Think-ThroughThink-Through » A place to think
I was shocked when i saw the table below. For all that US-effiency talking, comes out the two most productive metropolitan areas in the world are… guess where? in Europe. And one of them is not even in northern Europe, but in southern Europe. For all that Southern Europe laziness talks, comes out that Milan is more productive than San Francisco, New York, London, Munich or Chicago. Ever heard chats about the lazy French? Well, they are not far behind San Francisco, and they are well ahead of New York. And the German efficiency? Go figure… Comes only 5th, behind Italy and France. London is 9th, right above Hamburg and Los Angeles. The mighty German Ruhr? Not much more productive than the beautiful, sunny and (supposedly) lazy Rome. And I guess you would have never thought that the beautiful Berlin is 10% less productive than the equally beautiful Madrid, and 60% LESS productive than Milan or Randstad (pretty much half Holland, including Amsterdam), which are right at the top of the world.
|Rank||Metro Area||GDP||Resident Population||k$ GDP/head|
|2||Milan metropolitan area, Italy||$313,560.00||4,653,000||67.4|
|4||Paris metropolitan area, France||$710,840.00||11,532,000||61.6|
|5||Munich Region, Germany1||$151,580.00||2,532,000||59.9|
|9||Greater London, United Kingdom||$605,410.00||11,917,000||50.8|
|10||Hamburg Metropolitan Region, Germany||$144,430.00||3,135,000||46.1|
|13||Rome metropolitan area, Italy||$142,220.00||3,419,000||41.6|
|14||Madrid metropolitan area, Spain||$189,540.00||5,804,000||32.7|
|15||Berlin Metropolitan Region, Germany||$142,740.00||4,971,000||28.7|
I am proud, as all my folks are, to be working for PubMatic, the fastest growing advertising company in North America, the third fastest growing internet company, and the 20th fastest growing technology company.
It definitely means we are dong something very good, helpful, and value creating. And that is not just RTB or programmatic buying, but also Private Market Places, Audience, Mobile, Holistic/Unified Optimisation, and many other products that we have pioneered and are helping publishers grow everywhere in the world.
Please see the full Deloitte list here.
Last week at its AdRevenue 5 conference, PubMatic revealed the results of research firm IDC’s study into the future of RTB. As the study reported, the RTB sector experienced a successful year in 2011, where RTB display ad spend had increased 237.5% from 2010, and is predicted to continue its rapid growth – outstripping other formidable digital ad segments such as mobile and social.
The US is currently the most immersed in the RTB market. Being the first to embrace advertising technology platforms, it has the most developed digital environment and is predicted to continue leading the way. US RTB spend will grow from $1.1 billion in 2011 to $8.9 billion in 2016 at a compound annual growth rate (CAGR) of 53 percent. In the US, the market share of RTB-based spending of all display ad spending is also expected to increase from 10% in 2011 to 27% in 2016. RTB’s share of all indirect spending will grow from 28% to 78%……..
For the rest of the article, plus charts and tables, please check out the IAB UK site.
Fri, 2 Nov 2012 | By Lucy Tesseras
UK real-time bidding (RTB) spend is set to rise to £546m in 2016, up from £62m in 2011, according to research conducted by PubMatic and the International Data Corporation (IDC), new media age can reveal.
RTB spend is expected to reach £131m by the end of 2012, which is equivalent to 12% of total online display sales. That’s a 108% increase compared to 2011 when it accounted for just under 6%.
Additionally, RTB will account for 29% of indirect ad sales, up from 16% in 2011, in the UK, which is the fastest adopter of the trading tool in Europe.
Gareth Holmes, UK publisher director of PubMatic reckons this rise in RTB spend is indicative of the market’s desire to embrace audience buying.
“What RTB offers therefore is a more efficient process for doing so with greater transparency into pricing and ROI,” he told new media age.
“But this can only happen with better access to data which allows the buyer to identify the true value of each impression. With agencies really embracing programmatic trading we’re finally seeing RTB scale to the levels reported in the IDC report.”
Worldwide, RTB-based spending on display advertising is predicted to grow rapidly, increasing from $1.4bn (£870m) in 2011 to $13.9bn (£8.6bn) in 2016, with only the US spending more than the UK.
RTB’s share of total display advertising is also expected to quadruple, rising from 5% to 20% over the next four years.
Holmes predicted mobile will help to increase the role of RTB going forward, adding “I believe RTB will scale even further with the expansion onto mobile platforms and increasing access to first party data.”
However, the research showed that RTB will penetrate mobile sales much more slowly as the ad ecosystem is not yet sophisticated enough, plus mobile raises challenges that online advertising doesn’t, according to the IDC.
It warned that as internet use becomes mobile first it will put pressure on mobile advertising vendors to develop the ecosystem to a level that will support RTB more easily.
Mobile RTB might also be accelerated by the fact that a high percentage of mobile ads are sold through ad networks as it is, which could make the transition smoother.
The research also revealed that over the next five to ten years “significant portions” of premium inventory will be sold through RTB platfroms. Initially it expects this to be through private marketplaces, but later on it will be through public programmatic trading.
Holmes said, “The growth of private marketplaces is giving publishers greater control of their own inventory being traded via RTB and allowing for a more holistic view across both direct and indirect inventory.”
Last month, display marketing firm Adform carried out a poll, which revealed that just 32% of marketers actually understand what the acronym RTB stands for, which CEO Gustav Mellentin said could isolate the sector from the rest of the digital marketing industry (nma.co.uk 17 October 2012).