/ Researches / The State of Programmatic Advertising Report | London Research
The State of Programmatic Advertising Report | London Research
Programmatic is a term that describes a range of platforms, tools, and services that have made digital advertising more automated and data-driven. While advertisers and agencies have reaped the benefits of a more targeted and scientific approach to display advertising activities, programmatic campaigns are more likely to be direct response ads. With a focus on generating an action or behavior, there is understandably less space in those same ads for brand-building messaging. With a greater focus on branding messaging in programmatic campaigns advertisers might see stronger effectiveness results.
The Key Findings of “The State of Programmatic Advertising” Report:
Data/targeting is ranked as the most used type of technology as a part of programmatic advertising with a rate of 59%.
18% of respondents reported that they strongly agree with the statement of “good understanding of the different layers in the programmatic value chain”.
79% mentioned that they are concerned about the level of transparency in programmatic advertising, compared to only 6% who disagree.
36% of advertisers reported that they have a medium or low level of trust in their digital media agency.
69% of surveyed respondents indicated that they run their programmatic advertising through an agency.
64% of surveyed advertisers said that brand safety is their highest priority.
56% of surveyed advertisers indicated that they are working to eliminate ads fraud.
A Graph Shows The Most Used Type of Technology as a Part of The Programmatic Advertising.
The Content of “The State of Programmatic Advertising” Report:
Programmatic advertising: waking up to reality.
The ‘black box’ problem and the need for greater transparency.
The trust gap widens as traditional agencies struggle to adapt.
Lack of standards and inconsistent measurement plague industry.
Appendix – profile of respondents.
Number of Pages:
This research is based on interviews with senior marketers at well-known brands, and a global survey of 102 senior executives with responsibility for ad buying at large companies with annual revenues of at least $50 million a year.
London Research, is a part of Communitize Ltd, is a sister company to Digital Doughnut, the world's largest community of marketers and digital professionals. They are based in London, but their approach is very much international.
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