Smaato’s H2 2018 Report shows healthy mobile ad request growth in APAC

01 Mar,2019

By A Correspondent


Smaato, a real-time advertising platform for mobile publishers and app developers, has announced results from its Global Trends in Mobile Advertising H2 2018 report. The report reveals important programmatic insights into in-app growth, post-GDPR pricing, advertiser spending, mobile video, holiday spending, and advertising fraud.


Most important for the in-app advertising industry, Smaato reported significant growth across all key advertising metrics, including ad request volume and eCPMs. As advertisers direct more money into mobile advertising and consumers continue to adopt smartphones around the world, demand and supply both increased year-over-year, indicating a healthy mobile ad market.

Smaato experienced a 32 per cent increase in eCPMs globally when comparing H2 2018 to H2 2017

Smaato experienced a 27 per cent increase in mobile ad requests globally when comparing H2 2018 to H2 2017

The company reported healthy growth in several specific countries.


Ad Request Growth on the Smaato Platform

APAC – 44% Growth EMEA – 23% Growth Americas – 23% Growth
India – 425% Spain – 152% USA – 170%
South Korea – 177% Netherlands – 87% Colombia – 150%
Thailand – 77% France – 82% Argentina – 141%
Japan – 53% UK – 70% Mexico – 83%
Vietnam – 50% Italy – 61% Brazil – 54%


The highest growth region across all metrics was APAC. India stood out from the pack with a 425 per cent growth in mobile ad requests. This was more than twice the growth rate of the fastest growing markets in EMEA and the Americas, which were led by Spain at 152 per cent and the USA at 170 per cent respectively. India’s meteoric ad request growth is characteristic of an emerging mobile market in which the number of mobile device owners, their time spent on mobile, and overall app downloads all rise quickly.


Said Alex Khan, Managing Director, APAC at Smaato: “The impressive ad request and eCPM growth in APAC are driven by app developers finding new ways to better monetize their content even as consumers are spending more time on apps. Advertisers from all verticals are realizing that apps are where consumers are — and they are directing more funds into this channel.”



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