Advertising automation company Rubicon Project has just published a new infographic that provides a comprehensive overview of the European market for mobile real-time bidding (RTB).
“Representing the views of leading agency trading desks across Europe, the infographic is based on the results of a survey carried out in January 2013, providing a benchmark for the growth and development of mobile automated trading over the coming year,” the company says.
Among the key findings of the research that went into making this infographic include:
- Mobile represented less than 5% of spend for 83% of agency trading desks in 2012, however 57% predicted mobile spend would be 5-10% in 2013, and 17% said it would be between 10-20%
- The top challenges agencies are facing when buying mobile inventory include targeting (21%), quality of inventory (20%) and technology (15%)
- In terms of the types of mobile inventory agencies will be buying in 2013, these are evenly split between in-app and mobile optimized site ads (32% each) and tablet (standard web) ads at 35%
- The most in demand mobile ad formats were found to be 300×250 (35%), 320×50 (24%) and 300×50 (16%)
You can review the entire infographic below.