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Research

Real-time bidding ad market explodes for tablets, up 472%

Highlight of booming sector

Real-time bidding ad market explodes for tablets, up 472%
By Tom Worthington
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Interest from advertisers in purchasing inventory using real-time bidding (RTB) systems has exploded in Q1 2012, with tablets leading the way up 472 percent.

Tablet growth took charge over mobiles, which also saw a 289 percent increase. Both beat out web inventory with a growth rate of just 120 percent.

Data from Forrester Consulting suggests that advertisers have particular interest in RTB for US video ad inventory, which generated $190 million in spending in 2011.


This will have contributed to the popularity in tablet advertising as they provide a bigger richer display for video content.

The firm expects will see a 103.7 percent rise in 2012 and a further 72.4 percent to the total of $667 million in 2013.

Growing stronger by the day


And in general, media buying firm Accordant Media found that growth in RTB is growing strongly globally.

In Australia and the Philippines, year-on-year growth in Q1 was over 600 percent.

Even the US, which accounts for 47 percent of worldwide impressions, saw a 113 percent growth while the UK, the second leading country with 7 percent of impressions, grew 213 percent.

A concept in its early days, in October 2011, RTB ad spending accounting for 15.9 of total US ad spending; a number that's expected to hit 27 percent by 2015.

[source: eMarketer]

Tom Worthington
Tom Worthington
Fresh out of the packaging, Tom joins Pocket Gamer with a chip on his shoulder and a degree in Journalism. Naively, Tom believes there's a star-studded career in video games and has penned words across the internet in between praying to the almighty Nintendo gods.