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.
The study, a survey by ad platform AdRoll, found about one third of marketers spent more than half their budgets on programmatic in 2015. That’s up from the 7% it found in 2013 and more than double the 14% spent through programmatic in 2014.
Spending through programmatic also has gained traction in online video and TV, with 20% of marketers saying they used the technology to buy ads and 25% of marketers buying programmatically on TV.
Some 87% of marketers said they are seeing greater return through programmatic ads compared to traditional media buying.
"Marketing is becoming an increasingly technology driven discipline, and practitioners are being held to higher standards of measurement and accountability than ever before," said Adam Berke, president and CMO of AdRoll. "It therefore makes sense that marketers and business managers want their advertising efforts to be driven by the same innovations in data science, AI, and automation that have driven advancements in other parts of the modern enterprise.”
On mobile, a third of marketers are now buying programmatically, and retargeting jumped from 54 percent to 82 percent this year, with 87 percent of marketers indicating they plan to increase their mobile retargeting investment in 2016.
AdRoll’s 2016 State of the Industry Report surveyed 1,050 U.S. marketers.
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