From June-July 2013, Demand Metric conducted a benchmarking study to understand the impact online display advertising and real-time bidding (RTB) is having on the online advertising landscape. Key findings from this study include:
A substantially bigger percentage of large companies (70 %) use online display advertising than do small (54 %) and medium-sized companies, and large companies ascribe more importance to it.
Online display advertising delivers a wide range of benefits, the most important of which is the ability to target consumers, followed closely by measurability. As a solution, RTB enhances both of these benefit areas, yet the awareness of RTB is low, with only 11 % of respondents currently using it and 58 % having not heard of it prior to this survey.
Better awareness and understanding of RTB stand in the way of broader adoption. Of those who claim a moderate to advanced understanding of RTB, 67 % of them perceive that online campaigns with RTB are slightly to much more effective, compared to just 42 % of all RTB users in the survey.
The RTB market is still emerging and maturing. It’s a relatively level playing field for vendors at present, and price has not yet become the major differentiator in their offerings.
This report details the results and insights from the analysis of the study data.
- See more at: http://www.demandmetric.com/content/online-advertising-benchmark-report#sthash.Odgj73u9.dpuf