Mature Markets Upping Programmatic Buying, but Much Work Remains - eMarketer

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Mature Markets Upping Programmatic Buying, but Much Work Remains

Just one-quarter of US client-side marketers understand and are using programmatic buying

May 16, 2014

North America accounts for the majority of the world’s programmatic ad buys, and a slightly larger share of real-time-bidded ads specifically, according to 2014 research from MAGNA GLOBAL. As the region—and primarily the US—have led the way in the overall digital advertising market, faster advances in programmatic buying techniques centering around mature markets is largely unsurprising.

US Premium Programmatic* Digital Display Ad Spending, by Channel, 2013-2017 (millions and % change)

But even as programmatic buys expand around the world, the purchasing method is changing as advertisers look to premium programmatic over just “any old buy.” Data from the International Data Corporation indicates spending on premium programmatic online display advertising will rise 165.4% in the US this year—a triple-digit rate that’s dwarfed by the growth expected in premium programmatic online video and mobile spending.

But even in mature markets that are turning their attention to these premium buys, much work remains to be done before such buys make up even more of the pie than ever—which eMarketer and other research firms fully expect.

Understanding and Use of Programmatic Buying Among US Client-Side Marketers, March 2014 (% of respondents)

Research from the Association of National Advertisers and Forrester Consulting found that while nearly one-quarter of US client-side marketers understood programmatic buying and had run campaigns on this basis, most respondents were relatively uneducated about the technique.

While 10% were confident in their understanding though hadn’t yet used programmatic buys, more than half of respondents indicated they had a less than a full understanding of the topic—and a further 12% didn’t even know about programmatic at all, according to the March 2014 survey.

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