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
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
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.