Insights from PubMatic’s Q2 2016 Quarterly Mobile Index
In the digital media industry, we constantly hear about the “mobile-first consumer” – the person who expects immediate access to information in the palm of his or her hand, whether at home or on the go.
We know that consumer behavior continues to shift towards this small screen—in fact, comScore reported earlier this year that audiences now spend more time consuming media via mobile than they do on desktop devices. This raises the question of how publishers and media buyers can ensure that they are maximizing the potential of these high-value mobile moments?
The PubMatic platform, SEVEN, gives us access to terabytes of data , and we leverage this vast information set to identify trends around emerging media practices to help the digital media industry stay ahead of shifting content and advertising consumption behaviors. For the past year, our proprietary research report, the Quarterly Mobile Index (QMI), has provided publishers and buyers alike with helpful insights around mobile advertising. The Q2 2016 QMI can be downloaded here.
To complement the full QMI report, we’ve also put together “Maximizing Mobile Moments,” an infographic that outlines the three key trends identified in this edition of the QMI.
Be sure to check out the infographic, as well as the full report, which provides both publishers and media buyers with the information they need to maximize the effectiveness of their mobile strategies.
The world is generating a near infinite supply of mobile ad impressions. U.S. consumers, alone, are estimated to collectively generate eight billion “mobile moments” per day, which means an average of 46 glances at a mobile phone per consumer every day. Simply put, a “mobile moment” is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context.
When developers and publishers work with Software Development Kits (SDKs), they typically think of mobile-specific applications. However, since the Windows 10 app is device-agnostic, PubMatic built a Windows SDK that can incorporate ads into Windows apps across devices, not just on mobile, helping developers and publishers scale monetization of their app inventory.
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.