Premium mobile ad marketplace Nexage has released its latest Mobile Insights report, showing that mobile developers using its technology saw their revenues grow 165 per cent in 2014, significantly out-pacing the market.

The growth is around double the current market projects for mobile advertising revenues, and has been driving by the increasing rates of mobile consumption, and ever-developing targeting capabilities, according to the report.

The introduction of ID and location data by developers has increased demand from advertisers keen to enhance their targeting and campaign management abilities, with eCPMs for ID-enabled impressions earning a 67 per cent premium over impressions that offer no device ID.

The report also showed that brand buyers are keen to make use of location data, creating local and hyperlocal campaigns to drive up foot traffic to bricks-and-mortar locations. Impressions with latitude and longitude tracking enabled saw 131 per cent higher bid density premiums.

“Advertisers and agencies are adapting to a mobile-centric, app-centric world – where mobiles will soon exceed desktop in ad spend and 80 per cent of mobile traffic is app traffic,” said the report. “In other words, if advertisers are going to reach the mobile consumer, they will need to reach them through apps. This pragmatic view is coupled with greater familiarity and comfort in the performance of brand-safe app traffic sold on the Nexage Marketplace.”