Automakers and hypermarkets are accelerating the development of mobile programming
Electronic sales made from laptops are declining, while sales via mobile devices are becoming the most convenient form of shopping for consumers. The volume of programmatic advertising targeted to smartphones is growing, which also confirms this trend.
The growth of mobile advertising, carried out both through programmatic direct and through real-time bidding, RTB, is stimulated by two major players. According to the IAB (Interactive Advertising Bureau), the display program market amounted to $ 10.1 billion in 2014, which is 20% of the $ 49.5 billion spent on online advertising in general in the previous year.
The most recent NinthDecimal data show that in the first quarter of 2015, advertisers bought 11.5 times more impressions through mobile programmer, compared with the last quarter of 2014. In general, this reflects a 36% increase in programmatic costs in 2015 compared to the previous one.
Speaking in more detail about the drivers of mobile software, you can identify two categories in the market that make a significant contribution to the development of this type of advertising.
Automakers and hypermarkets are accelerating the development of mobile programmer
At the end of 2014, the two largest buyers of mobile programmer were the automotive and hypermarket industries . At the beginning of 2015, the largest volume of purchases was made by technology companies and manufacturers of consumer goods, which accounted for 92% of all purchases in the first quarter of this year.
In addition, there are interesting demographic trends.among advertisers purchasing programmatic advertising. Technology lovers, moviegoers, fitness fans and parents of schoolchildren are the most commonly used target audience. Moreover, advertisers actively target advertising to groups of people with different income levels and nationality.
According to the NinthDecimal index, mobile advertising contributed to a 75% increase in store visits among shoppers who watched the ad.
Mobile devices are becoming ubiquitous, and advertising on smartphones is becoming an increasingly effective way to attract customers to stores.
For buyers, the search and selection of a product on mobile devices even before coming to the store is becoming more convenient and familiar.
The reason for the move to mobile advertising for automakers and hypermarkets, as for most advertisers, is the speed advantage, flexibility, and the ability to target the audience , ”said David Staas, President of NinthDecimal.
Brands and agencies create strategies all their lives aimed at attracting customers to the store. Mobile advertising accelerates these processes, because it can reach the buyer "on the go." BYYD • Mobile Advertising Platform