Technology company Rubicon Project has announced key findings from its 2015 Mobile Buyer Survey launched at Mobile World Congress. The annual survey represents the views of some of the leading agency trading desks around the world.
The survey of key global media trading executives was conducted in January and February 2015 and highlights the rapidly changing priorities for the mobile marketing industry.
The results show that spend on native mobile advertising is set to more than double in 2015 globally, as buyers around the world shift a greater share of mobile marketing budgets to these immersive formats. Agency trading desks predict that native advertising will take a 13% share of overall global mobile spend in 2015, from just 5% in 2014.
The survey found that the buying of automated guaranteed mobile advertising is also set to grow globally in 2015, as agency traders increasingly demand premium inventory and placements that are aligned with their clients’ advertising goals. 81% of respondents noted that embracing automated guarantee trading was a priority for this year.
The US market is leading the charge globally when it comes to spending on mobile native advertising, with agency traders predicting native will expand rapidly, ultimately accounting for 16% of overall mobile spend in the US – increasing five-fold from 3% in 2014.
Standard formats are nonetheless still the most in-demand type of mobile advertising from buyers around the world (accounting for 46% of spend), yet formats such as rich media (27%), video (17%) and native (10%) are growing in popularity across the board.
Joe Prusz, head of mobile, Rubicon Project, comments: “The Rubicon Project Mobile Buyer Survey demonstrates that buyers are positioning themselves to not only move more budget into mobile, but to also quickly gain expertise in mobile automation, with a focus on more innovative formats. Our research findings show a clear shift towards higher mobile advertising spend, as buyers realize the potential of mobile in the digital marketing mix.”
Jay Stevens, general manager international, Rubicon Project, adds: “The big trends revealed in this year’s Mobile Buyer Survey show how rapidly mobile advertising is evolving. Mobile native advertising wasn’t even available to buyers before 2014, and it is now set to take a 13% share of mobile advertising spend in 2015.