In recent months, publisher consortiums have gained significant traction as publishers seek to offer brand advertisers premium content and audiences at scale. Publishers have been forced to compete with digital giants that are eating up more and more ad spend because of their ability to scale audience based buying. According to eMarketer, 54% of total digital ad spend is projected to go to Facebook and Google by 2018.
When mobile adoption and usage first exploded over a decade ago, most publishers and advertisers simply reformatted desktop content into smaller versions for mobile devices, which was not up to consumer expectations. However, throughout the past decade, the media and advertising industry has been steadily creating more compelling and engaging mobile experiences.
According to the billions of impressions from PubMatic’s platform, it’s been a very strong first quarter for the global mobile advertising space. Released today, PubMatic’s Q1 2016 Quarterly Mobile Index (QMI) report found that ad inventory value on both mobile app and mobile web increased substantially, with CPMs (cost per thousand ad impressions) on mobile app up 67 percent and on mobile web up 57 percent year-over-year. For publishers and advertisers, this demonstrates increasing ad quality and value across both mobile platforms.
As March Madness tips off this week, the first round teams lace up to step on the court, and employees in offices across the country prepare their brackets, we are reminded of the marketing power behind mega sporting events and why it’s important to begin thinking about them as immense marketing opportunities.
The PubMatic team is on the ground at Mobile World Congress in Barcelona. We’re excited to make some new connections and reconnect with existing contacts during the conference. The PubMatic booth, located in Hall 8.1 – App Planet Stand 8.16E, is fresh with our new branding (more to come on that), and will be packed with team members throughout the week, so don’t hesitate to stop by and have a conversation!
We are thrilled to return to Barcelona next week for Mobile World Congress, where PubMatic’s global mobile experts will be eager to discuss the top-of-mind issues for leaders in publishing, media and advertising today.
As we prepare for the conference, we wanted to share a brief preview of the top three focus areas we’re looking forward to discussing with attendees: effective monetization strategies for publishers, inspiring media buyer confidence and global mobile growth opportunities. Read more about these trends below, and we look forward to meeting with you at the conference to talk further.
To schedule a meeting with someone on our team, click here or visit our booth at Hall 8.1 – App Planet Stand 8.1E61.
As the global advertising market continues to grow, more opportunities exist for publishers and advertisers to reach and interact with their audiences. According to eMarketer, the global digital advertising market currently stands at $198 billion, and is projected to grow to nearly $255 billon in 2018. More specifically, in mobile advertising, PubMatic’s Quarterly Mobile Index (QMI) found that the Europe, Middle East and Africa (EMEA) region saw an 82% increase, year-over-year, in monetized mobile impression volume in Q4 2015 and the Asia-Pacific (APAC) region saw a 524% increase, representing the fastest–growing global opportunity. Publishers and advertisers need a partner that will not only help them capitalize on this opportunity, but protect their most important asset – their relationship with their audiences.
You might not know it, but every time you pick up your smartphone to view content, you’re creating what’s called a “mobile moment.” These moments have piqued brand advertisers’ interests as opportunities to share relevant marketing messages on our tiny screens; but from publishers’ perspective, there is a lot that goes on behind the scenes to achieve these precarious, highly personal interactions.
Industry leading stakeholders have set out to eradicate suspect impressions on a global level throughout the past year, and premium publishers and advertisers have begun to feel the impact of this industry shift to quality. Our Q4 2015 Quarterly Mobile Index (QMI) report, released today, shows that advertisers are directing ad spending towards higher-quality inventory with better targeting capabilities, especially through more transparent mobile private marketplaces (PMPs). As a result, premium publishers are garnering higher prices for their inventory and attracting more mobile ad spending.
By Evan Krauss, VP, Publisher Development
As we reflect on the changes and trends from 2015, it’s clear that it has been a transformative year for the media industry. In addition to the rise in private marketplaces and video capabilities, maturity in mobile took center stage. 2015 saw significant strides for the smartphones and mobile devices we carry everywhere, with U.S. adults spending an average of 2 hours and 54 minutes per day on these devices, according to eMarketer. As we enter 2016, we outlined three major developments from last year that indicate mobile’s continued ascension toward consumer and media dominance: