We believe mobile RTB – that is, the programmatic trading of mobile advertisements in real-time – is going to be big, and Victor Malachard, Adfonic’s CEO, said as much in Mobile Marketing Magazine recently. This was only partly borne of the Q3 2012 Global AdMetrics Report, where we showed that mobile mobile RTB provided a significant increase in clickthrough rates for all advertiser verticals across our platform.
When we took an even closer look, we saw that mobile RTB simply performed across virtually every metric. So we thought it was a good topic for an AdSnap. These are ‘AdMetrics lite’ reports, where we give quick insights into an interesting area of our platform. Think of them as snapshots of our mobile advertising platform – hence, AdSnap.
There’s plenty to look at in the mobile RTB AdSnap, but here are some highlights:
Mobile RTB improves clickthrough rates for advertisers across all verticals
We first noticed this in the Q3 2012 Global AdMetrics Report, but it’s worth repeating here. When compared with non-RTB, mobile RTB provides significantly improved clickthrough rates (CTRs) for every advertiser vertical in Adfonic’s smarter buying platform.
The greatest uplift is for Style & Fashion advertisers, who can experience an average uplift of 231% when they trade across mobile RTB exchanges. Even the smallest uplift, for Business & Finance, experiences 48% stronger CTRs, so for every two clicks on Business & Finance ads with non-RTB, mobile RTB adds one more. Across all verticals the average CTR uplift for RTB when compared to non-RTB, is 97% – that is, almost double.
This uplift in RTB is because of the data. RTB data is high in quality and quantity. The quality is higher because there’s an incentive for publishers to provide it. Instead of having to tailor their integrations on a per-network or even per-advertiser basis, resupplying their publisher information each time, when they connect to an RTB exchange they only have to do this once to make their inventory available to all advertisers.
So, publishers invest more time to supply more data because this means they receive better campaigns. Advertisers and agencies use this data to make better decisions and win the right type of traffic – and, in so doing, improve CTRs.
Rich media and mobile RTB is an explosive mix
Rich media ads contain elements that users can interact with, for example by swiping or touching the screen, or tilting or shaking their device. In so doing, they encourage people to spend time with brands, turning passive advertising into active engagement. While rich media ads can go beyond CTRs, providing and driving soft metrics such as brand engagement or intent to purchase, they also win at CTRs in both mobile RTB and non-RTB scenarios.
In the non-RTB environment, rich media provides an uplift in CTRs of 65% compared to non-rich media. This is because the format is attractive to users, who like to play with the interactive features and are therefore more likely to click. But on top of the uplift from the rich media format, the mobile RTB-enabled inventory also provides a further 53% uplift to yield CTRs 218% that of non-RTB, non-rich media.
Again, this is because of the quality and quantity of data on the RTB exchanges that enable the right bids to be made for the right impressions at the right price levels.
Mobile RTB ad requests exceed non-RTB
October 2012 was a highly significant month for Adfonic: it was the first time mobile RTB inventory ad requests exceeded non-RTB. This is a clear signal that publishers are embracing mobile RTB by making their inventory available on exchanges.