RTB: Key market research findings
- Image ads segment dominates the market
- Shift from RTB advertisement to mobile web
- Key vendors—AOL, BrightRoll, SpotXchange, Tremor Video, and TubeMogul
Technavio’s market research analysts predict the RTB market in the US to reach almost $47 billion in terms of revenue between 2016 and 2020. The increased popularity of social media inventory is the primary driver for growth in the market. The ever-increasing size of the social media inventory is prompting marketers to understand the use of appropriate keywords to capitalize on the tremendous potential of real-time bidding (RTB) on social media platforms. Currently, the image segment dominates the RTB market in the US by occupying around 90% of the market share. Image ads include relevant images, background colors based on customized layouts. The increasing penetration of RTB marketing in the display ads market is projected to boost growth in the image ads market by 2020.
The new market research report from Technavio presents a breakdown and analysis of the RTB segments based on the type of auctions.
“The transition of RTB advertising to the mobile web is the latest trend in the RTB market in the US. The rise in the scope of finding premium inventory is spurring an increase in the number of advertisers investing in the mobile web. This shift is unfavorably influencing the market shares of programmatic advertising through mobile applications. The mobile web is expected to overtake mobile applications in terms of RTB in the coming years,” says Ujjwal P Doshi, Lead Analyst, Media & Entertainment, Technavio Research.
During 2015, the open auction segment accounted for around 91% of the market share to become the dominant shareholder in the RTB market in the US. An open RTB is a public sale platform wherein publishers allow any buyer to participate in the auction process by assessing the inventory and making an appropriate bid. Publishers can get the best price for their inventory through open auction owing to an increase in the number of advertisers venturing into the digital platforms.
The key vendors in the RTB market in the US are ONE by AOL, BrightRoll, SpotXchange, Tremor Video, and TubeMogul. The market is fragmented with the presence of a large number of the suppliers. Intense competition prevails in this market due to the rapidly growing number of vendors. Competition is more intense in developed markets such as North America and Europe, while in the Asia-Pacific (APAC) and the other emerging markets, publishers and advertisers have not completely adopted the programmatic platform. Competition in the market will intensify further with the emergence of more players.
A more detailed analysis is available in the Technavio report, RTB Market in the US 2016-2020.
We can customize reports by other regions and specific segments upon request.
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