Rubicon Project, the leading advertising automation company, today revealed an infographic providing an overview of the European market for mobile real-time bidding (RTB). Representing the views of leading agency trading desks across Europe, the infographic is based on the results of a survey carried out in January 2013, providing a benchmark for the growth and development of mobile automated trading over the coming year.
Key statistics in the Rubicon Project Mobile RTB Infographic include:
- Mobile represented less than 5% of spend for 83% of agency trading desks in 2012, however 57% predicted mobile spend would be 5-10% in 2013, and 17% said it would be between 10-20%
- In terms of how agencies are currently accessing mobile inventory, 22% said ‘directly through publishers’, 30% through mobile ad networks, and the most, 49% through mobile demand side platforms (DSPs), agencies’ access point for buying through RTB
- The most common partners agency trading desks are currently working to buy mobile ads include AdMob and Invite Media (both owned by Google) and StrikeAd
- The top challenges agencies are facing when buying mobile inventory include targeting (21%), quality of inventory (20%) and technology (15%)
- In terms of the types of mobile inventory agencies will be buying in 2013, these are evenly split between in-app and mobile optimised site ads (32% each) and tablet (standard web) ads at 35%
- The most in demand mobile ad formats were found to be 300×250 (35%), 320×50 (24%) and 300×50 (16%)
Jay Stevens, SVP and General Manager, Rubicon Project International, explains, “The Rubicon Project Mobile RTB infographic provides a useful insight into the state of mobile RTB across Europe and its potential growth and development this year from the buyers’ perspective. It also accompanies the roll out of our Mobile Project, which aims to do for mobile advertising what Rubicon Project has achieved for the desktop display market: bringing greater efficiency and driving higher yields for publishers and making quality inventory easily accessible at scale for the buy side.”
REVV, Rubicon’ Project’s advertising automation platform, is used by more than 500 of the world’s top publishers – including Time Inc., the Wall Street Journal, News International and The Tribune Company – to transact business with more than 100,000 advertisers across a massive marketplace that powers more than two trillion annual impressions. Rubicon Project’s mobile offering includes a proprietary mobile ad-server, delivering impressions across iOS, Android, Blackberry and Windows devices seamlessly, which allows publishers to more effectively directly sell their mobile web and in-app ad inventory. In addition, ad buyers have a single point of access to the largest independent marketplace of quality comScore 500 display and mobile inventory. The Rubicon Project entered the mobile market in 2012 following the acquisition of Mobsmith, a leading mobile advertising technology start-up.
Josh Wexler, General Manager Mobile, Rubicon Project continues, “Consumers are increasingly turning to their smartphones and tablets to access content instead of the PCs and laptops, and the revenue potential for mobile advertising, especially mobile RTB, continues to accelerate.”
About The Rubicon Project
The Rubicon Project® is the leading technology company automating the buying and selling of advertising globally. REVV®, the industry’s largest independent technology platform is used by more than 500 of the world’s premium publishers to transact with more than 100,000 advertisers. REVV’s automation technologies and optimisation algorithms allow buyers and sellers to conduct their business at global scale in a brand-safe marketplace where billions of transactions occur every single day. To learn more, visit www.rubiconproject.com.
SOURCE Rubicon Project