By 2020, programmatic will become the dominant technology.
By 2019, the volume of algorithmic purchases of local advertising will amount to $ 47 billion , as reported by leading IT research groups.
According to the new report of the consulting company Borrell Associates, in 2020 the share of programmatic will account for 85% of targeted banner advertising and 67% of advertising videos broadcast as part of streaming broadcasting.
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Analysts at Borrell Associates are confident that in 2015, about 10% of local digital advertising (about $ 5 billion) will be purchased using programmatic technology. It is expected that by 2019, US advertisers will be buying programmatically 61% of local digital advertising and 97% of digital advertising nationwide.
Borrell Associates also notes that the programmatic shift has not yet taken place: 55.3% of the more than 150 representatives of companies that took part in the survey have not yet taken over as programmatic managers, and 69.4% have not made any changes in the number of personnel which is associated with algorithmic purchases of advertising.
Currently, 31% of surveyed digital managers do not yet take advantage of the programmatic technology at all. Another 25% of market players sell 11-30% of their online inventory using programmatic channels.
According to experts, the main factors that hold back the growth of the market for algorithmic purchases of advertising are concerns about commoditization of products, that is, its transition from the brand category to the category of ordinary products (34%), lack of experience (33%) and the threat to direct sales ( thirty%).
For a successful transition to algorithmic advertising purchases, the authors of the report recommend investing in audience management (audience management) and advertising software, educating customer service managers and creating a clear marketing policy with its quarterly revision. Only in this case can the programmatic be used as a strategic competitive advantage.
BYYD • Mobile Advertising Platform
According to the new report of the consulting company Borrell Associates, in 2020 the share of programmatic will account for 85% of targeted banner advertising and 67% of advertising videos broadcast as part of streaming broadcasting.
')
Analysts at Borrell Associates are confident that in 2015, about 10% of local digital advertising (about $ 5 billion) will be purchased using programmatic technology. It is expected that by 2019, US advertisers will be buying programmatically 61% of local digital advertising and 97% of digital advertising nationwide.
Borrell Associates also notes that the programmatic shift has not yet taken place: 55.3% of the more than 150 representatives of companies that took part in the survey have not yet taken over as programmatic managers, and 69.4% have not made any changes in the number of personnel which is associated with algorithmic purchases of advertising.
Currently, 31% of surveyed digital managers do not yet take advantage of the programmatic technology at all. Another 25% of market players sell 11-30% of their online inventory using programmatic channels.
According to experts, the main factors that hold back the growth of the market for algorithmic purchases of advertising are concerns about commoditization of products, that is, its transition from the brand category to the category of ordinary products (34%), lack of experience (33%) and the threat to direct sales ( thirty%).
For a successful transition to algorithmic advertising purchases, the authors of the report recommend investing in audience management (audience management) and advertising software, educating customer service managers and creating a clear marketing policy with its quarterly revision. Only in this case can the programmatic be used as a strategic competitive advantage.
BYYD • Mobile Advertising Platform
Source: https://habr.com/ru/post/297792/
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