Pulsepoint Intelligence Report
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The 2014 Programmatic Platform Intelligence Report by PulsePoint reveals significant growth in programmatic ad spending and inventory, especially in mobile, which grew by 159%. As North America leads the market, Europe and Asia are rapidly adopting programmatic strategies, expecting further growth driven by contextual targeting beyond traditional cookie methods. The report highlights a rapid increase in both mobile and desktop ad spend, with a projected 72% rise in programmatic inventory and 141% increase in ad spend.
Pulsepoint Intelligence Report
- 1. GLOBAL PROGRAMMATIC PLATFORM INTELLIGENCE REPORT 2014 PULSEPOINT The global data in this report examines trends and changes in inventory, ad spend and contextual categories on mobile and desktop in 2014. PROGRAMMATIC 1 2 3AD SPEND INSIGHTSINDUSTRY PROJECTIONS CONTEXTUAL INSIGHTS • Mobile Growth • High Impact Growth • Market Shift • Global Growth • Market Share • Growth by Region • Global Scale • Top Categories by Device WHAT’S COVERED INTELLIGENCE REPORT 2014 POWERED BY 4INVENTORY INSIGHTS • Global Growth • Market Share • Growth by Region
- 2. PROGRAMMATIC CONTINUES TO MOVE MOBILE Mobile programmatic inventory and ad spend increased significantly in 2014 and will continue to grow exponentially in the next three years. NORTH AMERICAN MARKET SHARE WILL SHIFT TO EUROPE & ASIA As Europe and Asia ramp up programmatic buying, they have the benefit of learning from early challenges and innovations made in the US, including targeting options beyond the cookie. Both markets are in a prime position to benefit from programmatic and will contin- ue to capture more of the market share in 2015. CONTEXTUAL TARGETING WILL MOVE RTB BEYOND THE COOKIE AND UP THE FUNNEL Contextual targeting is a fundamental building block of advertising and will be more critical than ever. Why? Because together, contextual and programmatic data technology will enable smarter audience targeting where 1st and 3rd party cookie data is less prevalent. INDUSTRY PROJECTIONS IN 2014, PROGRAMMATICALLY TRADED INVENTORY AND AD SPEND INCREASED 72% AND 141% RESPECTIVELY. Source PulsePoint Internal Data, 2014 * 1 2 3
- 3. INVENTORY GROWTH BY REGION MOBILE DESKTOP KEY 192% NORTH AMERICA 50% 100% 150% 200% 250% 300% 0% Q1 Q2 Q3 Q4 While the US holds top spot now, Europe & Asia are starting to see an increase in programmatic adoption. ASIA 50% 100% 150% 200% 250% 300% 0% Q1 Q2 Q3 Q4 EUROPE 50% 100% 150% 200% 250% 300% 0% Q1 Q2 Q3 Q4 INVENTORY VOLUME BY REGION North America 53% Other 11% Asia 12% Europe 25% MOBILE WAS A STRONG GROWTH DRIVER GLOBAL PROGRAMMATIC INVENTORY GROWTH PROGRAMMATIC INVENTORY GROWTH MOBILE DESKTOP KEY Global mobile inventory grew 159% almost double the rate of desktop, which saw 80% growth. Q1 Q2 Q3 Q4 50% 100% 150% 200% 250% 300% 0% Source PulsePoint Internal Data, 2014 Source PulsePoint Internal Data, 2014 Source PulsePoint Internal Data, 2014 159% 80% 177% 80% 150% 57% 83% While North America and Europe capture larger shares of the market, Asia demonstrated the fastest increase in mobile inventory, with 192% growth in 2014.
- 4. AD SPEND GROWTH BY REGION MOBILE ASIA EUROPE KEY NORTH AMERICA 50% 100% 150% 200% 250% 300% 0% Q1 Q2 Q3 Q4 350% 400% 450% 500% 50% 100% 150% 200% 250% 300% 0% Q1 Q2 Q3 Q4 350% 400% 450% 500% DESKTOP Asia outpaced North America and EU in both desktop and mobile demand with 329% growth. 329% AD SPEND BY REGION North America 63% Other 8% Asia 9% Europe 21% GLOBAL PROGRAMMATIC AD SPEND GROWTH Desktop ad spend grew 245% Increase in mobile ad spend MOBILE DESKTOP KEY 29 1% 50% 100% 150% 200% 250% 300% 0% 350% 400% 450% Q1 Q2 Q3 Q4 Source PulsePoint Internal Data, 2014 Source PulsePoint Internal Data, 2014 Source PulsePoint Internal Data, 2014 As more inventory enters the programmatic market, ad spend has also increased exponentially in all regions. PROGRAMMATIC AD SPEND GROWTH
- 5. INVENTORY VS AD SPEND Food & Drink Travel Autos EVERY 24 HOURSPulsePoint processes over 20 terabytes of data and 5B impressions across 200+ countries. AD SPENDINVENTORY KEY Hobbies & Games Sports & Recreation Technology & Computing Style & Fashion Finance & Money Arts & Entertainment Region and device agnostic, Arts + Entertainment saw an increase of 86% in impres- sion volume and an 140% increase in ad spend. GLOBAL CONTEXTUAL CATEGORY INVENTORY VS AD SPEND Health & Fitness The top five categories represent over 50% of all contextualized inventory and ad spend on desktop and mobile. TOP CONTEXTUAL CATEGORIES BY DEVICE Hobbies & Games Sports & Recreation Arts & Entertainment Technology & Computer Other Food & Drink Arts & Entertainment Hobbies & Games Food & Drink Sports & Recreation Style & Fashion Other Hobbies & Games Sports & Recreation Arts & Entertainment Food & Drink Health & Fitness Other Arts & Entertainment Food & Drink Hobbies & Games Sports & Recreation Technology & Computer Other INVENTORY AD SPEND TOP 5 DESKTOP MOBILE 9% 18% 13% 11% 6% 43% 38% 12% 9% 9% 4% 28% DESKTOP MOBILE 9% 14% 17% 8% 6% 46% 12% 13% 28% 11% 3% 33% Source PulsePoint Internal Data, 2014 Source PulsePoint Internal Data, 2014 Source PulsePoint Internal Data, 2014 PulsePoint™ is a next-gen advertising technology platform that fuses the science of programmatic targeting, distribution and optimization with the art of content market- ing. Our platform is powered by terabytes of impression-level data, allowing brands to efficiently engage the right audiences at scale while helping publishers increase yield through actionable insights. pulsepoint.com • info@pulsepoint.com • pulsepointbuzz 140%