GlobalIn-AppAdvertisingTrendsH120191GlobalIn-AppAdvertisingTrendsThisreportofferskeyinsightsintothemobilein-appprogrammaticadvertisinglandscapebasedonin-depthanalysisoftheadrequests,bids,andimpressionsontheSmaatoplatform.PleasenotethatthisreportisasnapshotoftrendsacrossSmaato’sglobalbaseofpublishers,advertisers,andmobileappusersfromH12019;specificdataandobservationsmaynotbecomparablewithpreviousreports.InH12019,thefollowingin-appadvertisingtrendswereobservedontheSmaatoplatform:H1201902PrivateMarketplacesGetBigSpendingBoostsFromBrandsAsbrandslookforexclusiveaccesstopremiuminventory,adspendingviaprivatemarketplaces(PMPs)hasmorethantripledoverthepastyear.TheaverageeCPMforPMPdealsisovertwicethatofopenauctions.01AppsSeeSoaringAdRequestsandAdPricesCompetitionamongadvertiserstoreachtoday’sengagedmobileappusershasledtoa27%globalincreaseineCPMs.Asusersspendmoretimein-app,therewasalsoarapidriseinmobileadrequestsinmanymarketsworldwide.2GlobalIn-AppAdvertisingTrendsH1201905SpotlightonAPAC:In-AppTrendsinVideoGrowthandHolidayAdSpendingAdvertisersreceivedaninfluxofvideoadrequestsfromtopAPACmarketsinH12019,withtopcountriesseeingupto281%growth.APACalsosawsignificantupliftsindailyadspendingoverholidayssuchasRamadanandLunarNewYear.04RichUserDataIsaWin-WinforAdvertisersandPublishersMobileappsarehometoawealthofuserdata—datathatcanincreaseapublisher’seCPMsbyupto2.8Xwhenpassedintheadrequest.03EvenintheEraofNativeandVideo,BannersSeeSteadyGrowthMoreandmoreadvertisersareutilizingthefullsuiteofin-appadformats,whichhasledtoimpressiveadspendinggrowthacrossrewarded,native,andbanneradformats.3Thefirsthalfof2019setnewrecordsinthemobileappecosystem.Mobileusersdownloadedmoreappsandspentmoremoneyin-appthaneverbefore,withQ22019aloneseeingover30billionappdownloadsglobally.1Justlikewithanymarketplace,supplyanddemanddriveeCPMsinthein-appadvertisingindustry.Inmanydevelopedcountries,thequantityofsmartphoneusersisrelativelyfixedandhasnearlyreachedmaximumpenetration.IntheUS,forexample,thenumberofmobil...
