Programmatic Advertising gets the biggest chunk in US digital display advertising
Programmatic Advertising is taking up a major market chunk in the US digital advertising. A survey by eMarketer says that programmatic advertising will take up almost 80% of the digital ad spends in 2018.
The term “programmatic advertising” is almost overlapping with the term “digital display ads”. Advantages like rich audience targeting capabilities are attracting brands towards this advanced ad serving technique. It takes the brands to the right consumers at the right time, which increases their sales tremendously. This makes programmatic advertising a hit in the advertising sector.
It doesn't stop at this. There’s more! The greatest benefit is its ability to let advertisers leverage the power of data. With the data gathered through programmatic advertising, brands can form media plans & strategies based on solid data points. This gives quick results and a better ROAS (Return On Advertising Spends).
Programmatic Advertising also makes things automated, thus bringing in automation & all the benefits associated with a better efficiency and faster completion of tasks & less human efforts. Moreover, it enables brands to measure the performance of their ad campaigns through real-time data.
The reason behind this burgeoning growth: Mobile programmatic buying has been leading this growth. As per eMarketer’s projections, the mobile programmatic ad spending will be touching $32.78 billion in 2018. That will account for 70% of the total programmatic ad spends in the US. Why? The fast-growing popularity of the mobile devices is the driving factor behind this. The advantages like the ease & mobility of the mobile devices and ability to access communications and entertainment on-the-go are working in its favor.
Add to it the increasing data speeds and the decreasing data costs. 68% of smartphone users check their smartphones within 15 minutes of waking up. Smartphones have become an inseparable part of the consumers’ lives. Naturally, brands are leveraging this opportunity and reaching out to their consumers on their mobile devices.
Another segment is the “native ads”. Programmatic advertising is used to serve native ads. They seamlessly blend with the website’s content, look and feel without intruding the page’s main content. Hence, they are quite efficient. This combined with the efficiency of programmatic advertising, forms a compelling combination, enabling brands to deliver a better user experience. It is projected that in 2018 upwards of 85% of all US native display ads will be bought programmatically and the figures are expected to increase further.
Vertoz offers native as well as programmatic display ads. Our RTB - enabled platform smartly helps advertisers to target their right customers at the right time.
