Programmatic has been an ongoing buzz lately, and for good reason. Since our announcement of going native programmatic last autumn, we have been keeping up with the trends that follow this automated method of buying. As we did the last ten years with trends in the digital advertising world. Not only is programmatic a way for advertisers and publishers to attain high quality inventory, going native programmatic has proven to be a growing trend in the industry since its high-profile boom back in 2016.
That said, markets worldwide have continuously increased their ad spending on programmatic, which is not going to change anytime soon as programmatic continues to rise. Thus, today on part 4 of our “10 Years plista” blog series, we would like to share with you 10 facts and figures about programmatic.
#1 The US is the world’s largest programmatic market
The US represents almost 82% of the total digital display ad spending, according to eMarketer. By this year, eMarketer predicts a value increase reach at nearly $40 billion.
#2 Programmatic digital ad display spending is continuously increasing
eMarketer has measured that from 2015 to 2019, the percentage of total digital display ad spending will increase by 18.6%. From an October 2017 report, eMarketer has illustrated that the change in US programmatic ad spending has greatly decreased by over 23% from 2015 to 2017 alone; from here until 2019, it will only decrease more. Furthermore, by 2019, it is projected that programmatic ad spending will increase to 83.6% and hit over $46 billion in the US alone.
#3 More than half of the entire world will be trading programmatically by 2019
According to Zenith’s Programmatic Marketing Forecasts, two thirds of the world’s will trade programmatically by 2019 at 67%. This is an incredible 8% increase from 2017.
#4 Canada, the US, and the UK markets comprise of the most advanced programmatic trading
Zenith estimates that buying programmatically dominates more than half of these three English-speaking markets. This year’s estimate is as follows: 81% in Canada, 78% in the US, and 77% in the UK.
#5 73% of surveyed respondents cited the need for better insights when going programmatic
Research from a January 2018 eMarketer survey shows that players in the programmatic process “need better insights or reporting deliverables from data sources and analytics.” US agencies and marketing professionals make up the surveyed respondents who cited this major challenge. As we previously discussed, transparency among advertisers and publishers are most important at this time, which is why efficient thoroughness from these campaign reports are more valuable than ever.
#6 Adobe launched the industry’s first 100% programmatic ad campaign
On November 13th, 2017, Adobe launched its global “Experience Business” campaign. Adobe Advertising Cloud, part of the Adobe Experience Cloud, bought this programmatically. Adobe believes that “deep intelligence and amazing design are fundamental to creating compelling experiences.” Thus, the campaign illustrated Adobe’s values of helping brands to stand out.
#7 After the US, China is the second largest programmatic market
Zenith reports that in 2017, the US is valued at nearly $33 billion. Meanwhile, China is valued at over $5 billion.
#8 Ad spending on video for mobile programmatic will increase by close to $4 billion in 2020
In the US, eMarketer projects that mobile programmatic display ad spending on video will increase. This is estimated to rise from $7.14 billion in 2018 to $10.90 billion in 2020. This is due to the continuous increase in mobile users.
#9 The US will spend over $35 billion on native programmatic by 2019
eMarketer reports that this year, the US will spend nearly $30 billion on native programmatic, where ads follow the form and feel of the content they are placed in. By 2019, this spending is expected to increase by close to 2%.
#10 Programmatic TV is gaining some momentum
Adobe Digital Insights reported last year that programmatic TV is gaining market share. Adobe reports that the US and UK both have a planned budget increase of 28% and 39%. According to a recent eMarketer study, programmatic TV for UK brands have a nearly 70% opportunity. Meanwhile, eMarketer also reports that programmatic TV for UK agencies are projected at close to 60% in advertising opportunity.
Programmatic is here to stay. With such an important topic in the industry, it is crucial to keep up with the standards.
Stay tuned for part five of our “10 Years plista” blog series to learn more about plista and in celebrating our 10 year anniversary!
Posted by: Danielle Borao