Since the first 2 quarters of 2013 have become a clear proof of the fact, that the niche remains trendy and continuously improves its profitability levels, the 2nd half of the year looks very promising as well. According to Epom Data Center research, in particular, the dynamics will certainly remain positive, with the major swell being expected for the holiday season.
Pricing Fluctuations
Naturally, the tracked waves in pricing in Q2-Q4, 2012, e.g. the increase of in-app inventory value for about 40% (Android) and 52% (iOS), couldn’t but be followed by a relative drop-down in 1Q, 2013 for around 24-25%, after the previous holiday season had ended.
Yet, the 2nd half of 2013 is foreseen to reach and even overtake the last-year achievements. In particular, according to Epom Data Center surveys, the probable raise in the price of mobile ad inventory will gain the value of Q4, 2012 in Q3, 2013. As for the upcoming holidays in Q4, 2013, the forecasted increase can be estimated at about 17% in comparison to those of 2012 (Q4).
iOS vs. Android Ad Inventory Value
Similarly to 2012, the predicted value of ad inventory for Android and iOS will grow with the remaining correlation, that is, iOS still obtains the higher position in the pricing aspect.
As for internal competition between iOS devices, iPads are currently getting into the limelight, with the tablet-specific ad inventory being generally more demanded on the market.
Geography is Decisive
Whereas the dynamics in geographical differences in inventory pricing is foreseen to remain more or less the same, the pricing waves will vary, as Epom Data Center research displays.
In this respect, the highest value is, naturally, attributed to Western Europe & North America regions, with the predicted 4Q swell in ad inventory value being estimated at approximately 5,12% (if compared to 4Q, 2012).
As for Eastern Europe, which is commonly recognized as one of the fast-developing regions, the surveys allow expecting the growth of ad inventory value on mobile for about 10 – 10,3% (comparison to 4Q, 2012).
Being yet at the bottom of mobile inventory pricing rates, Africa & Middle East are forecasted to display approximate 14, 4% increase of their value (in comparison to 2012, 4Q), since mobile device consumption is likely to will have grown continuously by the end of the year.
