Smaato Global Trends in Mobile Advertising Report Q22016

Copyright © 2016 Smaato Inc. All Rights Reserved.

Global Trends in Mobile AdvertisingQ2 2016Smaato’s Global Trends in Mobile Advertising report offers key insights into the mobile programmatic advertising landscape worldwide during Q2 2016. Our platform delivers up to 300 billion ad impressions each month, which are auctioned through a network of over 450 demand partners. Please note that this report reflects trends across Smaato’s global base of publishers, advertisers and users during Q2 2016. Each report offers a quarterly snapshot, so specific data and observations may not be comparable with previous reports.

Executive SummaryDuring Q2 2016, we observed the following six global trends across the mobile landscape:

Mobile Ad Spend Growth Accelerates in Q2 2016 Mobile ad spend continued to post impressive gains, growing +103% globally. The Americas showed the highest growth rate of +130%, substantially ahead of APAC (+80%) and EMEA (+54%).

Focus on eCPM Smaller Categories Outrank Ad Revenue Leaders for Highest eCPMsWhile Music, Society (includes Dating apps) and Hobbies & Interests are the biggest global ad spending categories, Home & Garden, Style & Fashion and Science (includes Weather apps) command the highest eCPMs. Still smaller categories Technology & Computing, Automotive and Travel are seeing the highest eCPM growth.

Focus on eCPM In-App and Android Reign (But Don’t Count Mobile Web Out Just Yet) Android’s in-app eCPM growth rate (+257% in Q2 2016 vs. Q2 2015) is more than 5 times that of iOS over the same period. However, advertisers still see high value in mobile web inventory, with eCPM growth rates (+124%) exceeding those of in-app iOS on both iPhones (+51%) and iPads (+29%).

Focus on eCPM Mobile Leaders Face Increasing Pressure from Smaller CountriesNorway was the #1 eCPM country in the world in Q2 2016, followed by the US and China. Not only is Norway’s eCPM really high, it is the Q2 leader in eCPM growth (+764%) worldwide. Mega-markets, the US (+170%) and Chi-na (+334%), posted healthy eCPM growth as well.

Spotlight on Scandinavia: A Small But Mighty Mobile Powerhouse Long-recognized as a regional powerhouse in mobile gaming, Scandinavian countries are posting large mobile ad spend gains year-over-year: Sweden (+393%), Norway (+316%), Finland (+196%) and Denmark (+155%).

Mobile Scores as World Celebrates Summer of Soccer Global sporting events have a notable impact on advertiser activity and this summer’s soccer tournaments were no exception. Mobile ad spend increased +26% on the Smaato platform during the Copa America in Q2 2016 and +20.55% during the Euro 2016.

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Mobile Ad Spend Growth Accelerates in Q2 2016

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Worldwide mobile ad spending picked up steam on the Smaato platform in Q2 2016, more than doubling versus Q2 2015. This very healthy +103% year-over-year Q2 growth came on the heels of already robust +89% year-over-year growth in Q1 2016.

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Ad Spend Growth by Region & Top Countries - Q2 2016 vs. Q2 2015

Source: Smaato Publisher Platform (SPX) - Q2 2016

+253%

+137%

+123%

+119%

+82%

+68%

+44%

+57%

+25%

+202%

Canada

Costa Rica

USA

Puerto Rico

Chile

Colombia

Uruguay

Paraguay

Panama

Brazil

GLOBAL +103%

APAC +80% AMERICAS +130% EMEA +54%

+931%China +774%Czech Republic

+73%Malaysia

+89%Vietnam

+74%Taiwan

+353%Japan

+74%Singapore

+316%

+196%

+155%

+155%

+140%

+119%

+106%

Norway

Finland

Denmark

France

Ireland

Poland

Germany

+66%Indonesia

+77%Australia

+393%Sweden

+54%Thailand

+115%Hong Kong +343%Romania


By region, the key growth engine continued to be the Americas, driven once again by it’s most well developed markets. The Americas saw even stronger year-over-year Q2 2016 growth (+130%) than it did in Q1 2016 (+123%). The biggest advertising market in the word – the United States and its companion market Canada – continued to flourish, as the US saw +137% and Canada saw +253% growth in Q2 2016 versus Q2 2015. APAC and EMEA also both saw higher regional growth in Q2 versus the same quarter last year. However, APAC’s growth (+80%) continued to outpace EMEA (+54%). Yet again, China was the notable stand-out in APAC, with a whopping +931% growth in Q2 2016 versus Q2 2015. Ad spending in Japan (+353%) and Hong Kong (+115%) jumped sharply in Q2 versus the same quarter last year.

