The Economics of Mobile Ad Spend 2013 - 2016: Global Inventory, Media Billings and Business Operations

NEW YORK, Oct. 30, 2013 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

The Economics of Mobile Ad Spend 2013 – 2016: Global Inventory, Media Billings and Business Operations

http://www.reportlinker.com/p01859473/The-Economics-of-Mobile-Ad-Spend-2013-–-2016-Global-Inventory-Media-Billings-and-Business-Operations.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Online_Advertising

The report, The Economics of Mobile Ad Spend 2013 – 2016: Global Inventory, Media Billings and Business Operations, presents a detailed accounting of global sales by territory, including the U.S., Europe, AsiaPac, Africa and Latin America, calculated against inventory requests, formats, pricing by region, fill rates, CTRs and eCPMs.

CPM inventory, performance-driven media conversion rates, served and data-enhanced impressions are fueling business operations yielding strong sector net revenue growth across technology solution categories including ad networks, ad serving platforms, audience profiling specialists, exchanges and programmatic trading environments.

Overall sector margins average 34.6% and result in aggregate net topline revenues exceeding $2.26 billion in 2013, and forecast to achieve 50.2% growth in 2014.

Each sub segment of the mobile ad solutions ecosystem is analyzed through 2016, post publisher payouts, when applicable.

Ad networks typically report topline as media spend pre publisher and 3rd party data partner payouts, taken at the COGS line.

Ad serving and technology platform topline revenue not associated with representing or filling impression requests are paid against volume CPM pricing, licensing, or both.

This research report's sweeping data, analytics and forecasts are enhanced and further contextualized by thorough, inventory and business operations-focused Q & A's conducted with a diverse, veteran and talented group of digital executives directing the industry's leading network, technology platform, data solution and audience profiling providers.

Impression pricing by format, geography, network, exchange, ad serving platform and data provider is included. Duplicated inventory and spend is identified by analyzing exchanges connected to multiple demand sources.

In addition, this research report details the rapid evolution of company positioning and technology capabilities innovation, geographic expansion, business model progression, R & D initiatives and more.

TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1

eCPMs Average $1.14 in 2013 across all Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments 3

Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013 3

Mobile Ad Networks, Serving Platforms, Data Providers, Exchanges, RTBs and Marketing Platforms Have Diverse Participation Models 3

Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth 6

CAGR Analysis: 2009 - 2016 6

Mobile Ad Clearing Ecosystem CAGR Analysis by Segment: 2009 - 2016 7

Global Mobile Ad Network Filled Impressions by Geography: 2010 - 2013 8

Mobile Advertising Platforms and Inventory: Terms and Definitions 9

Global Mobile Audience, Ad Spend and Company Positioning Fundamentals 13Mobile advertising and consumer behavior 13Ad network market positioning 13CAGR Analysis: 2009 - 2016 13Exchanges and auctions 14SSPs (aggregated publisher inventory sources) 14DSPs (aggregated sources of inventory demand) 14RTBs/Programmatic trading 15Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013 16Sources of inventory/impression requests 17eCPM Market Value by Geography: 2013 18Filled Mobile Impressions by Geography: 2013 18Sources of demand 19Ad serving platforms 19Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend 20Mobile ad formats 21Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Impression Billing Models and Formats 2013 22In-app inventory and media spend dynamics 24Mobile web inventory and media spend dynamics 24Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics 25Mobile audience and campaign data analytics: Location 25Ad networks, platforms, auctions, exchanges, ad serving business operations 26Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016 27Pricing and eCPMs 27Mobile Advertising Networks: Ranked by 2013 Media Spend 30R & D investment 31Headcount/hiring/staff 32

SECTION ONE 33

Global Mobile Ad Network Spend to Reach $5.3 Billion in 2013 33Mobile Ad Network Filled Inventory and Media Spend Analysis: 2010 - 2013 33Global Mobile Ad Network Media Spend on Pace to Climb 52% in 2014 35Mobile Ad Networks and Direct Publisher Sales Comparisons: 2009 -2016 36CAGR Comparison: Mobile Ad Networks vs. Publisher Direct Sales 2009 - 2016 36eCPMs Average $1.14 in 2013 Across All Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments 39eCPM Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013 39Four Trillion Inventory Requests Filled in 2013, with An Average eCPM of $1.33 41Mobile Ad Network Inventory, Fill Rates and Media Spend: 2009 - 2013 42Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2009 44Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2010 46Filled Mobile Exchange Inventory Averages $0.64 eCPMs in 2013 48Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013 48The Impact of Inventory Data: Audience Profiles, Predictive and Real-Time Impression Analytics Boost Ad Network eCPMs in 2013 49Global Mobile Ad Clearing eCPM Analysis by Market Position: 2011 - 2013 50Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2011 54Global Mobile Ad Network Media Spend at $1.8 Billion in 2011 55Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2011 56Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012 57Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012 59Global Mobile Ad Networks Clear $2.7 Billion in 2012 60Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2012 61Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013 62Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013 64Mobile Ad Networks and Direct Publisher Sales Result in A $7.5 Billion Global Market in 2013 65Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2013 66

