MoPub's Marketplace Report covers mobile programmatic trends. The Q4 2014 edition includes: --Brand spend --Growth in ad prices --Interactive formats perform better

2. MOBILE ADVERTISING
MARKETPLACE REPORT
Q4 2014
2

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About the report
• The Mobile Advertising: Marketplace Report provides market data from real-time bidded auctions for mobile ad
impressions, aggregated from mobile applications, advertisers, and demand side platforms on MoPub
Marketplace, one of the world’s leading advertising exchanges for mobile apps.
• MoPub Marketplace is a real-time bidding exchange for mobile ads, where advertisers, agencies and their trading
desks, and demand side platforms can bid on ad inventory from thousands of mobile application publishers in an
efficient, real-time market. MoPub Marketplace data is representative of over 170 billion monthly ad requests,
more than 1 billion unique devices, and 140+ demand-side platforms.
• The data reflected here is solely representative of exchange-traded media on MoPub Marketplace and does not
include any ad network or ad network mediation data.
• The information contained herein is based on internal data and data from a third-party that we do not control, so
could be subject to errors and omissions.
• Questions, comments, or data inquiries about this report can be sent to MoPub-datareports@twitter.com
© MoPub, Inc. 2015. All Rights Reserved.
Twitter, Inc., MoPub, Inc, the Twitter logo and MoPub logo are trademarks or registered trademarks of Twitter, Inc. and MoPub, Inc.
respectively. All other trademarks and logos are the property of their respective owners. This data is provided for information purposes only
and while efforts are made to ensure accuracy, errors may arise.

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Summary Highlights
• Brand Spend: Brands arrive on mobile programmatic in a big way, place
majority of spend leading up to holidays
• Growth in Ad Prices: Mobile publisher eCPMs see steady increases,
indicating advertisers are finding increasing value in mobile app inventory
• Interactive Formats Perform Better: Video and Rich Media formats help
publishers monetize inventory at the highest rates

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Brand spend arrives on mobile, overtaking
performance in week leading up to holidays
Brands have recognized the value of reaching users on mobile and have continued to spend more through this
medium. In contrast to 2013 when brand spend hovered closer to 20%, it accounted for the majority of spend for
parts of December leading up to the holidays.
*Brand spend measured based on spend from top 25 adomains
0%
20%
40%
60%
80%
D
ec.4
–
10
D
ec.11
–
17
D
ec.18
–
24
D
ec.4
–
10
D
ec.11
–
17
D
ec.18
–
24
Brand
Performance
Brand vs. Performance Spend
2013
Brand vs. Performance Spend
2014
PercentageofAdSpendonMoPub

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Publishers saw more diverse spend in Q4 with brands
outspending performance advertisers in top games like
Trivia Crack, #1 overall in Apple App Store
Performance
46% Brand
54%
Etermax’s Trivia Crack, the #1 overall app in the Apple App Store, saw the majority of their ad impressions paid for by
brands throughout December. During the week leading up to Dec. 25, brands significantly outspent performance buyers.
Etermax % of Revenue: Brand vs. Performance
December 2014
Etermax % of Revenue: Brand vs. Performance
December 18-24 2014
%ofRevenue
0%
10%
20%
30%
40%
50%
60%
70%
80%
Dec. 18 Dec. 19 Dec. 20 Dec. 21 Dec. 22 Dec. 23 Dec. 24
Performance
Brand
72% 75% 69% 64% 68% 70% 69%
28% 25% 31% 36% 32% 30% 31%

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Ad pricing continues to grow, indicating advertisers are
finding increasing value in mobile app inventory
The MoPub Marketplace saw considerable year-over-year percentage gains in eCPM, signaling YoY strength in the
mobile advertising economy.
Q4
2013
2014
Q4 Monthly eCPMs 2013 – 2014
+14.7%
$
$$
$$$

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Publishers achieve better monetization through
interactive ad formats
Rich media and video formats are helping publishers monetize inventory at higher rates. Publishers who introduced
Native ads in Q4 2014 also cited an ability to increase ad revenue while maintaining customer satisfaction.
Q4 14 eCPM
Non-Video
Video
Interstitial Q4 eCPM: Video vs. Non-Video
Q4 14 eCPM
Non-MRAID
MRAID
Banner Q4 eCPM: MRAID vs. Non-MRAID
+33.4% +29.5%
$
$$
$$$
$
$$
$$$
$$$$

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Gaming outperforms other top categories in eCPM and CTR
Gaming leads the pack in terms of both eCPM and CTR performance across top mobile app categories. Entertainment and
sports round out the top three for eCPM while entertainment and utilities rank second and third for CTR, respectively.
Social Networking
Entertainment
Gaming
Sports
Lifestyle
Health & Fitness
Utilities
News
eCPM by Category Q4 2014
Social Networking
Entertainment
Gaming
Sports
Lifestyle
Health & Fitness
Utilities
News
CTR by Category Q4 2014
$ $$ $$$ $$$$ % %% %%% %%%%

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About MoPub
MoPub is one of the world’s leading ad servers for mobile application publishers, designed to drive more ad
revenue through a single solution. We offer a sophisticated, full-featured monetization platform for mobile app
publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad network mediation
into one, easy-to-use platform. Our real-time bidding exchange, MoPub Marketplace, gives app publishers the
power and flexibility to customize their monetization strategy for their business goals.
MoPub was acquired by Twitter, Inc. in 2013.
For more information, please visit www.mopub.com and follow MoPub on Twitter at www.twitter.com/mopub.
For specific data inquiries, email mopub-datareports@twitter.com.