Real time trading market report - Q3 2012 - Rubicon

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Real time trading market report - Q3 2012 - Rubicon

  1. 1. Q3RE A L TI M E TRAD I N GMA RKE TPL AC E R EPORT 2012 www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  2. 2. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTTABL E OF CO N T E N TS Overview ................................................................................................................................................. p3 Global Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................. p4 Top 10 Advertising Categories by Ad Spend in Q3 ..................................................... p4 % Change in Spend of Advertising Categories (Q2 to Q3)........................................ p5 % Change in eCPM of Advertising Categories (Q2 to Q3)......................................... p6 Top 5 Publisher Verticals in Q3 ........................................................................................ p7 US Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................. p8 Top 10 Advertising Categories by Ad Spend in Q3 ..................................................... p8 % Change in Spend of Advertising Categories (Q2 to Q3)........................................ p9 % Change in eCPM of Advertising Categories (Q2 to Q3)........................................ p10 Top 5 Publisher Verticals in Q3 ....................................................................................... p11 Canada Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................ p12 Top 10 Advertising Categories by Ad Spend in Q3 .................................................... p12 % Change in Spend of Advertising Categories (Q2 to Q3)....................................... p13 % Change in eCPM of Advertising Categories (Q2 to Q3)........................................ p14 Top 5 Publisher Verticals in Q3 ...................................................................................... p15 France Top 10 Advertisers by RTB Ad Spend in Q3 ................................................................ p16 Top 10 Advertising Categories by Ad Spend in Q3 .................................................... p16 % Change in Spend of Advertising Categories (Q2 to Q3)....................................... p17 % Change in eCPM of Advertising Categories (Q2 to Q3)........................................ p18 Top 5 Publisher Verticals in Q3 ...................................................................................... p19 UK Top 10 Advertisers by RTB Ad Spend in Q3 ............................................................... p20 Top 10 Advertising Categories by Ad Spend in Q3 ................................................... p20 % Change in Spend of Advertising Categories (Q2 to Q3)....................................... p21 % Change in eCPM of Advertising Categories (Q2 to Q3)....................................... p22 Top 5 Publisher Verticals in Q3 ..................................................................................... p23 Germany Top 10 Advertisers by RTB Ad Spend in Q3 ............................................................... p24 Top 10 Advertising Categories by Ad Spend in Q3 ................................................... p24 % Change in Spend of Advertising Categories (Q2 to Q3)...................................... p25 % Change in eCPM of Advertising Categories (Q2 to Q3)....................................... p26 Top 5 Publisher Verticals in Q3 ..................................................................................... p27 Australia Top 10 Advertisers by RTB Ad Spend in Q3 ............................................................... p28 Top 10 Advertising Categories by Ad Spend in Q3 ................................................... p28 % Change in Spend of Advertising Categories (Q2 to Q3)...................................... p29 % Change in eCPM of Advertising Categories (Q2 to Q3)....................................... p30 Top 5 Publisher Verticals in Q3 ...................................................................................... p31 Methodology ............................................................................................................................................. p32 www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  3. 3. