Rich-Media Drives Mobile Ad Demand
Ads featuring video and rich media as well as location-based units are helping drive demand and increased value for mobile advertising. That’s according to a new report from mobile exchange Nexage analyzing trends and activity on its network in the second half of 2012.
The company reports a 24% monthly increase in ad spending from May to October in its real-time bidding (RTB) marketplace, which handles 20 billion impressions a month and boasts more than 200 buyers. Lifting spending are holiday season campaigns driving in-store sales as well as m-commerce.
Nexage points out that the increased buying activity comes from a broad base of sources, including DSPs, ad networks, app advertisers, online media companies and agencies.
Higher-value ad formats in particular are drawing buyers. Nexage noted a 30% per month increase in demand for location-enabled ads as marketers focus on local and hyper-local campaigns. Likewise, publishers using the exchange are seeing a 33% monthly rise in location-based impressions.
Separately, publishers are offering more rich media and video ad placements, capitalizing on growing adoption of smartphones and tablets, with the latter providing a more conducive platform for video ads. That push has helped to increase rich media and video ad impressions 19% per month, with those ad types now accounting for 26% of exchange traffic.
Growing use of both location-related and rich media units is also helping to boost ad pricing, with average eCPMs up 44% from the second quarter to the third quarter. Location-focused ads command premiums of two to five times average CPMs, while those for rich media/video ads are five to ten times higher, according to Nexage.
Mobile RTB made up 26% of all mobile ad spending, with that proportion doubling over the last six month on 37% monthly growth. RTB auctions increased 33%, while bids per auction were up 96% in the same period. Nexage expect more aggressive strategies from brands and publishers will lead to accelerating mobile ad growth next year.
Recent Online Media Daily Articles
-
New Stanford Initiative Helps Browser Developers Refine Cookie-Blocking June 19, 7:35 p.m.
Privacy advocates at Stanford on Tuesday unveiled a new initiative that could pave the way for ... -
Facebook Aims To Simplify Page Analytics June 19, 5:52 p.m.
In its latest step to simplify advertising and marketing on Facebook, the company on Wednesday announced ... -
Powley Tapped As iCrossing CEO June 19, 5:32 p.m.
Catching agency watchers off guard, Don Scales is stepping down as CEO of iCrossing, effective immediately.Stepping ... -
Twitter Gets Social With Viacom June 19, 5:21 p.m.
Twitter took another step Wednesday toward supporting television. The social-media company signed a partnership with Viacom ... -
Digital, Alternative Media Revs Forecast To Hit $436B By 2017 June 19, 3:01 p.m.
Various types of mobile marketing and advertising accounted for nine of the top 10 fastest-growing digital ... -
Acquisitions Flourish, Google To Seek Equity Firm To Further Deals June 19, 1:24 p.m.
Google is considering alliances with private-equity firms to help structure acquisition deals, but the tech company ... -
Millennial Expands Video Ad Options June 19, 11:44 a.m.
Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of ... -
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ...
Be the first to comment on "Rich-Media Drives Mobile Ad Demand"
Leave a Comment