Mobile will account for 16% of total agency trading desks ad spend this year, twice as much as in 2013
Agency trading desks buyers expect that their mobile ad spend will more than double from 2013 to 2014, as advertisers seek to engage consumers on the devices they use more frequently. They anticipate that mobile will account for 16% of their digital ad budgets in 2014, up from 7% in 2013.
Not only are marketers expected to more than double the amount of money they spend in mobile, but the ways in which the mobile ads are bought are expected to change, too. In 2014, 90% of trading desks are buying mobile inventory via automation (through demand-side platforms, or DSPs), up from 49% in 2013.
Source: The data comes from Rubicon Project’s Mobile Buyer Survey 2014, which was released this week at Mobile World Congress. Rubicon Project surveyed 39 agency trading desk representatives from across Asia-Pacific, Europe and the U.S. The survey took place in January and early February 2014.