The amount of players in the mobile real-time bidding (RTB) space has increased significantly in the past year, and spend has more than doubled as a result.
There was 270% more mobile RTB supply in Q3 2014 compared to the previous year, while demand was up 574%. Global spend on mobile RTB inventory increased by 140% year-over-year. That’s according to new data from Smaato, a mobile RTB exchange, and its Q3 2014 Global Mobile RTB Insights report.
The vast majority of that spend continues to come from the U.S., which accounted for 61% of the money flowing through Smaato's exchange last quarter. The UK was second with 8% and Canada was third with 3%.
Although it accounted for nearly two-thirds of the spend, the U.S. accounted for one-third (34%) of the volume, or 87 billion impressions. The 87 billion impressions served in the U.S. in Q3 2014 were 371% more than Q3 2013. India housed the second most mobile RTB inventory in Q3 at 10%, while the UK dished 3% of all global mobile RTB impressions last quarter.
The entertainment industry accounted for 25% of the spend on Smaato’s exchange last quarter and was the highest-spending vertical. Consumer Packaged Goods (CPG) companies accounted for 22% of the spend, down slightly from the 25% it accounted for in Q2. The Automotive category accounted for 6% of the spend on the Smaato exchange last quarter after previously not making a “blip” in previous reports, Smaato notes.
“Whether it’s CPG or Automotive, this many categories vying for the top spot serves as proof that brand spending on mobile RTB advertising is here to stay,” stated Ragnar Kruse, CEO of Smaato.
Smaato also notes that marketers spent 264% more on Rich Media ads in Q3 2014 compared to Q3 2013. Spend on image-based ads grew 77% year-over-year. This is in line with a recent report from mobile ad exchange Nexage, which said that Rich Media ad units have seen a 216% growth in supply year-over-year.
In-app ads now account for two-thirds (65%) of the ads on the Smaato exchange versus mobile Web ads. Smaato says app ads have widened their lead over mobile Web ads by 61% year-over-year, so the gap could continue to widen even more.
The full Smaato Q3 2014 report can be found here.