Today we are continuing our quarterly release of a new Smaato Global Trends in Mobile Programmatic Report, this time for Q3 2015. It’s a compendium of trends, facts and revenue-impacting findings from across the billions and billions of impressions that traveled across the Smaato Exchange during the third quarter of 2015. We serve up to 6 billion ads each day, across 800 million mobile users around the world each month. Smaato’s Global Trends in Mobile Programmatic is clearly worldwide in scope, and reflects the detailed activity and trends that have developed over Q3 2015 across our wide base of publishers, advertisers and users. In that sense, activity on our Exchange serves as a very strong and very relevant proxy for more “macro” trends happening across the world of mobile.
This time we’ve found, among other things:
1. The pendulum is swinging back to apps
Whether it's concerns over mobile web-based ad blocking or simply a general growth in the app ecosystem, Smaato’s Exchange saw a 6% year-over-year shift in both supply and spending over to apps from mobile web in Q3 2015.
2. Where is OS growth the strongest? Android, of course - once again
As in previous Global Trends reports, the largest growth in both supply and spending on the Smaato Exchange is coming from Android smartphones as they make deep inroads in Asia Pacific and elsewhere.
3. Here comes Latin America - and Asia Pacific
The next tier of mobile advertising hotspots are really starting to flex their muscles in Q3, primarily in the high-growth spots of Latin America and Asia Pacific, both regions where more developed mobile networks and a proliferation of smartphones are creating opportunities for mobile publishers and advertisers alike.
4. Publishers are chasing - and winning - higher eCPM by picking larger ad formats
One revenue-producing trend that publishers worldwide are welcoming is the consensus move toward picking the largest ad formats that work for their apps’ or websites’ user experiences, and Q3’s numbers on Smaato’s Exchange bear this out.
5. Rich Media continues to make publishers richer - and the revenue gap is growing
The disparity between rich media and image-based ads continued to grow in Q3 2015, with rich media ads now generating 116% higher revenues for publishers & app developers.
…and more (including a Spotlight on India), all of which you can download and read in our brand-new Global Trends in Mobile Programmatic Report.