According to a Q1 2012 survey from media-buying firm Accordant Media, tablet and mobile RTB volume worldwide more than doubled vs. the prior quarter, with tablet volume up 472%.
Though tablet RTB inventory is growing, smartphones continue to garner the greatest share of RTB impressions. According to MoPub, a mobile monetization platform, this is especially true of the mobile app RTB ecosystem.
In reviewing more than 15 billion monthly impressions served in the US, Europe, Asia and Latin America across the company’s mobile ad exchange from April to June 2012, MoPub found iPhone and Android smartphones accounted for the greatest share of RTB mobile app auction volume.
Share of Auction Volume for Mobile Real-Time Bidding (RTB) Ads Auctioned by MoPub, by OS/Device, April-June 2012 (% of total) iOS impressions were the most sought after across the MoPub Marketplace, the company’s mobile app ad exchange, and they were also the most valued among bidders. Though the average iOS eCPM—defined by the firm as the effective CPM an advertiser is willing to pay to reach an audience—declined slightly from $0.91 to $0.80 from April to June, it was still nearly double that of Android-based inventory.
As eMarketer reported, the study also found eCPM variance by inventory vertical. Advertisers were willing to pay more for business and lifestyle-labeled ad inventory versus other categories such as health and fitness and entertainment. The eCPM for the majority of industries was in the $0.70 to $0.80 range.
The study also found eCPM variance by inventory vertical. Advertisers were willing to pay more for business and lifestyle-labeled ad inventory versus other categories such as health and fitness and entertainment. The eCPM for the majority of industries was in the $0.70 to $0.80 range.
