CPG marketers pull ahead on the RTB curve

Global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP) company Smaato has released its global mobile RTB Insights Report for the third quarter of 2014.According to Smaato SMX data, mobile programmatic spending has seen phenomenal growth over the last year, with programmatic spend on SMX growing by over 140% from Q3 2013.  The report also states that consumer products and goods (CPG) companies are the top spenders in mobile RTB advertising. The CPG category continued to dominate with 22% of the advertising spend in Q3 2014 – this is in line with last quarter’s trend with CPG hitting 25% in Q2 2014.However, automotive –which previously didn’t make a blip on the SMX map– contributed to 6% of the advertising spend in Q3 2014, making it the upcoming publisher category to watch in the year to come with the highest jump in number of impressions this time around.“Whether it’s CPG or automotive, this many categories vying for the top spot serves as proof that brand spending on mobile RTB advertising is here to stay,” said Smaato's CEO, Ragnar Kruse.Real-Time Bidding is making inroads in emerging marketsWhile the mature advertising markets of the US, Canada, and UK contribute to 72% of the total RTB advertising spend in Smaato’s SMX platform, RTB adoption in mobile advertising is also quickly picking up pace in emerging markets.The report said that there has been a massive growth in both the number of RTB impressions and RTB advertising spend in countries including Argentina, Brazil, China, India, Indonesia, Mexico, Russia, Thailand and Malaysia.In APAC, Thailand saw the biggest increase in the number of RTB impressions at 313%, while Indonesia had the biggest increase in RTB spend at 1809%, further validating the advertiser’s need for first-party data in emerging mobile advertising markets.“Our Q3 data quantifies the trend in mobile ad spend soaring worldwide,” said Kruse. “The most successful advertisers are proving to be those who can harness and deploy ad spending data, whether it’s targeting certain categories or regions.”The report is an analysis of worldwide exchange data, auctions, bids and impressions across Smaato’s SMX platform. Smaato owns and operates the leading global mobile RTB ad exchange and SSP in US, EMEA and APAC regions. Smaato’s Q3 Insights highlight the top global advertising regions and industry sectors, with indicators on the growing deployment of data in mobile advertising worldwide and the growth of mobile RTB spending, compared to this same time last year.