Mobile advertising marketplace Nexage has reported a 227 per cent growth in programmatic spending through its systems, with brands and consumers both showing a massive shift towards mobile.

There has been rapid adoption of programmatic as a core trading model, and an acceleration of brand spending in the premium marketing segment, as advertisers aim more and more to reach and engage the mobile consumer using programmatic buying.

The company also saw an 192 per cent increase in ad requests from publishers, year on year, with a much higher focus on high-value rich media ads. Video inventory grew by 516 per cent annually, and rich media display grew 346 per cent.

Publishers are also increasingly taking advantage of the different forms of programmatic buying available across different markets, including direct markets and private exchanges. Publishers with private exchanges on Nexage have seen a 718 per cent growth in revenue so far this year.

“Premium publishers, agencies and advertisers are certainly rallying around mobile programmatic,” said Ernie Cormier, CEO and president of Nexage. “But mobile programmatic is not simply a broad trend, it is a strategy designed to drive their businesses forward; a strategy geared to get results. And results drive action.”

“Were in the business of helping our advertisers find brand-safe and productive opportunities to reach audiences through mobile and cross-channel campaigns,” said Maureen Little, senior vice president of business and corporate development at Turn. “Nexage provides these marketers with access to premium mobile inventory, helping drive results by engaging audiences across all channels and devices.”