Programmatic advertising – additional information
Automated advertising has been a quickly developing phenomenon in the past decades. It is expected that, globally, marketing professionals will spend more than 33 billion U.S. dollars on programmatic advertising in 2017. The second largest share of the market in 2014 belonged to the Asia Pacific region, while North America was, by far, the leader and was estimated to account for 57 percent of global programmatic spending in the same year. In fact, programmatic was the fastest growing type of digital media advertising in the United States, with expenditures having grown by 71 percent in the last quarter of 2014.
Recent studies have shown that as many as half of the respondents among marketers and agencies believed that programmatic buying targets consumers more effectively across all platforms. Other benefits of programmatic buying included improved relevance of marketing messaging and delivery of better customer experience. On the other hand, 72 percent of brand executives and 64 percent of agency executives considered transparency as the leading challenge of programmatic buying/selling. All in all, more and more U.S. marketers say that programmatic advertising has a positive influence on click-through rates and due to that, 51 percent expects CTR to increase by 2016.
As with all digital, mobile seems to be the future of programmatic spending as well. In the first quarter of 2014 programmatic spending on this channel grew by 109 percent over the same period in 2013. Automated video advertising was next in line, and programmatic ad spend on this channels is projected to reach nearly four billion U.S. dollars in 2016.