In Q3 2019, ad requests worldwide jumped 34% as app downloads and usage spiked. Ad spending was at its highest during September 2019 and eCPMs saw rapid growth compared to 2018. That’s according to the latest “Global In-App Advertising Trends” report from Smaato.
Among the main factors driving in-app ad spend were weather events. For example, Labor Day in the US coincided with a hurricane hitting the East Coast which drove up ad spending in weather apps by 113%.
Meanwhile, the national sports season boosted spending in sports apps. Ad requests rose 260% during the NFL season in the US.
Smaato also noted that the Middle East and North Africa region saw double-digit growth. Ad request volume in Egypt, for example, rose 130% whilst Morocco and Qatar saw increases of 80% in eCPMS.
“Consumers worldwide have a growing appetite for new apps and, as a result, we’re seeing demand for in-app advertising continue to surge,” said Arndt Groth, CEO at Smaato. “In the third quarter, unique patterns in app usage became clear with major spikes during NFL and Premier League games, as well as when extreme weather patterns hit both the US and Europe. Predicting these patterns can help brands create a media strategy that optimally balances reach and price across certain apps.”
The report also found that brands now account for 49% of in-app ad spend in games.
91% of hardcore gamers are men whilst women account for 63% of hyper-casual gamers. Baby boomers account for 35% of casual gamers.