According to January 2015 research by Advertiser Perceptions, US media sellers allocated nearly 40% of their programmatic ad inventory to mobile. This was higher than the other two channels studied by 6 percentage points or more. However, buyers exhibited different behavior. Among this group, display still ruled, grabbing 41% of programmatic budgets, vs. 28% of inventory. Mobile took three in 10 programmatic dollars
An Atlas study speaks to similar results showing a 4x lift in the overall program when adding display to search, and comScore can demonstrate more than a 50% increase in branded searches in PPC when using smart display buys.
Screenwide display ads on mobile, too, were tops for viewability, with in-view rate for 320x50 placements coming in at 64.6%—nearly 18 percentage points above average. Next came vertical 300x600 ads, which had an average in-view rate of 51.4%; 728x90 leaderboards were close behind, though, at 51.1%. Just like with desktop, vertical mobile display ads had the longest in-view time: 18.6 seconds for 160x600 placements and 18.0 for 300x600 ads.
Looking at in-browser desktop and mobile display ads served by Google Display Network and DoubleClick in July 2014, Google found vertical units were consistently the most viewable. Worldwide, 120x240 placements performed the best for viewability, with a rate of 55.6%. Units that were 240x400, 160x600 and 120x600 rounded out the top four. Meanwhile, 234x60 ads had the highest viewability rate among horizontal placement sizes; 300x250, a popular ad size, landed in last.
Our forecast also breaks down RTB spending into two distinct channels: open exchanges and private marketplaces. In 2014, open exchanges will account for almost 90% of US RTB digital display ad spending, totaling $8.14 billion. By 2016, we expect spending on private marketplaces to reach $3.31 billion as open exchange investments remain essentially flat—though political ad dollars will play a role in maintaining the health of the latter in 2016.