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BizReport : Advertising archives : September 22, 2014

Programmatic spending skyrockets through Nexage Markeplace

Here's an interesting nugget: the mobile programmatic spend is surging forward. According to data focused on the Nexage Marketplace the programmatic spend has increased more than 200% over the past year. One expert suggests the spending increase is the result of publishers and advertisers following consumers into the mobile space.

by Kristina Knight

"Premium publishers, agencies, and advertisers are certainly rallying around mobile programmatic," said Ernie Cormier, CEO and president of Nexage. "But mobile programmatic is not simply a broad trend, it is a strategy designed to drive their businesses forward; a strategy geared to get results. And results drive action. Premium publishers, agencies, and advertisers are realizing superior results with Nexage and are continuing to build their business on the Nexage Marketplace."

Some interesting takeaways from the report include:

• Publishers increased ad requests 192% YoY
• Video inventory increased 516% annually
• Rich media inventory increased 346% annually
• Some publishers in the Nexage Marketplace saw revenue increase 718%

According to Nexage the growth in programmatic underlines three key trends:

A) the consumer shift to mobile - according to some reports upwards of 80% of the US population now owns a smartphone and/or tablet
B) Rapid programmatic adoption rates - Nexage's experts believe programmatic has become the core trading model
C) Marketers' need to reach mobile consumers - advertisers go where the consumers are, with more consumers spending more time on mobile devices it makes sense advertisers would follow

"We're in the business of helping our advertisers find brand-safe and productive opportunities to reach audiences through mobile and cross-channel campaigns," said Maureen Little, SVP of business and corporate development, Turn. "Nexage provides these marketers with access to premium mobile inventory, helping drive results by engaging audiences across all channels and devices."

Image via Shutterstock

Tags: Nexage, programmatic advertising, programmatic trends, rtb advertising

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