Spend on native mobile advertising will double this year, according to Rubicon Project, which has issued a fresh set of findings to coincide with the Mobile World Congress.
A survey of key global media trading executives was conducted during January and February this year and reveals that mobile native advertising will take a 13% share of overall global mobile spend in the next ten months, up from just 5% in 2014.
81% of respondents, meanwhile, noted that embracing automated guarantee trading was a priority for this year, as agency traders increasingly demand premium inventory and placements that are aligned with their clients’ advertising goals.
Standard formats remain the most in-demand type of mobile advertising, accounting for 46% of spend across the world, but formats such as rich media, video and native are set to rise.
Rubicon Project head of mobile Joe Prusz said: “The Rubicon Project Mobile Buyer Survey demonstrates that buyers are positioning themselves to not only move more budget into mobile, but to also quickly gain expertise in mobile automation, with a focus on more innovative formats.”
Rubicon Project general manager international Jay Stevens added: “The big trends revealed in this year’s Mobile Buyer Survey show how rapidly mobile advertising is evolving. Mobile native advertising wasn’t even available to buyers before 2014.”
Did you catch our previous Rubicon stories? Rubicon Project beefs up: is guaranteed programmatic the next wave? and Rubicon expands team and launches new API.
Email Nicola at nicolariches@yaffa.com.au.