In a scenario where advertising budgets are getting tighter and tighter real-time bidding is getting more favour from the advertisers when opting for online display ads. It is a growing trend worldwide; however a recent survey by Rubicon Project, an online advertising company, shows that in Australia maximum number of marketers and advertisers are opting for RTB. A report by eMarketers said that “in Australia, some of the biggest industries have caught on with the trend and are upping their RTB spend at a pace well above overall display ad spending growth rates.”
In fact RTB is seen as so lucrative in the country that even globally losing segment like News, saw an increased RTB spend of around 30 percent. Globally the spend in this segment has gone down by 45 percent. Rubicon Project tracked activity on its real-time trading platform in Q3 to measure RTB spend in select industries in Australia, Canada, France, Germany, the US and the UK.
In Australia, art and entertainment segment (one of the top 10 online advertising categories) showed the highest increase in spend for RTB. It grew by 146 percent, which was followed by the travel and tourism segment at 115 percent. Automotive, always a high-spend industry and the third-biggest RTB industry in Australia, increased its spending by 97 percent during the period. According to eMarketer this points to the fact that these two industries in Australia are opting for more focused approach, and want to reach their target audience faster than what blanket advertising will allow them. Thus they are also spending less on blanket advertising as compared to RTB.
According to eMarketer, individual advertisers are making some of the biggest pushes into RTB spend. In the companies in personal finance, business and auto sectors remained the top RTB advertisers. For instance Gumtree, the online classified company made the highest RTB investment and increased its spend by 7,732 percent within the quarter to rise to fifth position from the bottom 200 RTB advertisers. It shows that individual players are betting big on RTB to get them the desired results. Tiger Airways also made huge investments in RTB, which it grew by 2,213 percent to be one of the top ten spenders in RTB. Meanwhile the two leading financial institutions in Australia Commonwealth Bank of Australia and ING Direct, which are number 1 and number 3 spenders in RTB have spent comparatively less in RTB in q3, which shows that the erstwhile heavy spenders in RTB are balancing out their advertising investments in the country.