|By PR Newswire||
|February 25, 2014 10:00 AM EST||
- Responses from global advertising agency trading desks suggest buyers will double their spend on mobile this year
- 95% of agency trading desks have, or intend to, purchase mobile inventory via private marketplaces in 2014
- 90% of agency trading desks use demand-side platforms to buy inventory, compared with 49% in last year's survey
BARCELONA, Spain, Feb. 25, 2014 /PRNewswire/ -- Rubicon Project, which operates one of the industry's largest real-time trading platforms for digital advertising, reveals research into the global mobile advertising market conducted in January and February, 2014. Representing the views of some of the leading agency trading desks around the world, the second annual Rubicon Project Mobile Buyer Survey 2014 and infographic are published today.
The research reveals that whilst investment in mobile advertising represented an average of 7% of total agency trading desk spend in 2013, agency buyers anticipate it will more than double to account for 16% of total ad spend in 2014. In addition, 95% of the buyers surveyed intend to purchase, or have already purchased, inventory via mobile private marketplaces in 2014.
Agency trading desk buyers expect mobile spending will be split across in-app inventory (36%), mobile-optimised sites (31%) and standard web formats delivered to tablet devices (33%) in 2014. Standard advertising formats are most in demand followed by rich media and expandable formats, then video formats.
When asked how they buy mobile inventory, 90% said they use demand side platforms (DSPs) compared with just 49% of respondents when Rubicon Project surveyed the market this time last year. 38% said they use ad networks (up from 30% in 2013), and 36% buy directly from the publisher (up from 22% in 2013).
In terms of the metrics buyers use to measure mobile campaigns, cost per action (CPA) or cost per install (CPI) metrics were most popular (69%), alongside clickthrough rates (CTR - also 69%). However, slightly more than a quarter (26%) optimise for reach.
Jay Stevens, General Manager, International, Rubicon Project, explains, "The Rubicon Project Mobile Buyer Survey offers a valuable, up-to-date overview of the state of mobile advertising. Mobile buyers have told us they plan to double their spend in 2014 when compared to the survey results from 2013. Additionally, we're seeing increasingly sophisticated methods of buying with most buyers surveyed establishing private marketplaces, or planning to do so, and many using data in their campaigns."
Josh Wexler, Head of Buyer Cloud, Rubicon Project continues, "We've seen a big step up in mobile buying around the world. 59% of the agency trading desks we spoke to are seeing demand for rich media in mobile and 54% for mobile video. Added to this, a quarter of buyers are measuring their campaigns by reach, rather than DR metrics, all of which point to an increase in brand spend via mobile advertising."
The infographic, Mobile Advertising Automation in 2014, the Buyer View is available to view at: http://bit.ly/mwc-mobile-research.
The accompanying research report, Rubicon Project Mobile Buyer Survey 2014, can be downloaded at http://go.rubiconproject.com/MWCResearchReport.html (registration required)
Rubicon Project is exhibiting at Mobile World Congress in Hall 8.0 at stand 8.1C10 and will present findings from the research on Wednesday 26th February in the Advertising Automation Theatre.
About Rubicon Project
Rubicon Project pioneered advertising automation and is now doing for advertising what companies like NASDAQ did for stock trading. The company's automated advertising platform is used by more than 500 of the world's premium publishers and applications to transact with over 100,000 advertising brands globally.
A company driven by innovation, Rubicon Project has engineered the Advertising Automation Cloud, one of the largest real-time cloud and Big Data computing systems, processing trillions of transactions within milliseconds each month. According to comScore Jan 2014, Rubicon Project reaches 96 percent of U.S. Internet users per month and is ranked #1 in reach.
Headquartered in Los Angeles, Rubicon Project has ten offices across the globe including New York, San Francisco, Paris, Hamburg, Sydney, London and Tokyo.
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Jul. 30, 2016 05:15 AM EDT Reads: 2,700
"We host and fully manage cloud data services, whether we store, the data, move the data, or run analytics on the data," stated Kamal Shannak, Senior Development Manager, Cloud Data Services, IBM, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 30, 2016 05:15 AM EDT Reads: 1,459
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...
Jul. 30, 2016 04:45 AM EDT Reads: 1,462
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
Jul. 30, 2016 04:00 AM EDT Reads: 2,121
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develo...
Jul. 30, 2016 03:00 AM EDT Reads: 1,642
SYS-CON Events announced today that MangoApps will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device.
Jul. 30, 2016 02:45 AM EDT Reads: 1,488
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, explained how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
Jul. 30, 2016 02:15 AM EDT Reads: 1,186
“delaPlex Software provides software outsourcing services. We have a hybrid model where we have onshore developers and project managers that we can place anywhere in the U.S. or in Europe,” explained Manish Sachdeva, CEO at delaPlex Software, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 30, 2016 02:00 AM EDT Reads: 1,688
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor – all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
Jul. 30, 2016 12:30 AM EDT Reads: 2,345
Predictive analytics tools monitor, report, and troubleshoot in order to make proactive decisions about the health, performance, and utilization of storage. Most enterprises combine cloud and on-premise storage, resulting in blended environments of physical, virtual, cloud, and other platforms, which justifies more sophisticated storage analytics. In his session at 18th Cloud Expo, Peter McCallum, Vice President of Datacenter Solutions at FalconStor, discussed using predictive analytics to mon...
Jul. 30, 2016 12:30 AM EDT Reads: 2,132
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
Jul. 29, 2016 10:15 PM EDT Reads: 2,079
SYS-CON Events announced today that Isomorphic Software will exhibit at DevOps Summit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Isomorphic Software provides the SmartClient HTML5/AJAX platform, the most advanced technology for building rich, cutting-edge enterprise web applications for desktop and mobile. SmartClient combines the productivity and performance of traditional desktop software with the simp...
Jul. 29, 2016 10:00 PM EDT Reads: 1,292
"When you think about the data center today, there's constant evolution, The evolution of the data center and the needs of the consumer of technology change, and they change constantly," stated Matt Kalmenson, VP of Sales, Service and Cloud Providers at Veeam Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 29, 2016 09:45 PM EDT Reads: 1,505
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Jul. 29, 2016 08:00 PM EDT Reads: 2,749
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
Jul. 29, 2016 07:45 PM EDT Reads: 1,192