Programmatic advertising has taken the digital display ads industry in the US by storm and how! As per a recent report from eMarketer, a staggering 80% or more of digital display ads in the US will be bought programmatically in 2018. When Americans think of digital display ads, they think of programmatic advertising. It’s almost synonymous! Why is this so? Because brands are gravitating towards the rich audience targeting capabilities of programmatic advertising. Audience targeting lets brands reach the right consumers at the right time, which directly reflects in the sales. Not just this, there’s a lot more to it! Marketers can leverage the power of data, resulting in strategies based on solid data and thus driving growth. Programmatic also brings in the power of automation, increasing the efficiency and decreasing the time & efforts. Brands can actually measure the performance of their campaigns through numbers.
What’s causing such phenomenal growth?Mobile programmatic buying is fueling this stellar growth. Mobile programmatic ad spends are expected to reach $32.78 billion in 2018, accounting for more than 70% of the total programmatic outlays in the US this year, according to eMarketer. This can be attributed to the tremendous popularity of mobile devices. But why are mobile devices so popular? It is because they are easy to carry and provide services like entertainment and communications on-the-go. The plummeting data costs and the soaring data speeds are a cherry on the cake. When 68% of smartphone users check their phones within 15 minutes of waking up, one can be sure that mobile devices have become an integral part of our day. And, brands are where their customers are! No wonder mobile programmatic is leading the growth.
Programmatic is ruling not just in digital display ads but also in the native ads segments. Native ads blend seamlessly with the website’s content and do not intrude the main content. The efficiency of native ads combined with programmatic is a powerful combination enabling brands to deliver better user experience. More than 85% of all US native display ads are predicted be bought programmatically in 2018 and the figures are expected to only increase in future. The Programmatic advertising industry is on fire and there’s no looking back for it now. The US has set a precedent and the world is catching on.