pulsepoint intelligence report

GLOBAL PROGRAMMATIC PLATFORMINTELLIGENCE REPORT 2014

PULSEPOINT

The global data in this report examines trends and changes

in inventory, ad spend and contextual categories on

mobile and desktop in 2014.

PROGRAMMATIC

1 2 3AD SPEND INSIGHTSINDUSTRY PROJECTIONS CONTEXTUAL INSIGHTS

• Mobile Growth

• High Impact Growth

• Market Shift

• Global Growth

• Market Share

• Growth by Region

• Global Scale

• Top Categories by Device

WHAT’SCOVERED

INTELLIGENCE REPORT 2014

POWERED BY

4INVENTORY INSIGHTS

• Global Growth

• Market Share

• Growth by Region

PROGRAMMATICCONTINUES TO MOVE MOBILE

Mobile programmatic inventory and ad spend increased significantly in 2014 and will continue to grow exponentially in the next three years.

NORTH AMERICAN MARKET SHARE WILL SHIFT TO EUROPE & ASIA

As Europe and Asia ramp up programmatic buying, they have the benefit of learning from early challenges and innovations made in the US, including targeting options beyond the cookie. Both markets are in a prime position to benefit from programmatic and will contin-ue to capture more of the market share in 2015.

CONTEXTUAL TARGETING WILL MOVE RTB BEYOND THE COOKIE AND UP THE FUNNEL

Contextual targeting is a fundamental building block of advertising and will be more critical than ever. Why? Because together, contextual and programmatic data technology will enable smarter audience targeting where 1st and 3rd party cookie data is less prevalent.

INDUSTRY PROJECTIONS

IN 2014, PROGRAMMATICALLY TRADED INVENTORY AND AD SPEND INCREASED

72% AND 141% RESPECTIVELY. Source PulsePoint Internal Data, 2014

*

12

3

INVENTORY GROWTH BY REGION

MOBILE DESKTOP

KEY

192%

NORTH AMERICA

50%

100%

150%

200%

250%

300%

0%Q1 Q2 Q3 Q4

While the US holds top spot

now, Europe & Asia are

starting to see an increase

in programmatic adoption.

ASIA

50%

100%

150%

200%

250%

300%

0%Q1 Q2 Q3 Q4

EUROPE

50%

100%

150%

200%

250%

300%

0%Q1 Q2 Q3 Q4

INVENTORY VOLUMEBY REGION North America

53%

Other11%

Asia12%

Europe25%

MOBILE WAS A STRONG GROWTH DRIVER

GLOBAL PROGRAMMATICINVENTORY GROWTH

PROGRAMMATICINVENTORY GROWTH

MOBILE DESKTOP

KEY

Global mobile inventory grew

159% almost double the rate of

desktop, which saw 80% growth.

Q1 Q2 Q3 Q4

50%

100%

150%

200%

250%

300%

0%

Source PulsePoint Internal Data, 2014



159%

80%

177%

80%

150%

57%83%

While North America and Europe capture larger shares of the

market, Asia demonstrated the fastest increase in mobile

inventory, with 192% growth in 2014.

AD SPEND GROWTHBY REGION

MOBILE

ASIA EUROPE

KEY

NORTH AMERICA

50%100%150%200%250%300%

0%Q1 Q2 Q3 Q4

350%400%450%500%

50%100%150%200%250%300%

0%Q1 Q2 Q3 Q4

350%400%450%500%

DESKTOP

Asia outpaced North America and

EU in both desktop and mobile

demand with 329% growth.

329%

AD SPENDBY REGION

North America63%

Other8%

Asia9%

Europe21%

GLOBAL PROGRAMMATICAD SPEND GROWTH

Desktop ad spend grew

245%

Increase in mobile ad spend

MOBILE DESKTOP

KEY

291%

50%100%150%200%250%300%

0%

350%400%450%

Q1 Q2 Q3 Q4




As more inventory enters the

programmatic market, ad spend

has also increased exponentially

in all regions.

PROGRAMMATICAD SPEND GROWTH

INVENTORY VS AD SPEND

Food & Drink

Travel

Autos

EVERY 24 HOURSPulsePoint processes over 20 terabytes of data and 5B impressions across 200+ countries.

AD SPENDINVENTORY

KEY

Hobbies & Games

Sports & Recreation

Technology & Computing

Style & Fashion

Finance & Money

Arts & Entertainment

Region and device agnostic,

Arts + Entertainment saw an

increase of 86% in impres-

sion volume and an 140%

increase in ad spend.

GLOBALCONTEXTUALCATEGORYINVENTORYVS AD SPEND

Health & Fitness

The top five categories represent over

50% of all contextualized inventory and

ad spend on desktop and mobile.

TOP CONTEXTUALCATEGORIESBY DEVICE

Hobbies & Games

Sports & Recreation


Technology & Computer

Other

Food & Drink


Hobbies & Games

Food & DrinkSports & Recreation

Style & Fashion

Other

Hobbies & Games

Sports & Recreation


Food & DrinkHealth & Fitness

Other


Food & Drink

Hobbies & Games

Sports & RecreationTechnology & Computer

Other

INVENTORY

AD SPEND

TOP 5

DESKTOP

MOBILE

9%

18%

13%

11%

6%

43%

38%

12%

9%9%

4%

28%

DESKTOP

MOBILE

9%

14%

17%

8%6%

46%

12%

13%

28%

11%3%

33%




PulsePoint™ is a next-gen advertising technology platform that fuses the science of programmatic targeting, distribution and optimization with the art of content market-ing. Our platform is powered by terabytes of impression-level data, allowing brands to efficiently engage the right audiences at scale while helping publishers increase yield through actionable insights.

pulsepoint.com • [email protected] • pulsepointbuzz

140%