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, May 03, 15

About grapeshot

Predictions are already rife that Social Media will win the 2014 FIFA World Cup. Twitter has already announced before a ball has been kicked that there have been more Tweets than in 2010.

But this year there are other new media winners emerging too. This year’s tournament is the first truly global event where advertisers and publishers can trade inventory programmatically. Once just the preserve of the English speakers, programmatic inventory can now be categorized in 25 languages. Meaning advertisers can target the football fans of the top fifteen most fancied teams in their native language including Japanese, Russian and Korean.

The global programmatic market is expanding rapidly. Grapeshot, the keyword contextual company, reports that it is now able to categorize 641BN Ad impressions per month a 200% increase in less than a year. With more languages being categorized, the proportion of inventory accounted for as English has decreased from 90 to 80%. The biggest growth comes from the Portuguese language. Spoken by 250 million people worldwide, the majority of them Brazilian, it now accounts for 2.8% of ad impressions. This makes Portuguese the second largest advertising language.

Malcolm Cox, Grapeshot Marketing Dierctor said:

“ Grapeshot has been staging it’s own global tournament. We now see pretty much all of AppNexus global RTB traffic able to be catagorized, running at a peak rate of 750,000 requests per second. To celebrate we built special channels, to source the ideal pages to place ads read by football fans, in twenty-five different languages. Already we’re knocked out by interest in the global contextual programmatic phenomenon.”

TOTAL MONTHLY APPNEXUS IMPRESSIONS:

TOTAL IMPRESSIONS (Billions) ENGLISH % PORTUGUESE     % 
AUGUST 13 274,097 88.4% 0.1%
SEPTEMBER 527,229 90.1% 0.2%
OCTOBER 464,969 83.8% 0.3%
NOVEMBER 473,981 81.9% 0.3%
DECEMBER 458,906 80.0% 0.3%
JANUARY 14 701,143 80.3% 1.2%
FEBRUARY 616,890 79.9% 2.3%
MARCH 734,315 80.1% 2.8%
APRIL 692,305 81.5% 2.8%
MAY 641,426 80.4% 2.8%
TOTAL 5,586,264

 

LANGUAGE %
ENGLISH 80.7
PORTUGUESE 2.8
SPANISH 2.5
FRENCH 2.3
JAPANESE 2.2
ITALIAN 1.8
GERMAN 1.8
TURKISH 1.6
RUSSIAN 1.5
DUTCH 1.2
CHINESE (ALL) 0.6
CZECH 0.4
DANISH 0.4
RUMANIAN 0.2
TOTAL 100.0

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