Smaato Mobile Platform Delivers 60% Overall Growth Q4 2017 Over Q4 2016
Smaato, a leading global real-time advertising platform for mobile publishers and app developers, has announced that the company delivered record advertising impressions in Q4 2017, posting a 60% increase over Q4 2016. The results were published in Smaato’s quarterly report, which offers key insights into the worldwide landscape based on in-depth analysis of the quarter’s ad impressions on the Smaato platform.
The report also notes that Smaato delivered 87% ad spending growth in the Americas and 61% growth in EMEA, the two regions with the highest increases. In 2017, the company also observed several massive growth factors that have changed mobile advertising significantly in the past few years. Namely, a significant growth from mobile video and in-app advertising.
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In-App Advertising Accounted for 96% of Global Ad Spending
In-app advertising has taken over the mobile advertising market, growing from 80% of total ad spending on the Smaato platform in 2016 to 96% in 2017. In-app’s domination of mobile ad spending last year was a global phenomenon, with in-app holding at least an 87% share of ad spending in each of the top 20 mobile advertising markets worldwide. Compared to mobile web, in-app ads also boasted much higher eCPMs, more user engagement and increased advertiser demand in Q4 2017.
Mobile Video Advertising Increased by 14X
Video, which can offer higher engagement advertising to a more captive audience, took off in popularity in 2017. Across all of the top 10 mobile advertising markets, mobile video ad spending has increased by at least 6X over the past year, with in-stream pre-roll showing the highest increase in demand. In addition to a huge volume increase, Smaato also measured a mobile video eCPM increase of 70% from 2016 to 2017.
Smaato Reports a Fast Growing Asian Mobile Marketing Ecosystem
Nearly 80% of the world’s internet users now access the web via mobile phones — totaling more than 2.7 billion people regularly using apps and the mobile web worldwide. Smaato, a global platform, observed record growth across many regions around the world in 2017. Black Friday was the largest spending day of the year in the US, showing a spending increase of 32% over the average for Q4. Much of 2017’s growth occurred in Asia.
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Smaato saw year-over-year ad request growth in Japan (+147%), South Korea (+105%) and Singapore (+96%), while China, the world’s largest mobile market, posted eCPMs averaging 191% higher than APAC overall. On China’s Singles’ Day, the world’s largest shopping holiday, mobile ad impressions on the Smaato platform spiked +20% higher than the two-week average from November 5-17.
Currently, Smaato provides a real-time mobile advertising platform, connecting 10,000+ advertisers — including 91 of the Top 100 Ad Age brands — with over 90,000 app developers and mobile web publishers. Smaato manages up to 19 billion mobile ad impressions daily and reaches over 1 billion unique mobile users monthly.
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