Mobile ad spend soars 109% as video rises 65% during 2014

Mobile devices ad spend rose 109% in the first quarter of 2014 compared to the same period last year, while video ad spend surged 65%, according to new research by Turn. 

The findings, based on Turn’s Advertising Intelligence Index, also indicates that programmatic ad spend continues to grow, while real-time bidding is being used “far beyond” traditional display ad methods of trading. The report, which tracked more than 1.3 million real-time ad bids across the Turn platform, also revealed both display and social advertising budgets saw a 20% boost.

Pierre Naggar, managing director EMEA, Turn said:

“Spend and competition are increasing in mature markets, leading to smarter data-driven budget allocation this year. Brands and agencies are using sophisticated audience-first strategies to drive planning for programmatic advertising, turning insights into an advantage against the competition.”

Advertisers sold on the benefits of display ads continue to ramp up budgets, while getting smarter about harnessing data and targeting spending to find customers across all other channels, the report stated.

It also indicated that advertisers are investing heavily in emerging regions and channels, with competition and spend surging in mobile advertising across Asia and Europe.

However, similar research suggests that consumers are increasingly ignoring mobile advertising in favour of TV.

Sports and recreation saw competition decrease dramatically from Jan – April 2014, which Turn suggests means that advertisers are saving their spend for the World Cup period.

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