Commentary

Majority of Media Buyers Want Ability to Buy Rich Media and In-Stream Video Programmatically

Programmatic is taking over the world. Pretty soon we won't need any humans to deal with the mundane task of buying media. Based on its aggregate analysis of several studies, eMarketer forecasts 59% of the $26.15 billion spent on display ads in the U.S. in 2015 will have been purchased programmatically. For digital video ads, that figure is 39%. By 2017, though, 65% of digital video ads will be purchased programmatically. 

Beyond the desired ability to buy display ads programmatically, 67% of U.S agency media professionals say the ability to buy inventory programmatically from a single platform across multiple channels such as mobile and desktop is important. The ability to programmatically buy rich media and native advertising was deemed important by 58.6%  and 51.5% respectively. 

The ability to programmatically buy digital outdoor, connected TV and wearables was deemed less important at 26.5%, 24.6% and 15% respectively.

 

advertisement

advertisement

Next story loading loading..