Mobile advertising networks, exchanges, programmatic trading systems and direct publisher sales combined form a global marketplace worth $7.4 billion in unduplicated 2013 media billings. This sector analytics report presents a detailed accounting of global sales by territory, including the U.S., Europe, AsiaPac, Africa and Latin America, calculated against inventory requests, formats, pricing by region, fill rates, CTRs and eCPMs.
EXECUTIVE SUMMARY | 1 | ||
Global Mobile Ad Network Spend to Reach $5.3 Billion in 2013 | 1 | ||
eCPMs Average $1.14 in 2013 across all Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments | 3 | ||
Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013 | 3 | ||
Mobile Ad Networks, Serving Platforms, Data Providers, Exchanges, RTBs and Marketing Platforms Have Diverse Participation Models | 3 | ||
Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth | 6 | ||
CAGR Analysis: 2009 - 2016 | 6 | ||
Mobile Ad Clearing Ecosystem CAGR Analysis by Segment: 2009 - 2016 | 7 | ||
Global Mobile Ad Network Filled Impressions by Geography: 2010 - 2013 | 8 | ||
Mobile Advertising Platforms and Inventory: Terms and Definitions | 9 | ||
Global Mobile Inventory, Monetization and Solutions Provider Business Operations Summaries | 13 | ||
Global Mobile Audience, Ad Spend and Company Positioning Fundamentals | 13 | ||
Mobile advertising and consumer behavior | 13 | ||
Ad network market positioning | 13 | ||
CAGR Analysis: 2009 - 2016 | 13 | ||
Exchanges and auctions | 14 | ||
SSPs (aggregated publisher inventory sources) | 14 | ||
DSPs (aggregated sources of inventory demand) | 14 | ||
RTBs/Programmatic trading | 15 | ||
Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013 | 16 | ||
Sources of inventory/impression requests | 17 | ||
eCPM Market Value by Geography: 2013 | 18 | ||
Filled Mobile Impressions by Geography: 2013 | 18 | ||
Sources of demand | 19 | ||
Ad serving platforms | 19 | ||
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend | 20 | ||
Mobile ad formats | 21 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Impression Billing Models and Formats 2013 | 22 | ||
In-app inventory and media spend dynamics | 24 | ||
Mobile web inventory and media spend dynamics | 24 | ||
Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics | 25 | ||
Mobile audience and campaign data analytics: Location | 25 | ||
Ad networks, platforms, auctions, exchanges, ad serving business operations | 26 | ||
Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016 | 27 | ||
Pricing and eCPMs | 27 | ||
Mobile Advertising Networks: Ranked by 2013 Media Spend | 30 | ||
R & D investment | 31 | ||
Headcount/hiring/staff | 32 | ||
SECTION ONE | 33 | ||
Global Mobile Ad Network Spend to Reach $5.3 Billion in 2013 | 33 | ||
Mobile Ad Network Filled Inventory and Media Spend Analysis: 2010 - 2013 | 33 | ||
Global Mobile Ad Network Media Spend on Pace to Climb 52% in 2014 | 35 | ||
Mobile Ad Networks and Direct Publisher Sales Comparisons: 2009 -2016 | 36 | ||
CAGR Comparison: Mobile Ad Networks vs. Publisher Direct Sales 2009 - 2016 | 36 | ||
eCPMs Average $1.14 in 2013 Across All Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments | 39 | ||
eCPM Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013 | 39 | ||
Four Trillion Inventory Requests Filled in 2013, with An Average eCPM of $1.33 | 41 | ||
Mobile Ad Network Inventory, Fill Rates and Media Spend: 2009 - 2013 | 42 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2009 | 44 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2010 | 46 | ||
Filled Mobile Exchange Inventory Averages $0.64 eCPMs in 2013 | 48 | ||
Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013 | 48 | ||
The Impact of Inventory Data: Audience Profiles, Predictive and Real-Time Impression Analytics Boost Ad Network eCPMs in 2013 | 49 | ||
Global Mobile Ad Clearing eCPM Analysis by Market Position: 2011 - 2013 | 50 | ||
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2011 | 54 | ||
Global Mobile Ad Network Media Spend at $1.8 Billion in 2011 | 55 | ||
Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2011 | 56 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012 | 57 | ||
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012 | 59 | ||
Global Mobile Ad Networks Clear $2.7 Billion in 2012 | 60 | ||
Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2012 | 61 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013 | 62 | ||
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013 | 64 | ||