In EMEA, Eastern Europe continued to be a key growth driver, along with Scandinavia. Sweden, Norway, Finland and Denmark all delivered impressive triple-digit growth in Q2 2016. Of the larger Western European markets, Germany – a market where advertisers have historically made a slower move away from traditional media to mobile – saw mobile ad spending more than double (+106%) versus the same quarter year ago.

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Copyright © 2016 Smaato Inc. All Rights Reserved. 4

Focus on eCPM - Q2 2016Because eCPMs are such an important and multifaceted topic in mobile advertising, this quarter we took a closer look at eCPM drivers for publishers. There are several factors that come together to maximize publisher eCPM for the mythical ‘Perfect Ad Space’.

VIDEO

INTERSTITIAL

TRAD.BANNER

ETC.

AD FORMAT1

USA

CHINA

UK

ETC.

GEOLOCATION3

AGE

PASSING USERDATA4

OPERATINGSYSTEM/

ENVIRONMENT3

AD SIZE1

CATEGORY2

THE PERFECTAD SPACE

PS

ETC.

OTHER

MOBILE WEB

IOSIN-APP

ANDROIDIN-APP

ETC.

1200x1620

320x480

320x50

ETC.

NEWSSPORTS

MUSIC

Source: Smaato Publisher Platform (SPX)

1 Mandatory, set up by publisher in SPX.2 Specified by publisher in SPX (optional but recommended).3 Automatically provided by user device. No publisher action required.4 Sent in Ad Request as determined by publisher (highly recommended).

Key Mobile Advertising eCPM Drivers

GENDER


Smaller Categories Outrank Ad Revenue Leaders for Highest eCPMIn terms of global ad spending by app category, Arts & Entertainment dominates the landscape with 27.24% share of overall global ad spending on the Smaato platform — almost 3.5x larger than the next app category.

We have already examined some of these eCPM parameters - like the impact of ad size, ad format and passing user data on eCPM - in previous reports. Among our trends this quarter, we take a look at some additional eCPM drivers a publisher may consider: app category, operating system/environment and geo location.

Furthermore, the ad spending dominance of the Arts & Entertainment category is a global phenomenon, particularly in APAC (29.42% share).

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Top 10 App Categories: Share of Global Ad Spending - Q2 2016

ARTS & ENTERTAINMENT (IAB1)

SOCIETY (IAB14)

HOBBIES & INTERESTS (IAB9)

SCIENCE (IAB15)

TECHNOLOGY & COMPUTING (IAB19)

STYLE & FASHION (IAB18)

SPORTS (IAB17)

NEWS (IAB12)

FAMILY & PARENTING (IAB6)

SHOPPING (IAB22)

OTHERS

7.89%

45.78%

7.35%

3.85%2.28%1.74%

1.35%1.21%

0.85%0.46%

MUSIC (IAB1-6)12.22%

ARTS & ENTERTAINMENT

(IAB1)27.24%


Arts & Entertainment Category Share of Mobile Ad Spending By Region - Q2 2016


AMERICASGLOBAL

APAC EMEA

27.24% 27.45% 29.42% 24.94%

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Because Arts & Entertainment is such a large category as defined by the Interactive Advertising Bureau (IAB), it is worth considering its subcategories separately: Books & Literature, Celebrity/Fan Gossip, Fine Arts, Humor, Movies, Music and Television. As stand-alone categories, all of the Arts & Entertainment subcategories rank among the Top 15 Categories by ad spending on the Smaato platform (except the Fine Arts subcategory).

Additionally, the Music subcategory of Arts & Entertainment - with its heavy Gen Z and Young Millennial appeal - is the largest ad spending category on the Smaato platform. Music is more than 50% bigger than the next largest Society category (which includes all dating apps, another subcategory favored by Young Millennials and Gen Z).


