What's Important When Buying Programmatically? - eMarketer

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What's Important When Buying Programmatically?

The ability to buy rich media and video in-stream is significant

January 4, 2016

When buying programmatically, there are many important factors that come into play. Being able to buy display, as well as inventory across channels via a single platform, are two of the top ones, according to US media practitioners.

Important Factors When Buying Programmatically According to US Media Practitioners, Oct 2015 (% of respondents)

More than two-thirds of US agency, media and marketing professionals said the ability to buy display and the ability to buy inventory across channels like mobile and desktop via a single platform were important factors when buying programmatically, according to an October 2015 survey from Advertising Age and RhythmOne. Ratings of 8 to 10 on a scale of 1 to 10, where one is “not at all important” and 10 is “extremely important,” were considered “important.”

The ability to buy rich media, in-stream video and native ads were also important to more than half of respondents.

While offerings of inventory from digital out-of-home, via connected TV or from wearables were also important when buying programmatically, these factors ranked lower on the list.

US Programmatic Digital Video Ad Spending, 2014-2017 (billions, % change and % of total digital video ad spending)

US programmatic digital video ad spending reached $2.91 billion in 2015, accounting for 39% of 2015’s total US digital video ad spend. Overall, enthusiasm for automating the procurement of digital video ads remains high, but investment trails in comparison to the broader digital display market.

eMarketer forecast that 59% of the $26.15 billion spent on US digital display ads in 2015 would be transacted programmatically, but just 39% of US digital video ad dollars were spent that way. By 2017, however, that portion will move closer to the broader average for programmatic activity (72%), accounting for 65%, or $7.43 billion.


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