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API Journal Authors: Hovhannes Avoyan, Lori MacVittie, Pat Romanski, Liz McMillan, Elizabeth White

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Rubicon Project presenta un grafico informativo per l'industria del Mobile Advertising

 

-  Al Mobile World Congress del 2013, Rubicon Project lancia un grafico informativo che riporta in dettaglio le opinioni delle agenzie pubblicitarie europee sul sistema di offerte in tempo reale (RTB) per il mondo mobile

BARCELLONA, Spagna, 27 febbraio 2013 /PRNewswire/ -- Rubicon Project, la più importante azienda di pubblicità automatizzata del mondo, ha oggi comunicato il lancio di un grafico informativo che offrirà una panoramica del mercato europeo relativamente al sistema di offerte in tempo reale (RTB) per dispositivi mobili.  Il grafico, che riporta i dati e le opinioni delle maggiori agenzie europee di trading desk, è basato sui risultati di un sondaggio svolto nel gennaio 2013, ed è molto importante per capire quale sarà la crescita e lo sviluppo del commercio automatizzato su telefonia mobile nell'anno prossimo.

Ecco alcune delle statistiche più importanti contenute nel grafico informativo di Rubicon Project:

  • Nel 2012, il settore dei dispositivi mobili rappresentava meno del 5% del totale di spesa per l'83% delle agenzie di trading desk, tuttavia il 57% di esse prevedeva che tale percentuale avrebbe raggiunto il 5-10% nel 2013, mentre il 17% riteneva che sarebbe salita al 10%-20%
  • Il 22% delle agenzie ha affermato di accedere ai cataloghi di pubblicità online 'direttamente attraverso gli editori', il 30% attraverso i network pubblicitari online, e la maggior parte di esse (il 49%) attraverso le piattaforme lato domanda (DSP), che rappresentano il punto di accesso per le agenzie che acquistano tramite RTB.
  • Le più note agenzie partner di trading desk stanno attualmente cercando di acquistare delle piattaforme di pubblicità online, tra cui AdMob e Invite Media (entrambe possedute da Google) e StrikeAd
  • Tra le sfide maggiori che le agenzie si trovano ad affrontare quando acquistano cataloghi pubblicitari per il mondo mobile vi sono: l'individuazione degli obiettivi (21%), la qualità del catalogo (20%) e la tecnologia (15%)
  • Il catalogo pubblicitario che le agenzie acquisteranno nel 2013 è così suddiviso: annunci pubblicitari in-app e annunci ottimizzati per dispositivi mobili (32% ciascuno) e annunci pubblicitari per tablet (web standard) (35%)
  • I formati degli annunci pubblicitari  più richiesti per piattaforma mobile sono: 300x250 (35%), 320x50 (24%) e 300x50 (16%)

Jay Stevens, vicepresidente senior e direttore generale di Rubicon Project International, spiega: "Il grafico informativo di Rubicon Project offre preziose informazioni sul sistema di offerte in tempo reale per dispositivi mobili in Europa e sul potenziale di crescita e sviluppo che esso avrà quest'anno dal punto di vista degli acquirenti. Occorre inoltre ricordare l'implementazione del nostro Mobile Project, che mira a fare per la pubblicità su piattaforma mobile ciò che il Rubicon Project ha fatto per il mercato dei desktop: offrire più efficienza e maggiori guadagni agli editori, facilitando agli acquirenti l'accesso su vasta scala ai cataloghi pubblicitari di qualità."

REVV, la piattaforma pubblicitaria automatizzata di Rubicon Project, è utilizzata da oltre 500 tra i più importanti editori del mondo, tra cui Time Inc., the Wall Street Journal, News International e The Tribune Company – per le loro transazioni commerciali con oltre 100.000 inserzionisti all'interno di un mercato di proporzioni enormi, con oltre due trilioni di impression ogni anno. L'offerta di Rubicon Project per il mondo mobile include un ad server proprietario, che consente una perfetta visualizzazione delle impression su dispositivi iOS, Android, Blackberry e Windows, permettendo agli editori di vendere più efficacemente e direttamente il loro catalogo pubblicitario in-app e su web.  In più, gli acquirenti di annunci pubblicitari dispongono di un singolo punto di accesso a comScore 500, il più grande mercato indipendente e la più importante piattaforma  di pubblicità online per computer fissi e portatili. L'accesso di Rubicon Project nel mercato dei dispositivi mobili è avvenuto nel 2012 in seguito all'acquisizione di Mobsmith, un'importante start-up tecnologica operante nel settore della pubblicità su piattaforma mobile.

Josh Wexler, direttore generale di Rubicon Project per il settore dei dispositivi mobili, aggiunge: "Invece dei computer fissi e portatili, i consumatori utilizzano sempre di più gli smartphone e i tablet per accedere ai contenuti web, e il potenziale di guadagno per la pubblicità su dispositivi mobili, specialmente per ciò che riguarda l'asta del mercato pubblicitario online, è in continua crescita."

Informazioni su Rubicon Project

Rubicon Project® è la più importante azienda tecnologica a livello globale per l'acquisto e la vendita di pubblicità tramite sistemi automatizzati. REVV®, la piattaforma tecnologica più importante del settore, è utilizzata da oltre 500 tra i migliori editori del mondo per le loro transazioni con più di 100.000 inserzionisti. Le tecnologie automatizzate e gli algoritmi di ottimizzazione di REVV permettono agli acquirenti e ai venditori di effettuare transazioni commerciali su scala globale in un ambiente protetto per l'immagine del marchio, dove ogni giorno avvengono miliardi di transazioni. Per maggiori informazioni, visitare il sito www.rubiconproject.com.

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