Skip to main content

Ad Spending on Real-Time Bidding will Reach $7.1B


What is advertiser Real-Time Bidding (RTB) and why does it matter to online marketers? Who benefits from real-time advertising buying? What factors and industry trends will affect future RTB growth? These are the key questions that eMarketer considered during their latest market study.

Real-time bidding will account for 13 percent of all U.S. display advertising spend in 2012 -- that's more than triple the market share in 2010, according to the eMarketer assessment.

Over the next few years, RTB will continue to gain momentum and share of online advertiser spend -- accounting for a quarter of the display market in 2015 -- as more media buyers and publishers benefit from its efficiencies.

This year, the overall American display advertising market will grow by 21.5 percent to $14.98 billion -- that's compared with $12.33 billion in 2011, according to eMarketer estimates. In the same year, growth in RTB spending, at 98 percent, will easily outpace display advertising.

Market research firms estimate that U.S. RTB digital display ad spending will total between $1.1 billion and $2.1 billion this year, driven by improvements in RTB technology and increased investment from both media buyers and online publishers.

eMarketer forecasts RTB ad spending will reach $1.9 billion in 2012 as both publishers and media buyers continue to adopt RTB technology. Beyond 2013, growth rates will slow as the programmatic buying landscape settles and matures. That being said, by 2016 American RTB ad spending is forecast to reach $7.1 billion.

There are four key influences that will determine the growth of RTB: maturation of the Facebook private ad exchange (FBX), an expected influx of video and mobile inventory, an anticipated greater availability of premium advertising inventory and an overarching demand for better transparency for all of digital display -- not just RTB.

eMarketer believes that as national and global brands look to programmatic buying to more efficiently identify and reach their target audiences for brand-lift measures, an influx of more brand marketing budget is also expected to fuel RTB ad spending.

Anticipated advancements in display ad placement transparency and in-view accountability, as well as a rise in the amount of premium inventory made available through exchange channels, will help pave the path to entry for some branding-conscious marketers.

eMarketer forms its forecast through an analysis of estimates from other research firms; survey results from brands, agencies and media publishers; digital and mobile advertising spending trends.

Popular posts from this blog

How the COVID-19 Pandemic Advanced Telehealth Adoption

The global COVID-19 pandemic has accelerated digital transformation across many industries. As an example, consider the healthcare sector. Some routine medical situations can be diagnosed and resolved online. While the trend was already in motion long before the pandemic arrived, the adoption of telehealth increased rapidly in 2020. Around the world, many governments responded to the disruption and inaccessibility of healthcare facilities by loosening previous regulations and restrictions on the practice of telemedicine apps, and teleconsultations. This decision resulted in the mass adoption of these medical services among patients and providers. According to the latest market study by Juniper Research, telemedicine will save the healthcare industry $21 billion in costs by 2025 -- that's rising from an estimated $11 billion in 2021. This increased app usage represents an anticipated growth rate of over 80 percent in the next four years. Telehealth Services Market Development The co

Worldwide Semiconductor Demand will Accelerate in 2021

The technology sector is a key driver of the U.S. economy. Therefore, components like semiconductors play an important role in America's future. The 'CHIPS for America Act' is a new law that calls for incentives on domestic semiconductor manufacturing and investments in research and development. But these renewed efforts will require years of ongoing commitment. Meanwhile, despite the impact of the COVID-19 pandemic, the semiconductor market performed well in 2020. However, new demand by industry was uneven throughout last year due to global lockdowns, remote working adoption, and shifts in consumer and commercial buying behavior. Worldwide semiconductor revenue grew to $464 billion in 2020 -- that's an increase of 10.8 percent compared to 2019, according to the latest market study by International Data Corporation (IDC). Semiconductor Technology Market Development IDC now forecasts that the semiconductor market will reach $522 billion in 2021, that's a 12.5 percent

Hyper-automation Propels Superior Business Process Redesign

When the world was disrupted by a global pandemic during 2020, many CEOs and their board of directors were consumed by reacting to immediate problems. Meanwhile, a few forwarding-thinking enterprise leaders also paused to invest in accelerating their prescient digital transformation agenda. What enables executives to envision an opportunity while others see only challenges? Strategic foresight, and a willingness to embrace the apparent changes that are transforming the legacy status quo. During this period of uncertainty, hyper-automation investment has gained new momentum. Hyperautomation is the application of advanced technologies that augment humans by helping to streamline processes in new ways that are significantly more impactful than the legacy approach. Hyperautomation Market Development The global market for technology that enables hyperautomation will reach $596.6 billion in 2022, according to the latest worldwide market study by Gartner. This is up from $481.6 billion in 202