2014 is a booming year for programmatic buying in China advertising market. Further, programmatic buying is rebuilding digital advertising market as well as influencing China advertisers. With mobile internet’s rapid development, there are also some challenges for mobile advertising.
It is estimated that in 2017, the total transaction value of mobile programmatic buying will be RMB3,830 million (US$626.27 million) with an increase of 82.6%.
Percentage of RTB in mobile programmatic buying is decreasing year by year according to iReasearch.
Programmatic buying is popular among consumer-oriented industries as well as traditional industries. GEO, a data-driven media which aims at data for solutions, is using non-cookie technology to target user by their games, mobile device, shopping habits, payment habits and so on, reported Cecilia from CIW Team at Ad:tech China 2015 in Shanghai.
There are still 3 big challenges in mobile advertising market in China according to James Duan, Geo’s CMO, interviewed by Cecilia at Ad:tech China 2015.
- Mobile ads can not replace all PC ads, and high-quality native ads are in great demand
- Big data can help advertisers locate potential consumers which are applied in O2O market in China. Besides, time is another important element for advertisers to target consumers.
- Big data’s application on cross-screen marketing is not mature in China nowadays
Also read: China Mobile App Advertising Market in 2014