《2014年Q2全球RTB广告市场研究报告》由会员分享，可在线阅读，更多相关《2014年Q2全球RTB广告市场研究报告（21页珍藏版）》请在金锄头文库上搜索。
1、The Leading Global Mobile Advertising RTB Exchange & SSP The Leading Independent Global Mobile RTB Ad Exchange (SMX)Smaato is the leading independent global mobile RTB ad exchange and SSP. Morethan 78,000 mobile publishers use Smaatos platform to monetize their mobileinventory around the world. The
2、Smaato Exchange (SMX) is globally connected to100+ Ad Networks and 170+ Demand Side Platforms. SMX delivers more than 90billion ad impressions per month, including campaigns from 89 of the top 100 Ad Agebrands.Smaato Quarterly RTB Report Q2 2014This report is based on worldwide data sampled from SMX
3、 activity in Q2 2014.According to eMarketer, last year global mobile ad spending increased 105% to total$17.96 billion. In 2014, mobile is on pace to rise another 75.1% to $31 billion,accounting for nearly one-quarter of total digital ad spend worldwide. SMX continuesto experience significant growth
4、 as RTB spend grew 69% in Q2 2014 compared to Q12014. The RTB Ad spend in Q2 2014 saw an uplift of 456% over Q2 2013. GlobalRTB spend continues its dramatic growth in 2014.Copyright 2014 Smaato Inc. All Rights Reserved.RTB revenue increased byover 60% from Q1 2014Smaato RTB growth , Q2 2014SMX Grew
5、456% over Q2 2013Revenue increased by 69%last quarterAuctions increased by 35%Bid responses increased by 84% in Q2 over Q125 New Demand Side Platforms2000 New Mobile PublishersCopyright 2014 Smaato Inc. All Rights Reserved.RTB Fill Rate across regions in Q2Smaato Global Supply Fill comparison Q2 201
6、4RTB29%Mediation59%Direct12%USA EMEA APACRTB34%Mediation49%Direct17%RTB21%Mediation58%Direct21%Copyright 2014 Smaato Inc. All Rights Reserved.Canada3.87 BillionUSA61.2 BillionMexico4.38 BillionBrazil8.9 BillionArgentina138 MillionSouth Africa3.07 BillionNigeria1.92 BillionSpain2.54 BillionFrance4.72
7、 BillionNetherlandsBillionUK13.4 BillionGermany3.57 BillionSwitzerland1.32 BillionItaly3.47 BillionTurkey2.71 BillionIsrael0.92 BillionIndia19.9 BillionRussia3.01 BillionSingapore0.63 BillionIndonesia7.59 BillionAustralia3.14 BillionJapan0.87 BillionChina1.58 BillionSmaato Inventory Q2 2014SMX Reach
8、 in Q2: 270B Impressionsacross 450MM UniquesTop countries with increase in supply in Q2 Australia (+124%) Argentina (+101%) UK (+83%) US (+66%) Brazil (+68%)+66%+83%+68%+101%+124%Copyright 2014 Smaato Inc. All Rights Reserved.Entertainment remained top global supply category with 46% uplift in eCPM
9、in Q2Global Publisher traffic performance by category, Q2 2014 Other31%Entertainment37%Social Network18%Games14%Entertainment (37%), Social Network (18%) and Games (14%) were the top 3 categories by publisher supply in Q2 2014.NEWS CATEGORY171%BUSINESS CATEGORY 163%The global publisher supply increa
10、sed across most of the categories on SMX with the highest uplift in auctions coming across News category by 171% and Business by 163% in Q2. The increase in the number of auctions resulted in an increase spend of 133% across News category and 181% in Business category over Q1.REVENUE INCREASE133%REV
11、ENUEINCREASE181%LIFESTYLE +64%ENTERTAINMENT +46%COMMUNICATION & TECH +28%Q2 also saw higher eCPMs compared to Q1 across many categories, highest uplifts coming from:Copyright 2014 Smaato Inc. All Rights Reserved.Social Network ($0.53 eCPM, 36.3% Fill Rate)Entertainment ($0.46 eCPM, 18.6% Fill Rate)G
12、ames ($0.52 eCPM, 18.5% Fill Rate)Top Categories by revenue Smartphones vs. TabletsQ2 2014Best performing categories by eCPM and Fill Rate across regions: USA: Family & Parenting category eCPM $2.07 and Education Fill rate 39.5%. EMEA: Family & Parenting eCPM $2.38 and Education Fill rate 28% APAC:
13、Family & Parenting eCPM $1.87 and Medical Fill rate 36%Music ($0.32 eCPM, 21.0% Fill Rate)Games ($1.98 eCPM, 22.7% Fill Rate)Social Network ($1.57 eCPM, 16.1% Fill Rate)Best publisher content categories by Revenue on SMXSmartphones vs. TabletsCopyright 2014 Smaato Inc. All Rights Reserved.other13%32
14、0x5069%728x9010%216x368%320x50342%increase320x50 remains the top ad size representing 69% of the global market share.Advertiser spend on 300x250 ad size increased by 181% in Q2Global publisher traffic performance by Ad Size, Q2 2014728x90125%increase728x90 ($1.51 eCPM, 15.4% Fill Rate)320x50 ($0.33
15、eCPM, 23% Fill Rate)300x250 ($1.99 eCPM, 28% Fill Rate)320x50 ($0.50 eCPM, 16.03% Fill Rate)320x480 ($1.56 eCPM, 43% Fill Rate)300x250 ($0.93 eCPM, 34.4% Fill Rate)Top Ad Sizes on SMXSmartphones vs. TabletsTop AdSize728x90Top AdSize320x50Copyright 2014 Smaato Inc. All Rights Reserved.Advertiser spen
16、d on 300x250 ad size increased by 181% in Q2Global publisher traffic performance by Ad Size, Q2 2014eCPM grew by19%eCPMgrew by 45%Due to an increase in the number of auctions, spend across 728x90 ad size increased by 81%, whereas spend on 300x250 ad size increased 181% over Q1 2014.USA768x1024 eCPM $3.47, 480x320 Fill rate 38.1%EMEA768x1024 eCPM $2.48, 480x320 Fill rate 38.6%APAC1024x768 eCPM $2.62, 320x50 Fill
