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.
Disruptive technological advancements in display advertising have opened a wealth of options for marketers. They can optimise as never before by running personalized, cost-effective, scalable campaigns, in real time.
In the fast-paced world of online advertising, enhanced targeting can generate real time decision making and thus create performance uplift.
Making sense of this real time revolution is a formidable task. My goal in this series is to help marketers put things in place while offering practical advice. In part one, I discussed real time bidding (RTB).
Now, part two is dedicated to dynamic creative.
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.
The hot potato in display advertising right now is definitely real-time bidding, something that goes for both the supply side and the demand side of the now famous display eco landscape originally created by LumaPartners.
But to the wider digital marketer, the term “real time bidding” can perhaps be somewhat misconstrued.
Digital media doesn’t need to be traded based on a auction and for this reason, the term 'automated trading' is becoming increasingly popular instead and something we are beginning to use more readily when communicating the benefits to agencies, advertisers and publishers.
Though real time bidding (RTB) has been around for a few years now, it has so far failed to revolutionise the industry as predicted when it first emerged.
Statistics vary, but overall RTB made up about 10% of the overall UK display advertising in 2011.
While this is predicted to grow rapidly during 2012, there is a feeling that ad exchanges still need to convince marketers of the benefits of investing in RTB.
On the face of it, the positives are obvious: it allows advertisers to set the price they are willing to pay to target specific users.
The real time revolution in online display advertising is here and it's disrupting the industry. Data-driven performance display ad solutions are pushing the envelope. No wonder that display is growing faster than any other marketing channel, including search.
What's making this possible is the growing use of massive data volume (also called big data) to optimise and personalise campaigns in real time.
Advertisers’ data is now being intertwined with display ad management - they are finally coming together, after years of running untargeted campaigns that resulted in many wasted banners.
I promise to dive deep into big data in a future post (meanwhile, you can read about how best to use first party data in my previous post). Today, the spotlight is on real time.
I have been asked and am happy to give my opinion on real-time bidding (RTB) and branding.
The underlying question for me is more about the definition of 'display
media for branding'.
We are testing and running
branding campaigns depending on clients’ wishes, but there is still lots to
learn about what is possible and what makes sense for our clients.
For a DR (direct response) campaign we have clear KPIs, such as CPA targets,
driving revenue or just simply CTR. However, you could argue that branding is more about an advertiser being seen on a certain publisher or in an
environment of a specific audience.
Traditionally, branding used to be measured through surveys valuing
the impact of online display, TV or outdoor.