Display ad spend on the up: Report

More than two-thirds of media agencies have increased their investment in display advertising this year with up to 40 per cent of online display now traded via exchanges or marketplaces, according to a survey by Marketing Week sister brand Econsultancy and the Rubicon Project. 

The survey of over 1,000 advertisers found 63 per cent of UK media agencies had upped their display ad spend in 2013, with 19 per cent of respondents adding they have already established private marketplaces to improve the efficiency of their online media-buying. 

Twenty-nine per cent of US respondents felt the move towards automated trading – i.e. buying online ads using real-time bidding (RTB), trading desks or via demand-side platforms (DSPs) – helped decrease the cost of display ads, and subsequently lower their customer acquisition costs. 

The survey, Econsultancy’s third Online Advertisers Survey Report, also found that over a third of respondents said they plan to increase their spend via such channels in the coming year. 

The reports comes after Marketing Week revealed how UK-based mobile operator joint venture Weve is sounding out potential partners to launch its own automated display advertising service, with the potential of its using an alternative to cookies to target its network of 17 million mobile users.

Similarly, mobile ad network Millennial Media yesterday (18 September) announced a partnership with AppNexus to launch Millennial Media Exchange (MMX) that will effectively provide advertisers with single point of booking mobile campaigns using automated trading. 

Meanwhile, one of the key developments of Twitter’s pre-IPO preparations was last week’s purchase of mobile media marketplace MoPub – an online marketplace that lets app publishers sell ad space via a variety of methods, everything from direct selling, ad networks or via its own exchange using real-time bidding technology, from a single hub. 

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