Media buyers and brands are turning to real-time bidding (RTB) more often for video, says Forrester Research in a new report on the real-time market, releasing today. Beet.TV spoke to Keith Eadie, VP of Marketing at online video ad platform TubeMogul, which commissioned the study, about the growth in this marketplace.
RTB for video has been growing steadily for 18 to 24 months and brands are shifting the money away from ad networks into the real-time market, Eadie says in this video interview.
Real-time bidding can be more efficient and cost-effective; ads are bought and sold at auction in a fraction of a second and are tailored to the consumer seeing the ad.
The ads are often priced lower than they are with ad networks, he tells us. Media buyers like the ability to optimize the ads and to have more control over the buy, Eadie says.
This market will continue to grow, Forrester says in its report, and play a role in boosting overall video spend. All told, digital video advertising is on track to hit $5.4 billion by 2016, a 250% rise over 2011, Forrester says.