The global data in this report examines trends and changes in inventory ... programmatic data technology will enable sma
PROGRAMMATIC
PULSEPOINT
INTELLIGENCE REPORT 2014
GLOBAL PROGRAMMATIC PLATFORM
INTELLIGENCE REPORT 2014
POWERED BY
The global data in this report examines trends and changes in inventory, ad spend and contextual categories on mobile and desktop in 2014.
WHAT’S
COVERED
1 INDUSTRY PROJECTIONS
2
3
4
INVENTORY INSIGHTS
AD SPEND INSIGHTS
CONTEXTUAL INSIGHTS
• Mobile Growth
• Global Growth
• Global Growth
• Global Scale
• High Impact Growth
• Market Share
• Market Share
• Market Shift
• Growth by Region
• Growth by Region
• Top Categories by Device
INDUSTRY PROJECTIONS
1
PROGRAMMATIC CONTINUES TO MOVE MOBILE Mobile programmatic inventory and ad
2
CONTEXTUAL TARGETING WILL MOVE RTB BEYOND THE COOKIE AND UP THE FUNNEL
spend increased
Contextual targeting is a fundamental building
significantly in 2014
block of advertising and will be more critical than
and will continue to
ever. Why? Because together, contextual and
grow exponentially in
programmatic data technology will enable smarter
the next three years.
audience targeting where 1st and 3rd party cookie data is less prevalent.
3 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 continue to capture more of the market share in 2015.
IN 2014, PROGRAMMATICALLY TRADED INVENTORY AND AD SPEND INCREASED 72% AND 141% RESPECTIVELY.* Source PulsePoint Internal Data, 2014
GLOBAL PROGRAMMATIC INVENTORY GROWTH 300% KEY
159%
250% MOBILE
DESKTOP
200%
80%
150%
MOBILE WAS A STRONG
100%
GROWTH DRIVER
50% 0% Global mobile inventory grew
Q1
Q2
Q3
Q4
PROGRAMMATIC INVENTORY GROWTH
159% almost double the rate of desktop, which saw 80% growth.
Source PulsePoint Internal Data, 2014
INVENTORY VOLUME BY REGION
North America 53%
While the US holds top spot now, Europe & Asia are
Other
starting to see an increase
11%
in programmatic adoption.
Asia 12% Europe 25% Source PulsePoint Internal Data, 2014
INVENTORY GROWTH BY REGION KEY
MOBILE
DESKTOP
192% While North America and Europe capture larger shares of the market, Asia demonstrated the fastest increase in mobile inventory, with 192% growth in 2014.
150% 57%
177% 80%
83%
300%
300%
250%
250%
250%
200%
200%
200%
150%
150%
150%
100%
100%
100%
50%
50%
50%
0%
Q1
Q2
Q3
Q4
NORTH AMERICA
0%
Q1
Q2
Q3
EUROPE
300%
Q4
0%
Q1
Q2
Q3
Q4
ASIA Source PulsePoint Internal Data, 2014
GLOBAL PROGRAMMATIC 450% AD SPEND GROWTH 400% 350% 300% 250% 200% 150% 100% 50% 0%
KEY
DESKTOP
MOBILE
29
1% Increase in mobile ad spend
Desktop ad spend grew
Q1
Q2
Q3
Q4
PROGRAMMATIC AD SPEND GROWTH
245%
Source PulsePoint Internal Data, 2014
AD SPEND BY REGION
North America 63%
Other 8% As more inventory enters the programmatic market, ad spend has also increased exponentially in all regions.
Asia 9%
Europe 21%
Source PulsePoint Internal Data, 2014
AD SPEND GROWTH BY REGION KEY
ASIA
EUROPE
500% 450% 400% 350% 300% 250% 200% 150% 100% 50% 0%
NORTH AMERICA
329% Asia outpaced North America and Europe in mobile demand with 329% growth.
Q1
Q2
Q3
Q4
MOBILE 500% 450% 400% 350% 300% 250% 200% 150% 100% 50% 0%
Q1
Q2
Q3
Q4
DESKTOP Source PulsePoint Internal Data, 2014
GLOBAL CONTEXTUAL
CATEGORY
INVENTORY VS AD SPEND KEY
Arts & Entertainment
Hobbies & Games
Sports & Recreation
Technology & Computing
Food & Drink
Style & Fashion INVENTORY
AD SPEND
Health & Fitness
140%
Travel
Region and device agnostic,
Finance & Money
Arts + Entertainment saw an
Autos
increase of 86% in impression volume and an 140% increase in ad spend.
Source PulsePoint Internal Data, 2014
TOP CONTEXTUAL
TOP 5 CATEGORIES
BY DEVICE
INVENTORY VS AD SPEND
The top five categories represent over 50% of all contextualized inventory and ad spend on desktop and mobile.
INVENTORY Arts & Entertainment 18%
Hobbies & Games
Other
13%
43% DESKTOP
Food & Drink 6%
Sports & Recreation 11%
Technology & Computer 9% Arts & Entertainment 38%
Other 28% MOBILE
Hobbies & Games 12%
Style & Fashion Food & Drink
4% Sports & Recreation
9%
9% Source PulsePoint Internal Data, 2014
AD SPEND Arts & Entertainment 17%
Sports & Recreation
Other
14%
46% DESKTOP
Hobbies & Games 9% Food & Drink
Health & Fitness
8%
6%
Arts & Entertainment 28%
Food & Drink
Other
13%
33%
MOBILE
Hobbies & Games 12%
Technology & Computer Sports & Recreation
3%
11% Source PulsePoint Internal Data, 2014
EVERY 24 HOURS PulsePoint processes over 20 terabytes of data and 5B impressions across 200+ countries.
PulsePoint™ is a next-gen advertising technology platform that fuses the science of programmatic targeting, distribution and optimization with the art of content marketing. 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.
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