Will Programmatic Media Buying Ever Rule the World?

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Programmatic media buying is one marketing trend that only continues to grow in popularity and usage. With more than 7 trillion digital display ad impressions available in 2016, automated media execution processes leveraging technology and data (programmatic advertising) now power over 65% of digital display media execution. According to eMarketer, US programmatic digital display ad spending will reach $22.10 billion – a 39.7% increase over 2015.

While these statistics are impressive and will only continue to grow in the following years, there are still obstacles that are holding back programmatic media buying from becoming the only way marketers spend digital display advertising. Or allowing programmatic media buying to rule the world. For example, in a survey procured by Strata Marketing, slightly more than one-third of agencies indicated they are undecided about whether they trust programmatic buying to execute their ad orders. What does this mean? Programmatic advertising is still in the “early adopters” stage, and it’s hard to say when exactly the new form of digital media buying will move to “early majority.” With trust issues surrounding programmatic media buying, there’s also the obstacle of time and expertise. 46% of marketers outsource their advertising trafficking and ongoing campaign management because they feel they don’t have the time or expertise needed to run programmatic. However, the reality is that there is

For example, in a survey procured by Strata Marketing, slightly more than one-third of agencies indicated they are undecided about whether they trust programmatic buying to execute their ad orders. What does this mean? Programmatic advertising is still in the “early adopters” stage, and it’s hard to say when exactly the new form of digital media buying will move to “early majority.” With trust issues surrounding programmatic media buying, there’s also the obstacle of time and expertise. 46% of marketers outsource their advertising trafficking and ongoing campaign management because they feel they don’t have the time or expertise needed to run programmatic. However, the reality is that there is a minimal investment into in-house platform operation and minimum education for media professionals to become experts. Once you get past the resistance of change, you can run a large number of budgets at scale without spending the time managing vendors, complex RFP processes, and spreadsheets – that can now be directly applied to the application and optimized of the digital media budget.

Three major trends are driving programmatic’s continued growth that is beginning to outshine the obstacles currently in place:

  1. Marketers are in control: with programmatic as an automated platform marketers can change the settings of their campaign in the touch of a button. They can view the insights of their campaign within minutes to better optimize their marketing efforts. And, build audiences to ensure they’re targeting the right consumer throughout.
  2. New advertising buying and formats: with programmatic you no longer have to go through vendors or publishers to get your message out. Now, you can get your message on display with real-time bidding – buying and selling online ad impressions in time it takes to load a webpage. You can display these ads in a variety of formats like, mobile, video and digital display.
  3. Constant Innovation: programmatic is still new and because of this the technology is always innovating. New features are being added, platforms are becoming even more user-friendly, and the benefits far outweigh any cost.

Once the world gets past the obstacles currently holding them back, will programmatic media buying ever rule the world? It could! There may never be 100% adoption. But, with how quickly programmatic has grown in the past few years it’s easy to predict that it will only continue on that trend forcing more and more media buyers to make the switch.

For more information on the adoption of programmatic platforms visit https://choozle.com/agency-adoption-whitepaper