Top 15 Mobile App Categories Ranked by Total Ad Spending - Q2 2016


Music

Society (incl. Dating Apps)

Hobbies & Interests

Science (incl. Weather Apps)

Technology & Computing

Style & Fashion

Sports

News

Humor

Family and Parenting

Celebrity/Fan Gossip

Movies

Television

Shopping

Books & Literature

12.22%

7.89%

7.35%

3.86%

2.28%

1.74%

1.35%

1.21%

1.02%

0.85%

0.74%

0.57%

0.47%

0.46%

0.40%

IAB1-6

IAB14

IAB9

IAB15

IAB19

IAB18

IAB17

IAB12

IAB1-4

IAB6

IAB1-2

IAB1-5

IAB1-7

IAB22

IAB1-1

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3

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Rank by Total Ad Spending App Category Share of Q2 2016

Global Ad Spending IAB Category

However, when app categories are ranked by absolute eCPM (rather than by overall ad spending), a different category hierarchy emerges — confirming some known advertising industry truths and revealing some opportunities. The highest ranking categories in absolute eCPM terms — the categories for which advertisers pay the most — all disproportionately appeal to Gen X and Millennial women (age 18-49) and especially mothers. Whether she’s decorating her home, tending her garden or checking the weather before her family sets out in the morning, mom is still eCPM queen with advertisers, who value these mobile eyeballs and pocketbooks most. Dating, Health & Fitness and Humor apps are favored by another very desirable mobile advertiser demographic - young Millennials.

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In terms of app categories where advertisers are increasingly willing to spend more — those with the highest eCPM growth — categories that appeal to more affluent demographics are receiving increasing attention from advertisers. All 5 top growth categories favor a more affluent demographic who have the purchasing power to invest in the latest technology and make major purchases — like high-end vehicles, exotic vacations and home improvements.

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Top 15 Mobile App Categories Ranked by Highest Absolute eCPM - Q2 2016


Home & Garden

Style & Fashion

Science (incl. Weather Apps)

Automotive

Health & Fitness


Family & Parenting

Hobbies & Interests

Business

Humor

News

Sports

Education

Shopping


IAB10

IAB18

IAB15

IAB2

IAB7

IAB14

IAB6

IAB9

IAB3

IAB1-4

IAB12

IAB17

IAB5

IAB22

IAB19

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2

3

4

5

6

7

8

9

10

11

12

13

14

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Rank byAbsolute eCPM App Category IAB Category


Top 15 Mobile App Categories Ranked by Highest eCPM Growth - Q2 2016


IAB Category


Automotive

Travel

Books & Literature

Home & Garden

Family & Parenting


Sports

Health & Fitness

News

Hobbies & Interests

Business

Education

Science (incl. Weather)

Music

IAB19

IAB2

IAB20

IAB1-1

IAB10

IAB6

IAB14

IAB17

IAB14

IAB12

IAB9

IAB3

IAB5

IAB15

IAB1-6

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

Rank byeCPM Growth App Category

It is worth noting, however, that both of the largest categories in terms of overall ad spending are the ones most popular among the up-and-coming advertiser darlings — Generation Z. Music is far and away the largest category on the Smaato platform in terms of ad spending — a trend seen around the world. While Gen Z has not yet moved into the life stage with larger purchasing power (and therefore they don’t command the eCPMs of Millennials) the global scale and reach of the app categories driven by Gen Z is notable.

Lastly, there are two categories that are particularly interesting on this list — Home and Garden and Automotive. Why? These app categories are still fairly small (outside the Top 15 in terms of ad spending), yet both command very high absolute eCPMs with high eCPM growth rates. In other words, advertisers are paying well (and increasingly more) to place their ads among quality content in these apps, and these emerging categories are not yet as crowded as others. For those publishers seeking opportunity to expand into new categories, Home & Garden and Automotive are categories to watch.

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In-App and Android Reign (But Don’t Count Mobile Web Out Just Yet) Consistent with reports from eMarketer1 and others about consumers moving in-app on their smartphones, mobile advertising is increasingly moving in-app (77%) on the Smaato platform as well.

In-App vs. Mobile Web Ad Spending Share - Q2 2016 vs. Q2 2015


MOBILE WEB

23% Q2 201645% Q2 2015

APP

77% Q2 201655% Q2 2015

However, mobile web continues to have its fans and purpose. Advertisers still see high value in mobile web inventory, with eCPM growth rates (+124%) in mobile web exceeding those of in-app iOS on both iPhones (+51%) and iPads (+29%) on the Smaato platform in Q2 2016 versus Q2 2015.

