Rapidly rising programmatic ad spending in the United States, expected to reach $17.7 billion this year, is being driven by spending on mobile devices, according to eMarketer. Mobile video ad spend is poised to double this year to $6.18 billion.
Nearly three-quarters (73%) of U.S. media buyers say they’ll shift more of their budgets for TV advertising to programmatic TV in 2017, according to a new report.
This post originally appeared in MediaPost
How will programmatic video expand globally in the months and years to come?
Programmatic advertising continues to gain converts around the world, yet it still faces widespread misunderstanding of how it works and why brands should use it.
Gary Glenday, Chief Revenue Officer for music app Shazam, recently told The Drum that education of the industry would go a long way to expanding programmatic’s adoption.
Global programmatic advertising spending could grow at a CAGR of 20.56% during the period 2016-2020, as rising disposable income and Internet penetration in APAC and South America fuel two of the fastest growing markets for programmatic advertising, according to the report from Research and Markets.
The study said increased use of the Internet generates significant data, making it easier to identify target audience.
A new report posits that 2016 represents a tipping point for programmatic buying of video ads in the United States, claiming 56% of all digital ad spending.
A report from eMarketer said 2016 programmatic video ad spend could top $5.51 billion, nearly a quarter of all digital display ad spending.
Overall, two-thirds of the $22.1 billion in digital display ad spending, also is expected to be programmatic.
An increasing number of marketers and brands have embraced programmatic ad tech’s time-saving optimization and increased ROI, with a new study saying nearly two thirds (66%) of marketers plan to increase their programmatic ad spend in 2016.
That’s more than twice the number that had similar plans a year ago.
Half of marketers in the United Kingdom are using programmatic to buy smartphone inventory despite many of the respondents to the same survey – 44% -- having no, or little, knowledge of what programmatic is.
The study, from IAB UK, reveals how crucial it is for the industry to educate both buyers and sellers of the benefits of programmatic technology.