Advertisers, now settling down to business after a tumultuous 2024, are increasing their programmatic spend this year.
Of those polled, 72% expect to
invest more in programmatic advertising in 2025, up from 62% in 2024, according to the State of Programmatic, a study from Proximic by Comscore.
But it depends on the
channel. The increase for web and mobile digital advertising has fallen to 51% of those polled, versus 60% last year.
In contrast, 61% are spending more on connected
TV (CTV), compared to 57% in 2024.
Audio is also taking a leap, from 30% last year to 40% in 2025. Social is flat at 30%.
Of those using web and mobile
digital, 70% are doing so based on performance and 30% on branding.
In contrast, 80% of CTV base their decision on performance, and the remainder on
branding.
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How is advertising targeting consumers in this privacy conscious age? They list their primary tools as:
- Contextual
targeting—41%
- First-party data—40%
- Alternative identifiers—16%
Moreover,
54% of marketers plan to increase their contextual data use this year. But 18% are uncertain, while 5% foresee a decrease.
Are brands prepared for changes in privacy
regulation? Some 60% say they are, while 35% are somewhat so. And 5% are unprepared.
As for measureing campaign effectiveness, the respondents use these programmatic
metrics:
- Reach/frequency—70%
- Conversion rate—69%
- Click-through
rate—63%
- Return on ad spend—58%
- Engagement metrics (e.g., likes shares)—46%
How critical is it that duplicated reach & frequency measurement be made available directly in programmatic environments?
Of the companies polled, 80% say that
is important and 20% that it is a consideration, but not a dealbreaker.
Proximic by Comscore surveyed over 150 advertising decision makers at brands, agencies and
publishers between Nov. 5 and Nov. 22, 2024.