In-App Ad Spend Continues to Dominate, Mobile Video Almost Doubles Worldwide

New data from Smaato shows that mobile in-app advertising continues its dominance as the main growth engine for mobile ad spending based on a study analyzing 1.5+ trillion ad impressions on their platform.

The new data showed that in-app spending accounted for 96% of global ad spend.

This continued shift toward in-app and away from mobile web was a global phenomenon, with in-app garnering at least 85% of mobile ad spending in each of the top 20 mobile advertising markets worldwide.


Smaato’s data also showed that mobile video ad spending growth continued to outpace that of all other mobile ad formats — with video ad spending almost doubling in Q3. Ad spaces that played mobile video ads earned 4.1 times higher eCPMs on average than those with non-video ad formats.

“Although in-app advertising already became more than three quarters of the worldwide ad spending on our platform last year, there was clearly still more upside, as in-app established its global mobile ad spending dominance in 2017,” said Ragnar Kruse, CEO and Co-Founder of Smaato.

“Given consumers’ pronounced shift to in-app over the past year, it is not surprising that advertisers followed, especially considering the significant targeting precision and tracking accountability advantages that in-app advertising give advertisers versus any alternative — whether mobile web, desktop or traditional television.”

Additional insights

  • Millennials were the targets of the vast majority of mobile ad spending in comparison to Gen Z, Gen X and Baby Boomers, capturing a 79% share globally. Advertisers paid the highest global eCPMs for Millennial smartphone users.
  • Mobile ad requests reached an all-time high as eCPM growth hit top speeds. The Smaato platform saw a record high number of ad requests in Q3 2017, with key mobile advertising markets such as the US (+345%), Japan (+180%) and the UK (+174%) posting huge ad request gains (a surrogate measure of mobile usage). eCPMs also climbed worldwide, with the EMEA region showing the highest growth.
  • Despite Android’s global domination, iOS was the apple of advertisers’ eyes. Android picked up major ad spending share points over the past year to reach an all-time high this quarter at 68%. Although Android commands over two-thirds of the mobile advertising market, iOS is widening the OS eCPM gap — in Q3 2017, eCPMs on iOS devices were an impressive +30% higher than Android eCPMs.
  • China’s smartphone ubiquity strengthened mobile ad values. Home to more than 724 million smartphone users, China is a mobile market of unmatched scale. Over the past year, mobile ad requests from China increased +64%, as eCPMs for ad spaces on mobile devices located within the country increased +74%. For advertisers looking to target these mobile-first consumers, keep in mind that they are majority male (85% of mobile ad requests come from men’s devices) and young (50% of ad requests come from users aged 13-24).



Read More

Creative Work

latest news

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours