Mobile spend rockets as overall investment in programmatic space increases 52% in a year, report finds

Rich media and mobile programmatic spend has rocketed amid an overall spend increase of 52 per cent year-on-year for the second quarter of 2014, according to a report.

Adform’s RTB Trend Report Europe found that for Q2 2014, rich media spend through programmatic was up by 559 per cent compared to Q2 2013, while smartphone spend increased by 894 per cent and tablet by 973 per cent.

Programmatic ad spend targeting tablets (13.75 per cent) is now higher than that of smartphones (11.94 per cent) while spending on desktop has decreased from 91.8 per cent in Q2 2013 to 74.31 per cent.

According to Adform, the figures indicated the “continued mainstreaming of programmatic trading”.

Martin Stockfleth Larsen, CMO of Adform, said: “Programmatic is truly mainstream in many parts of Europe, and is on its way to be the dominant form of acquiring inventory for digital campaigns.

“The rise of programmatic private marketplaces is great news and indicates that both publishers and advertisers look for premium programmatic solutions. And clearly, the greater volumes of rich media banners are attracting brand marketers throughout the region, which is another growth driver.”

The report found that trading in programmatic marketplaces increased “substantially” and now accounts for 27 per cent of programmatic ad spend, with CPMs in private marketplaces 250-300 per cent higher than those in open markets.

The report follows a study by AOL-acquired programmatic video platform Adap.tv, which predicted “all but a few” cross-media buys will be programmatic by 2015.

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