Q2移动广告指数报告（英文）.docx

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1、INDUSTRY INITIATIVES HELP CLEAN UP THE MOBILE IN-APP ECOSYSTEMiRecenteffortstocombatappfraudledtolABreleaseoftheapp-ads.txtspecificationthis March.7 The file facilitates better transparency for buyers as publishers and developers declare k partnersautholizedtoselltheirinventorywithinthemobilein-app.

2、72%ofapp-ads.txtfiles 4 currentlyincludePubMaticlsAdvertiserSystemIdentifier.Roughly 12%ofthetop1000industryapps published app-ads.txt files as of mid-July 2019, with similar penetration rates on Android and iOS.8 The pressure is on publishers and developers to adopt these new industry standards to

3、protect inventory quality. There is a need for education among app developers to understand why this is important and what matters to buyers.APP-ADS.TXT ADOPTION RATE FOR TOPI,000 APPS, BY OPERATING SYSTEM备 12.6% IOSIN-AP P7uIABTechLab Authorized Sellersfor Apps(app-ads.txt),IAB, March 2019 ePubMati

4、c App-ads.txt Dashboard(D o in02019 PUBMATIC.INC. ALL RIGHTS RESER VED12.0%V ANDROID IN-APPCOONCOONr-OOlDCMTCMCXIOCXIOOr-CM inininDib(bDrNrr02 2019 QUARTERLY MOBILE INDEX /THEAMERICAS DRIVE MOBILE PMP GROWTHAmong global mobile ad impression volume, the Americas grew the fastest over last year. Simil

5、ar to overall mobile ad inventory, the region accounts for half of mobile PMP ad volume. EMEA is now the second largest for mobile PMPs, contributing to 29% of the global share. However, EMEA was the dominant region just last year with 56% share in Q2, while the Americas held 15% of the global inven

6、tory.MOBILE PMP IMPRESSIONMARKET SHARE, BY REGION O03G186 6j*G3i官缗e。谭颊器舞器舞器 睥严 OOOO OOOO- AMER ICAS Q 2 2019Q 2 2018Q 2 2018 29%ronar -ROOOOOOCOOOOOOOOOOOOOC 二.GOOCJ OQOOOOCOOOOQQOOaOOOOOC9OOJ0OOCOPOOOQOOOQOQMOOOOOM9Q OOOoooooooooo 器器器器ooooooooooolOOOOOOOQOOOOOO 0300000000000鸵案g嚣嚣穿OOOOOOCOOQOOOO ooo

7、oocooooo OODOOOOOOD56%然愿镰*:n舞舞:器器,在符器器器舞器器8器43八。 OOOSCGX0ooaooocoDoooooaoooeo葭器器二器器彗。- .ooooocooooooocoooocoe.二回国:舞器88888gJ OOCOOnCO ”3UM oooaAPAC- Q72019 21%29%羸2019 PUBMATIC. INC. ALL RIGHTS RESER VEDodo 遍。 WWW w w , V V V V。: ooS。需丁登ffwe 02 2019 QUARTERLY MOBILE VNOEX I 9QUARTERLY MOBILE INDEXKEY

8、 TREND03VIDEO FUELS IN-APP SPENDING DURING POLITICAL EVENTSNine million US households tuned in digitally to livestream the first Democratic debate during the last week of June 2019, with an additional 14 million video views across platforms.9 With TV stillthe preferred format for political events10

9、and video driving this past seasons ad spend, marketers are expected to spend $917M on advertising thisupcoming political season a 71 % increase overthe 2016 presidential primary.11* Democratic Debate Night 2 Draws in 18.1 Million Viewers, Sarah Jerde, Ad Week, June 2019 ,0，Why TVstill totallydomina

10、tes whenitcomestopoliticaladvertislng, Joe Baerand Dan Sinagoga, Adage. November 2018.2019 PUBMATICJNC. ALL RIGHTS11 Political ad spending projected to break record ahead of 2020 election, Megan Henney, Yahoo. July 2019MOBILE ADVERTISING SURGES AMIDST US PRIMARY SEASONMobile ad volume in the US news

11、 vertical experienced a spike to 47% above the Q2 weekly average in the last week of June when the first round of Democratic primary debates was held. While it is normal for advertising activity to pick up atthe end ofthequarter, the spike forthe news vertical exceeded that ofthe industry as a whole

