Smaato’s Global Trends in Mobile Advertising – Q3 2016

Industry Trends

Smaato’s Global Trends in Mobile Advertising – Q3 2016

2 Minute Read | January 12th, 2017

Smaato Inc.

Smaato Inc.

We recently released our new Global Trends in Mobile Advertising Report for Q3 2016 with insights drawn from in-depth analysis of up to 300 billion ad impressions generated across over one billion unique mobile devices every month on the Smaato platform. This report provides key facts, mobile trends and ad spending insights from both in-app and mobile web ad inventory over the third quarter of 2016.

Our latest report highlights five key findings across the global mobile landscape:

Strong Mobile Ad Spending Growth Continued in Q3 2016

Worldwide mobile ad spending continued to post robust growth (+64%) in Q3 versus the same quarter last year on the Smaato platform. The Americas region grew most (+77%), while APAC and EMEA followed with healthy gains of +64% and +22% respectively.

In-App Ad Spending Domination Accelerated, but Mobile Web Still has Value

In-app activity continued to drive mobile advertising, accounting for 81% of mobile ad spending share globally on the Smaato platform. However, mobile web also grew 4% versus the same quarter last year and saw steady eCPM growth.

Android Dethroned iOS as eCPM King, Although Apple Remained the Top Device Brand for Ad Spending

In Q3 2016, Android bypassed iOS to become the eCPM leader on the Smaato platform. Android also continued to account for the majority ad spending revenue (55% share). However, Apple remained the global device brand with the highest ad spending share on the Smaato platform (41%).

Men are from Android. Women are from iOS.

On the Smaato platform, there were significant gender differences among Android and iOS.  Ad requests from devices owned by men were three times more likely to come from an Android device than an iOS device, while ad requests coming from women’s smartphones were 1.5 times more likely to come from an iOS device.

Android vs. iOS - Share of Global Ad Requests by Gender

Video Took Off in Q3 2016

Video is rapidly growing in popularity on the Smaato platform, as advertisers and publishers alike flocked to claim their slice of this engaging format. Video ad spending grew +557% in Q3 2016 versus the previous quarter.  Additionally, the average video eCPM was more than 9 times higher than the average overall eCPM in the third quarter of 2016.

For more detailed analysis and insights into these findings – along with many more graphics, please download our complete free report today.

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