Fyber, a leading technology company creating solutions for smarter ad monetization, unveiled the results of a global survey conducted among media agencies and brands regarding attitudes and plans for mobile ad campaigns. Overall, both groups consider mobile to be the most effective channel to reach and engage users, with mobile in-app inventory delivering the best results across multiple metrics, including ROI.

“Mobile devices are the consumer’s primary means of accessing the Internet, and close to 90% of time on mobile is spent in apps, so it’s no surprise that interest for mobile in-app inventory is growing. Now that the channel has seen better targeting capabilities, compounded by the higher ROI and engagement levels, media buyers are regarding in-app inventory as a key conduit to their target audience,” said Yoni Argaman, SVP for Marketing and Corporate Strategy at Fyber.

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Gaming apps are seen as particularly solid investments, with 60% of respondents citing scale and reach, and 59% citing high user engagement as reasons for investing. 78% said they’ve already advertised in gaming, but that number is growing: 91% of agencies and 87% of brands say they plan on more investment. Playable, video, and opt-in ads are viewed as the most effective in-app ad format.

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Despite higher engagement rate and ROI of in-app, mobile web still gets a bigger share of the US buyers’ budgets (47% mobile web vs. 29% in-app). This is likely to change, however, as 82% of US-based brands have asked agencies to start buying in-app inventory specifically vs. mobile in general.

Fyber is a global technology company, developing a next generation monetization platform for mobile publishers. Fyber combines proprietary technologies and expertise in mediation, RTB, video and audience segmentation to create holistic solutions that shape the future of the app economy. Fyber merged its three acquisitions: Heyzap, Inneractive and Fyber RTB (formerly, Falk Realtime) to operate under a single brand. Fyber’s monetization SDK is directly integrated into over 10,000 mobile apps and the Fyber group reaches over 1.2 billion unique monthly users. Fyber has six global offices in San Francisco, New York, London, Berlin, Tel Aviv and Beijing. It is publicly traded on the Frankfurt Stock Exchange under the symbol FBEN.

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