Real-time advertising now accounts for 14 per cent of the UK’s total display spend according to figures from the International Data Corporation (IDC).
IDC’s figures showed that real-time advertising spend has increased by 80 per cent in the UK and claimed display growth now outstrips search growth in the UK. Around 90 per cent of the UK online video audience can be reached programmatically, while there has been a 27 per cent growth in available real-time inventory in the UK.
Martin Kelly, co-founder and CEO at Infectious Media, which produced an infographic based on the figures, said: “We were founded at the inception of real-time and we have seen it evolve from a direct response tool to a solution that can genuinely deliver for advertisers across the entire customer lifecycle.
“We expect that positive growth will continue and we will see more advertisers get excited about using real-time advertising for brand activity.”