The market for real-time bidding (RTB) may be a nascent one, but many experts believe RTB will have a significant impact on the ways marketers buy media and the ecosystem of companies in the space is growing rapidly as evidenced by our new Real Time Bidding (RTB) Buyer's Guide.
Although much of the RTB action has been in the display market thus far, the amount of RTB video inventory available is growing too and is expected to account for nearly a quarter (22%) of online video spend in 2013.
Last week, we released a new Real Time Bidding (RTB) Buyer's Guide and an infographic on the RTB ecosystem. Though only a small percentage of marketers take advantage of this area of marketing, those who do are finding it to be one of the most efficient ways to reach customers across multiple touch points through a single campaign.
As there is still some confusion around this area, we reached out to four marketers deeply entrenched in RTB to find out what they think of it, the advantage of making it part of your spend and how it will affect the future of marketing.
The amount of pre-roll video advertising inventory available for real-time bidding grew by 14% per month in Q2, topping 29.9m streams per day in July according to data from TubeMogul.
As a result of the increase in ad space CPMs declined to £4.97 in Q2 from £6.47 in Q1.
The growth of the RTB video market is a trend identified in our new Real-Time Bidding Buyer’s Guide. In the US alone, RTB will account for around 15% of online video spend in 2012 and is forecast to account for 22% in 2013.
The increase in spending is partly attributed to the fact that the capabilities around audience buying and creative optimisation are a natural fit for video advertising.
The benefits of real-time bidding (RTB) are obvious – it allows advertisers to set the price they are willing to pay to target specific users.
However it still only accounted for around 10% of overall UK display advertising in 2011, suggesting that marketers still need to be convinced of the benefits of switching their budgets to RTB.
The most frequent criticisms are that it is too complicated, results in inflated prices and is really just a way for publishers to sell off unwanted ad space.
However data included in our new Real-Time Bidding Buyer's Guide shows that digital marketers using RTB find it to be the most efficient way of reaching consumers across multiple channels via a single campaign.
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
If there was any doubt that Facebook is going to be putting the peddle to the metal on its monetization efforts now that it's a publicly-traded company, those doubts are apparently going to be eliminated very quickly.
That's because reports have surfaced indicating that the world's largest social network is on the brink of launching a real-time ad exchange dubbed Facebook Exchange.
It has been nearly three years since Google acquired Doubleclick for $3.1bn and despite the fact that Google's largest cash cow is still far and away AdWords, the search behemoth has quietly built up a very strong presence in the display advertising market.
If the numbers from Doubleclick's ad exchange are any indication, that presence will only be getting stronger.
As more and more marketing dollars flow to digital, marketers are increasingly active in multiple online channels, including search, display and social. Yet making sense of how they all relate to one another, and optimizing marketing spend across all of these channels, still often poses significant challenges.
Last week, marketing provider SearchIgnite launched a new solution designed to break down the silos that keep marketers from managing multiple channels.