《Smaato：2015年上半年移动程序化购买全球趋势白皮书》.pdf

Smaato’s Global Trends in Mobile Programmatic 1H 2015 Copyright © 2015 Smaato Inc. Smaato’s Global Trends in Mobile Programmatic – 1H 2015 ° This report is a thorough examination of the billions upon billions of mobile ad impressions served on Smaato’s platform during the frst half of the year (January through June, 2015). Smaato serves up to 6 billion ads each day, across 600 million mobile users around the world each month. Smaato’s Global Trends in Mobile Programmatic is clearly worldwide in scope, and refects the detailed activity and trends that have developed over this period across our wide base of publishers, advertisers and users. Executive Summary: Key fndings 1. Larger ad sizes are surging in popularity in 2015, refecting strong growth in mobile web usage worldwide, especially in developing markets. 2. Speaking of that mobile web usage – it’s soaring. While apps still lead overall and spending is up in both areas, ad spending on the mobile web doubled in the past year to hit 38 percent of the market; while the percentage spent on apps dropped to 62 percent from 72 percent last year. Could Facebook and Twitter’s apps actually be reducing overall app usage? Since these apps increasingly feature posts with hyperlinks and allow articles to be opened via browsers as well, it could be that users are being directed to mobile websites in hoards - rather than being kept within the app ecosystem. 3. Android is continuing to expand and grow, and is even taking share from iOS on the Smaato Exchange - but iOS remains more proftable overall. 4. While