In its new report, based on worldwide data sampled from SMX activity in Q2 2014, Smaato found that RTB spend grew 69% in Q2 2014, compared to Q1 2014.
Smaato, a global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), released its global mobile RTB Insights Report for Q2 2014 on August 26. This quarter also saw a 456% increase in mobile RTB spending over the same quarter last year.
The report is an in-depth analysis of worldwide exchange data, auctions, bids and impressions across Smaato’s SMX platform. It highlights the continued growth of mobile RTB in 2014 and the growing importance of data in mobile advertising across all regions.
“Brands are embracing RTB as a source for premium inventory,” said Smaato CEO Ragnar Kruse. “With programmatic advertising spend from new sectors like CPG and regions like China rapidly increasing, mobile ad spend is seeing a phenomenal growth, and that growth trend will continue in the foreseeable future.”
Smaato’s SMX platform serves 90 billion+ ad impressions per month to 450M+ unique visitors in US, EMEA and APAC regions.
Additional findings from the quarterly report include:
The top publisher content category most in demand by advertisers
While entertainment and media remain one of the top advertising categories, with 24% of the overall revenue share, the food and retail category grew from 8% in Q1 2014 to 25% in Q2, overtaking entertainment and media as the top category with the highest spend from advertisers. A similar up-and-comer was found in China, where RTB spend grew more than any other individual region.
Compared to Q1 2014, RTB ad spend in China rose by 616% in Q2 2014. While the United States still reigns supreme with 65% of the global RTB spend coming from the nation, other emerging countries like Indonesia, Switzerland, France, Argentina and Thailand are following in China’s footsteps with very significant quarter-to-quarter jumps, proving that RTB advertising spend is growing fast worldwide.
