PubMatic, a marketing automation software company for publishers, is out with its Q1 2016 Quarterly Mobile Index (QMI).
The biggest news? This report suggests advertisers are increasingly targeting Android users, as Android app inventory prices or CPMs (cost per thousand ad impressions) increased 147 percent, year-over-year.
“While Apple iOS app inventory prices are still higher on an absolute basis, iOS app CPMs rose only 62 percent year-over-year,” the Pubmatic team tells us. “This mobile advertising pricing data demonstrates that, globally, Android users represent an increasing value to advertisers.”
PubMatic’s QMI report also found that mobile app and mobile web CPMs grew 67 percent and 57 percent year-over-year, respectively, pointing to the increasing quality and value across both mobile platforms. And in fact, premium publishers are better monetizing on the bulk of their ad inventory.
“The wealth of mobile advertising data from our platform continually helps us understand how advertisers are evolving their strategies to target the unpredictable, increasingly-mobile global consumer,” said Rajeev Goel, the co-founder and CEO of PubMatic. “We’re seeing major surges in advertiser demand across both mobile app and mobile web platforms, and we expect these trends to continue as premium publishers create more impactful mobile strategies for brand advertisers. This, in turn, will result in higher-quality mobile experiences for consumers.”
The report, which analyzed billions of daily impressions from Q1 2016 data, isolated five key trends in global mobile advertising, including that Android app inventory value was up nearly 150 percent year-over-year, as advertisers targeted the majority of global mobile consumers. In addition, programmatic is improving mobile CPMs, driving broader mobile advertising growth.
To check out the full Q1 2016 Quarterly Mobile Index (QMI) report, click here.