RTB to be Growth Vehicle for Mobile Display and Video Marketing
In 2012, analysts predicted that RTB will soon account for up to 25% of the display ad market. There’s another sector where RTB will make a mark and that’s in online video advertising. This year, about $677 million in digital video ads will be sold through the RTB process. This will account for about 21% of the video ad market. While advertisers are still coming up the learning curve on this technology, they like the returns that the format is yielding.
Advertisers like the RTB format because it offers pricing efficiencies and targeting capabilities. Advertisers are still learning which tools work best to help them encode their files and work with publishers. Experts say that, for now, the money in this market is largely coming from big brands which are moving some of the TV ad spending to the video RTB market.
Marketers who experimented with RTB mobile display and video during the 2012 holiday season had stellar results and will likely invest more in this channel. While running a pre-roll mobile video campaign, one retailer experienced a 15.79% CTR. They attribute this high rate to the unique targeting provided in the RTB environment. A good RTB mobile ad network can promise and deliver a huge data pool to advertisers and make it easier to match products and services with consumer interests. The targeting information includes location, mobile device type, demographics and behavior.
CTR rates that run from 12%-15% will bring more marketers and ad money to the RTB mobile environment this year.[Sources: Maul, Kimberly. Video RTB: Still Waiting for Its Moment. Adexchanger.com. 20 Dec. 2012. Web. 8 Jan. 2013; Iacovone, Anthony. Holiday Learning: What do Mobile Advertisers Want? RTBInsider.com. 27 Dec. 2012. Web. 8 Jan. 2013]