RTB adspend takes off in Europe
Adspend via real-time bidding (RTB) more than tripled in Europe last year and recorded growth of 32% in the fourth quarter alone, new data has shown.
According to the Adform RTB Trend Report Europe Q4 2013, RTB spending increased 366% in 2013 while mobile and tablet inventory grew at 518%, a development that Adform, the Danish digital advertising company, described as “astounding”.
As reported by Campaign, this category of inventory accounted for more than 13% of all RTB impressions in Europe in December 2013, up from 2.65% in January 2013, and Adform expected mobile RTB to account for about 20% of all impressions in Q1 2014.
Even more significant, Adform stated, is growing evidence of a shift in programmatic campaign types – it identified a trend for the platform to be used increasingly for personalised and awareness-raising campaigns rather than just for performance and retargeting.
The report also found that programmatic ad trading generated record levels of CPMs (cost per thousand impressions) for publishers, who witnessed CPM growth of 15% from Q3 to Q4 2013 and an increase of 67% for the whole year.
“Higher CPMs will attract more publishers to participate in the real-time markets,” the report suggested.
Turning to screen dimensions, the report noted that the 300 x 250-sized banner ad remained the most popular format while the 728 x 90 top banner, or leaderboard, was ranked second.
Adform said it was a “shame” that too many advertisers continued to rely on the 300 x 250 format for mobile ads, a situation which it described as “less than ideal”.
Data sourced from Adform, Campaign; additional content by Warc staff