As 2016 comes to an end, we can look back on the changes in programmatic advertising this past year and get a more in-depth look into where programmatic will be in the future. According to the article Programmatic to Grow 31% In 2017, Ahead of All Other Channels by Tobi Elkin in Media Post, in the past four years, programmatic advertising has grown from a digital market of $5 billion in 2012 to a $39 billion digital market in 2016. This trend is expected to continue the upward path in coming years, and the following patterns are ones you should keep an eye out for in 2017:
1. The overall increase in adoption
Programmatic advertising will grow 31% in 2017 according to Elkin. This is faster than any other digital media channels. Just as with many other technology trends, like the internet and cell phones, there are the innovators and early adopters who started using programmatic back in 2012 and now the early majority and late majority hopping on the programmatic wagon. These majority adopters finally coming around to the programmatic technology is what will dramatically increase the use of programmatic in advertising and marketing efforts this next year.
According to eMarketer, US programmatic digital display advertising will reach $22.1 billion by the end of 2016. In 2017, it is predicted that the overall expenditure of programmatic display will reach 58% of the total trading market. Additionally, Zenith Report predicts programmatic advertising will have an expected reach of $64 billion by 2018. The increase in programmatic spend won’t just be from more people becoming aware and interested in programmatic media buying; it will also come from the attention gained from increased innovation and better use of technology within the already existing programmatic advertising world.
Mobile advertising will continue to grow for programmatic during 2017 with an increase of mobile ad placements and sophisticated mobile targeting. With over half of the world’s population owning smartphones, the increase in programmatic mobile was bound to be a trend. This increase in programmatic mobile will create an even bigger window for marketers and advertisers to display to their customers in convenient and creative ways.
4. Alternative targeting strategies
Targeting is a focus for many marketers and advertisers. It has become a partner to data segments, allowing companies to target individuals in more intelligent and creative ways. One trend you can expect to see in 2017 is alternative targeting strategies being presented among programmatic advertising. This will include IP targeting becoming even more accessible, location targeting, and possibly other specialized targeting tactics.
The top four trends of programmatic for 2017, will be a major leap in the programmatic world. Increase in adoption, programmatic spend, mobile, and alternative targeting strategies will pave the way for a strong 2017 for programmatic.