QUARTERLYMOBILE INDEXQ22 0 1 9PubMatic’s Quarterly Mobile Index (QMI) report was created to provide both publishers and advertisers with key insights into the mobile advertising industry. By analyzing over 13 trillion global advertiser bids flowing each month through PubMatic’s platform, we can observe real-time developments in the mobile space that may allude to broader digital industry trends. We can then compare this information to other published data to further understand changes in the mobile landscape. At PubMatic, we are committed to providing best-in-class mobile tools and services, and believe that information sharing is crucial in aligning the digital industry towards best practices and, ultimately, growth in mobile advertising. Note that directional data might not be comparable with prior reports. ABOUT PUBMATIC’S QUARTERLY MOBILE INDEXIN Q2 2019, THE FOLLOWING KEY TRENDS EMERGE:Mobile in-app inventory unlocks revenue for the advertising industry.01KEY TRENDIn-app PMPs taking center stage in programmatic media buying02KEY TREND Video fuels in-app media spending during significant political events03KEY TREND© 2019 PUBMAT IC, INC. ALL RIGHTS RESER VEDQ2 2019 QUAR TERLY MOBILE INDE X / 1WHAT DOES IT MEAN FOR PUBLISHERS AND ADVERTISERS?1 “Demystifying app-ads.txt,” Sam Tingleff, IAB Tech Lab, June 2019 1After mobile inventory quality setbacks with fraud last year, the industry is evolving to increasingly leverage PMPs to safeguard transactions.The entire industry is coming together to address in-app quality concerns. The IAB’s app-ads.txt specification is designed to combat fraud, in-app spoofing, and improve buyer transparency. We have seen steady growth in adoption rates, but it is imperative that the industry promotes education and adoption among app publishers and developers in order to build a cleaner marketplace for buyers and grow overall programmatic spending. While there is technical education available on “demystifying” the initiative, better industry-wide communication around the benefits of adoption are still needed.1 PMPs, providing transparent ad placement, are continuing to grow in response to the lack of trust in the industry.2The upcoming US presidential election season will create an incremental revenue opportunity for publishers. Following a captive audience, political events provide a platform for publishers to better monetize their ads through higher eCPMs and elevated web traffic. During this season, both political and brand marketers gravitate towards video ads, which are sold at a premium compared to display ads—giving publishers an extra spike in monetization opportunities.© 2019 PUBMAT IC, INC. ALL RIGHTS RESER VEDQ2 2019 QUAR TERLY MOBILE INDE X / 2© 2019 PUBMAT IC, INC. ALL RIGHTS RESER VEDQ1 2019 QUAR TERLY MOBILE INDE X / 2KEY TREND01KEY TRENDMOBILE IN-APP INVENTORY UNLOCKS REVENUE FOR THE ADVERTISING INDUSTRY The in-app environment is rejuvenating creative talents and fostering net new revenue growth for the advertising industry; high user engagement and advanced technological capabilities are spurring immersive mobile in-app experiences and new creative ad formats, like full screen ads or interactive videos.2 In Q2 2019, in-app impressions rose 26% over last year. While impressions grew across all regions, APAC saw the fastest growth—more than doubling in volume. 2 “How Mobile Apps Are Driving A Resurgence In Advertising Creative,” Steve Wadsworth, Forbes, Feb 2019© 2019 PUBMAT IC, INC. ALL RIGHTS RESER VEDQ2 2019 QUAR TERLY MOBILE INDE X / 3© 2019 PUBMAT IC, INC. ALL RIGHTS RESER VEDQ1 2019 QUAR TERLY MOBILE INDE X / 3IOS EMERGES AS LEADING IN-APP OPERATING SYSTEMThe ad monetization rate for non-gaming iOS apps is typically lower than that for Android apps, but this shifted rapidly in the past year.3 iOS’ share now exceeds 50% of worldwide mobile in-app impressions in Q2 2019, up from a one-third the year prior. Video iOS ads are driving much of this growth, rising 127% over last year. iOS share grew in all regions globally—even in APAC, where Android remains dominant; iOS is increasing, rising to 29% share from 16% year prior. 3 “App Monetization: Android vs iOS,” Ben Lerner, Soomla, January 2019SHARE OF MOBILE IN-APP IMPRESSIONS, BY OPERATING SYSTEM iOS 201951%ANDROID201949%iOS 201833%ANDROID 201867%© 2019 PUBMAT IC, INC. ALL RIGHTS RESER VEDQ2 2019 QUAR TERLY MOBILE INDE X / 4APAC EXPERIENCES GREATEST IN-APP GROWTH GLOBALLYRoughly half of the global in-app ad inventory comes from the North Americas region. While this region commands the majority share, the pace in APAC is accelerating and steadily gaining share. Industry analysts expect the North American overall mobile programmatic media spending share, inclusive of in-app, to fall 4 percentage points by 2022 as APAC continues to expand.4 For the first time, APAC surpassed EMEA as the second largest region for in-app ad impressions in Q2 2019; APAC now accounts for over a quarter of the global inventory.4 “MAGNA ...
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