Mobile Advertising Trends Report

Transcription

1 OCTOBER 2014 Mobile Advertising Trends Report Q3 2014

2

3 TABLE OF CONTENTS Introduction... 1 Highlights... 2 Mobile Spend Growth Index... 3 Mobile App Index... 3 Pricing Trends... 4 Trends by Segment... 5 About Ampush... 8

4 INTRODUCTION 1 INTRODUCTION Ampush, a mobile advertising technology company, helps performance marketers acquire new users, generate sales, and re-engage customers. This report is comprised of data from both Facebook and Twitter advertising campaigns, aggregated across a portfolio of advertisers leveraging Ampush s AMP platform to manage and scale their marketing budgets through Q Ampush customers include leading direct response advertisers across gaming, e-commerce, travel, financial services, CPG, and other verticals. Data in this report is specific to the advertisers and objectives represented in Ampush s customer portfolio, and should not be used as a proxy for spend or pricing trends on Facebook, Twitter, or the broader mobile advertising marketplace. Data in this report should not be compared to any prior or future publications due to the dynamic nature of the data set for each period.

5 HIGHLIGHTS 2 HIGHLIGHTS This report highlights key trends seen by companies leveraging Ampush s advertising technology to manage and scale their performance marketing campaigns on Facebook & Twitter. Mobile continues to rapidly grow as a channel, increasing in demand and supply. Mobile ad budgets increased 87% in Q compared to Q2 2014, and 233% year-over-year. CPMs on Facebook and Twitter increased to $4.90 in Q Average CPMs rose due to early adoption of video ad units, which command higher pricing, and increased competition for mobile ad inventory. CPCs increased 53% year-over-year in Q Broader adoption of ocpm bidding drove CPCs higher on Facebook, offset by improved conversion - keeping overall acquisition costs in check. Advertisers saw mobile app install CPIs grow 16% from Q2 to Q3 2014, largely due to increased competition for new users, and 29% year-over-year. Twitter is still maturing as a platform, but has promising use cases for highly customizable real-time marketing, new device targeting, keyword targeting, handle targeting, TV targeting, and complementary advertising for smaller, more engaged audiences. As advertisers continue to increase spend and test new products, there is tremendous opportunity for growth on the platform.

6 MOBILE SPEND GROWTH / MOBILE APP INDEX 3 MOBILE SPEND GROWTH / MOBILE APP INDEX MOBILE SPEND GROWTH INDEX +233% YEAR-OVER-YEAR There has been consistent quarterly growth in mobile ad spend as highlighted by an 87% spike in growth from Q2 to Q The growth in budgets occurred as existing advertisers continue to have success, as well as new advertisers allocating spend to mobile. $4.00 $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 MOBILE APP INDEX (CPI) +29% YEAR-OVER-YEAR Advertisers saw mobile app install CPIs grow 16% from Q2 to Q3 2014, largely due to increased competition for new users.

7 PRICING TRENDS 4 PRICING TRENDS $6.00 $5.00 $4.00 CPM PRICING TRENDS $3.98 $5.50 $3.50 $4.26 $ % YEAR-OVER-YEAR CPMs on Facebook and Twitter $3.00 $2.00 increased to $4.90 in Q Average CPMs rose due to early adoption of video ad units which $1.00 command higher pricing and increased competition for mobile ad inventory. $0.70 $0.60 CPC PRICING TRENDS $ % YEAR-OVER-YEAR $0.50 CPCs increased 53% year-over- $0.40 $0.30 $0.38 $0.32 $0.29 $0.35 year in Q Broader adoption of ocpm bidding drove CPCs higher on Facebook, offset by $0.20 improved conversion keeping overall acquisition costs in check. $0.10

8 TRENDS BY SEGMENT 5 TRENDS BY SEGMENT OBJECTIVE PRICING $9.00 $8.00 $7.00 $6.00 $5.00 $4.00 $3.00 $2.00 $1.00 $7.66 $7.85 $4.09 BRAND DR (NON-MAI) MAI CPMs for mobile app install campaigns were lowest in Q at $4.09. This was largely driven by gaming advertisers allocating portions of user acquisition budgets to international markets, where impressions can be significantly cheaper. CPMs for direct response objectives were the highest at $7.85 in Q OBJECTIVE SPEND GROWTH INDEX Direct response advertisers in Q saw the strongest growth among mobile ad budgets. BRAND DR (NON-MAI) MAI

9 TRENDS BY SEGMENT 6 TRENDS BY SEGMENT VERTICAL PRICING $10.00 $9.00 $8.00 $7.00 $6.00 $5.00 $4.00 $3.00 $2.00 $1.00 $4.78 CPG $7.59 E-COMMERCE RETAIL $9.33 FINANCIAL SERVICES $5.53 $4.94 $4.06 GAMING OTHER TRAVEL Advertisers saw the highest CPMs across financial services and e-commerce at $9.33 and $7.59 in Q3, respectively. Gaming CPMs were the lowest at $4.06 due to a large volume of international spend, where impressions tend to be cheaper. VERTICAL SPEND GROWTH INDEX E-commerce and gaming continue to demonstrate the fastest growth in spend, with e-commerce and gaming growing 14x year-over-year CPG E-COMMERCE / RETAIL FINANCIAL SERVICES GAMING OTHER TRAVEL

10 TRENDS BY SEGMENT 7 TRENDS BY SEGMENT GEO PRICING CHART $5.00 $4.50 $4.72 CPMs in North America were the highest at $4.72 in Q as inventory demand remains the $4.00 $3.50 $3.00 $3.70 $3.01 strongest in this region by a wide margin. APAC CPMs were the lowest at $3.01. $2.50 $2.00 $1.50 $1.00 $0.50 NORTH AMERICA EMEA APAC GEO GROWTH SPEND INDEX North America drove the highest spend increase at 260% year-overyear. International budgets have also continued to grow significantly NORTH AMERICA EMEA APAC

11 TRENDS BY SEGMENT 8 TRENDS BY SEGMENT AGE PRICING CHART $12.00 $10.00 $8.00 $6.00 $4.00 $2.87 $3.71 $4.53 $6.36 $9.66 The year-old age group was the least expensive to reach with a CPM of $2.87 in Q More mature demographics were more expensive on average, led by the 55+ group with a CPM of $9.66. $ AGE SPEND GROWTH INDEX Budgets targeting the age group grew the fastest in Q3 at 369% year-over-year. This was driven in part by gaming advertisers, who continue to allocate significant budget towards reaching younger audiences

12 ABOUT AMPUSH 9 ABOUT AMPUSH Ampush helps performance marketers acquire new users, generate sales, and re-engage customers. By powering full-service ad buying, management and insights, the AMP platform makes it easy for advertisers to reach people with smarter in-feed ads on Facebook and Twitter. Ampush is based in San Francisco with offices in Chicago and New York.