Programmatic advertising is the fastest growing industry in marketing these days, with over two thirds of all display advertising spending being allocated to programmatic advertising technology. This increased reliance on programmatic advertising is on an upwards climb (in fact, the 2016 spending estimate of $22.10 billion is a 39.7% increase from 2015!) and it doesn’t look like that is going to change anytime soon – so what does this mean for advertisers and marketers looking to plan ahead for 2017?
For starters, it means that companies that do not use programmatic advertising in order to optimize campaigns, improve ROI and hyper target potential customers will have to start using programmatic tools if they want to stay relevant in 2017. With the world shifting towards programmatic advertising, companies that do not automate media buying will risk being left behind and having ineffective campaigns.
A rise in the use of programmatic advertising also means that even smaller companies without big advertising teams can now compete with the big brands thanks to automated tools – so the competition is going to get harder!
That means that in addition to spending more money on the programmatic ad buys, companies will have to ensure their campaigns are that much more appealing in order to stand out and gain traction. To do that, companies will have to invest even more in copy writing, graphic design and development of high quality converting campaigns.
The main advantage of programmatic advertising is the clear shift in the direction of ROI-focused advertising. If up until now advertising campaigns were focused on awareness, the ability to optimize campaigns and reach a more relevant audience thanks to programmatic tools means that companies will be shifting their focus back to what matters – results and ROI. Since programmatic advertising includes the ability to monitor ROI accurately, it has altered the way budgets are managed in order to put the focus back on gaining a return on investments.
As programmatic advertising tools improve and technology advances, programmatic advertising will continue to rise in popularity and as a result, bite a bigger chunk of digital advertising budgets in years to come – the good news is that programmatic tools tend to deliver better ‘bang for their buck’ making it money well spent!