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Monetization and Programmatic Among Top Priorities for Developers and Publishers in 2015

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Millennial Media, the leading independent mobile ad marketplace, is releasing its State of the Apps 2015 Industry Snapshot, a report that explores the future and current state of the app economy. Through a survey of app developers and publishers worldwide, the report features insights into monetization and design trends, as well as developers’ goals and priorities for the coming year.

The resounding theme of this year’s findings is that app developers and publishers are planning to take their apps further: designing for multiple operating systems and devices, making inventory available on programmatic channels, and increasing their development of tablet apps.

Key findings in the report include:

  • Eighty-five percent of app developers and publishers monetize their apps and sites in some way, up 12 percentage points from the previous year. Of these respondents, 82 percent use advertising, compared to 73 percent last year. (Click to tweet)
  • Sixty-nine percent of app developers and publishers make their inventory available programmatically, resulting in an increase in revenue for most. (Click to tweet)
  • Thirty-three percent of app developers and publishers allow video ads to run in their apps, an increase of five percentage points from the previous year. Sixteen percent enable native ads. (Click to tweet)

“From new app creation to new hires, developers and publishers around the world are citing ‘more’ as their 2015 goal,” said Matt Gillis, President of Platform at Millennial Media. “Our developer and publisher partners are recognizing the vast opportunities in supporting additional ad formats – such as video and native – and making inventory available through programmatic channels. This growing and healthy state of the app economy means significant benefits for advertisers. Brand advertisers are enjoying the availability of more high-quality inventory, and Direct Response advertisers have the opportunity to bridge messages across channels while obtaining high-value users.”

The report showcases top app categories for 2014 as well as the categories developers and publishers have their sights set on for the coming year. The most popular app category is Games (86 percent), followed by Productivity & Tools (35 percent) and Music & Entertainment (19 percent). The largest growth in 2015 is expected to come from Role Play/Character/Adventure/Strategy Games (up 12 percentage points from last year) and Health & Fitness (up 7 percentage points).

To access the full report, click here: http://www.millennialmedia.com/mobile-intelligence/special-reports/.

Reporting Methodology

The insights here are based on a survey run by Millennial Media of application developers and publishers. The survey ran from September 1, 2014, through November 30, 2014. N=444.

About Millennial Media

Millennial Media (NYSE:MM) is the leading independent mobile marketplace, supporting the world’s top brands and mobile content providers. The company’s unique data and technology assets enable its clients to connect with their target audiences as they move across screens, media, and moments. Millennial Media drives meaningful results at scale through a diverse suite of products fueled by innovation and the industry’s smartest minds. For more information, visit www.millennialmedia.com.

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