RTBによるimpression buyが30％近く上昇している Index Platform調べ
Index Platform ( www.indexssp.com ), a global sell-side platform by Casale Media ( www.casalemedia.com ), today released a report titled, Index Quarterly Report, which found significant growth in real-time bidding (RTB) activity on its platform. According to the report, the overall number of impressions bought via RTB on its platform increased 28% between the first and second quarters in 2012, further proving that the RTB model is one of the most powerful media trading vehicles.
The findings also reveal that in Q2, 57% of companies using RTB were major national brands, including Fortune 100 companies, who are the top advertisers in the space. Internet brands were the second largest spenders making up 29% of overall share in Q2. Looking at quarterly growth, local advertisers showed the strongest increase in RTB spend by 49%.
Additionally, the platform’s average CPM clearing price increased by 7.8%. Twenty six out of forty industry categories showed positive CPM growth between Q1 and Q2 and fourteen of those saw more than 10% price growth with the following industries showing the highest increase: Movies (122% growth), Gaming (94%), Web Applications (75%), Utilities (70%) and Consumer Electronics (63%).
“After taking a deep look into the underlying activity within Index Platform, it’s apparent that the RTB model is quickly maturing,” said Andrew Casale, VP of Strategy at Casale Media. “We’re pleased to see the benefits of RTB backed up by market data, with more and more buyers and sellers coming on board. Our goal is to continue to educate the industry on this rapidly growing buying model, and we’re looking forward to seeing how it evolves over the next few quarters.”
Additional key findings include:
— 80% of all advertiser sectors increased the number of impressions
bought via RTB.
— Sites not offering transparency only generated 56% of the bid density
occurring on transparent sites.
— The top five spending demand-side platforms (DSP) across the
marketplace accounted for 78% of all won impressions.
— More than 99% of RTB impressions are delivered as standard banners;
rich media ad formats showed a 53% growth.
Issue 1 of the Index Quarterly Report, spans data collected over the first two quarters of 2012 across all Index Platform-powered exchanges in North America, disclosing hard facts emerging from actual data harvested from RTB activity on the platform. To download the full report, please visit: http://indexssp.com/index-quarterly-report/issue-1/ .
About Index Platform Index Platform is a global digital advertising technology provider offering enterprise grade solutions, intelligence and support for publishers to maximize advertiser demand for their cross channel media. Through the Index Platform exchange or a publisher’s own private marketplace, publishers receive fully transparent real-time bidding (RTB) management technology and access to premium demand. Its parent company, Casale Media, continues to establish a strong presence in digital advertising, working directly with premium media organizations, while focusing on brand-safety and control for advertisers and publishers. Headquartered in New York and Toronto, the award-winning company is guided by its dedication to need-based development and a quality-focused culture.
