Advertising marketplace Rubicon Project said it saw record-breaking video ad spend transacted on its mobile and desktop exchange in the days surrounding the 2016 U.S. Presidential election.
Rubicon attributes the spike to people turning to their mobile devices and laptops for real-time updates on the election returns. Election Day (Nov.8) represented the single-biggest day in terms of video spend in Rubicon’s history, with momentum into the day after, which marked the second largest day on record.
Consumption of mobile in-app video accounted for 85% of all mobile video spend on Rubicon Project’s exchange for Nov. 8 and Nov. 9.
“On one of the biggest advertising days of the year, people around the country turned to digital video to get their news and real-time content,” Harry Patz, chief revenue officer of Rubicon Project, told Real-Time Daily via email. “We’re continuing to see digital video proliferate as a format of choice as advertisers look for the highest quality and least intrusive formats to reach and engage their target audience.”
Rubicon Project announced during its Q3 2016 earnings call on Nov. 2 that the company is on track to hit more than $100 million in video advertising spend in 2017.