Specifically, Smaato saw its total ad spend split between 62 per cent on apps and 38 per cent on the mobile web. So the mobile web is still pretty far behind, but it’s doing better than it was in 2014, when the breakdown was 72 per cent apps versus 28 per cent mobile web.
Total ad spend on the mobile web is up 101 per cent year-over-year. The volume of mobile web ad impressions has also doubled, and now accounts for 41 per cent of Smaato’s total supply.
Here’s one possible reason for the growth: the fact that users are following article links in social apps, leading to browser-based reading even if it’s within the Facebook or Twitter app.
“The shift to mobile began with the mobile web — and then apps took over,” said Smaato CEO Ragnar Kruse in the press release announcing the report. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web.”
Smaato’s Global Trends in Mobile Programmatic report is based on data from the company’s ad impressions — it serves 6bn ads every day, reaching 600m users each month.
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