Programmatic experienced exponential growth in 2015 and the industry shows no signs of slowing down. “U.S programmatic ad spend is projected to reach $20.41 billion by 2016, accounting for 63% of digital display ad spending overall,” predicts eMarketer.
Trend #1: Mobile Programmatic will Surpass Desktop Programmatic
Desktop programmatic will remain a prominent avenue for marketers. However, we see a rise in mobile programmatic. “This year, mobile will account for 44.1% of all US programmatic display ad spending, or $4.44 billion. We project that mobile will surpass desktop as early as next year, taking 56.2% of all programmatic expenditure,” says eMarketer.
Trend #2: Creative Remains a Top Priority in Programmatic
Digital creative remains an integral part of executing successful programmatic in 2016. Programmatic provides marketers the ability to target the right audience at the perfect moment. However, highly targeted ads only take a campaign so far and must be paired with interesting, engaging, and brand-focused creative. The rise of intuitive programmatic platforms allows marketers to create high-quality ads, without the need for designers to create the content. Many platforms enable marketers to create HTML5 ads, in varying sizes, in just minutes. Delivering engaging creative to a highly targeted audience will increase your chances of campaign success.
Trend #3: More Agencies are Taking Programmatic In-House
A trend that 2016 is bearing is that more organizations are transitioning from out-sourcing their media buying, to operating fully-managed programmatic. Due to the introduction of easy-to-use platforms in the marketplace, agencies are given the opportunity to control where their media spend going and bring the operation in-house, decreasing costs and increasing margins.
We also see the decentralization of programmatic within large ad holding companies. There is an interesting shift from large holding companies from previously centralizing programmatic to now decentralizing programmatic back in-house within their holding agencies. This is due to s pain point found in the old model of centralized programmatic, which was that the agencies had to work with programs and platforms that they were not comfortable with. This decentralization allows smaller agencies the power to bring programmatic in-house with a platform like they and can easily use.
If you haven’t already, dive into programmatic in 2016 and see how it can benefit your digital marketing efforts. For more information about Choozle’s easy-to-use platform, visit our website.
- eMarketer: http://www.mediamath.com/wp-content/uploads/2016/02/CRF-1254-ProgrammaticTrends_GlobalPerspective-R7.pdf
- AdWeek: http://www.adweek.com/brandshare/introducing-top-5-programmatic-trends-and-un-trends-2016-168502
- AdAge: http://adage.com/article/digital/mobile-programmatic-display-ad-spend-surpass-desktop/300870/