Mobile Usage Becomes App-First

Consumers’ growing app usage meant rising ad request volumes on the Smaato platform, especially in mobile-first markets such as India and the US. The total number of mobile ad requests worldwide increased by 32% from H2 2017 to H2 2018 on the Smaato platform.

Mobile Ad Request Growth by Region and Top Countries

H2 2018 vs. H2 2017




EEA Inventory Continues to Grow in Value Post-GDPR

The General Data Protection Regulation (GDPR) was created to give users in the European Economic Area (EEA) more control over their data. The regulation went into effect on May 25, 2018. Although achieving GDPR compliance does pose a hurdle, in-app publishers that have taken the appropriate steps to achieve compliance have benefited greatly in the post-GDPR landscape. After an initial dip post-GDPR, the volume of EEA traffic with valid consent grew throughout H2 2018.

Mobile Ad Spending for Impressions With Valid GDPR Consent

May 25, 2018 – December 31, 2018

Retailers Outspend All Other Mobile Advertisers

As consumers’ media usage becomes increasingly concentrated in apps, retailers are leaning into the trend by shifting their advertising budgets to mobile. Retail advertisers accounted for nearly half of total mobile ad spending worldwide on the Smaato platform in H2 2018.

Mobile Ad Spending Share by Advertising Vertical

H2 2018

Rewarded Video Drives Video Ad Spending Growth

Video ad spending rose significantly for all video ad formats, but the biggest increase was in rewarded video with a 139% jump. This format offers users some sort of in-app reward (e.g., extra lives, new features, etc.) in exchange for choosing to watch the video. The opt-in nature of this format is a hit with users — and also with brands looking to reach an engaged audience.

Rewarded Video Ad Spending Growth

H2 2018 vs. H2 2017

Download the Report to Discover More About:

  • Ad Fraud: How much ad fraud occurs in-app versus on mobile web?
  • GDPR Trends: How did eCPMs for EEA traffic develop post-GDPR?
  • Rewarded Video: Which advertisers are buying rewarded video and which types of users are watching it?
  • Political Ad Spending: How did political advertisers use mobile during the 2018 US midterm elections?
  • Cyber Monday: Which advertisers utilized mobile for their Cyber Monday ad campaigns?
  • Singles’ Day: How did Singles’ Day effect mobile ad spending in China?

Global Trends in Mobile Advertising Report, H2 2018

Download the report now for an in-depth analysis of these and further mobile advertising trends.

*For further information on our data processing including behavioral tracking and your data protection rights, please refer to our Privacy Policy and Cookie Policy. If you no longer wish to receive our newsletters, you can withdraw your consent at any time and free of charge with effect for the future by clicking on the unsubscribe link in the footer of any of our newsletters.