Mobile Ad Networks and Direct Publisher Sales Result in A $7.5 Billion Global Market in 2013 | 65 | ||
Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2013 | 66 | ||
SECTION TWO | 67 | ||
The Mobile Media Ad Clearing and Serving Business: The Economics of Making Money | 67 | ||
Global Mobile Media Spend: 2009 - 2016 | 67 | ||
Mobile Ad Networks and Clearing Solutions Continue to Evolve Core Competencies and Business Models | 69 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Market Position Analysis: 2013/2014 | 70 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs | 73 | ||
Mobile Advertising Networks, Networks W/Exchange Capability 2013/2014 | 75 | ||
Mobile Exchanges, Auctions, RTBs, Ad Serving and Data Analytics 2013/2014 | 76 | ||
Mobile Ad Networks, Tech Platforms, Ad Servers, Auctions, Exchanges and RTBs: Inventory Availability, Trafficking, Requests: 2009 - 2013 | 79 | ||
Global Mobile Fill Rates Improve in 2013: Marketers Respond to More Sophisticated Format, Publisher, OS, Geography, Billing Model and Audience Profiling Data | 80 | ||
Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates 2011 - 2013 | 81 | ||
Inventory Conversion: Turning Technology and Media Operations into Topline Revenue | 83 | ||
Mobile Advertising Networks, Platforms, Auctions and Exchanges: Revenue Share Models/Margin/Participation Analysis: 2013/2014 | 84 | ||
Mobile Ad Clearing, Trafficking, Data, Exchange, RTB, DSP Market Worth $2.2 Billion in 2013 Net Revenue | 86 | ||
Global Mobile Media Spend and Ad Ecosystem Solution Marginal Performance Analysis: 2009 - 2016 | 87 | ||
Mobile Ecosystem Net Revenue: 2009 - 2016 | 89 | ||
Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth | 92 | ||
CAGR Analysis: 2009 - 2016 | 92 | ||
Mobile Advertising Networks: Ranked by 2013 Media Spend | 4 | ||
Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend | 95 | ||
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Net Revenue 2009 - 2016 | 96 | ||
Mobile Ad Network Net Revenue: 2009 - 2016 | 97 | ||
Mobile Advertising Networks: Net Revenue 2009 - 2016 | 100 | ||
Mobile Ad Exchange/RTB/Auction Net Revenue: 2009 - 2016 | 101 | ||
Mobile Auctions, Exchanges, Platforms and RTBs: Net Revenue 2009 - 2016 | 105 | ||
Mobile Ad Networks Capture 81.5% of Ecosystem Revenue in 2013, Net of Publisher Payouts | 106 | ||
Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016 | 106 | ||
Mobile Ecosystem Revenue Driven by Ad Networks with Exchange and Programmatic Trading Capabilities | 109 | ||
Mobile Ad Network W/Exchange/RTB/Auction Net Revenue: 2009 - 2016 | 109 | ||
Mobile Advertising Networks W/Exchanges, Platforms, Auctions and RTBs: Net Revenue 2009 - 2016 | 111 | ||
SECTION THREE | 112 | ||
Global Mobile Media Ad Spend by Region | 112 | ||
Mobile Ad Network Media Spend by Region: 2010 - 2013 | 113 | ||
Global Mobile Ad Network Filled Impressions by Region: 2010 - 2013 | 114 | ||
European Markets Consistently Produce the Globe's Highest eCPMs | 116 | ||
eCPMs by Region: 2010 - 2013 | 116 | ||
Filled Mobile Impressions by Geography: 2010 | 118 | ||
eCPM Market Value by Geography: 2010 | 118 | ||
Mobile Advertising Network Filled Impressions by Geographic Region: 2010 | 121 | ||
eCPM Market Value by Geography: 2011 | 123 | ||
Filled Mobile Impressions by Geography: 2011 | 123 | ||
Mobile Advertising Network Filled Impressions by Geographic Region: 2011 | 125 | ||
Filled Mobile Impressions by Geography: 2012 | 127 | ||
eCPM Market Value by Geography: 2012 | 127 | ||
Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2012 | 129 | ||
eCPM Market Value by Geography: 2013 | 131 | ||
Filled Mobile Impressions by Geography: 2013 | 131 | ||
Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2013 | 133 | ||
SECTION FOUR | 135 | ||
Industry Briefings and Executive Forum: Q & A's | 135 | ||
ADCOLONY | 135 | ||
ADFONIC | 143 | ||
ADITIC (a division of Sofialys) | 148 | ||
ADMODA/ADULTMODA | 153 | ||
AMOBEE | 163 | ||
BUZZCITY | 170 | ||
CASEE (owned by Velti) | 180 | ||
INMOBI | 183 | ||
JUMPTAP | 191 | ||
KOMLI MOBILE | 197 | ||
MADHOUSE | 201 | ||
MEDIALETS | 206 | ||
MOBCLIX (owned by Velti) | 210 | ||
MOBILE POSSE | 213 | ||
MOJIVA | 217 | ||
NDN (News Distribution Network) | 224 | ||
NEXAGE | 229 | ||
OPERA MEDIAWORKS | 234 | ||
RHYTHM NEWMEDIA | 243 | ||
SMAATO | 248 | ||
TAPJOY | 254 | ||
TREMOR VIDEO | 257 | ||
TRUMPIA | 263 | ||
VERVE MOBILE | 265 | ||
VOLTARI | 269 | ||
xAd, Inc. | 274 |
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