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Mobile programmatic spends grow by 140% in Q3 2014

Mobile programmatic spending has grown by over 140 per cent from quarter three 2014. Real-time bidding (RTB) has made inroads into emerging countries such as China, India, Indonesia, Malaysia and Thailand with China leading the growth in APAC.

This was revealed in the RTB Insights Q3 2014 Report released by global mobile real-time bidding ad exchange Smaato.

According to eMarketer, last year global mobile ad spending increased 105 per cent to total $17.96 billion. In 2014, mobile is on pace to rise another 75.1 per cent to $31 billion, accounting for nearly one-quarter of total digital ad spend worldwide. Mobile programmatic spending is projected to surpass desktop programmatic advertising spend next year according to the growth recorded and projections by eMarketer.

While the mature advertising markets of US, Canada and UK contributed to 72 per cent of the total RTB ad spend, emerging markets were also seen picking up pace in RTB adoption in mobile advertising. Massive growth was seen in the number of RTB impressions and RTB advertising spends in countries such as China, India, Thailand, Malaysia and Indonesia in the APAC region. In APAC, Thailand saw the biggest increase in number of RTB impressions at 313 per cent, while Indonesia had the biggest increase in RTB spend at 1809 per cent. There were 2000 new mobile publishers on the ad exchange platform.

The consumer products and goods (CPG) category continued to dominate with 22 per cent of the advertising spend in Q3 2014. Among the upcoming publisher category to watch in the year to come was automotive with six per cent of the advertising spend in Q3 2014.

“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,” said Ragnar Kruse, CEO of Smaato.

“Our Q3 data quantifies the trend in mobile ad spend soaring worldwide. The most successful advertisers are proving to be those who can harness and deploy ad spending data, whether it’s targeting certain categories or regions,” Kruse added.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.