Roughly two-thirds of marketers will increase their programmatic ad budgets in the months ahead and the remaining third will reduce them, according to Programmatic Advertising-Strategies, Tactics And Trends, a study by Ascend2.
Of those polled, 37% expect an increase of 10% or less. But 15% foresee a hike of 11-24%, and 14% anticipate an increase of 25% or more.
At the same time, 70% see themselves as somewhat successful at achieving their strategic objectives, 23% as very successful or best-in-class, and 7% as unsuccessful.
Their major challenges at this moment in time are:
Their main objectives for programmatic ad campaigns are:
Their most effective tactics include:
To conduct programmatic ad buying, 53% use both outsourced and in-house resources, while 29% rely on in-house staff only and 18% use outside specialists.
Ascend2 and its Research Partners surveyed a panel of marketing professionals and research subscribers.