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November 25, 2013

Mobile Advertises see Increases of RTB by advertisers this Holiday season

 source : via Rubicon Project by Jay Stevens

Mobile RTB is set to become mainstream this holiday season as Advertisers experiment with new ad formats including Real Time Bidding ( RTB). 

The use of real time bidding is likely to  show a healthy growth this Holiday season . Increased Mobile usage for shopping and ecommerce during the shopping season  is set to provide a major impetus to Mobile RTB providers , as they  are seeing increased demand from advertisers who want to supplement their traditional ad buys with targeted, location-based mobile RTB buys.

Data from Adfonic backs this up, as the company reported an important shift in the RTB space in October 2012: more mobile RTB requests than non-RTB requests. In September, 46% of requests on the Adfonic platform were for mobile RTB, rising to 60% in October.

Additionally that CTRs and eCPMs were much higher for RTB, compared to non-RTB metrics: 48% and 64% higher, respectively
Meanwhile Latin American ad network StartMeApp has launched its mobile RTB exchange, enabling advertisers, agencies and DSPs to buy and sell inventory in real-time auctions. StartMeApp is already working in 120 countries, dealing with advertisers including Coca Cola, Audi and Samsung, along with publishers like Rovio, Reuters and ESPN Mobile Aggregators like MoPub’s real-time bidding (RTB) exchange  is a marketplace for  for mobile ads which  gives app publishers the complete control to tweak their ads based on RTB .
According to the GSMA, just 20 per cent of the population of Latin America currently has a smartphone, so much of StartMeApp’s inventory is from carrier’s on-portal audiences and WAP sites, as well as mobile web and app traffic.