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The Drum Digital Transformation Festival launch

Gordon Young
Editor-in-chief at The Drum

Programmatic ad spending up by 15% in 2014 according to Adform

Programmatic ad spending has increased by 15 per cent in the first quarter of 2014 according to an Adform trend report.

Quarterly reports track the efficiency of online ads

The research found that click-through rate (CTR) rose by four per cent in in the quarter, although engagement rates dropped by 17 per cent.

Spending for programmatic rich media grew each month in the quarter despite coming off of a strong holiday period. CPMs for rich-media banners were 103 per cent higher than those earned from standard banners, and rich-media CTR was 110 per cent higher than standard display units.

Mobile inventory dipped slightly from the last quarter but is still 433 per cent higher than it was a year ago. CPCs have risen in the last 12 months despite a 51 per cent increase in the cost of inventory. Additionally, CTR for display campaigns are 30 per cent higher among Windows users than they are for Apple users.

The weekends are the most engaging periods with CTRs on Saturday and Sunday a quarter than Monday through Friday.

Martin Stockfleth Larsen, chief marketing officer at Adform, said: “The sustained growth in programmatic is a clear indication that both marketers and publishers view it as a vital component to digital advertising.

“We anticipate programmatic ad spending to grow throughout 2014, with a heavy emphasis on rich-media and mobile campaigns.”

Adform was established 2002 in Denmark and now has offices in 15 countries.

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