Smaato�s H2 2018 Report Sees Massive Mobile Ad Request Growth in Asia Pacific

Asia Pacific Leads Across the Globe With a 44% Growth in Ad Requests

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SINGAPORE - Media OutReach -
28 February 2019 – Smaato, the leading global real-time advertising platform for mobile
publishers and app developers, today announced results from its Global Trends
in Mobile Advertising H2 2018 report. The report reveals important programmatic
insights into in-app growth, post-GDPR pricing, advertiser spending, mobile
video, holiday spending, and advertising fraud. These key insights will help
publishers and advertisers guide their decision-making in 2019 and beyond.

Most
important for the in-app advertising industry, Smaato reported significant
growth across all key advertising metrics, including ad request volume and
eCPMs. As advertisers direct more money into mobile advertising and consumers
continue to adopt smartphones around the world, demand and supply both
increased year-over-year, indicating a healthy mobile ad market.

• Smaato experienced
  a 32% increase in eCPMs globally when comparing H2 2018 to H2 2017
• Smaato experienced
  a 27% increase in mobile ad requests globally when comparing H2 2018 to H2
  2017

The company
reported phenomenal growth in several specific countries.

 

Ad Request Growth on the Smaato Platform

APAC — 44% Growth	EMEA — 23% Growth	Americas — 23% Growth
India — 425%	Spain — 152%	USA — 170%
South Korea — 177%	Netherlands — 87%	Colombia — 150%
Thailand — 77%	France — 82%	Argentina — 141%
Japan — 53%	UK — 70%	Mexico — 83%
Vietnam — 50%	Italy — 61%	Brazil — 54%

The highest
growth region across all metrics was APAC. India stood out from the pack with a
425% growth in mobile ad requests. This was more than twice the growth rate of
the fastest growing markets in EMEA and the Americas, which were led by Spain
at 152% and the USA at 170% respectively. India’s meteoric ad request growth is
characteristic of an emerging mobile market in which the number of mobile
device owners, their time spent on mobile, and overall app downloads all rise
quickly.

Asia Pacific
also saw significant eCPM growth in addition to ad request growth.

The top five countries in the region in
terms of eCPM growth were:

1.   
Singapore
-154%

2.   
Japan — 125%

3.   
Australia —
111%

4.   
Hong Kong —
99%

5.   
Indonesia —
96%

In looking closer at the Americas, eCPMs increased in the USA by 79% and
in Canada by 70%. In EMEA, the top eCPM growth rates were posted by Switzerland
at 92% and the UK at 66%.

 

Alex Khan, Managing Director, APAC at Smaato explains, “The impressive ad
request and eCPM growth in APAC are driven by app developers finding new ways
to better monetize their content even as consumers are spending more time on
apps. Advertisers from all verticals are realizing that apps are where
consumers are — and they are directing more funds into this channel.”

 

He adds, “With app usage increasing across the region, there will also be
more monetization opportunities for mobile publishers.”

 

“As longtime partners of mobile app developers around the world, we are
thrilled to find such impressive growth across both supply and pricing metrics,
indicating what we’ve known for many years — that both consumers and
advertisers are embracing mobile worldwide,” said Arndt Groth, President at
Smaato. “Our H2 2018 mobile advertising report provides a variety of insights
that support the continued interest in the mobile advertising market, as well
as record-breaking growth in key categories.”

Smaato’s H2 2018 Global Trends in Mobile Advertising report delivers a
number of additional insights:

 

• EEA inventory grows in value post-GDPR
• Retailers outspend all other mobile advertisers
• Rewarded video drives video ad spending growth
• Cyber Monday and Singles’ Day set mobile records
• Apps are less prone to fraud than mobile web

 

To learn more, download Smaato’s H2 2018 Global Trends in Mobile Advertising
report here.

About Smaato

Smaato is the leading global 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
20 billion mobile ad impressions daily and reaches over one billion unique
mobile users monthly. Founded in 2005 by mobile pioneers Ragnar Kruse and Petra
Vorsteher, Smaato has global headquarters in San Francisco, California, with
additional offices in Berlin, Hamburg, New York City, Shanghai, and Singapore.
Learn more at www.smaato.com.