Mobile RTB Ad Spend Increased 275 Per Cent in Q1

European advertisers increased their mobile RTB (Real-Time Bidding) ad spend by 275 per cent between Q4, 2012, and Q1, 2013. 

Thats according to Adform’s Q1 RTB Trend report, which also found that, across all devices, display ads above the fold performed saw CTR twice as high as ads below the fold. That in itself perhaps isnt too surprising, but its worth noting that ads 22 per cent increase in price for ads above the fold, meaning that CPC is much higher for ads below the fold.

While the most popular ad unit is still the standard 300×250 ‘article’ banner, accounting for 43 per cent of European advertisers’ overall spend, Adform saw the 930×180 Megaboard format – which delivered a three times better CTR – triple its share of spend, up from two per cent to six.

“RTB spend has continued to increase as the industry realises the benefits of automated campaigns for reaching and engaging with the most relevant audiences,” said Adform CMO Martin Stockfleth Larsen. “Coupled with the accessibility of the technology, the availability of more premium inventory and the increasing number of rich media formats in the programmatic arsenal, advertisers now not only have the option to run RTB performance campaigns where direct response is the main goal but also RTB brand campaigns, where they can build brand awareness with relevant audiences.”