Based on aggregate data from across our network, we took a look at the economics behind the mobile ads ecosystem in a study: The Mobile Buyer & Seller Relationship. The study looks at mobile advertising from both a buyer and seller perspective, focusing on the types of content that are driving the most mobile web and app traffic, where advertisers are focusing their budgets, and the intersection of the two.
Here are a few highlights from the research:
- Mobile application inventory is highly concentrated: On mobile applications, ad impressions and spend are highly concentrated around games, which account for 46% of total ad spend.
- Advertisers are embracing mobile applications: We're seeing all types of advertisers embrace advertising on mobile applications, with Media & Entertainment and Technology advertisers leading the way. These types of advertisers account for nearly half of all impressions and spend on mobile applications.
- Advertiser spending on mobile web is closely tied to relevant content: Unlike mobile applications, on mobile web, advertisers are predominantly focusing their spend on ad inventory that closely relates to their products or services.
- Spending on mobile web is evenly distributed amongst advertisers: The top ﬁve spending advertiser categories on mobile web accounted for 12-16% of total web impressions each.