Budgets are quickly trending toward programmatic on a global scale as brand marketers seek to deliver better, more consistent results. In a recent study from the CMO Council, they found that the majority top-level marketing executives are already using “big data” and programmatic methodology to better understand customer analytics and improve their brand’s digital marketing performance across multiple channels.
While the U.S. has been leading the programmatic charge, we are seeing the paradigm shift overseas. Recently, UK-based multinational advertising and public relations firm WPP reported that digital marketing, programmatic buying and big data now account for about $14 billion of its $18 billion revenues. An IAB UK study also shows that 28% of the UK digital display market was traded programmatically in 2013 and that this could rise to between 60% and 75% by 2017. MAGNA GLOBAL has projected that worldwide programmatic ad spending will reach $32.6 billion by 2017.
Multi-Channel Programmatic Campaigns
The advent of programmatic on channels outside of display (e.g. mobile, social, video and even TV) and the dramatic increase in always-connected consumers are pushing multi-channel campaigns to the center stage. With consumers using numerous devices before making the decision to buy, it’s imperative that brands can engage customers throughout the various touchpoints on their journey.
With growing awareness and competition across channels, savvy marketers will need to plan budgets in advance and use tactics that allow them to reach the right consumers at the right time. Using big data, advertisers can develop a complete picture of consumer browsing behavior, preferences and brand interactions. In turn, advertisers can now take an “audience first” approach to ad buying in real-time, reaching particular customer types across multiple mediums and devices, rather than relying on single-channel tactics.