The RTB (Real-Time Bidding) market is in luck, thanks mainly to mobile advertising. According to The European Trend RTB Report, the CTR of advertising on these smart screens is 65% higher than that obtained through computers.
The rate of conversion of ads on mobile devices has doubled since last year, to greatly exceed that recorded through the desktop or PC, putting special interest to tablets. Despite such favorable data, companies still direct much of their efforts to the traditional desktop. The study, developed by Adform, indicates that only 2.1% of the budget for RTB advertising is aimed at mobile devices.
The Adform data is a wake-up call to companies, who must redirect their strategy, concentrating their efforts where they have the best chance of impacting their target audience, that is, through smart screens. In addition to the 65% increase in tablet CTR, smartphones are also a great option, having grown 50% over the previous year.
The information provided in this report reinforces the data of the recent study of InMobi, which emphasized that users have assumed advertising in their handheld devices as a natural; Of whose information they try to profit. 3 out of 4 respondents indicated that they had seen a new product through a mobile ad; Even nearly half of the 15,000 respondents acknowledged having bought a product with their smart device.
It should also be noted that advertising can be useful, as long as it does not hinder the user’s browsing experience, is targeted specifically to the target audience, and does not cause saturation in the recipient. As always, creativity, along with proper planning can have a very positive impact on the final result.
The great advantage of digital advertising, compared to other ads inserted in conventional media is that it can be measured. A particularly relevant feature in the case of mobile devices; Since it offers a great amount of qualitative data of the users, which united power of geolocation, makes that these messages constitute a tool of massive conversion.
Do you relay RTB campaigns? What percentage of your investment do you spend on mobile devices?