Programmatic ad spending is on the rise. Over the last couple of years, it’s seen triple-digit numbers when it comes to increases in spending. And according to eMarketer, that growth won’t stop anytime soon.
The site believes that spending on programmatic ads will rise an additional 50 percent to $14.88 billion for 2015. That makes up 55 percent of total digital display ad spending in all.
A research report by RBC Capital Markets and Advertising Age, posted back in February, shows that programmatic ads make up a small (yet still significant) part of marketers’ total budgets when it comes to ad spending. An approximate 45 percent of US marketers put 20 percent or less of its overall marketing spend into these ads, while only eight percent spend more than 20 percent.
But the numbers won’t stay stagnant for long. The report indicates that nearly two-thirds of respondents have intentions of putting more money into programmatic ad budgets for the coming year.
Mobile plays a huge part in programmatic ad spending, as 33 percent of marketers polled believe it’s the biggest factor with such campaigns. Video came in a close second, with 20 percent of respondents behind it. Other formats, like social media, display and native, followed behind in the 10-16 percent range, as indicated by the chart below.
A follow-up report by Digiday, which also posted in February, notes that U.S. ad buyers and sellers are becoming more involved with programmatic mobile advertising. 69.1 percent stated that they use it in some format, coming in a close second behind display, with 85.6 percent. (Video followed in third with 67.1 percent.)
Overall programmatic display ad spending for mobile in the U.S. is likely to double, according to eMarketer. It estimates an 88.4 percent rise to $8.36 billion, which calculates to 57 percent of the total mobile display ad spending in the market. By 2016, the number will pick up even more, with 68 percent of mobile display ad dollars going towards programmatic mobile ads.
It’s certainly something for companies to keep an eye on – programmatic ads, especially for mobile, are here to stay.
