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New digital ad formats have become ubiquitous: Study

Highlights
  • Top 25 global brands spent 112% in Q2 2015 vs Q2 2014
  • The rise in the new ad formats led to an increase in price as the competition grew

New ad formats on digital such as video, interstitials and native have become ubiquitous, a MoPub Twitter report highlighted. While banner ads continue to dominate app monetisation strategies, the number of publishers who adopted the newer formats grew significantly in Q2 2015, compared to the same quarter last year.

Programmatic spend increased substantially globally as the top 25 brands spent 112 per cent more in Q2 2015 versus the same period a year ago.

With the ad format evolution, the demand side partners have followed suit and were quick to integrate, adopt, and spend.

With the rise in the new ad formats, there was an increase in price as the competition grew. As buyers got on to the bandwagon, eCPMs saw an increase year-over-year by 31 per cent in video, 46 per cent in interstitial, and 40 per cent in native.

The report highlighted that programmatic became more personal as direct relationships helped publishers and demand partners maximise the benefits of programmatic through private marketplaces.

The publishers who directly executed deals through private marketplaces witnessed an increase in revenue by 93 per cent in Q2 compared to others.

On the buy side, one demand partner gained exclusive access to premium inventory, according to the report. This helped them achieve click-through rates which were 2.9 times higher than the open marketplace while decreasing cost per click by 44 per cent.

Another finding of the report was that passing precise user location helped publishers to monetise. There was an increase in eCPMs by eight per cent when top publishers passed on precise location, with the user’s permission as it helped personalise ad requests. This also helped publishers open themselves to more buyers and campaigns that take place exclusively on inventory passing location.

 

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.
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