1. Is Internet Time All About Apps? - https://www.emarketer.com/Article/Internet-Time-All-About-Apps/1014533

Mobile Operating System Ranked by Highest Absolute eCPM - Q2 2016


AndroidiOS: iPhoneMobile Web

iOS: iPadWindows Phone

Blackberry

In-AppIn-App

Mobile WebIn-AppIn-AppIn-App

257%51%124%29%29%-33%

123456

Rank by Absolute eCPM

OperatingSystem

In App orMobile Web

eCPM Growth Rate Q2 2016 vs. Q2 2015

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Nonetheless, the Android OS is clearly the eCPM king on the Smaato platform. In-app inventory on Android devices garners not only the highest eCPMs from advertisers, but also clearly dominates where advertisers have been willing to spend more in Q2 2016 vs. Q2 2015. Android’s in-app eCPM growth rate (+257%) is more than 5 times that of iOS over the same period.

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https://www.emarketer.com/Article/Internet-Time-All-About-Apps/1014533


The adage in mobile advertising is similar to that in real estate: location matters. We can see that eCPMs vary considerably by country and some countries show tremendous potential. For example, savvy publishers should take a closer look at Scandinavia — 3 of the top 5 countries with the highest eCPM growth rates in Q2 2016 are in Scandinavia.

Mobile Leaders Face Increasing Pressure from Smaller Countries

Global Top 10 Countries Ranked by Highest Absolute eCPM - Q2 2016


NorwayUSAChinaAustraliaSwedenCzech RepublicDenmarkUKGermanyHong Kong

764%170%334%92%

419%584%386%136%184%135%

1951632412713

12345678910

Rank byAbsolute eCPM Country eCPM Growth

Q2 2016 vs Q2 2015Rank by

eCPM Growth

While the United States lost its #1 position on the Global Top 10 Countries Ranked by eCPM this quarter, it continues to post not only strong eCPMs, but also strong eCPM growth (+170%).

It’s worth noting that China is quickly ascending in eCPM terms due to its enormous population, and because the Chinese market is increasingly valuable to mobile advertisers. China posted almost twice the all-important eCPM growth (+334%) of the United States in Q2 2016. If China’s mobile ad revenue growth seen over the last several quarters on the Smaato platform continues, we reaffirm our projection of China pulling even with the US as the #1 global ad market in the not too distant future.

Another interesting duel to watch is between the UK and Germany for the largest mobile advertising market in the EMEA region. In Q2 2015, Germany was a distant second to the UK in terms of mobile ad spending on the Smaato platform. One year later in Q2 2016, although the UK posted a healthy +136% year-over-year quarterly eCPM growth rate, Germany was the largest overall mobile advertising spend

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Spotlight on Scandinavia: A Small But Mighty Mobile Powerhouse

market in EMEA on the Smaato platform. At 184%, Germany’s eCPM grew more than a third faster than the UK’s this quarter versus Q2 2015. Germany’s overall mobile ad revenue growth on the Smaato platform was almost 5 times greater than that of the UK over the same period.

Several of the world’s most popular mobile games have one (somewhat surprising) thing in common. While many people consider California’s Silicon Valley to be the epicenter of software innovation and mobile-first thinking, it should be noted that the following wildly popular mobile games were all created by Scandinavian companies:

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Each of the four Scandinavian countries enjoys distinctive market features that destine it for mobile success:

1. Smartphone penetration rates exceeding 90%2. Early adopters of new technology3. Impressive mobile ad spend revenue and growth 4. World-leading proficiency with English as a second language

FINLAND DENMARK FINLAND

Top 5 Mobile Games Created by Scandinavian Publishers

SWEDEN FINLAND

Source: SensorTower - August 2016


2. Smartphone Ownership Is Almost Universal in the Nordic Countries - http://www.emarketer.com/Article/Smartphone-Ownership-Almost-Universal-Nordic-Countries/1013940

3. Tesla Model X deliveries surge in Norway - https://electrek.co/2016/10/04/telsa-model-x-deliveries-surge-in-norway-to-become-second-best-selling-car-in-the-country/

4. Denmark’s best-selling car - https://electrek.co/2016/01/07/denmarks-best-selling-december-electric-car-tesla-model-s/

