Programmatic advertising: sellers against buyers. Who is more interested in mobile?

Marketers, being buyers of advertising, are now extremely interested in mobile, but a recent study by eMarketer shows that mobile sellers are ahead of the rest when it comes to the proliferation and adoption of mobile technologies. No matter which side has an advantage, we are sure of one thing: the volume of inventory and advertising costs in it are growing at a tremendous pace.

According to the Advertiser Perceptions study, published in January 2015, the mobile occupies about 40% of the total programmatic inventory from US advertising companies. And this figure is higher than the other two channels presented in the study, by 6 percent or more.

Cost-to-inventory ratio in programmatic advertising on media channels, USA, January 2015
% of respondents

However, buyers exhibit different behaviors. In this group, display advertising is still in the lead, occupying 41% of all budgets in programmatic, versus 28% of inventory held by sellers. Mobile took 30% - 1% ahead of the video.

A study published in March 2015 by Pulse Point shows explosive growth in mobile inventory and global spending on one part programmatic: RTB advertising.

Growth of mobile and desktop RTB inventory in the world, by region, for 2-4 quarters of 2014
% increase compared with previous quarter on show, PulsePoint
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The highest inventory growth rates were in Asia: mobile RTB growth for the quarter was close to 192% in 4Q 2014, compared with 82.6% on the desktop.

In the same period, in Europe, mobile RTB grew by 177.4%, in North America by 150.4% in the last quarter of last year, and the desktop figures were 85.0% and 56.6%, respectively. Looking at the figures for the previous quarters, you can be sure that growth will not slow down in the near future, as the growth of mobile RTB inventory from quarter to quarter accelerated throughout the year.

The cost of mobile RTB advertising shows even more impressive growth in all areas.

Growth of expenses for mobile and desktop RTB in the world, by region, for 2-4 quarters of 2014.
% increase compared with the previous quarter on the PulsePoint platform

In both Asia and Europe, mobile spending on RTB deployments skyrocketed by 330% in 4Q 2014, and in North America this value is almost 300%. As well as in the situation with the inventory, the growth rates of expenditures on mobile advertising were close to desktop at the beginning of the year, but then rapidly grew from quarter to quarter.

eMarketer predicts that this year will be a turning point especially for the programmatic market in the United States, as advertiser spending on mobile programmatic will bypass the desktop and will take 56.2% of the total share of expenses on digital programmatic advertising. And next year this figure will increase to almost 70%.



BYYD • Mobile Advertising Platform