Exchange-traded media reaches new highs in programmatic impression volume; smartphone marketing takes centre stage
London: The Accordant Media “Programmatic Media Market Pulse: Q1 2016” report released today shows that programmatic media trading volume maintained robust growth rates both globally and across Europe. The report’s Spotlight section also reveals that cross-device media interactions increased conversion rates by nearly 20% compared to siloed media tactics. Highlights of the report include:
- Q1 2016 RTB media auction volume jumped 217% year-over-year. UK exchange-traded inventory rose 14% in Q1, marking strong gains on the heels of the Christmas season.
- The push for quality inventory via programmatic continues, and the marketplace is now more transparent as a result. Publisher pre-bid data signals were available in 11% more auctions in Q1 2016 compared to Q1 2015.
- A focus on quality, with viewability improving by 62% year-over-year and non-human traffic (NHT) decreasing by 81%.
- Smartphones took a commanding hold of the mobile programmatic marketplace in Q1 2016. Smartphones accounted for 71% of all mobile programmatic transactions in Q1, up from 59% in Q4.
- In this quarter’s Spotlight, Accordant Media research reveals how cross-device marketing can lead to a 19% higher conversion rate.
- The UK’s market share of the EMEA programmatic ecosystem rose 8% quarter-over-quarter, making it the third largest programmatic country in the world up from the number four spot in Q1 2015.
- France became the second largest programmatic country behind the UK in Europe, overtaking Turkey in Q1 2015 and followed by Germany and Italy.
“The programmatic media marketplace continues to expand from the impressive momentum recorded during 2015,” said Arthur Muldoon, Accordant Media CEO & Co-founder. “It is also very significant to see the attention and progress being made towards protecting marketer¹s media budgets against non-human traffic and viewability threats.”
“Cross-device marketing has become an industry imperative” said Matthew Greitzer, Accordant Media COO & Co-founder. “Our Q1 Spotlight feature clearly validates that strategy with evidence of notable bumps in conversion with cross-device versus siloed media investments.”
For a copy of the full report, please contact: http://pages.accordantmedia.com/l/120912/2016-04-19/2xnnr5.
About Accordant Media
Accordant Media (www.accordantmedia.com) makes advertising investments more successful for marketers by unlocking the value of audience data. Through a unique combination of sophisticated data management and activation technologies, expert service and industry-leading transparency, we give marketers more insights and accountability to drive (cost) effective results at scale.
Our comprehensive Accordant ATS solution has helped us attract leading marketing teams as our clients. Accordant, founded in 2010, was established by digital industry leaders from Avenue A | Razorfish, Aegis Media, Akamai and DoubleClick.
Accordant Media has offices in New York City, San Francisco, Chicago and London.
