Commentary

Agency And Marketing Pros Focus On More Technology

According to a new report from EMarketer, marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, says the report, the two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms (DMPs).

Programmatic buying is poised to make inroads with traditionally non-digital channels like television, says the report. Senior-level agency and marketing professionals, responding to which channels they planned for programmatic buying in 2016, finds that TV showed the highest gain, as 24% of respondents said they planned to buy TV programmatically in 2016, a growth of 11 percentage points over 2015.

Formats Bought Programmatically By Agency And Marketing Professionals (% of Respondents)

Format

Currently Used

Planned

Digital display

69%

81%

Digital video

51

70

Mobile

52

60

Social

29

35

Native

23

29

TV

13

24

Radio

5

8

Outdoor

6

6

Email

5

4

Print

3

2

Source: RocketFuel, February 2016

DMPs, the platforms which help businesses aggregate marketing information from across a variety of channels, were mentioned as a very or somewhat-interesting technology to learn about in 2016 by more than 90% of respondents, higher than any other technology. Programmatic TV was tied for second place, notes the report.

Technologies Senior Marketing And Agency Professionals Want To Learn (% of Respondents)

Technology

% Interested In Learning

DMP (Data Management Platforms)

91%

Multichannel attribution

81

DSP

80

Programmatic TV

80

Ad viewability measurement

78

Cross device tracking and delivery

74

Source: RocketFuel, February 2016

 For additional information from eMarketer, please visit here.

 

 

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