This week, IPG announced it would automate 50 percent of its media buying. That’s huge, and means that programmatic buying is here to stay. It's not just hype.
To get a better understanding of the current state of automated media buying, CMO.com compiled some stats from around the Web.
1. Seventy-six percent of marketers express a strong preference for quality-content sites as a foundation for their branding campaigns, and only 2 percent mentioned either trading desks or DSPs as a top choice.
2. Worldwide RTB-based spending was $1.4 billion in 2011 and forecasted it will rise to $13.9 billion by 2016, for a compound annual growth rate of 59.2 percent. In the U.S., RTB was $1.1 billion in 2011, and will rise to $8.9 billion by 2016, for a compound annual growth rate of 53 percent. By 2016, RTB will make up 27 percent of all U.S. display ad spending.
3. CPMs for RTB ads averaged about $3.17 in 2012.
4. In the second quarter of 2012, 57 percent of all RTB advertisers were major national brands. Overall, the number of RTB impressions increased by 28 percent between the first and second quarters of 2012.
5. Video inventory purchases through exchanges and demand-side platforms tripled during 2012 in the U.S.
6. Only 19 percent of brand advertisers are employing trading desks to pick up inventory.
7. Programmatic buying has grown by 20 percent in the past six months.
8. Sixty-five percent of publishers are selling their inventory through ad networks, a jump from only 47 percent in the first quarter.
9. Fifty-one percent of publishers are direct-selling video inventory, a big drop from 85 percent in the first quarter.
10. Eighty-one percent of advertisers are buying video through ad networks, up from 61 percent in the first quarter.