programmatic ad tech
Programmatic ad tech is booming in most of the digital media world, helping brands expand their reach economically by automating the buying and selling o ads, and with less waste as it can help them focus their spending. But, programmatic adoption has lagged among Hispanic media.
A new report from BIA/Kelsey forecasts that about 2% of the local spot television market (estimated to be worth $21.9 billion) will trade programmatically in 2016, but goes on to say that the market could ramp relatively quickly, if local follows the example set by the national television market.
This post originally appeared in MediaPost
How will programmatic video expand globally in the months and years to come?
U.S. programmatic TV ad spending is forecast to grow more than 14X between 2015 and 2018, reaching $4.43 billion compared to $310 million in 2015.
The forecast, from eMarketer, shows programmatic ad spend increasing from 0.5% of TV ad spending to 6% over the next three years. Programmatic is expected to total just over $710 million this year and $2.16 billion in 2017.
PricewaterhouseCoopers’ (PwC) 17th annual Global Entertainment and Media Outlook 2016-2020 said Japan’s increasingly automated media buying is helping to grow ad spend, noting that strong demand for programmatic technology from premium publishers will help push Japan’s media market to $170 billion by 2020, from its current $154 billion.
Is 2017 the year programmatic advertising takes off? No doubt, Tim Barnes, chief product officer of AudienceScience told The Drum.
“Next year will truly be the year where we are starting to see a lot of adoption of actual programmatic buys across the medium,” he said in an interview at Cannes this week.
And, he said, TV eventually will be totally addressable… eventually.
This interview originally appeared in eMarketer.
Nearly half (48%) of Australian marketing execs say they use programmatic buying, helping to push the APAC region’s programmatic use to 41%. Just trailing, at 46%, are advertising execs in Japan and Singapore.
Forrester Consulting said nearly all of the respondents (96%) to its survey who already were using programmatic said they plan to continue investing in the ad technology over the next two years, with 82% saying they were satisfied or highly satisfied with their experiences.
Recent research released by Integral Ad Science said programmatic ad fraud was down nearly 21% in Q4 2015 compared to a year ago, with viewability for ads up nearly 21% quarter-over-quarter. It was the fifth consecutive quarter ad fraud decreased for both programmatically bought ads as well as those purchased directly from publishers, the report said.
Ad Age in January reported that ad fraud could increase to $7.2 billion from a forecast $6.3 billion in 2015.
As online video consumption continues to grow, advertising agencies are looking for new ways to use its popularity and are moving ad spend from traditional outlets to digital media, increasingly using programmatic ad tech to reach their desired audience. At the same time, publishers, broadcasters and content owners are leveraging data and ad tech to help brands reach their desired audience, maximizing ROI and minimizing waste.
Comcast reportedly has acquired French ad video tech company StickyAds.tv, in a deal that published reports say is worth at least $100 million.
StickyAds.tv is a supply side platform that Recode reported will become part of Comcast’s FreeWheel ad unit. The cableco bought FreeWheel just two years ago.
The Paris-based startup helps publishers and TV broadcasters sell their video advertising inventory online and on TV.