Mobile Ad Spending in Scandinavian Countries 2014 - 2020

Source: eMarketer, Mobile Ad Spending, Scandinavia, September 2016

425

250

2014 2016 20182015 2017 2019 2020

616

844

1048

1162

1266

SWEDEN

2014 2016 20182015 2017 2019 2020

12885

166208

250 282310

FINLAND

2014 2016 20182015 2017 2019 2020

337

230

439

548

658

730789

DENMARK

2014 2016 20182015 2017 2019 2020

340

226

460

588

718

807888

NORWAY

$1300

$1200

$1100

$1000

$900

$800

$700

$600

$500

$400

$300

$200

$100

$0

MILLIONS

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According to a Buzzador report from April 2016, regional smartphone penetration rates exceed 90% in each of these Scandinavian countries, led by Norway (97%), Denmark (96%), Sweden (96%) and Finland (94%).2

Scandinavians are early adopters of technology and innovation — take the electric vehicle industry, for example. It’s interesting to note that one in five cars sold in Norway is a Tesla3 and Denmark is among the company’s top five markets in the world, with the Model S leading car sales across the entire country.4

Mobile ad revenue is growing strongly in each country too, according to eMarketer’s projections. Sweden leads the pack with $616 million in 2016, followed by Norway ($460 million), Denmark ($439 million) and Finland ($166 million) respectively. Sweden is projected to break $1 billion in mobile ad spend revenue by 2018, a monumental achievement for a country with a population of less than 10 million people.

http://www.emarketer.com/Article/Smartphone-Ownership-Almost-Universal-Nordic-Countries/1013940

https://electrek.co/2016/01/07/denmarks-best-selling-december-electric-car-tesla-model-s/


5. EF English Proficiency Index 2015 - https://www.indy100.com/article/these-15-countries-speak-english-as-a-second-language-best--ZJalH9OTug

6. The world’s largest ranking of countries by English skills - http://www.ef.co.uk/epi

Lastly, the population of each country exhibits a high degree of proficiency with English as a second language.5 Sweden (#1), Denmark (#3), Norway (#4) and Finland (#5) each rank in the top five globally in the 2015 EF English Proficiency Index.6 That makes it easy for developers to launch apps in these coun-tries without the added cost and technical burden of language-based localization.

All these factors combine to create a vibrant and lucrative mobile advertising market for app developers and publishers. Looking at data from the Smaato platform, we can see many of these advantages play out in terms of mobile ad spend growth. The largest market, Sweden, leads the Scandinavian pack with mobile ad spend growth of +393% in Q2 2016 versus Q2 2015. Norway runs a close second with +316%, followed by Finland +196% and Denmark +155%.

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Scandinavian Mobile Ad Spending Growth By Country - Q2 2016 vs. Q2 2015


204 +316%+393%

+196%+155%

SWEDEN

+54%

EMEANORWAY FINLAND DENMARK

Compared to EMEA’s regional growth rate of 54%, the Scandinavian market is expanding at a much faster pace (despite market maturity and relatively modest population gain totals). For example, Sweden’s mobile ad spending grew at 7x and Norway approached 6x the EMEA average in Q2 2016.

https://www.indy100.com/article/these-15-countries-speak-english-as-a-second-language-best--ZJalH9OTug

http://www.ef.co.uk/epi


Mobile Scores as World Celebrates Summer of SoccerThe timing and scale of global sports events can influence mobile ad spending, as seen during the ‘Summer of Soccer’ that took place primarily in Q2 2016. Two major regional soccer tournaments, both with audience-expanding firsts, were key drivers of increased Q2 ad spending activity on the Smaato platform:

• Copa America (June 3 - 26, 2016), traditionally a South American event, took place for the first time in North America.

• UEFA Euro 2016 (June 10 - July 10, 2016), hosted by France and expanded from 16 to 24 teams, bringing with them more fans than ever before.

While Univision paid $70 million for the television rights to Copa America, the company almost doubled its return by selling $135 million in advertising for the tournament. According to Forbes7, the Copa America “smashed records, with total match attendance reaching nearly 1.5 million. TV viewership was tremendous – fans in over 160 countries watched some of the action, with broadcasts reportedly reaching more than 1.5 billion homes. And the tournament final between Argentina and Chile drew a staggering 10 million viewers.”

