The Economics of Mobile Ad Spend 2013 – 2016: Global Inventory, Media Billings and Business Operations

The Economics of Mobile Ad Spend 2013 – 2016: Global Inventory, Media Billings and Business Operations

Category : ICT & Media
Published On : October  2013
Pages : 274



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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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