Consumers are spending more time watching videos, browsing the internet and using other applications on their mobiles, which is persuading advertisers to invest in mobile video advertising.
According to the new report by TechNavio, advertisers are increasingly buying mobile ad space through programmatic channels, which has made programmatic video for mobile devices the fastest growing segment in the Global Mobile Advertising Market.
“In 2013, more than 65 percent of mobile display ads were traded programmatically and this figure is expected to skyrocket in the coming years,” says Faisal Ghaus, Vice President of TechNavio.
Programmatic channels enable advertisers to plan, create, buy and measure the effectiveness of mobile display ads. Furthermore, real time bidding (RTB) spending is also expected to increase threefold in the next four years, as it enables brand advertisers to reduce advertising costs and model ads according to the target audience.
“Mobile RTB, which initially accounted for about 30 percent of total mobile ad buying, is expected to climb to more than 45 percent of ad buying during the forecast period.”
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TechNavio is a leading global technology research and advisory company.
Founded in 2003, TechNavio has about 200 analysts globally and develops over 2000 pieces of research every year, covering more than 500 technologies across 80 countries.
TechNavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.
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