When it comes to the types of mobile ads coming through the Nexage Exchange, location and hyper-local, rich media, video-enabled impressions, and RTB are all increasing. Location-based demand is up 30% per month over the past six months, while rich media- and video-enabled impressions saw growth of 19% per month.
Mobile RTB accounted for 26% of all mobile ad spend and saw the highest increases as demand was up 220% during the past six months, or 37% per month.
The amplified interest in these types of ads also means that prices are soaring. Location-enabled impressions pushed CPM premiums between 2x and 5x higher, while rich media- and video-enabled impressions saw CPMs rise by 5x to 10x during this time frame. Overall CPMs on the Nexage Exchange, as AdExchanger reported earlier, were up 44% between the second and third quarters of 2012.
“Value-drivers [such as location-, rich media-, and video-enabled impressions] are affecting growth and pricing,” said Victor Milligan, CMO of Nexage, in a recent interview with AdExchanger. “In a market that’s growing in the triple digits, you are also seeing an increase in pricing, which is a positive sign for the industry.”
With all the growth in mobile advertising, Nexage expects that 2013 will bring significant changes to the space, as both buyers and publishers innovate more aggressively around ads and platforms.