Automakers and hypermarkets accelerate the development of mobile programmatic

Electronic sales made from laptops are declining, while sales via mobile devices are becoming the most convenient form of shopping for the consumer. The volume of programmatic ads targeted to smartphones is growing, which also confirms this trend.


The growth of mobile advertising, carried out both by programmatic direct and through real-time bidding - RTB, is stimulated by two major players. According to the IAB (Interactive Advertising Bureau), the display programmatic market was 10.1 billion dollars in 2014, which represents 20% of the 49.5 billion dollars spent on online advertising in general in the previous year.
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The most recent data from NinthDecimal shows that in the first quarter of 2015, advertisers bought 11.5 times more impressions through mobile programmatic, compared with the last quarter of 2014. Overall, this reflects a 36% increase in programmatic costs in 2015 compared with the previous one.

Speaking in more detail about mobile programmatic drivers, one can identify two categories in the market that make a significant contribution to the development of this type of advertising.

Automakers and hypermarkets accelerate the development of mobile programmatic

At the end of 2014, motor transport and the hypermarket industry became the two largest buyers of mobile programmatic. At the beginning of 2015, the largest volume of purchases was made by tech companies and producers of consumer goods, which accounted for 92% of all purchases in the first quarter of this year.

In addition, there are interesting demographic trends among advertisers who are buying programmatic ads. Technology lovers, film fans, fitness fans and parents of schoolchildren are the most frequently used target audience. Moreover, advertisers actively target advertising to groups of people with different income levels and national affiliation.

According to the NinthDecimal index, mobile advertising contributed to an increase in the number of visits to stores by 75% among shoppers who looked at advertising.

Mobile devices are becoming ubiquitous, and ads placed on smartphones are becoming an increasingly effective way to attract customers to stores.

For buyers, searching and choosing a product on mobile devices even before coming to the store is becoming more convenient and familiar.

The reason for the transition to mobile advertising for automakers and hypermarkets, as well as for most advertisers, is the advantage of speed, flexibility and audience targeting , ”said David Staas, president of NinthDecimal.

Brands and agencies all their life create strategies to attract customers to the store. Mobile advertising accelerates these processes, because it can reach the buyer "on the go."



BYYD • Mobile Advertising Platform