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTOVE RVIEW Global RTB (Real-Time Bidding) ad spend increased by 20% in Q3 of 2012*. The steady rise in spend begs the question of who are the advertisers behind this increased spending and what type of inventory are they buying from country to country. This quarterly 20% report takes a global look at these recent RTB buying and selling trends to expose insights from this growing and dynamic marketplace. Specifically, this report expands on trends across the United States, Canada, France, United Kingdom, Germany, and IN CR E ASE D Australia. RTB AD S P EN D REVV®, Rubicon Project’s real time trading platform, provides industry-leading RTB capabilities. REVV’s comprehensive brand protection offerings and flexible rules engine ensure that buying and selling via RTB is done consistently in accordance with the business rules of market participants. This allows the REVV marketplace to achieve automation at a very high scale. In a recent quarter, REVV powered the following activity: • Processed 73 billion RTB paid impressions • • Reached over 646 million unique users Managed 5.5 trillion bid requests 73B RTB PA I D IM P R ESS IO N S Rubicon Project’s marketplace of quality publisher inventory and premium buyers is the largest reach platform in the digital advertising industry as ranked by independent comScore reporting**. This positions Rubicon Project with unique insight into RTB trends across advertisers and publishers. * Data for Q3 ad spend is based on the activity transacted from within the Rubicon Project Marketplace powered by REVV. ** comScore Media Metrix monthly rankings July 2012, August 2012 and September 2012 3 www.rubiconproject.com Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  4. 4. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTG LO BAL > > B U Y I N GT O P 1 0 A D V E R T I S E R S BY R T B A D S P E N D I N Q 3 Advertiser % Change Change 1. AT&T 12% - 2. American Express -1% +1 3. Toyota Motor Corporation 116% +6 4. Southwest Airlines 51% +1 5. Sprint Nextel Corporation 94% +6 6. Zalando 25% -2 7. Google 286% +16 8. Chrysler 5% +63 9. Verizon 44% -2 10. The Walt Disney Company 18% -2TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3 Advertising Category % Change Change 1. Technology & Computing 2% - 2. Personal Finance 16% - 3. Travel 21% - 4. Shopping 32% - 5. Automotive 38% - 6. Business 27% +1 7. Arts & Entertainment 31% +1 8. Style & Fashion 10% -2 9. Home & Garden 21% - 10. Food & Drink 14% - 4 www.rubiconproject.com Global Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  5. 5. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RT G LO BAL > > B U Y I N G % CHANGE IN SPEND OF ADVERTISING CATEGORIES (Q2 TO Q3) 60% 38% 39% 40% 30% 32% 32% 25% 27% 24% 23% 25% 21% 16% 21% 20% 13% 10% 10%% Change in Spend 2% 0% -7% -11% -20% -40% -45% -60% -62% -80% Automotive Careers Arts & Entertainment Business Education Food &Drink Home & Garden Pets News Real Estate Health & Fitness Hobbies & Interest Law, Gov’t & Politics Personal Finance Shopping Society Sports Travel Religion & Spirituality Style & Fashion Technology & Computing 5 www.rubiconproject.com Global Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  6. 6. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RT G LO BAL > > B U Y I N G % CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3) 40% 33% 30% 20% 16% 14% 13% 9% 11% 10% 10% 5% 1% 2% 3%% Change in eCPM 0% -2% -3% -2% -5% -10% -7% -7% -12% -13% -16% -20% -30% -40% -50% -53% -60% Automotive Careers Arts & Entertainment Business Education Food &Drink Home & Garden Pets Real Estate Health & Fitness Hobbies & Interest Law, Gov’t & Politics News Personal Finance Shopping Society Sports Travel Religion & Spirituality Style & Fashion Technology & Computing 6 www.rubiconproject.com Global Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  7. 7. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTG LO BAL > > S E LLI N GTOP 5 PUBLISHER VERTICALS IN Q3 RTB IMPRESSIONS Verticals % Change Change 1. Arts & Entertainment 10% - 2. News 39% - 3. Shopping 606% +5 4. Technology & Computing 96% +2 5. Automotive 4% -1 eCPM Verticals % Change Change 1. Family & Parenting 8% - 2. Education -1% - 3. Health & Fitness 1% +1 4. Food & Drink 2% +1 5. Shopping 16% +4 RTB REVENUE Verticals % Change Change 1. News 17% - 2. Arts & Entertainment 10% - 3. Shopping 721% +6 4. Education 50% +1 5. Automotive 3% -2 7 www.rubiconproject.com Global Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  8. 8. