Real-Time Bidding To Comprise 25% of Online Video Ad Spend in 2014. Report

Programmatic buying and real-time bidding will account for about 25% of all online video ad spend in 2014, according to a new report released by Forrester and commissioned by SpotXchange, a global ad marketplace.

Real-time bidding more then doubled from 2011 to 2012, representing the fastest growing segment of the online video business, Forrester says. The sector is slated to grow more than 70% this year. The study also dives into how publishers are using private marketplaces. At the Beet.TV retreat earlier this year, Forrester analyst Joanna O’Connell sat down with Shehan for a deep dive discussion on the ecosystem of real-time buying and private marketplaces.

In the last 18 months, SpotXchange has grown from zero to about 40% of all its impressions in the real-time bidding variety, says Mike Shehan, CEO of SpotXchange in this video interview. He adds that SpotXchange works with about 50 buyers for real-time bidding including DSPs and agency trading desks. “With programmatic, you’ve automated everything — the connections, the RFP process, the reports, the billing, the delivery.”

-Daisy Whitney

By Daisy Whitney on April 8, 2013April 8, 2013 @daisywhitney

Recent Videos

SAP’s Tillman Has Fun Finding Influencers Through TV

When you think of a giant business operations software supplier, words like “fun”, “playful” and “mass-market” don’t necessarily come to mind. But that’s what SAP, as it branches out of the usual B2B sales tactics, using TV to find companies amongst consumers. The idea that marketing for B2B no longer needs to be restricted to […]

Marketers Need to React in Real Time: MillerCoors’ Feinberg

ORLANDO – MillerCoors knows you tune out, and likely check your phone, during commercial breaks. As a company that relies on linear TV, and particularly live events like sports, in its advertising strategy, it’s looking to figure out how to still get in front of customers who aren’t paying attention to TV ad spots. Brad […]

IBM’s Rangaiah on Moving Beyond Advertising to Customer Experiences

ORLANDO – Think of the last best experience you’ve had. According to Babs Rangaiah, executive partner of marketing solutions for the Interactive Experiences unit of IBM, this last-best becomes the minimum expectation for future experiences of a similar kind. Rangaiah uses E-ZPass as an example of how quickly customers’ expectations can change. “Once E-ZPass was […]

IBM’s Hammer: A Brand Is a Great Place for Creatives

ORLANDO – The recruiting and training process on IBM’s marketing team doesn’t necessarily target those with a traditional marketing background, according to chief content officer George Hammer. In an interview with Beet.TV, Hammer explained how hiring creatives of all backgrounds can yield more meaningful results. Hammer describes how the evolving roles of a marketer are […]

Relevant Marketing and Products Will Win: Anheuser-Busch’s Marcondes

ORLANDO – Anheuser-Busch is investing in innovation by way of an internal team dubbed Apollo 11. The team, which operates separately from the company’s main operations, is dedicated to developing new, innovative products that resonate with customers’ evolving tastes. Ten to 20 innovations come out of the Apollo 11 team per year, one of which […]

Aetna’s Edelman: A Multicultural Approach to Employee Training Makes Better Marketers

ORLANDO – How do you extend your message to as many different populations as possible all while remaining authentic to both your mission and to the cultures you are aiming to reach? According to Aetna CMO David Edelman, the first step is to hold up the mirror to your own company. “We’ve launched a pretty […]

Fox’s Callahan: OpenAP Will Add Value For All Participating Parties

As the TV landscape is changing, there are certain things that stay the same. For Fox, that constant has been the habit of watching sports live, which has given the network the ability to engage an audience of millions during appointment viewing, an increasing rarity in programming. “It’s designed to be watched live, it draws […]

Get to Know the Evolving World of Data and Privacy: 4A’s Marla Kaplowitz

ORLANDO – Getting a better understanding of privacy and data will help protect agencies. In an interview with Beet.TV at the ANA Masters of Marketing Conference, Marla Kaplowitz, president and CEO of the 4A’s, says it will also help agencies connect with consumers. “It’s not just data for data’s sake,” says Kaplowitz. “It’s about understanding […]

Streaming Is in the Age of Acceleration: Pluto TV’s Morganstern

The key to Pluto TV’s value proposition lies with its 18 million monthly viewers who spend 185 minutes per session. These are cord cutters and cord nevers, says Harold Morganstern, svp and head of national sales at Pluto TV, and the service is able to give clients access to these customers that they might not […]

WFA’s Loerke Is Up For The Fight With Tech Platforms

ORLANDO – If you are going to try to force the world’s biggest technology giants to change their ways, it may pay to have safety in numbers. That is why one of the largest, broadest bodies representing advertisers is optimistic it can win out in the end. Back in June, the World Federation of Advertisers […]