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Mobile advertising soars in developing countries: Smaato

T.C. Seow | Nov. 13, 2015
Company also finds mobile users are shifting from the mobile web to apps, with a 6 percent year-over-year shift in both supply and spending across the platform.

Smaato, a real-time advertising platform for mobile publishers and app developers, has released its Q3 2015 Global Trends in Mobile Programmatic Report which shows massive growth in Latin America and Asia Pacific.

The Global Trends in Mobile Programmatic Report reflects the detailed activity and trends that have developed over the third quarter of 2015 across Smaato’s global base of publishers, advertisers and users.

With Venezuela and Indonesia growing by 91 and 84 percent in the third quarter, respectively, these regions represent the next frontier of mobile advertising for publishers and advertisers alike, said Smaato.

While the strongest regions on the Smaato platform remain those with highly-developed mobile, advertising and commerce infrastructures (the U.S., U.K. and Germany) and those with large populations and a mobile-first mentality (India and Russia), Latin America and Asia Pacific are new to the list of leading regions.

Smaato said this is the result of rapidly developing mobile networks and a proliferation of smartphones, which have combined to create a wealth of opportunities for mobile publishers and advertisers on the Smaato platform.

The survey also shows a subtle year-over-year shift in Q3 away from the mobile web in favor of apps. This shift could come as a result of publishers directing users to apps to avoid ad-blocking software, which is primarily a mobile web issue. Smaato’s exchange saw a 6 percent positive shift in favor of apps in both supply (publisher inventory) and spend (advertisers’ spending on the Smaato exchange) during the third quarter of 2015, relative to the mobile web.

Additional findings in the report include:

  • The operating system with strongest growth continues to be Android, with supply and spending soaring by a whopping 67 percent during the third quarter of 2015 from the year before.
  • Larger ad formats result in higher eCPM. While traditional banners (320x50) are still growing, their rate of growth is dropping in favor of larger sizes like the medium rectangle (300x250) — up 85 percent — and the interstitial ad (320x480), which grew 77 percent.
  • Rich media continues to generate higher and higher revenues for publishers and app developers — now generating 116 percent higher revenues than image-based ads.


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