commitments.Top App Categories by Share of PMP Ad RevenueH1 2019Real EstateHobbies&InterestsLaw,Govt&PoliticsNewsSportsSocial&DatingTravelPetsArts&EntertainmentFamily&Parenting1 6 3 8 2 7495109As in-app advertising develops and grows,a more broad and varied selection of ad formats becomes available and more and more advertisers are utilizing this full suite of in-app ad formats.This involves combining new and innovative ad formats such as rewarded video and native ad placements with classic display formats such as banners.On the Smaato platform,rewarded video ads posted yet another period of chart-topping growth.The number of ad impressions were up nearly 150%for this format in H1 2019,and eCPMs increased by almost 50%.As a result,rewarded video ad spending saw a remarkable 245%growth,signaling that advertisers are not only interested in investing more in this unique format,but they are also willing to pay more for it.Rewarded video provides audiences more control over the ad experience and gives them something they value in return,which makes them highly-favored among mobile app users.Compared to other video ad formats,76%of mobile app users say rewarded video makes them like a brand more.Furthermore,74%of app users prefer rewarded video ads over other video ads,and 71%say rewarded video captures their attention most.8Even in the Era of Native and Video,Banners See Steady Growth03Rewarded Growth(Indexed)0100200300400Ad SpendingAd ImpressionseCPMH1 2018H1 2019+245%+145%+42%In-App Rewarded Video GrowthH1 2019 vs.H1 2018Source:8 Jun Group,June 2019As shown in our In-App Engagement and Conversion Report with Liftoff,native ads had the highest install-to-register and install-to-purchase rates of any display format in Q1 2019.A recent survey of senior digital marketers confirmed the superior performance of this ad format.Nearly one-third of survey respondents claimed that native ads deliver the best return on investment for their digital marketing strategy.9Another breakout star of 2019 is native.Throughout H1 2019,we have seen a steady month-over-month increase in native ad spending on the Smaato platform.And as the year closes in on Q4 and the holiday season,we expect this pace to pick up.In-App Native Ad Spending by MonthJanuary-June 2019Indexed Ad Spending0100200300JanuaryFebruaryMarchAprilJuneMayThis year,native digital display ad spending is expected to increase nearly 25%over 2018 in the US 94%of which will go to mobile.By 2020,almost two-thirds of display spending in the US will be on native ads.10 As short-form videos become the new way of storytelling via popular apps such as TikTok,we expect native video ads will further increase the importance of supporting and buying native ad spaces for publishers and advertisers.The Rise of Native10Global In-App Advertising Trends H1 2019Sources:9 Altimeter Group,July 2019|10 eMarketer,March 201911Despite the rise of video and native ad formats,banners are still a cost-effective option for in-app advertising campaigns.A significant factor in this is their low cost,which makes banner ads an accessible add-on for any advertiser.Although display formats such as banners have a lower CTR than video,their cost is much lower in relation,which makes them a smart investment for any campaign.The growing amount of in-app ad spending for banner ads on the Smaato platform reflects this continued investment in banners.Although not as pronounced as natives growth native ad spending grew 211%from January to June 2019,while banner ad spending grew 92%in-app banner ads did still see a significant spend increase throughout H1 2019.In-App Banner Ad Spending by MonthJanuary-June 2019Indexed Ad Spending50100150200JanuaryFebruaryMarchAprilJuneMay12Global In-App Advertising Trends H1 2019While this growth is evident worldwide,a deeper look at some of the worlds largest mobile markets reveals an interesting trend.When compared to mature mobile markets,markets in the emerging and developing stages of mobile adoption saw investments in banner increase at a more rapid pace.Indonesia,Brazil,and Russia all show higher month-over-month banner ad spending growth(17-26%)than the more mature markets of the USA,France,and Australia(13-18%average month-over-month growth).Despite these economic differences,it is clear that in-app banners are still a staple ad format in mobile markets across the globe.And although banner ads are no longer the central ad format for most in-app ad strategies,they can be an effective addition to increase the reach of brand campaigns.Mature vs.Developing Mobile Markets:In-App Banner Ad Spending by MonthJanuary-July 2019Mature Markets100150200250300350JanuaryFebruaryMarchAprilMayJuneUSAAustraliaFranceBrazilIndonesiaRussiaIndexed Ad SpendingIndexed Ad SpendingRamadanDeveloping Markets100150200250300350JanuaryFebruaryMarchAprilMayJuneBrazilIndonesiaRussiaIndexed Ad SpendingIndexed Ad SpendingRamadanMobile apps are home to a wealth of user data data shared freely by users in exchange for in-app perks and conveniences such as location-based services and personalized discounts.This data provides advertisers access to targeting capabilities not available with other media.Not only is user data a win for advertisers,but it is also a win for app developers.Apps that can collect user data greatly profit when including it in the ad request.And the more data included in a single ad request,the more the advertiser will pay for the impression.For instance,the eCPM of an ad impression with device ID and user age was 27%higher than one without any additional data in H1 2019 on the Smaato platform.Add user gender and GPS location to that ad impression,and the eCPM increased an extra 117%.Rich User Data Is a Win-Win for Advertisers and Publishers04eCPM by User Data AvailableH1 2019Indexed eCPM0100200300NoneDevice IDGenderAgeGPSWhat Is a Device ID?A device ID is a unique string of numbers and letters that identifies an individual mobile device.Advertisers can use a device ID to track and target users and their devices.13The advanced targeting of the in-app advertising space puts the pressure on advertisers to build dynamic campaigns that can take advantage of these capabilities.By creating a full suite of dynamic creatives,for example,advertisers can match their ads to each unique audience segment and maximize users engagement with their ads.They can also analyze the success of each ad variant and optimize them accordingly.According to a recent survey,nearly 60%of retailers in North America plan to invest in location-based marketing in 2019.This makes location-based advertising the leading emerging technology for retail investment ahead of AI/machine learning and the Internet of Things(IoT).12 Furthermore,over 70%of US franchisees are already using location-based ads to advertise their businesses.The only advertising medium used more often is targeted social ads.13The advertising vertical that invests the most in targeting via location data is retail.Location data is key for retailers with brick-and-mortar stores,as they can serve targeted ads to users within a certain proximity and segment au