A survey by AdExchanger Research has revealed that programmatic ad buying is becoming increasingly popular among marketing professionals, and is due to skyrocket in 2014, with two-thirds of those surveyed saying they will be spending 40% of their budgets on programmatic buying tools over the next 12 months.
What’s more, a quarter plan to allocate at least 80% of their budget for programmatic buying, which demonstrates how it has swiftly become a key weapon in the marketing arsenal. The research revealed that the most popular channel for programmatic ad buying is likely to be video – with 73% of those questioned using video ads. In second place, naturally, came mobile, with 64% of respondents using programmatic buying for the mobile channel. The top three was completed by paid social, with 55% of respondents using programmatic buying for this channel.
Commenting on the findings, the report’s author – Joanna O’Connell, director of research at AdExchanger – said that programmatic ad buying has evolved in a way that has allowed it to distance itself from real-time bidding, and has allowed marketers to offer their customers relevant online experiences. At the same time, programmatic has helped marketing departments streamline their operations and has turned into an established method for conducting business in advertising.
Marketers taking part in the survey identified a few advantages of programmatic that make it so appealing, IAB UK notes. Among these are superior audience targeting, as well as a better return on investment. For agency advertisers, the main benefit of programmatic ad buying was the enhanced operational efficiency associated with it.