Europe’s digital advertising community has significantly increased its investment in programmatic mobile marketing, with a near three times (275 per cent) spike in mobile RTB (real-time bidding) spend in Q1 2013 following a series of major smartphone launches, according to ad tech platform Adform.
The figures published in the firm’s Q1 RTB Trend Report also emphasise the growing uptake of programmatic advertising across all devices, with a 66 per cent increase in RTB spend by advertisers in March 2013 alone.
Furthermlore, where CPM (cost per mille) rates for programmatically traded inventory peaked during the 2012 Christmas holiday season and dropped as consumer shopping declined in January, the trend was reversed in February and, by March, CPMs reached an all-time high.
Elsewhere, the report also found that advertisers are expanding not only the devices they run programmatic advertising campaigns over, but also the type of ad formats they use. While the standard, rectangular ‘article banner’ accounted for 43 per cent of European advertisers’ overall spend, Adform’s data revealed that newer and larger formats are proving more popular with consumers.
In line with this, European advertisers spent three times more quarter-on-quarter on the largest programmatic ad format available, the Megaboard, which delivered a three times better click-through rate (CTR) than the article banner.
Additionally, analysis of the data also showed that RTB impressions that are above the fold, which require minimum scrolling from the consumer, continued to perform two times better than those below it, yet still only earn a 22 per cent increase in price.
Martin Stockfleth Larsen, CMO, Adform, commented: “RTB spend has continued to increase as the industry realises the benefits of automated campaigns for reaching and engaging with the most relevant audiences. Coupled with the accessibility of the technology, the availability of more premium inventory and the increasing number of rich media formats in the programmatic arsenal, advertisers now not only have the option to run RTB performance campaigns where direct response is the main goal but also RTB brand campaigns where they can build brand awareness with relevant audiences.
“The industry has now also made the success of these campaigns measurable by offering new metrics– visibility time, engagement time and engagement rate – signalling a new way for brand advertisers to connect with consumers and analyse the ROI of brand campaigns.”
To view the report in full, please click here.