LONDON--(BUSINESS WIRE)--According to the latest research study released by Technavio, the real-time bidding (RTB) market in the US is projected to reach more than USD 46 billion in revenue by 2020.
This research report titled ‘Real-time Bidding Market in the US 2016-2020’, provides an in-depth analysis of market growth in terms of revenue and emerging market trends. To calculate the market size, Technavio researchers have considered revenues generated from the sales of online advertisements through RTB. The report also presents vendor landscape of the top four players and lists other prominent vendors in the market.
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“RTB enables advertisers to target audiences better and increases their access to deeper data and a broader range of inventory. If the displayed advertisement is relevant to the profile of the visitor, its efficiency and profitability increases. Programmatic advertising also allows advertisers to adjust advertising campaigns on a real-time basis,” said Ujjwal Doshi, one of Technavio’s lead analysts for publishing and advertising research.
RTB mobile advertising on mobile web applications accounted for 33% of the total market in 2014 and 41% of the share in 2015. By 2017, mobile web is forecast to overtake mobile applications in terms of RTB in the future.
US mobile RTB market segmentation by application 2015
| • Media and entertainment |
37.5% |
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| • Games |
14.5% |
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| • Social | 12% | ||||
| • Music |
7.5% |
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| • Travel and luxury |
4.5% |
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| • Others | 24% | ||||
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Source: Technavio research |
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Media and entertainment
This segment includes ads for movies, television shows, and sports. The segment also includes the latest technological developments in the entertainment industry. These developments include smart devices and mobile applications. Based on available data on the mobile device, targeting becomes relatively easy.
As of 2015, media and entertainment accounted for 37.5% of the total mobile RTB in the US, which amounted to USD 3.11 billion.
Games
An increasing number of consumers in the US are playing games on their smartphones and these are not restricted to children. With the increase in the popularity of social gaming, advertisers see a huge opportunity to enhance the penetration of games among adults during the forecast period.
As of 2015, games accounted for 14.5% of the total mobile RTB in the US, which amounted to USD 1.2 billion.
Social
The number of social media websites has grown rapidly since 2010. The number of platforms is increasing every day as vendors try to monetize the ever-growing online population and social media penetration.
As of 2015, the social segment accounted for 12% of the total mobile RTB in the US, which amounted to USD 1 billion.
Music
There is a paradigm shift in music-listening behavior as music streaming becomes increasingly popular. Music-related applications are growing in prominence as consumers want to be updated with the latest songs in the music industry.
As of 2015, music accounted for 7.5% of the total mobile RTB in the US, which amounted to USD 623 million.
Travel and luxury
Tourism is one of the fastest-growing markets in the US. In 2015, the travel expenditure of the US population reached $1 billion. Outbound foreign tourism surpassed 350 million tourists for the first time, and the trend is expected to continue during the forecast period.
As of 2015, travel and luxury accounted for 4.5% of total mobile RTB in the US, which amounted to USD 373.8 million.
Browse related reports:
- Global Programmatic Advertising Spending Market 2016-2020
- Global Mobile Ad Spending Market 2016-2020
- Global RTB Market 2015-2019
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About Technavio
Technavio is a leading global technology research and advisory company. The company develops over 2000 pieces of research every year, covering more than 500 technologies across 80 countries. Technavio has about 300 analysts globally who specialize in customized consulting and business research assignments across the latest leading edge technologies.
Technavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.
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