DoubleClick's Real-Time Display Advertising State of the Industry: '88% Buyers Plan to Buy Via RTB in 2011'

Display advertising is becoming more accountable, scalable and lucrative. To learn more about this real-time trend, DoubleClick with Digiday, surveyed over 300 digital media buyers, agencies, intermediaries and publishers about their thoughts on real-time display advertising. Highlights from these findings will be presented at DIGIDAY:ONMEDIA in Los Angeles.Some of the revealing findings include:88% buyers plan […]

Display advertising is becoming more accountable, scalable and lucrative. To learn more about this real-time trend, DoubleClick with Digiday, surveyed over 300 digital media buyers, agencies, intermediaries and publishers about their thoughts on real-time display advertising. Highlights from these findings will be presented at DIGIDAY:ONMEDIA in Los Angeles.

Some of the revealing findings include:

  • 88% buyers plan to buy via RTB in 2011, up from 75% last year.
  • 47% say that benefits or RTB will increase their overall digital advertising budget this year (16% said it wouldn't, 37% were unsure).
  • Spending on RTB is quickly moving out of the "test budget" range: 79% buyers estimate that > 10% of their digital display budgets will go to RTB in 2011. 33% estimate that 50% or more of their digital display budget will go to RTB. And 7% estimate 90-100% of their digital display budget will go to RTB.
  • 29% media intermediaries (such as DSPs, ad networks, and exchanges) anticipate their volume of real-time bidding will increase by 100% or more vs. last year. 19% believe it'll go up by at least 200%.
  • More formats moving to RTB: 34% buyers say they're extremely or very likely to purchase rich media ads via RTB this year, 32% are extremely or very likely to purchase dynamic creative ads via RTB, 20% are extremely or very likely to purchase mobile display ads via RTB, 18% are extremely or very likely to purchase in-stream video via RTB and 14% are extremely or very likely to purchase mobile rich media via RTB.
  • 48% publishers plan to increase the amount of inventory they'll make available via RTB. 28% are still deciding. Only 24% said they weren't planning to increase RTB inventory.

[tags]display advertising,digiday,los angeles,real-time,bidding,rtb,buyers,budget,digital advertising,ad networks,rich media ads,creative ads,in-stream video[/tags]

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