eMarketer expects increases in US real-time bidding (RTB) digital display ad spending—which includes all display formats served to all devices—to remain impressive over the next several years, with annual double-digit gains driving the total to $12.02 billion in 2018, up from $4.86 billion this year.
Mobile is playing a huge role in this growth. According to figures released in April 2014 by Smaato, global mobile RTB spending on the firm’s mobile-dedicated RTB-enabled ad exchange SMX platform exploded between Q1 2013 and Q1 2014—jumping 459% year over year. The source predicted that 2014 would see even more impressive growth.
The entertainment and media industry is benefitting from the rise in mobile RTB ad spending. According to the data, the sector claimed 37% of total mobile RTB ad spending on the SMX platform worldwide in Q1 2014.
Among content categories, entertainment also ruled, growing its share of mobile RTB ad volume as a percentage of total mobile impressions served by Smaato worldwide by more than 46% between Q4 2013 and Q1 2014, from 26% to 38%. As a result of this increase, all other categories studied—social media, games, music, and communications and technology—lost share in traffic volume.
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