Real-time bidding (RTB) has quickly gained prominence as one of the top methods of selling and buying online display advertisements. These automated systems allow advertisers to bid for units one at a time and display them specifically to customers based on demographics and other such metrics. Not only does RTB enhance the relevance of campaigns, it also makes the whole buying process much easier for the advertiser since it’s done automatically.
Advertisers across industries see the value in RTB
As such, many businesses across a wide swath of industries have begun increasing investments in RTB expenditures. One recent report from Casale Media found that retailers, telecommunication companies, auto businesses and financial services providers were among the most prominent sectors to make heavy use of RTB.
Retailers were the biggest RTB spenders during the first half of 2013, with several retail sub categories (such as apparel and house and home) boasting expenditures that were higher than within other standalone sectors. Auto manufacturers, financial services providers and the food and drink industry were some of the sectors that spent significantly more on RTB during the second quarter of 2013 when compared to the first.
Overall, the number of brands investing in RTB has skyrocketed significantly over the past year, up 69 percent between the fourth quarter of 2012 and the second quarter of 2013. According to a separate report from MAGNA GLOBAL, the United States is currently the biggest market for programmatic buying, with approximately $3.9 billion worth of inventory sold via RTB.
“The value of programmatic transactions will continue to grow by double-digit growth rates to nearly $17 billion by 2017,” the MAGNA GLOBAL report asserted. “The share of programmatic spend in U.S. digital media (display-related) transactions, when looking at both RTB and [non-real-time bidding], will expand from 38 percent in 2012 to 53 percent this year and to 83 percent by 2017.”
Fortunately, RTB has become nearly ubiquitous over the past year. There are now RTB platforms available for every major media channel, including Web, social, mobile, video and even email advertising. This will allow companies to carefully pick and choose which channels they want to use to engage their customers, enabling them to maximize their relevance to particular target audiences.
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