12、, which experienced a 27% boost during the final week of Q2.2019 PUBMATICJNC. ALL RIGHTS RESER VED+47%WEEKLY US PAID IMPRESSIONS FOR NEWS VERTICALS, Q2 2019oioABOVE WEEKLY AVERAGEL CO、02 2019 QUARTERLY MOBILE INDEX / 1 1Q2V/EEKLY AVERAGEIN-APPVIDEODRIVESMOBILEADSPENDING DURING PRIMARIESVideoadsdrove

13、the vast majority of Q2mobilead spend growth withinthenews vertical. Impression volume in the news vertical doubled year-over-year in Q2 2019. In-app video experienced the steepest growth curve, rising 391 % year-over-year.Industry experts forecast that marketers will spend $11.6 billion on in-app v

14、ideo ads alone in 2019, accounting fori 5% of all in-app ad spending and increasing its in-app ad share by another percentage point this year.12NEWS VERTICAL VIDEOVOLUME YOY CHANGE, BY PLATFORM+391%+87%YOYMobile in-app video ad spending/1 Marketer, October 201802019 P UB MATIC. INC. ALL R I GHT S RE

15、 SER VEDYOY CHANGEQ2 2019Q2 2019 QUARTERLY MOBILE INDEX / 122019 PUBMATICJNC. ALL RIGHTS RESER VEDQMI MethodologyPubMatics yield and data analytics team analyzes over 13 trillion advertiser bidsonamonthly basis, utilizing thecompanys best-in- class analytics capabilities. The Q2 2019 QMI incorporate

16、s impressions, revenue and eCPM data from these reports to provide a high-level analysisof key trends withinthemobileadvertising industry. Analysis is based on PubMatic-sourced data except as noted. Percentages in some figures may not sum to 100% due to rounding. Monetized impressions or “paid impre

17、ssions“ are defined as impressions that were sold through the PubMatic platform, and “eCPM is defined as the cost per one thousand impressions. Disclaimer: This QMI may include inaccuracies or typographical errors, and is based on operational data that has not been audited or reviewed by a third par

18、ty. It may contain forward-looking statements about future results and other events that have not yet occurred. Actual results may differ materially from PubMaticsexpressed expectations due to future risks and uncertainties, and past performance ortrendsare noguaranteeof future results. PubMaticdoes

19、notintend to update the information contained in this QMI if any information or statement contained herein laterturnsoutto be inaccurate.Divclaimer: This OMI may include inaccuracies or typographical errors, and is based on operational data that has not been audited or reviewed by a third party.lt m

20、ay contain forward-looking statements about future results and other events that have not yet occurred. Actual results may differ materially from PubMatics expressed expectations due to future risks and uncertainties.and pastperformance ortrendsare noguaranteeof futureresults. PubMatic does notinten

21、d to update the information contained In this QMI if any information or statement contained herein later turns out to be inaccurate.02 2019 QUARTERLY MOBILE INDEX / 13存1 口 屏1PubMatics Quarterly Mobile Index (QMI) report was created to provide both publishers and advertisers with key insights into th

22、e mobile advertising industry.ABOUT PUBMATICS QUARTERLY MOBILE INDEXBy analyzing over 13 trillion global advertiser bids flowing each month through PubMatics platform, we can observe real-time developments in the mobile space that may allude to broader digital industry trends. We can then compare th

23、is information to other published data to further understand changes in the mobile landscape. At PubMatic, we are committed to providing best-in-class mobile tools and services, and believe that information sharing is crucial in aligning thedigital industrytowards best practices and, ultimately, gro

24、wth in mobile advertising.Note that directional data might not be comparable with prior reports.IN Q2 20195 THE FOLLOWING KEYTRENDSEMERGE:KEY TREND01Mobile in-app inventory unlocks revenue for the advertising industry.KEY TREND02In-app PMPs taking center stage in programmatic media buyingKEY TREND03

25、Video fuels in-app media spending during significant political events02 2019 QUARTERLY MOBILE INDEX / 1WHAT DOES IT MEAN FOR PUBLISHERS AND ADVERTISERS?June 201901 2019 QUARTERLY MOBILE INDEX / 22019 PUBMATIC, INC. ALL RIGHTS RESER VEDAfter mobile inventory quality setbacks with fraud last year, the

26、 industry is evolving to increasingly leverage PMPs to safeguard transactions.The entire industry is coming together to address in-app quality concerns. The IAB*s app-ads.txt specification is designed to combat fraud, in-app spoofing, and improve buyer transparency. We have seen steady growth in ado

27、ption rates, but it is imperative thatthe industry promotes education and adoption among app publishers and developers in order to build a cleaner marketplaceforbuyersandgrowoverall programmaticspending. While there is technical education available on “demystifying” the initiative, better industry-w

