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2014 Global Programmatic Insights Report: From Scale To Sophistication
Copyright © 2015 OpenX Inc. All Rights Reserved
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About OpenX !
OpenX pioneered programmatic advertising marketplaces. We operate one of the first, largest and highest quality programmatic marketplaces for digital advertising, delivering 120+ billion monthly ad requests in 190+ countries. !
OpenX Ad Exchange is used by all of the Top 100 AdAge advertisers and most of the comScore top 100 publishers. !
Our platform connects 1,200+ publishers with 34,000+ advertising buyers.
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About This Report !
The 2014 Global Programmatic Insights Report is our first study of both buying and selling behaviors in the OpenX marketplace. Our unique visibility into programmatic trends provides a comprehensive picture of the health and direction of the market, and we’re thrilled to be able to share it with you here.
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Methodology !
The data presented in this report is generated by the OpenX Ad Exchange which processes and delivers digital ad impressions globally. Our analysis is based on data from January 2013 through December 2014, in order to capture trends in our programmatic platform. Specifically, we use ad calls to our platform to illustrate the reach of our publisher ecosystem, and ad spend to depict the adoption of programmatic by advertisers.
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Copyright © 2015 OpenX Inc. All Rights Reserved
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Scale Sophistication
We have seen adoption of programmatic advertising grow every year since 2009. There’s no question that by 2014, we had reached “Scale.”
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Both sides of the marketplace saw healthy growth.Demand (ad spend) and supply (ad requests) were both up YoY.
Supply!(Ad Requests)
Demand!(Ad Spend)
26% 64%
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Copyright © 2015 OpenX Inc. All Rights Reserved
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Growth in demand spanned across industries…
CPG Insurance Health & Beauty Retail Telecom
86% 86% 83% 78% 65%
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…With typical seasonal spending patterns.
Media & Entertainment
CPG
Financial Services Travel
Retail
Categories with 10% above average spending
1H 2014 2H 2014
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Users spanned the globe.Nearly half of the ad requests originated from outside the United States.
Canada 3%
US 52%
LATAM 4%
EMEA 20%
APAC 21%
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Advertisers bought significantly more audiences worldwide.
CanadaUS
Argentina
Turkey
Japan
South Korea
Mexico
Philippines
Hong Kong
SingaporeIndonesia
South Africa
Portugal
Ireland
UK
Sweden
Egypt
Italy
Poland
>100%
80%-100%
50%-80%
30%-50%
Spain
Denmark
YoY Growth by Ad Spend
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By achieving “Scale,” we reached a new level of “Sophistication.”
Scale Sophistication
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We saw expansion of programmatic across all dimensions.
FormatsScreens Buying/Selling Models
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Mobile app ad requests grew 4x faster than mobile web
Mobile Web Mobile App
Annual Growth
1000%
800%
600%
400%
200%
0
Mobile ad requests nearly tripled in volume since 2013 and
accounted for 25% of total ad requests
Mobile 25%
Desktop 75%
Screens
4X
New types of publishers came on board and programmatic grew across screens.
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Mobile led much of the global growth in supply…More than 40% of the mobile ad requests came from abroad.
Canada 3%
US 58%
LATAM 3%
EMEA 18%
APAC 18%
Screens
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…And drove growth in demand.Screens
Desktop Mobile
YoY Growth in Ad Spend
250%
200%
150%
100%
50%
0
4X
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More ad formats were added…Formats
320x50 300x600 970x250
160x600 300x250
+158% +77% +56%
+46% +33%
YoY growth in ad requests.
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…And more buying and selling models were created...Buying/Selling
Models
News Health & Fitness
Lifestyle & Entertainment
Social Networking
Gaming
PMP by Ad Spend
Preferred Deals 20%
Private Auctions
80%
Private Marketplace (PMP) deals saw growth across multiple categories
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…Which led to the availability of more premium inventory and higher yields. Buying/Selling
Models
Open RTB eCPM Private Marketplace eCPM
3X
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Key Findings
Programmatic advertising enjoyed strong growth in 2014, with a 64% jump in ad spend and a 26% increase in supply.!
!
Growth in demand was primarily driven by five industries (CPG, Insurance, Telecom, Retail, and Health & Beauty), accounting for nearly 40% of total ad spend.!
!
Our trusted publisher ecosystem reached users across the globe with almost half (48%) of all ad requests stemming from outside the U.S. Meanwhile, buyers increasingly spent their advertising dollars on audiences outside the U.S., primarily in Europe and Canada.
Mobile ad requests nearly tripled in volume since 2013, while demand for mobile inventory grew 4x faster than demand for desktop ad units.!
!
Newer ad formats (e.g. 320x50, 300x600 and 970x250) saw the highest increase in adoption, allowing advertisers to deliver more interactive and impactful ads (e.g. IAB Rising Star formats).!
!
Publishers from various categories increasingly explored newer programmatic models. For example, private marketplaces resulted in a 3x higher eCPM than RTB open auctions by delivering premium inventory and richer audience data.
Scale Sophistication
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We hope you’ve found the results of our study insightful. To learn more about how OpenX solutions can help you make the most of your advertising, please: !
• Visit us at www.openx.com • Send us an email at [email protected] • Call us at +1-855-673-6948 (U.S.) or +44-800-587-3690 (Europe)
