ADOTAS – Nexage released its quarterly analytics report today on the state of the mobile ad industry. It takes a hard look at early 2013 to see if the strong growth from 2012 is carrying over. More importantly, it digs into why certain sites and apps are out-performing others based on their audience and first-party data they are providing.
- The bounce-back: Mobile advertising spend bounced back to a growth trajectory in January 2013, a full four months faster than in 2012 when it didn’t occur until May. (The bounce-back is based on when spending returns to pre-holiday levels and begins growing again.) Nexage sees this signaling a more stable, predictable spend and a strong 2013.
- The third screen strategy plays out at the Super Bowl: There was a 180% lift in spend on Super Bowl Sunday as brands more aggressively executed third screen strategies. The 180% lift compares with an 18% lift for the 2012 Super Bowl.
- Web and app both producing value: Contrary to the conventional wisdom that apps out-perform the mobile web, the analysis shows that mobile websites and apps are both found in Nexage’s high performance quadrant. This shows that from an ad revenue standpoint, publishers have equal opportunity to deliver results whether they employ responsive display, HTML 5 or “appify” their content.
- iOS still commands a premium: iOS commands a 118% premium over Android, with iOS logging 3x more applications in the high performance quadrant than Android. Even for publishers that have both iOS and Android applications, iOS still commanded a premium—albeit a less significant one at 62%. This smaller margin seems to show that buyers see less of a difference between iOS and Android when users were accessing identical content.
- Location continues to drive a CPM premium: Location, both GPS-derived lat/long and broader location parameters like zip, continues to deliver a premium even after the holiday campaigns tapered off.
To access the full report, click here (registration is required).