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2012 - RTB, Facebook and more growth

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Posted by Smaato Inc. on December 29, 2012

As 2012 is slowly drawing to a close, many like to look back and review this year's events and milestones.

2012 inarguably was a turbulent and interesting year; it saw the re-election of U.S. President Barack Obama, the death of famous pop star Whitney Houston, achievements like Felix Baumgartner's record jump from space or the mars rover, and disasters such as Hurricane Sandy and shootings (ie. Aurora, CO and Newtown, CT).

But what happened in the world of Mobile Advertising in 2012? Quite a bit, as a short and general answer. Boiling it down, here are the 3 most notable developments of 2012:

1.) RTB

Real-Time Bidding, or RTB for short, has shown a huge rise to relevance over the course of 2012. While starting off last year with the first demand-side platforms emerging on the market, the RTB field only grew substantially in 2012, with enough data being available for use, enough connections to the market being provided, and enough trust - or boldness - being put forth by advertisers.

While RTB does not ubiquitously work wonders, it is most evident that mobile advertising is generally heading in its direction; its increased efficiency through the use of targeted data is favorable to both the consumer and the advertiser.

2.) Social Media Advertising

2012 also saw the IPO of Facebook, a legendary stock market blunder which urged founder Mark Zuckerberg to reconsider his social network's monetization strategy. Especially the increased mobile usage, which was previously completely ad-free, showed to be a growing source of lost opportunities, resulting in Facebook implementing advertising formats and methods into their offering. However, those ads come along fairly disguised - as sponsored stories or discrete 'banners', hardly distinguishable from the 'authentic' content. Facebook - and Twitter - properly entering the mobile advertising realm is definitely a big game-changer from 2012.

4.) Shift of advertising emphasis towards mobile

Especially during "advertising-heavy times" - i.e. around holidays or sale seasons - it has become apparent that more and more money - and focus - is being dedicated towards mobile ad campaigns. Previously regarded as rather ineffective or a portfolio formality, companies and advertisers have showed growing interest - and faith - in advertising on mobile formats - which is obviously linked to the ongoing boom of portable devices such as smartphones and tablets.

On that note, we'd like to wish you all the best for the last few days of 2012 and a good start for 2013!

Written by Smaato Inc.

Smaato is the leading global real-time advertising platform for mobile publishers and app developers. We run the world’s largest independent mobile ad exchange and we've been pioneering innovative, mobile-first solutions for publishers since 2005.

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