Mobile continues to be the fastest growing advertising format in 2019, according to a new report from PubMatic. Video ad inventory jumped 31% during Q3 across the sell-side platform whilst ad volume rose 23%.
Total mobile ad spend rose 28% driven by a rise in mobile ad volume.
Mobile platform spending in APAC rose 26% whilst impressions grew 16%.
Monetised mobile impression volume grew 36% in the US year-on-year. The top five countries – Canada, Germany, Japan, UK and US – grew 39% combined.
Videos were the most effective ad formats with average CTRS being twice the rate of native CTRs and 10x that of banner ads on average.
In Q3, mobile video ad volume grew twice the rate of display ads, rising 31% and 15% respectively.
Mobile accounted for half of header bidding transactions in Q3 2019, which is a 41% increase from Q2.
In-app header bidding grew 20% and web-based header bidding increased 22% quarter-on-quarter.