Arts, entertainment and hobbies sections of programmatic trading becoming 60% more competitive
Advertiser categories such as arts and entertainment and telecom are becoming up to 60 per cent more competitive in the programmatic market, according to the new Advertising Intelligence Index from Turn, while the sporting category has become 121 per cent less competitive.
The research discovered that eCPM (effective cost-per-thousand impressions) for social, display and video advertising increased year-over-year for January 2014 compared with January 2013.
“Global advertisers are always looking for an edge to determine which channels, devices, and times are most effective to reach their most valuable audiences,” said Paul Alfieri, vice president of marketing, Turn, noting the 28 per cent increase in use of first- and third-party data by brands looking to get an edge as they compete for consumer attention.
According to the Turn Advertising Intelligence Index, the top five global programmatic advertising verticals making the biggest moves to become more competitive between 2013 and 2014 were: arts, entertainment and hobbies (60 per cent more competitive); travel (57 per cent more competitive); electronics and computers (56 per cent more competitive); financial services (52 per cent) more competitive; and telecom (51 per cent more competitive).
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