Smaato, a leading global real-time advertising platform for mobile publishers and app developers, is out with a Q3 2016 Global Trends in Mobile Advertising Report.
In compiling the piece, Smaato analyzed data from billions of mobile ad impressions served on its exchange during the third quarter of 2016 and found the extent to which mobile advertising spend is now heavily weighted toward in-app versus the mobile web.
All told, the new report shows that in-app accounted for 81% of global mobile ad spend compared to mobile web, and rose 8 share points versus the same quarter last year.
Even at the country level, the dominance of in-app versus mobile web advertising is a worldwide phenomenon. In mature mobile markets, such as the US, France, Sweden, and Germany, in-app mobile ad spending represented 83%, 88%, 90% and 94%, respectively, of ad spend on Smaato’s platform in Q3 2016.
“Smaato credits the increase of in-app mobile advertising to increasing advertiser recognition that people are spending more and more time in their mobile apps and to the unique, superior and more reliable user tracking and targeting characteristics of the in-app mobile environment,” the company says. “On average, in-app eCPMs for publishers are more than two times higher than mobile web eCPMs on Smaato’s platform, a trend that has remained consistent. However, mobile advertising within web browsers is far from dying out, as it still accounts for 19% of all mobile ad spending on the Smaato platform and – while growing significantly more slowly than in-app ad spending – is nonetheless up almost 4% from the same quarter last year. Furthermore, mobile web eCPMs grew more than 10% on average in Q3 2016 versus Q3 2015.”