SpotXchange logs uptick in automated advertising trading
| 11 August 2015
As publishers use programmatic video advertising more proficiently, there has been a notable increase in premium inventory sold through automated trading, primarily through increased use of private marketplaces.
SpotXchange said that automated trading now comprises over 40% of the impressions managed on its online video, platform. Compared with the first half of 2014, private marketplace use has grown 112%.
Media spend managed through SpotXchange's platform grew 67% year-on-year, with mobile continuing its steep rise, now accounting for over 19% of total spend, up from 4% a year ago. For Q2/2015, this represents 800% growth in mobile video ad spend year-on-year, and 69% growth quarter-on-quarter.
"We are witnessing a stunning revolution in mobile video," said Mike Shehan, CEO at SpotXchange. "Brand advertisers are now wholeheartedly embracing mobile, which has traditionally been used for direct response goals, such as performance-based or cost-per-acquisition marketing."
He added: "We expect to see mobile video CPMs grow significantly this year as advertisers embrace the medium for big-budget, brand-building video campaigns."