实时竞价趋势,DSP中最重要的一种定价类型RTB-Trend-Report-2015-Q1.pdf

Adform RTB Trend Report Europe Title RTB TREND REPORT EUROPE 2015 Q1 MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING 1 Adform RTB Trend Report Europe Table Of Contents Executive Summary3 Spending5 CPM10 Click-Through Rate (CTR)15 CPC20 Engagements23 Day of week26 Above/Below the fold28 Viewability30 A Look Forward31 MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING 2 Adform RTB Trend Report Europe Executive Summary Executive Summary Spending Programmatic trading continues its double-digit growth, increasing an impressive 76% from April 2014 to April 2015, thanks in large part to steep climbs (333%) in spending for brand formats. From 1Q14 to 1Q15, ad spend jumped 119% as advertisers dedicate bigger portions of their budget to programmatic channels. In terms of device targeting, desktop continues to attract the lion’s share of ad spend (75.5%) in 1Q15, which is down slightly from 1Q14 (77.23%). In 1Q15, ad spending on mobile accounted for 12.17% of the budget, which is up from 8.8% in 1Q14. Spending on tablet stayed largely the same from 1Q14 to 1Q15, decreasing from 13.97% to 12.22%. CPMs CPMs for programmatic inventory increased by 42% year-on-year, a sign of health for the entire industry. In-stream banners continue to earn the highest CPMs, followed by Facebook’s Newsfeed format and the 970x250 high-impact banner. Performance Click-through rate (CTR). Overall CTR grew by 40