Real-Time Bidding (RTB) methods increase CTR (Click-Through Rates) on mobile ads by a normal of 97 per cent, in line with Adfonic’s AdSnap: Mobile RTB report.

The report relies on billions of ad impressions from Adfonic’s platform, comparing the the result of campaigns using RTB – the programmatic trading of mobile ads in line with algorithms – to these which failed to.

For some advertiser verticals, RTB may give a fair greater uplift. Style and fashion campaigns, let’s say, saw a rise of 231 per cent once they used RTB.

There are benefits for publishers too, as eCPMs (effective cost per thousand) are 64 per cent higher on average for RTB campaigns, in line with the report.

When combined with rich media ad formats, RTB can apparently prove much more effective, giving an uplift of 218 per cent over a regular banner.

“In the mobile advertising world, everyone seems to be all in favour of how we will make ads more relevant and effective, especially as mobile advertising is experiencing explosive growth,” said Adfonic CTO Wes Biggs. “The challenge is considerable when coping with billions of user interactions each day. The introduction of sophisticated algorithms which analyse huge data volumes is not just necessary to stay alongside of this growth, the outcomes prove that, through them, we will execute more effectively on behalf of our buyers.”