43% of marketers now using programmatic buying for adsby
Although half of the marketers surveyed in 2014 are not yet familiar enough with programmatic buying to use it, 43% are now using multiple demand-side platforms (DSP) to enhance their programmatic advertising efforts.
Online display was the most common media used for programmatic in 2014, with 77% of users stating this to be most popular, compared to 36% for mobile. However, with mobile adoption ever-increasing, businesses are shifting to a mobile-first direction, and 89% of marketers confirmed they used DSP to purchase mobile display in 2015.
“Marketers are following consumers’ mobile behaviors to do the basic function that marketing must fulfill: deliver messages where the target audiences are,” said Jim Nail, principal analyst for Forrester.
“There is also the idea that, since devices are in consumers’ hands, mobile ads will receive high attention -- and thus be more effective than other strategies. For example, marketers are concerned with “banner blindness” and even ineffective TV ads because of DVR fast forward functionality, consumers’ constant channel switching, or simply their lack of attention during commercial breaks.”
According to the Advertising Intelligence Report from Turn earlier in the year, spending on video is also chasing mobile in terms of programmatic buying, with a 62% increase in year-on-year spend compared with 132% for mobile and just 17% in display, respectively.
Chris is Editor of MyCustomer. He is a practiced editor, having worked as a copywriter for creative agency, Stranger Collective from 2009 to 2011 and subsequently as a journalist covering technology, marketing and customer service from 2011-2014 as editor of Business Cloud News. He joined MyCustomer in 2014.