A similar story emerged during the Euro 2016 soccer tournament. According to Forbes8, the tournament organizers (UEFA) “increased revenue by 34% to $2.13 billion compared to Euro 2012. Of the total forecasted revenue, a whopping $1.1 billion was earned in broadcast rights alone.” This success was mirrored on UEFA’s digital platforms; the EURO2016.com website and official mobile apps generated over 300 million visits and 1.5 billion page impressions throughout the tournament – almost 4x the levels reached during Euro 2012.9

In addition, UEFA adopted a mobile-first approach for Euro 2016 by making responsive website design a priority. A suite of mobile apps were downloaded by over 13.5 million users, generating a further 160 million visits.

What was the impact of such a major soccer tournament on mobile ad spend? Ad impressions in the Sports app category increased +22% on average during the Copa America and Euro 2016 on the Smaato platform.

7. Secret Success Story Of The Copa America - http://www.forbes.com/sites/chrissmith/2016/06/30/the-secret-success-story-of-the-copa-america/8. UEFA Euro 2016 By The Numbers - http://www.forbes.com/sites/sergeiklebnikov/2016/07/10/uefa-euro-2016-by-the-numbers/#57ee116c669f9. UEFA EURO 2016 Sets New Digital Standards - http://www.uefa.com/uefaeuro/news/newsid=2390962.html

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For these reasons and more, we consider Scandinavia a key region for app developers and publishers looking to monetize their apps. It’s also a region that should be on the radar for global advertisers who wish to run successful mobile campaigns and reach a wealthy, mobile-first and English-speaking audience in EMEA.

http://www.forbes.com/sites/chrissmith/2016/06/30/the-secret-success-story-of-the-copa-america/#b4dcaa52b8a4

http://www.forbes.com/sites/sergeiklebnikov/2016/07/10/uefa-euro-2016-by-the-numbers/#57ee116c669f

http://www.uefa.com/uefaeuro/news/newsid=2390962.html


Relative Daily Global Ad Impressions in the Sports Category - Q2 2016


APRIL 2016 MAY 2016 JUNE 2016

400

300

200

100

0

AD IMPRESSIONS DURING COPA AMERICA & EURO 2016

22%

Growth in Average Mobile Ad Spending During Summer of SoccerJune 3rd - July 10th, 2016


COPA AMERICA EURO 2016

+26.36%+20.55%

Average mobile ad spend on the Smaato platform increased +26.36% during the Copa America. Similarly, average mobile ad spend on the Smaato platform increased +20.55% during the Euro 2016 soccer tournament.

The impact of this ‘Summer of Soccer’ on mobile ad spending patterns exceeded expectations and emphasizes the importance of major sporting events on ad spending patterns worldwide.


SummaryMobile ad spend grew 103% worldwide year-over-year in Q2 2016 vs. Q2 2015.

China posted almost twice the eCPM growth of the United States in Q2 2016.

Arts & Entertainment dominated app categories with 27.24% share of global ad spending.

Sweden’s mobile ad spending grew at 7x the EMEA average in Q2 2016.

Android’s in-app eCPM growth rate (+257%) is more than 5 times that of iOS.

Ad impressions in the Sports app category grew +22% during the Copa America and Euro 2016.

+27%

7x

+257%

+22%

+103%

2x

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3. 2. 1.

5. 4.



Thank You

About Smaato

We hope you’ve enjoyed Smaato’s report on Global Trends in Mobile Advertising - Q2 2016. To download white papers, read case studies and subscribe to our monthly publisher & app developer newsletter, visit us online at www.smaato.com.

Smaato is the leading global real-time advertising platform for mobile publishers and app developers. Smaato runs the world’s largest independent mobile ad exchange and has been pioneering innovative, mobile-first solutions for publishers since 2005.

The Smaato Publisher Platform (SPX) is a global, intelligent and free-to-use self-service platform and ad server that brings native, video and real-time advertising to over 90,000 app developers and mobile publishers. The company’s worldwide reach and extensive network of 450+ demand partners provides a massive variety of advertisers with one single integration. Smaato manages up to 10 billion ads every day around the world, across over 1 billion unique mobile users each month.

http://www.smaato.com

Smaato Global Trends in Mobile Advertising Report Q22016

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