28、ide communication around the benefitsofadoptionarestill needed.PMPs, providing transparent ad placement, are continuing to grow in response to the lack of trust in the industry.2 The upcoming US presidential election season will create an incremental revenue opportunity for publishers.Following a ca

29、ptive audience, political events provide a platform for publishers to better monetize their ads through higher eCPMs and elevated web traffic. During this season, both political and brand marketers gravitate towards video ads, which are sold at a premium compared todisplay adsgiving publishersan ext

30、ra spike in monetization opportunities.QI 2019 QUARTERLY MOBILE INDEX / 3MOBILE IN-APP INVENTORY UNLOCKS REVENUEFOR THE ADVERTISING INDUSTRYThe in-app environment is rejuvenating creative talents and fostering net new revenue growth for the advertising industry; high user engagement and advanced tec

31、hnological capabilities are spurring immersive mobile in-appexperiences and new creative ad formats, like full screen ads or interactive videos.2 In Q2 2019Jn-app impressions rose 26% over last year. While impressions grew across all regions, APAC sawthefastest growth- more than doubling in volume.2

32、MHow Mobile Apps Are Driving A Resurgence In Advertising Creative, Steve Wadsworth, Forbes. Feb 2019201951%201833%34,App Monetization: Android vs iOS, Ben Lerner, Soomla, January 2019ANDROID 2019 49%02 2019 QUARTERLY MOBILE INDEX /IOS EMERGES AS LEADING IN-APP OPERATING SYSTEMThe ad monetization rat

33、e for non-gaming iOS apps is typically lower than that for Android apps, but this shifted rapidly in the past year.3 iOS5 share now exceeds 50% of worldwide mobile in-app impressions in Q2 2019, up from a one-third the yearprior.VideoiOSadsaredriving much of thisgrowth, rising 127%over last year. iO

34、S share grew in all regions globally-even in APAC, where Android remains dominant; iOS is increasing, rising to 29% share from 16% year prior.ANDROID 2018 67%2019 PUBMATICJNC. ALL RIGHTS RESER VEDMOBILE PROGRAMATIC MEDIA SPENDING SHARE, BY REGION。APAC 2022 34%2019 32%OTHER 2022 22%2019 2阴02 2019 QUA

35、RTERLY MOBILE INDEX / 562019 PUBMATIC.INC. ALL RIGHTS RESER VEDAPAC EXPERIENCES GREATEST IN-APP GROWTH GLOBALLYRoughly half of the global in-app ad inventory comes from the North Americas region. While this region commands the majority share, the pace in APAC is accelerating and steadily gaining sha

36、re. Industry analysts expect the North American overall mobile programmatic media spending share, inclusiveof in-app, tofall4 percentage points by 2022 as APAC continuesto expand.4 Forthefirsttime, APAC surpassed EMEA as the second largest region for in即p ad impressions inQ2 2019; APAC now accounts

37、for over a quarter of the global inventory.MAGNA Advertising Forecasts, Magna, Fall 201802 2019 QUARTERLY MOBILE INDEX / 62019 PUBMATIC.INC. ALL RIGHTSIERVEDIN-APPPMPS TAKING CENTER STAGE IN PROGRAMMATIC MEDIA BUYINGPrivate marketplaces (PMP) will be the dominant approachto buying programmatic adver

38、tising assoon as next year, surpassing open real-time buying (RTB). Advertisers will spend $27 billion in digital display spending in 2020, and over half ofwhich will be through PMPs.5Amid fraud concerns last year, mobile in-app advertising is fiercely driving much of this shift to PMPs from the ope

39、n market.s “US Programmatic Ad Spending Forecast 2019,0 Lauren Fisher, eMarketer. April 2019OPEN MARKET REBOUNDS FOR IN-APP. WHILE PMPS CONTINUE TO FLOURISHIn-app inventory rebounded in the open market and grew 26%, after falling 10% between Q2 2017 and Q2 2018 amid mobile in-app fraud concerns last

40、 year.6However, in-app inventory continuesto rapidly gain momentum through PMPs;mobilein-appPMP volume grew by 69% in Q2 2019 year-over-year, after almost tripling in the previous year. As a result, the in-app PMP impression share grew by 1 percentage point, while desktop and mobile web shares declined.Q2 2019+26%+236%QlIQ2Q220172018+69%Q2 20196，,DoubleVerify Reports 159% Increase in Fraudulent Apps, Ameya Dusane, MarTech Advisor, April 16, 20192019 P UB MATIC, INC. ALL R I OHT S RE SER VEO02 2019 QUARTERLY MOBILE INDEX / 7