Programming buying for advertisers has seen a shift as of late, although there’s a particularly good reason for that — demand.
A survey recently conducted by AOL Platforms earlier this year indicates that 84 percent of ad execs in the United States use programmatic in terms of buying display ads, while six in ten of those surveyed used similar tech to purchase ads for mobile devices. In addition, programmatic video also showed an increase in interest.
It appears the medium is moving into TV ads as well. Although only eight percent of those surveyed currently use the process to purchase said ads, 12 percent indicate that they were looking into doing so sometime in the next few months.
Programmatic technology serves its purposes for those who utilize it, mainly with economic efficiency, as well as targeting. A majority of those surveyed found both of these to play a huge part in their purchases, with organizational efficiency barely sliding into third place.
Not that the system is perfect, as big issues tend to get in the way, such as transparency, which led the concerns when it came to polling, along with inventory quality and technology complexity.
Allie Kline, CMO of AOL Platforms talked about how quickly programmatic technology was being accepted, as well as its general place when it came to usage in the current digital system. “It’s about making sure there’s a relationship beyond just dumping inventory onto a platform,” she said, citing that it helps to “match the right brand with the right publisher,” instead of trying to slot in a program that clearly doesn’t work.
Even though it hasn’t been completely accepted in the digital circles just yet, there’s no question that programmatic technology is on the rise in terms of usage and interest, and it’s just a matter of time before it’s generally accepted. What do you think? Should programmatic be given a better shot in the market?