Brands, agencies, and publishers are all tapping into the powers of programmatic for their display, video, social media, search, and even TV advertising, according to latest roundup of “Mind-Blowing Stats.”
However, challenges such as transparency (or lack thereof), limited inventory, and technology are standing in the way of total buy-in. Read on for a better understanding of where the marketing industry is from a programmatic standpoint, and what to expect in the next few years.
Take our poll:
1. Only 27% of execs have bought automated mobile ads.
2. Seventy-six percent of marketers polled cited mobile programmatic buying as important, and 41% said the tactic would help them reach a specific audience.
3. Nearly all of the 145 American publishers polled for an IAB study (98.3%) are currently engaged in programmatic marketing strategies for audience development in the U.S. Yet, abroad, participation drops to 72.4%.
4. U.S. programmatic ad spend topped $10 billion in 2014 and is set to double by 2016. Automated ads accounted for 50% of the U.S. digital display marketing in 2014.
5. Mobile accounted for 44.1% of all U.S. programmatic display ad spending, or $4.44 billion.
6. Marketer spending on programmatic advertising is strong and growing. Over the next 12 months, the majority of marketers (66%) plan on spending almost half (40%) of their digital media budget programmatically, while a quarter of marketers plan on doing so for at least 80% of their budget.
7. Currently, the majority of marketers are managing 20% or more of their media programmatically, with nearly half managing 40% or more of their digital media budget this way.
8. In a study of 25 campaigns from 18 brands that bought programmatic video inventory in September, October, and November 2014, video advertising platform Clearstream discovered that over 20% of impressions sold were “absolutely fraudulent.”
9. Sixty percent of brands’ online video ad spending is now programmatic. For agencies, 38% of their online video spend is going through programmatic channels.
10. According to an AOL report, over half of publishers (51%) said they are currently making their premium video inventory available for sales via programmatic, up from 36% one year ago. Publishers said about 30% of their inventory is now sold programmatically.
11. Only 8% of marketers and 9% of agency execs admitted to not using programmatic for any media.
12. Marketers plan on increasing their prgrammatic spend in social media by 18% (on average) in the next six months.
13. When it somes to programmatic advertising challenges, brand marketers cited inventory quality (64%), transparency (72%), and technology complexity (48%) as the biggest hurdles.
14. Only 15% of U.S. senior ad buyers report using programmatic for TV ads.
15. One-third of respondents to a Digiday study said it is very important to purchase programmatic TV inventory alongside digital video.
Here is what the Twitterverse is saying about programmatic advertising: