NEW YORK, April 23, 2012 /PRNewswire/ -- The Accordant Media (www.AccordantMedia.com) "Real-time Media Buying: Q1 Market Pulse" report released today confirms that the exchange-traded media marketplace continues to grow at a torrid pace. In addition, Accordant's research offers marketers specific insights about planning and optimizing RTB media as the channel becomes more mainstream.
Overall volume of RTB ad inventory increased 120% in Q1, 2012 vs. Q1, 2011 (down from Q4, 2011 year-over-year growth of 213%)
The United States continues to represent 47% of the total global RTB inventory, followed by the UK and France. The top three countries in terms of growth rate are Philippines, Australia and France.
For buyers, change in prices (CPMs) remained generally flat quarter-over-quarter following high growth in the prior quarter. Ad click-through rates (CTRs) trended higher.
In RTB mobile, impressions targeted to tablet devices grew nearly 475% year-over-year.
Accordant's information utilizes aggregated data sets to showcase year-over-year and quarter-over-quarter trends. Over the past year, Accordant Media's programmatic media buying system bid on ad impressions at nearly 400,000 sites spanning display, video and mobile inventory on behalf of leading media agencies and direct marketing teams.
"The one thing that actually surprised me was how uncorrelated CPMs were to performance," says Craig Schinn, VP Analytics. "For example, the difference between the top 100 sites and the long tail was only a 2% difference in CPM, but an 11% difference in CPA. The data shows that audience buying is what really drives performance in RTB. For marketers, this means there's a huge opportunity to target the right audience in really strong contextual areas."
"Given the rapid growth of ad exchange-based buying to over 20 billion ad impressions daily, Accordant aims to add clarify to a complicated, volatile landscape," says Matt Greitzer, Co-founder and COO. Added Art Muldoon, Co-founder and CEO, "We hope marketers will find our assessment of the current buying opportunities within the real-time bidded media landscape a useful benchmark to gauge their own level of participation in an important, dynamic component of digital media."
About Accordant Media Accordant Media is an independent, on-demand media-buying and optimization specialist that makes audience targeting and biddable display media simpler and more effective for leading agencies and brand marketers. Accordant's one-stop, turnkey service, helps marketers achieve targeted, efficient advertising in a repeatable and scalable manner across paid display, video, mobile and search media. In a new complex era of cross-channel, exchange-traded media, Accordant employs both audience-based targeting as well as contextual targeting. Accordant's innovative custom audience segmentation engine, Audience Optics™, exploits micro-segmentation, finely sculpted audience insights and dynamic inventory management to produce higher ROI and customer engagement/response rates. This is done with any data set, without restrictions, helping clients gain access to dynamic inventory sources and deliver more targeted, relevant messages with 100% transparency. Co-founded by digital agency execs Art Muldoon and Matt Greitzer, Accordant Media is based in New York City.