SECTION TWO 67

The Mobile Media Ad Clearing and Serving Business: The Economics of Making Money 67Global Mobile Media Spend: 2009 - 2016 67Mobile Ad Networks and Clearing Solutions Continue to Evolve Core Competencies and Business Models 69Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Market Position Analysis: 2013/2014 70Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs 73Mobile Advertising Networks, Networks W/Exchange Capability 2013/2014 75Mobile Exchanges, Auctions, RTBs, Ad Serving and Data Analytics 2013/2014 76Mobile Ad Networks, Tech Platforms, Ad Servers, Auctions, Exchanges and RTBs: Inventory Availability, Trafficking, Requests: 2009 - 2013 79Global Mobile Fill Rates Improve in 2013: Marketers Respond to More Sophisticated Format, Publisher, OS, Geography, Billing Model and Audience Profiling Data 80Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates 2011 - 2013 81Inventory Conversion: Turning Technology and Media Operations into Topline Revenue 83Mobile Advertising Networks, Platforms, Auctions and Exchanges: Revenue Share Models/Margin/Participation Analysis: 2013/2014 84Mobile Ad Clearing, Trafficking, Data, Exchange, RTB, DSP Market Worth $2.2 Billion in 2013 Net Revenue 86Global Mobile Media Spend and Ad Ecosystem Solution Marginal Performance Analysis: 2009 - 2016 87Mobile Ecosystem Net Revenue: 2009 - 2016 89Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth 92CAGR Analysis: 2009 - 2016 92Mobile Advertising Networks: Ranked by 2013 Media Spend 4Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend 95Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Net Revenue 2009 - 2016 96Mobile Ad Network Net Revenue: 2009 - 2016 97Mobile Advertising Networks: Net Revenue 2009 - 2016 100Mobile Ad Exchange/RTB/Auction Net Revenue: 2009 - 2016 101Mobile Auctions, Exchanges, Platforms and RTBs: Net Revenue 2009 - 2016 105Mobile Ad Networks Capture 81.5% of Ecosystem Revenue in 2013, Net of Publisher Payouts 106Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016 106Mobile Ecosystem Revenue Driven by Ad Networks with Exchange and Programmatic Trading Capabilities 109Mobile Ad Network W/Exchange/RTB/Auction Net Revenue: 2009 - 2016 109Mobile Advertising Networks W/Exchanges, Platforms, Auctions and RTBs: Net Revenue 2009 - 2016 111

SECTION THREE 112

Global Mobile Media Ad Spend by Region 112Mobile Ad Network Media Spend by Region: 2010 - 2013 113Global Mobile Ad Network Filled Impressions by Region: 2010 - 2013 114European Markets Consistently Produce the Globe's Highest eCPMs 116eCPMs by Region: 2010 - 2013 116Filled Mobile Impressions by Geography: 2010 118eCPM Market Value by Geography: 2010 118Mobile Advertising Network Filled Impressions by Geographic Region: 2010 121eCPM Market Value by Geography: 2011 123Filled Mobile Impressions by Geography: 2011 123Mobile Advertising Network Filled Impressions by Geographic Region: 2011 125Filled Mobile Impressions by Geography: 2012 127eCPM Market Value by Geography: 2012 127Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2012 129eCPM Market Value by Geography: 2013 131Filled Mobile Impressions by Geography: 2013 131Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2013 133

SECTION FOUR 135

Industry Briefings and Executive Forum: Q & A's 135ADCOLONY 135ADFONIC 143ADITIC (a division of Sofialys) 148ADMODA/ADULTMODA 153AMOBEE 163BUZZCITY 170CASEE (owned by Velti) 180INMOBI 183JUMPTAP 191KOMLI MOBILE 197MADHOUSE 201MEDIALETS 206MOBCLIX (owned by Velti) 210MOBILE POSSE 213MOJIVA 217NDN (News Distribution Network) 224NEXAGE 229OPERA MEDIAWORKS 234RHYTHM NEWMEDIA 243SMAATO 248TAPJOY 254TREMOR VIDEO 257TRUMPIA 263VERVE MOBILE 265VOLTARI 269xAd, Inc. 274

To order this report: The Economics of Mobile Ad Spend 2013 – 2016: Global Inventory, Media Billings and Business Operations http://www.reportlinker.com/p01859473/The-Economics-of-Mobile-Ad-Spend-2013-–-2016-Global-Inventory-Media-Billings-and-Business-Operations.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Online_Advertising

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