Global Mobile Ad Networks and Platforms 2012 – 2014

  • May 2012
  • -
  • AccuStream Research
  • -
  • 138 pages

Global mobile advertising networks, ad serving platforms, auctions, exchanges, mediation environments and RTBs are primed to clear $5 billion in 2012 media spend, 70% of the market’s total worth. This comprehensive sector analytics report presents a meticulous valuation of the global market by territory, including the U.S., Europe, Asia, Africa and Latin America, by network and platform calculated against in app and mobile web requests, fill rates, billed impressions, CTRs, pricing (CPC, CPM, CPD, CPI and eCPM equivalents) and revenue share models. This is a high-end research report designed for investors, media planners, agencies, networks, brands, technology and telecom firms. It builds the market methodically, analyzing inventory by network and platform across all related geographies. Media spend is reckoned after agency fees. Net revenues accruing to networks are tallied post publisher payout. Extensive data drives media spend estimates by region, format type and network is included. The report has three integrated sections: Inventory and media spend analytics, mobile ad network and platform revenue share with business operations analysis plus contextually relevant Q & A’s with the sector’s leading participants. Filled impressions are forecast to reach 4.6 trillion units in 2012 (excluding inventory sold directly), an increase of 118% over 2011. Billed impressions are estimated at 1.8 trillion units, a 100% expansion over 2011. Global media spend cleared through ad networks and platforms, including inventory sold directly by publishers is forecast at $7.13 billion, an 87.4% uptick over 2011. eCPMs are averaging $2.83 on a global basis, 3.9% lower than 2011. Pricing declines in some Asian markets (including China and India) reflect a surge in requests. Mobile ad networks and platforms are forecast to produce $1.6 billion in net revenue (post publisher payout) in 2012, an increase of 101% over 2011. Revenue share and media spend forecasts are carried out through 2014. These mobile market positions, on average, capture about 30% - 32% of total media spend.

Table Of Contents

TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1

Global Mobile Media Spend Forecast at $7.13 billion in 2012 1
Global Mobile Media Spend: 2010 - 2012 1
Inventory clearing trend indicators flashing green 1
Filled and Billed Impressions Analysis: 2010 - 2012 2
Global Mobile Billed Impressions: Ad Networks, Platforms, Auctions, Exchanges: 2010 - 2012 3
eCPMs Vary by Region, Publisher Brand 4
eCPM Comparables by Region: 2010 - 2012 4
Mobile Ad Network and Platform Net Revenue: Growth Rates 2009 - 2012 6

GLOSSARY of TERMS 7

SECTION ONE 9

Mobile Ad Network, Ad Serving Platform, Auction, Exchange and Mediation Sector Overview 9
Global Mobile Advertising Markets in Motion: Total Inventory, Filled Impressions, Billed Impressions and Media Spend are Climbing 9
Inventory Clearing Trend Indicators Flashing Green: Triple-Digit Request, Fill Rate Growth 9
Filled and Billed Impression Analysis: 2010 - 2012 10
Global Mobile Inventory Clearing Overview: Market Drivers and Media Spend Dynamics 10
Ad Networks, Ad Serving Platforms, Auctions and Exchanges: Media Clearing Obliges Publishers Take an All-Inclusive Approach 11
Regional Media Clearing Contours and Contrasts: U.S. and Western Europe are Market Growth Leaders 12
Global Mobile Billed Advertising Impressions by Region: 2010 - 2012 13
Global Mobile Media Spend Forecast at $7.13 Billion in 2012 15
Mobile Ad Network Billed/Paid Inventory and Media Spend Analysis Summary: 2010 - 2012 15
The U.S. Leads All Markets in Billed Impressions 17
Global Mobile Billed Impressions by Region: 2010 - 2012 17
Mobile Ad Network, Ad Serving Platform, Exchange, Auction and RTB Media Spend by Region: 2010 - 2012 19
Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2010 20
Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2011 22
Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2012 24
eCPMs Vary by Region, Publisher, and Brand 26
eCPMs by Region: 2010 - 2012 27
eCPM Sample Pricing Conversion Grid 28

SECTION TWO 29

Mobile Ad Networks, Auctions, Platforms, Exchanges and RTBs: Inventory Trends, Growth Drivers and Metrics 29
Mobile Ad Inventory is Expanding at Double and Triple Digit Rates, and Being Efficiently Managed at Scale through Interlocking Networks of Media Clearing Specialists, SSP and DSP Solutions 29
Global Mobile Ad Network Requests are Forecast at 5.7 Trillion in 2012 30
Mobile Inventory Requests: Global Available Ad Network/Platform Impressions 2009 - 2012 31
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Inventory Analysis 2009 - 2012 32
Fill Rates are Forecast to Improve to 80% in 2012 34
Mobile Advertising Networks: Fill Rates and Filled Inventory 2011 - 2012 37
Fill Rates Steadily Improve: 2009 - 2012 39
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Fill Rates 2010 - 2012 39
Media Spend Through Ad Networks, Platforms, Auctions and Exchanges Forecast at $5 Billion Globally in 2012 41
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend 2009 - 2012 43
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend Ranking 2009 - 2012 45

SECTION THREE 47

Mobile Ad Network Market Positions are Diverse, With Sophisticated Ad Ingest, Clearing, Serving, Tracking, Handset, Os and Audience Targeting Technologies 47
Mobile Ad Networks are Sophisticated Audience Targeting Vehicles 47
Mobile Advertising Networks: Market Position Analysis: 2012 48
Mobile Advertising Networks: Inventory and Platform Billing Models 2012 49
Mobile Advertising Networks, Platforms, Auctions and Exchanges: Revenue Share/Participation Analysis: 2011-2012 51
Mobile Advertising Networks, Platforms, Auctions Exchanges and RTB: Billing Models and Formats Supported 2012 54
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Reach 2009 - 2012 56
Mobile Ad Networks, Platforms, Ad Serving Solutions, Auctions, Exchanges and RTB Solutions are Forecast to Capture $1.6 Billion in 2012 Net Revenue 58
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2014 59
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2012 65

SECTION FOUR 67

Q and A’s 67
ADFONIC 67
ADITIC (a division of Sofialys) 73
ADMARVEL (a unit of Opera Software) 77
ADMODA/ADULTMODA 84
AMOBEE 87
BUZZ CITY 92
CASEE 98
INMOBI 100
JUMPTAP 106
MADHOUSE 110
MADVERTISE 115
MOBCLIX (a Velti company) 118
MOBGOLD 121
MOJIVA 125
NEXAGE 130
TREMOR VIDEO (formerly Transpera) 135
xAD, INC 138

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