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ARTICLE

17 Programmatic Trends for 2017

January 31, 2017 — by Lauren Fritsky

Programmatic turns 10 this year, and we’re primed to see budgets growing, more forms of addressable media being used and marketers using more of their data (first, second AND third-party) than ever. Here are a few predictions from around the globe on how marketers will increasingly leverage programmatic to enable true 1:1 marketing.

  1. Magna Global estimates US digital display ad dollars spent via both RTB and direct programmatic methods will total $16.9 billion by 2017 (eMarketer)
  2. Programmatic mobile video ad spending will reach $3.89 billion, representing 51 percent of total programmatic ad spending in the US (eMarketer)
  3. By contrast, programmatic desktop-based video ad spending will be $3.73 billion, dropping to 49 percent of total programmatic digital display ad spending in the US (eMarketer)
  4. Canadian mobile display ad spending via programmatic will be expected to surge to 73 percent in 2017 compared to 54 percent in 2015, crossing the $1 billion mark for the first time (Juniper Research)
  5. By the end of 2017, programmatically traded ads will account for more than three quarters of all digital display ad spending in the UK (eMarketer)
  6. In 2017, the UK programmatic market is forecast to be 9 percent larger than France’s and Germany’s combined (Magna Global)
  7. In Germany, 67 percent of ad buying is still happening through non-automated methods (Magna Global)
  8. Mobile will continue to dominate, accounting for £3.2 billion ($4.89 billion) in total programmatic display ad spending (eMarketer)
  9. The LATAM region is expected to see triple-digit growth in programmatic digital display ad spending through 2017 (eMarketer)
  10. Latin America’s mobile internet ad spending will hit $3.92 billion in 2017 (eMarkteter)
  11. Brazil will have the largest total digital and mobile advertising markets, with total media spending valued at $24.63 billion (eMarketer)
  12. Argentina will come in second, with total media spending valued at $7.90 billion (eMarketer)
  13. Forecast ranges for the increase in investment in programmatic for 2017 in Columbia are 15 to 20 percent (comScore)
  14. The APAC market will be worth $56 billon, surpassing comparable spend in North America where the market today is more mature (EyeforTravel)
  15. The top three APAC markets to drive programmatic in 2017, in order of digital ad spend, will be China, Japan and Australia (eConsultancy)
  16. APAC is forecasted to have 1.48 billion smartphone users by 2019 (Digital Market Asia)
  17. Advertisers in China are expected to spend just over $12 billion on programmatic digital display advertising in 2017 (eMarketer)