The 102% growth in mobile and tablet impressions is good news for advertisers seeking to engage consumers where they spend the most time: on their mobile device.
London – Adform’s RTB Trend Report Europe Q3 2013 released today shows that the growth rate of mobile RTB impressions increased respectably during the third quarter in Europe. Mobile RTB impressions grew by 43%, and tablet impressions by an astonishing 102%. Mobile and tablet inventory now account for 8% of all RTB impressions sold, which has doubled compared to Q2. While this growth rate is impressive, it is still far below actual mobile usage. In some regions within Europe, mobile represents 50% of all traffic.
Over time Adform expects to see an influx of mobile and tablet impressions in the RTB market.
Furthermore, the report also reveals that the European programmatic market continues to show signs of growth, health and market stabilisation. RTB ad spend increased 31%, and CPMs saw a modest 3% growth. While third quarter growth was less dramatic than the first half of 2013, by September 2013 programmatic buying saw accelerated growth in spending.
“Food & Drink”: The high scoring captivator
In terms of engagement rates and time, “Food & Drink” vertical received the most attention among users, with an engagement rate 27% higher than the benchmark (2.03%) and 34% longer ad time spent (12.1 seconds). This category includes wine and spirits companies, which tend to develop highly engaging, both standard, video and rich media ads with links to social media sites, which explain the good results.
The “Shopping” vertical earned by far the highest CTR – 112% above the benchmark – probably as a result of numerous RTB-executed retargeting campaigns that feature banners with static images and a strong inducement to click. While “Food & Drink” was the third top performer with a CTR 30% higher than the benchmark.
More clicks during the weekend
In terms of CTR, Saturday and Sunday continue to offer the best value for advertisers: users are 17% more likely to click a banner during the weekend. The report points out that most CTRs occur at 2 AM, when the number of requests for RTB ads is at its lowest, making it a prime opportunity for marketers to target consumers who have trouble sleeping.
Martin Stockfleth Larsen, CMO at Adform, remarked: “The European market for programmatic looks healthy and we expect the positive development to continue. Brand advertisers are slowly entering the market as rich media formats is becoming a natural and well-integrated part of our RTB portfolio.”
He continued, “Advertisers interested in improving CTR, engagement rates and engagement time should learn from the “Food & Drink” sector, which manages to make the right choices and even develop eye-catching standard banners, increasing consumer engagement with their campaigns.”
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