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTUS>> B UY INGT O P 1 0 A D V E R T I S E R S BY R T B A D S P E N D I N Q 3 Advertiser % Change Change 1. AT&T 12% - 2. Toyota Motor Corporation 143% +8 3. Sprint Nextel Corporation 94% +4 4. American Express 11% -1 5. Southwest Airlines 48% - 6. Chrysler 6% -2 7. Verizon 43% +1 8. Unilever 453% +67 9. Ford Motor Company 82% +10 10. Airtram Airways 1220% +185TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3 Advertising Category % Change Change 1. Technology & Computing 1% - 2. Personal Finance 16% - 3. Automotive 44% +1 4. Travel 25% -1 5. Shopping 38% - 6. Arts & Entertainment 26% - 7. Business 22% +1 8. Style & Fashion 1% -1 9. Home & Garden 22% - 10. Food & Drink 21% - 8 www.rubiconproject.com USA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  9. 9. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTUS>> B UY ING% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3) 60% 50% 44% 45% 44% 38% 40% 30% 26% 25% 25% 22% 21% 20% 22% 22% 16% 20% 14% 1% 1%% Change in Spend 0% -20% -16% -16% -40% -60% -80% -82% -100% Arts & Entertainment Automotive Careers Home & Garden Business Education Food &Drink Health & Fitness Law, Gov’t & Politics News Personal Finance Pets Real Estate Society Travel Hobbies & Interest Shopping Sports Religion & Spirituality Style & Fashion Technology & Computing 9 www.rubiconproject.com USA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  10. 10. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RT US>> B UY ING % CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3) 30% 24% 20% 14% 12% 10% 6% 7% 2% 3% 1% 1% 1% 0%% Change in eCPM -5% -10% -9% -7% -8% -7% -14% -12% -13% -20% -25% -30% -32% -40% -50% -60% -58% -70% Arts & Entertainment Automotive Careers Business Education Food &Drink Hobbies & Interest Home & Garden News Pets Society Travel Health & Fitness Law, Gov’t & Politics Personal Finance Real Estate Shopping Sports Style & Fashion Technology & Computing Religion & Spirituality 10 www.rubiconproject.com USA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  11. 11. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTUS>> S EL L INGTOP 5 PUBLISHER VERTICALS IN Q3 RTB IMPRESSIONS Verticals % Change Change 1. Arts & Entertainment 20% - 2. News 33% - 3. Education 50% +2 4. Sports 6% - 5. Shopping 338% +4 eCPM Verticals % Change Change 1. Family & Parenting 10% +1 2. Shopping 15% +2 3. Automotive 15% +3 4. Health & Fitness -2% -1 5. Education -0% - RTB REVENUE Verticals % Change Change 1. News 10% - 2. Arts & Entertainment 16% - 3. Education 50% - 4. Shopping 401% +5 5. Sports -6% +1 11 www.rubiconproject.com USA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  12. 12. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTCAN ADA> > B U Y I N GT O P 1 0 A D V E R T I S E R S BY R T B A D S P E N D I N Q 3 Advertiser % Change Change 1. Kijiji 56% - 2. Honda Motor Co. 58% +3 3. Toronto-Dominion Bank (TD Bank Group) -2% - 4. Royal Bank of Canada (RBC) 205% +21 5. Rogers Communications 257% +27 6. The Walt Disney Company 91% +10 7. Nissan 978% +109 8. Telus 18% +3 9. PKR 349% +52 10. Simple Skincare 25% +5TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3 Advertising Category % Change Change 1. Personal Finance -6% - 2. Automotive -3% - 3. Technology & Computing 18% - 4. Business 44% +1 5. Arts & Entertainment -14% -1 6. Travel -8% +1 7. Shopping 38% +2 8. Style & Fashion -30% - 9. Food & Drink -54% -3 10. Health & Fitness -31% - 12 www.rubiconproject.com CANADA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  13. 13. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTCAN ADA> > B U Y I N G% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3) 700% 612% 600% 500% 400%% Change in Spend 300% 200% 131% 88% 78% 100% 44% 38% 16% 30% 18% 0% -14% -3% -6% -7% -8% -23% -31% -20% -30% -54% -41% -100% -72% -200% Arts & Entertainment Automotive Careers Home & Garden Business Education Food &Drink Health & Fitness Law, Gov’t & Politics News Personal Finance Pets Real Estate Society Hobbies & Interest Shopping Sports Travel Religion & Spirituality Style & Fashion Technology & Computing 13 www.rubiconproject.com CANADA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  14. 14. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RT CAN ADA> > B U Y I N G % CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3) 140% 116% 120% 100% 80% 80%% Change in eCPM 60% 40% 14% 17% 20% 0% -1% -3% -11% -12% -9% -12% -20% -15% -24% -25% -22% -27% -30% -40% -39% -37% -41% -48% -51% -60% Arts & Entertainment Automotive Careers Home & Garden Business Education Food &Drink Hobbies & Interest News Pets Real Estate Society Travel Health & Fitness Law, Gov’t & Politics Personal Finance Shopping Sports Style & Fashion Technology & Computing Religion & Spirituality 14 www.rubiconproject.com CANADA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  15. 15. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTCAN ADA> > S E LLI N GTOP 5 PUBLISHER VERTICALS IN Q3 RTB IMPRESSIONS Verticals % Change Change 1. Arts & Entertainment -11% - 2. News 79% +1 3. Sports 5% -1 4. Hobbies & Interests 114% +3 5. Technology & Computing 142% +3 eCPM Verticals % Change Change 1. Shopping 46% +1 2. Food & Drink 1% -1 3. Education 1% +2 4. Society 11% +5 5. Hobbies & Interests 5% +3 RTB REVENUE Verticals % Change Change 1. Arts & Entertainment -2% +1 2. News 41% +1 3. Hobbies & Interests 157% +4 4. Sports 0% +1 5. Technology & Computing 201% +4 15 www.rubiconproject.com CANADA Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  16. 16. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTF RA NC E> > B U YI N GT O P 1 0 A D V E R T I S E R S BY R T B A D S P E N D I N Q 3 Advertiser % Change Change 1. Zalando 21% - 2. Price Minister 12% +2 3. La Redoute 18% +2 4. Gaz de France (GDF) 133% +13 5. Vivendi 44% +1 6. Orange -18% -4 7. Bouygues Telecom 256% +32 8. Buyster 875% +110 9. 3 Suisses -36% -8 10. The Western Union Company 14% +4TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3 Advertising Category % Change Change 1. Shopping 4% - 2. Style & Fashion 11% +1 3. Technology & Computing 23% +2 4. Personal Finance 11% - 5. Travel -11% -3 6. Arts & Entertainment 28% +1 7. Business 38% +1 8. Automotive -33% -2 9. Health & Fitness 107% +3 10. Home & Garden -2% - 16 www.rubiconproject.com FRANCE Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  17. 17. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTF RA NC E> > B U YI N G% CHANGE IN SPEND OF ALL CATEGORIES (Q2 TO Q3) 4358% 200% 150% 111% 107% 100%% Change in Spend 79% 50% 38% 28% 23% 11% 11% 1% 4% 4% 0% -2% -11% -19% -22% -33% -30% -36% -32% -50% -69% -100% Arts & Entertainment Automotive Careers Home & Garden Business Education Food &Drink Health & Fitness Law, Gov’t & Politics News Personal Finance Pets Real Estate Society Hobbies & Interest Shopping Sports Travel Religion & Spirituality Style & Fashion Technology & Computing 17 www.rubiconproject.com FRANCE Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  18. 18. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RT F RA NC E> > B U YI N G % CHANGE IN eCPM OF ADVERTISING CATEGORIES (Q2 TO Q3) 60% 43% 44% 40% 40% 31% 23% 18% 16% 20%% Change in eCPM 7% 6% 7% 0% -6% -9% -10% -12% -13% -10% -14% 20% -24% -30% -40% -40% -52% -60% Arts & Entertainment Automotive Careers Business Education Food &Drink Hobbies & Interest Home & Garden News Pets Society Travel Health & Fitness Law, Gov’t & Politics Personal Finance Real Estate Shopping Sports Style & Fashion Technology & Computing Religion & Spirituality 18 www.rubiconproject.com FRANCE Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  19. 19. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTF RA NC E> > S E LLI N GTOP 5 PUBLISHER VERTICALS IN Q3 RTB IMPRESSIONS Verticals % Change Change 1. Arts & Entertainment 4% - 2. News 1454% +2 3. Sports 108% -1 4. Shopping 179% -1 5. Hobbies & Interests 213% - eCPM Verticals % Change Change 1. Food & Drink 13% - 2. Education -17% - 3. Family & Parenting -8% +2 4. Business -24% -1 5. Hobbies & Interests 26% +7 RTB REVENUE Verticals % Change Change 1. Arts & Entertainment -12% - 2. News 1256% +2 3. Sports 64% -1 4. Shopping 47% +1 5. Hobbies & Interests 294% - 19 www.rubiconproject.com FRANCE Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney
  20. 20. 2012 Q3 RE A L TIM E TRAD I N G MA RKE TP LAC E REP O RTUK> > B UY INGT O P 1 0 A D V E R T I S E R S BY R T B A D S P E N D I N Q 3 Advertiser % Change Change 1. British Sky Broadcasting Group (BSkyB) 23% +1 2. Tesco 8% +3 3. Talk Talk 46% -1 4. BT Group -23% -1 5. O2 4% +1 6. American Express -32% -5 7. Renault 2930% +274 8. Microsoft Corporation 14% +2 9. Netflix 15% +3 10. Virgin Group Ltd. -34% -6TOP 10 ADVERTISING CATEGORIES BY RTB AD SPEND IN Q3 Advertising Category % Change Change 1. Technology & Computing -3.68% - 2. Personal Finance 20.07% - 3. Travel 21.78% - 4. Arts & Entertainment 37.09% +1 5. Shopping 26.22% +1 6. Business 2.27% -2 7. Automotive 61.92% - 8. Style & Fashion 40.25% - 9. Health & Fitness 11.32% - 10. Home & Garden 66.43% - 20 www.rubiconproject.com UK Los Angeles | New York | San Francisco | Seattle London | Paris | Hamburg | Sydney

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