Marketer spend on mobile surged 109 per cent year on year in the first quarter of 2014, while video ad spend rose 65 per cent, according to Turn’s Advertising Intelligence Index.
The findings, based on the platform's two trillion display, mobile, social, and video monthly ad impressions, also revealed programmatic ad spend continues to grow, while real-time bidding is being used "far beyond" traditional display ad methods of trading.
The report, which tracked more than 1.3 million real-time ad bids across the Turn platform, also revealed both display and social advertising budgets saw a 20 per cent boost.
“Spend and competition are increasing in mature markets, leading to smarter data-driven budget allocation this year,” said Pierre Naggar, managing director EMEA, Turn. “Brands and agencies are using sophisticated audience-first strategies to drive planning for programmatic advertising, turning insights into an advantage against the competition.”
Advertisers sold on the benefits of display ads continue to ramp up budgets, while getting smarter about harnessing data and targeting spending to find customers across all other channels, the report stated.
It also indicated that advertisers are investing heavily in emerging regions and channels, with competition and spend surging in mobile advertising across Asia and Europe.
Sports and recreation saw competition decrease dramatically from Jan – April 2014, which Turn suggests means that advertisers are saving their spend for the World Cup period.