Global In-App Advertising Trends Q3 20191 Global In-App Advertising Trends This report offers key insights into the mobile in-app programmatic advertising landscape based on in-depth analysis of the ad requests, bids, and impressions on the Smaato platform. Please note that this report is a snapshot of trends across Smaatos global base of publishers, advertisers, and mobile app users from Q3 2019; specific data and observations may not be comparable with previous reports. In Q3 2019, the following in-app advertising trends were observed on the Smaato platform: Q3 2019 02 Spotlight on the Middle East and North Africa (MENA) Mobile ad spending is steadily increasing its share of total media ad spending in this region, as advertisers make the shift from more traditional channels. 01 Mobile In-App Ad Requests and Ad Prices on the Rise The third quarter of 2019 saw an increase in both ad requests and eCPMs across the regions, with growth reaching its peak in September.2 Global In-App Advertising Trends Q3 2019 05 Sports Apps Benefit From the Return of the Premier League and the NFL The start of a new sporting season in both the US and Europe led to impressive results for sports apps with ad requests and ad spending spiking on game days. 04 Gaming Apps Have Diverse Audiences and Advertisers Gender and generation vary significantly within the different mobile gaming genres. Q3 2019 data revealed that retail advertisers are recognizing the many benefits of advertising in mobile games. 03 Heatwaves and a Hurricane Cause Weather Apps to Surge Various weather events during the summer months caused a spike in both ad requests and ad spending on the Smaato platform.3 The third quarter of 2019 saw new record highs in app downloads and consumer spending globally. 1New sports seasons in the US and Europe, as well as significant weather patterns in different parts of the world, also helped drive an increase in ad requests in sports and weather apps specifically. As advertisers continue to invest more in in-app advertising, competition to reach users globally resulted in higher eCPMs in almost all markets. Some of the most notable eCPM growth rates could be seen in emerging markets like Brazil and India, whereas the saturated markets saw a somewhat slower growth but steady increases nonetheless. Mobile In-App Ad Requests and Ad Prices on the Rise 01 Mobile eCPM Growth by Region and Top Countries Q3 2019 vs. Q3 2018 Sources: 1App Annie, October 2019 72 %111 %40 %66 %29 %23 %35 %24 %13 %22 %15 %12 %APAC Americas EMEA India Brazil France Malaysia Chile Turkey South Korea Mexico Germany Singapore Canada Spain Source: Smaato Publisher Platform (SPX)