Programmatic continues to drive mobile CPMs: Report
Advertisers are increasingly targeting Android users, as Android CPMs increased 147 per cent, year-over-year. While Apple iOS app inventory prices are still higher on an absolute basis, iOS app CPMs rose only 62 per cent year-over-year. This was highlighted in the quarterly mobile index by PubMatic.
The report also found that mobile app and mobile web CPMs grew 67 per cent and 57 per cent year-over-year, respectively, indicating increasing quality and value across both mobile platforms. The improvement in mobile web value is especially important to premium publishers that typically see the majority of their mobile traffic originating from mobile web (e.g. mobile browsers, such as Safari and Chrome). In the first quarter, 80 per cent of monetised mobile inventory came from mobile web—with the remainder from mobile apps—which means that premium publishers are better monetising on the bulk of their ad inventory.
“The wealth of mobile advertising data from our platform continually helps us understand how advertisers are evolving their strategies to target the unpredictable, increasingly-mobile global consumer. We’re seeing major surges in advertiser demand across both mobileapp and mobile web platforms, and we expect these trends to continue as premium publishers create more impactful mobile strategies for brand advertisers. This, in turn, will result inhigher-quality mobile experiences for consumers,” said Rajeev Goel, Co-Founder and CEO of PubMatic.
Additionally, the report revealed that advertiser demand shifted to private marketplaces (PMPs) during major sporting events in the first quarter, such as the Super Bowl, the Six Nations Championship and NCAA College Basketball Tournament, as advertisers looked to target mobile-fixated consumers who were following these exciting match-ups on their mobile devices.
“More media buyers are realising that PMPs allow them to pre-plan on campaigns ahead of major events, because PMPs offer preferred access to high-quality inventory, at scale,” added Mr Goel.
Android app inventory value was up nearly 150 per cent year-over-year, as advertisers targeted the majority of global mobile consumers.
The report highlighted that for premium publishers, mobile web represented the majority of mobile traffic and inventory, and a significant monetisation opportunity.
Programmatic is improving mobile CPMs, driving broader mobile advertising growth. According to PubMatic’s platform data, average mobile CPMs in Q1 2016 were 32 per cent higher than average desktop CPMs and grew faster year-over-year, up 51 per cent for mobile CPMs, compared to 48 per cent for desktop CPMs.
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