Smaato’s H2 2018 Report Sees Massive Mobile Ad Request Growth in Asia Pacific

February, 28/2019 - 03:55
Smaato’s H2 2018 Report Sees Massive Mobile Ad Request Growth in Asia Pacific

Asia Pacific Leads Across the Globe With a 44% Growth in Ad Requests


SINGAPORE - Media OutReach -28 February 2019 - Smaato, the leading global real-time advertising platform for mobilepublishers and app developers, today announced results from its Global Trendsin Mobile Advertising H2 2018 report. The report reveals important programmaticinsights into in-app growth, post-GDPR pricing, advertiser spending, mobilevideo, holiday spending, and advertising fraud. These key insights will helppublishers and advertisers guide their decision-making in 2019 and beyond.

Mostimportant for the in-app advertising industry, Smaato reported significantgrowth across all key advertising metrics, including ad request volume andeCPMs. As advertisers direct more money into mobile advertising and consumerscontinue to adopt smartphones around the world, demand and supply bothincreased year-over-year, indicating a healthy mobile ad market.

  • Smaato experienced a 32% increase in eCPMs globally when comparing H2 2018 to H2 2017
  • Smaato experienced a 27% increase in mobile ad requests globally when comparing H2 2018 to H2 2017

The companyreported phenomenal growth in several specific countries.


Ad Request Growth on the Smaato Platform

APAC -- 44% Growth

EMEA -- 23% Growth

Americas -- 23% Growth

India -- 425%

Spain -- 152%

USA -- 170%

South Korea -- 177%

Netherlands -- 87%

Colombia -- 150%

Thailand -- 77%

France -- 82%

Argentina -- 141%

Japan -- 53%

UK -- 70%

Mexico -- 83%

Vietnam -- 50%

Italy -- 61%

Brazil -- 54%

The highestgrowth region across all metrics was APAC. India stood out from the pack with a425% growth in mobile ad requests. This was more than twice the growth rate ofthe fastest growing markets in EMEA and the Americas, which were led by Spainat 152% and the USA at 170% respectively. India's meteoric ad request growth ischaracteristic of an emerging mobile market in which the number of mobiledevice owners, their time spent on mobile, and overall app downloads all risequickly.

Asia Pacificalso saw significant eCPM growth in addition to ad request growth.

The top five countries in the region interms of eCPM growth were:

1.   Singapore-154%

2.   Japan -- 125%

3.   Australia --111%

4.   Hong Kong --99%

5.   Indonesia --96%

In looking closer at the Americas, eCPMs increased in the USA by 79% andin Canada by 70%. In EMEA, the top eCPM growth rates were posted by Switzerlandat 92% and the UK at 66%.


Alex Khan, Managing Director, APAC at Smaato explains, "The impressive adrequest and eCPM growth in APAC are driven by app developers finding new waysto better monetize their content even as consumers are spending more time onapps. Advertisers from all verticals are realizing that apps are whereconsumers are -- and they are directing more funds into this channel."


He adds, "With app usage increasing across the region, there will also bemore monetization opportunities for mobile publishers."


"As longtime partners of mobile app developers around the world, we arethrilled to find such impressive growth across both supply and pricing metrics,indicating what we've known for many years -- that both consumers andadvertisers are embracing mobile worldwide," said Arndt Groth, President atSmaato. "Our H2 2018 mobile advertising report provides a variety of insightsthat support the continued interest in the mobile advertising market, as wellas record-breaking growth in key categories."

Smaato's H2 2018 Global Trends in Mobile Advertising report delivers anumber of additional insights:


  • EEA inventory grows in value post-GDPR
  • Retailers outspend all other mobile advertisers
  • Rewarded video drives video ad spending growth
  • Cyber Monday and Singles' Day set mobile records
  • Apps are less prone to fraud than mobile web


To learn more, download Smaato's H2 2018 Global Trends in Mobile Advertisingreport here.

About Smaato

Smaato is the leading global real-time mobile advertising platform,connecting 10,000+ advertisers -- including 91 of the Top 100 Ad Age brands --with over 90,000 app developers and mobile web publishers. Smaato manages up to20 billion mobile ad impressions daily and reaches over one billion uniquemobile users monthly. Founded in 2005 by mobile pioneers Ragnar Kruse and PetraVorsteher, Smaato has global headquarters in San Francisco, California, withadditional offices in Berlin, Hamburg, New York City, Shanghai, and Singapore.Learn more at