2018 was a good year for mobile eCPMs – rewarded video up 139%

Anne Freier

In Mobile Advertising. February 28, 2019

According to the latest Global Trends in Mobile Advertising H2 2018 report by Smaato, ad request volume and eCPMs have both significantly increased in the second half of 2018 on the platform.

This is driven by advertisers spending more of their money on ads and continued consumer adoption of smartphones worldwide.

Smaato eCPMs increased 32% year-on-year whilst mobile ad requests went up 27%.

Notably, the company found that certain areas such as the US saw a 170% jump in mobile ad requests and a 79% increase in mobile eCPMs, despite it being a more mature area.

Meanwhile, APAC was the region with the highest growth. India, in particular, grew 425% in mobile ad requests whilst Japan saw a 125% jump, driven by app developer strategies to improve their monetisation.

“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.”

Furthermore, retail advertisers accounted for almost half of mobile ad spending during H2 2018. Cyber Monday and Singles Day were responsible for setting records on mobile with 34% of Cyber Monday sales coming from mobile devices. Alibaba’s Singles’ Day produced over $30 billion in sales with 90% of them attributed to mobile.

The report also found that rewarded video grew 139% year-on-year, as ever more advertisers make the switch from TV to mobile video. Rewarded formats are perceived more favourably as they offer viewers an in-app reward in exchange.

Meanwhile, ad fraud was 25% lower for in-app ads compared to mobile web ads. Particularly, bots and viruses were found to be significantly lower in-app compared to mobile web.