When real-time bidding debuted at scale a few years ago, it was heavily associated with remnant inventory and direct-response campaigns. Fast forward to today, when RTB serves as a vehicle for upper-funnel marketing and a core strategy for accessing mobile consumers in an increasingly mobile world.
The growth in digital media is overwhelmingly driven by increased media consumption on mobile devices, and many of the impressions that once happened on desktop are now happening on those devices. Worldwide, there are now more RTB impressions on mobile phones than on desktop. In Europe, mobile RTB impressions grew by 43% in the third quarter of 2013, while tablet impressions increased by 102%, according to Adform’s 2013 RTB Trend Report.
With this growth, RTB has graduated from its position as a remnant channel to now starting to be perceived as a premium-branding channel. The expansion of programmatic from direct response to branding has been driven by both the rise in mobile adoption and the ability to intelligently serve ads to targeted audiences.
There are two factors that make real-time branding viable.
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