The firm’s Global In-App Advertising Trends report analysed the trends it is seeing on its own platform.
It found a 27% increase in eCPMs globally when comparing H1 2019 to H1 2018; over the same period, there was a 16% growth in mobile ad requests globally.
South Korea saw the most significant eCPM growth at 179%, more than double the growth of Spain, which had the second-highest growth year-over-year at 88%.
A key factor driving global eCPM growth is the greater availability of user data, Smaato noted, and the more data included in a single ad request, the more advertisers are willing to pay for the impression.
Thus the eCPM of an ad impression with device ID and user age was 27% higher than one without any additional data in H1 2019 on the Smaato platform. Add user gender and GPS location to that ad impression, and the eCPM increased an extra 117%.
Data may be shared by users in exchange for in-app perks and conveniences such as location-based services and personalized discounts, it added.
The APAC region led the way in terms of mobile ad request growth, largely driven by the 201% surge registered in India; Japan was the second fastest growing country on 40%.
“Despite the impressive growth in ad requests across the APAC markets, eCPMs are still rising,” noted Delynn Ho, Vice President, Supply, APAC at Smaato. “This could point to marketers actively looking to reach consumers where they are nowadays — on their mobile apps,” she added.
“As the region’s mobile publishers better understand their opportunities for monetization, we are seeing advertisers capitalize on richer, more impactful placements such as rewarded video and native advertising.”
Spending on native ads more than tripled from the beginning of the year to the end of June, the report said; native ads also had the highest performance rates of any in-app display format.
Sourced from Smaato; additional content by WARC staff