Holiday Ad Spend Via Mobile RTB Led By Branding

Editor's note: This article initially reported that "brand spend" in the report did not include DR. The article has been updated to reflect that "brand spend" in this case could include DR.

It should come as no surprise that marketers spent 80% more on mobile real-time bidding (RTB) campaigns during the holiday season. What could be surprising is how that money was spent.

According to mobile ad exchange Nexage, brand spend increased 153% during the holiday season and accounted for an impressive 70% of total spend on the exchange at one point. Money spent on performance marketing accounted for 30% of total spend during the holiday period, which began the week prior to Black Friday and continued until after Christmas.

This shift in spend could be attributed to the fact that retailers and brands were attempting to drive consumers to stores during the holiday period, where Nexage says "per customer spend is higher than online."

Local and hyperlocal campaign spend during the holiday season supports this theory. Local campaign spend -- which Nexage defines as targeting a Zip code or a city -- grew by 433%. Hyperlocal campaigns -- targeting based off lat/long coordinates -- grew by 142%.

In the long run, Nexage does not believe the increased brand spend over the holiday season will be viewed as a "blip or an exception." Instead, the company believes "it is a kick-start to a significant shift in ad spend."
Recommend (3)
1 comment about "Holiday Ad Spend Via Mobile RTB Led By Branding".
  1. Anni Paul from BoscoSystems , February 9, 2014 at 8:21 p.m.
    Just happy the discussion (or "debate") is taking place. We're looking at the future of mobile advertising here and more companies need to follow the lead and pace set by Facebook, Airpush, and other social/advertising companies smart enough to focus on RTB today. Those that wait will have to play catch-up. And they may end up too far behind to ever really matter.