Above: Global ad spend in Q2
Global mobile ad spending is growing rapidly around the world thanks to rapid mobile traffic growth in Asia and the Middle East. A new report shows that China and other emerging regions of the world are becoming major influencers of the global app economy.
AppFlood, a global mobile real-time bidding mobile ad network, reported that global mobile ad spending grew 48 percent from the first quarter to the second quarter. The Middle East accounted for 28 percent of global mobile traffic, while Asia made up 25 percent of the market that is measured by AppFlood, a division of PapayaMobile.
Asia and the Middle East together account for 53 percent of global mobile traffic and 47 percent of global app installs. North America was just 6 percent of global mobile traffic and 12 percent of installs, while Europe accounted for 18 percent of traffic and 19 percent of installs. Of course, AppFlood’s numbers are skewed because it doesn’t have much presence outside of the emerging regions.
In the second quarter, mobile traffic grew 56.5 percent over the third quarter of 2013, and traffic grew 95 percent in the second quarter from the first quarter. The average global mobile ad budget grew 19.1 percent. China’s biggest mobile ad spenders are advertisers who tout productivity apps. And China accounted for 60 percent of the global mobile ad spend in the second quarter.
"Our data finds that China and emerging regions are influencing the global app economy, with nearly half of all global installs coming from Asia and the Middle East," said Si Shen, co-founder and CEO of PapayaMobile. "Advertisers in China spent more than those in developed regions and invested their ad spend in emerging regions. We're seeing install rates rise in these regions, and we're thrilled to see this market continue to grow and mature."
Cost per install, or the cost of getting users to install an app, was 29 cents in the second quarter, compared to 30 cents in the first quarter.
Beijing-based PapayaMobile has 140 employees. AppFlood serves more than 145 million monthly active users and 100,000 daily installs. It connects advertisers with more than 1.5 billion impressions a month.
Above: AppFlood on mobile traffic growth in Q2 2014
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