research presentation: rtb: the road and market ahead
Post on 21-Oct-2014
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Ad budgets are on the move, and real-time bidding will represent the fastest growing segment of the online ad market in coming years. But what is driving this market? What gains are agency executives seeing from these platforms, and where do they expect to find more value? As the buying and planning world embrace the efficiencies of programmatic buying, will RTB transform the mobile and video ad markets as quickly? IDC’s chief ad tech forecaster Karsten Weide reports on the RTB’s next growth spurt and rapid expansion. Presenter: Karsten Weide, Program Vice President, Digital Media and Entertainment, IDCTRANSCRIPT
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Real-Time Bidding: The Road And Market Ahead Twitter: KarstenW
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IDC WorldwideNew Media
Market Model2H-2012
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Display Ad Sales = Newspaper Ad Sales
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Programmatic Trading Has Been Around For A While
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GONE IN
30MILLISECONDS
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I
RTB
Video
27%
RTB
53%
Mobile
36%
2012 – 2016 CAGR
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2009 2010 2011 2012 2013 2014 2015 20160
2
4
6
8
10
12
14
16
U.S. Western EuropeJapan ChinaCentral and Eastern Europe Latin AmericaMiddle East and Africa RoW
$B
RTB-Based Ad Spending 2009 - 2016
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Well, here's another nice mess you've gotten me into!
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2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
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2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 12
2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 13
2009 2010 2011 2012 2013 2014 2015 20160
5
10
15
20
25
30
Total Display Ad Spend Indirect SalesProgrammatic RTB
Indirect Sales as Source for RTB Sales, U.S.
$B
Next Stops: Mobile Ads?Video Ads?
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RTB and
Brand
Campaig
ns
Direct Display Sales – One
Innovation Away From Disruption
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