Publishers bank on real-time bidding and mobile ad networks to boost ad revenue

The survey, undertaken by online advertising revenue firm, Improve Digital revealed that 80 percent of European publishers think the number of active mobile display ad networks will increase over the next three years.  In contrast, 42.5 percent forecast a decrease in the number of online equivalents.  This finding reflects the AOP's 2010 Census which recently revealed that major publishers are significantly increasing their investment in mobile.

Improve Digital undertook its  research among European publishers in conjunction with 'New rules of revenue: online advertising 2010', which it hosted with the Association of Online Publishers (AOP) in February. 

The event was attended by industry experts who explored current issues around revenue-generation in the fast-paced digital advertising sector.

Other key publisher opinion revealed by the survey includes:

• 22.5 percent do not feel that the difference between an ad exchange and ad network is clear

• 62.5 percent work with multiple ad networks to monetise their unsold inventory

• 55 percent did not agree that ad exchanges that enable agencies to book media directly with publishers will decrease the need for them to have large internal sales teams

• 37.5 percent think that publishers should start their own ad networks to take advantage of performance budgets

• 55 percent do not believe that exchanges will increase the prices for display adverts

In addition, the publishers working with multiple ad networks, provided the following insight:

• 79.3 percent rank creative control as important or very important

• 79.3 percent say the sell-through of inventory is important or very important

• 75 percent believe it is very important to protect their premium sales

• 64.3 percent do not feel it is very important to have easy links to demand side platforms (DSPs)

“It is  encouraging to see the level of support already in evidence for RTB.  It is still a new technology, but publishers are clearly finding that it is an effective way to increase their revenues,” says Nic Peters, managing director of Improve Digital UK.  “It will also be interesting to see how mobile develops as a channel in view of the increase in interest it is currently generating.”

In January this year, Improve Digital promoted a white paper on RTB. 'Understanding Real-Time Bidding (RTB) From the Publisher Perspective'is published by US partner, Pubmatic (www.pubmatic.com), and is to download for free from here: http://www.improvedigital.com/rtb-whitepaper

Source: Improve Digital.  

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