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ARTICLE

19 Programmatic Trends for 2019

January 4, 2019 — by MediaMath

“We are riding the crest of a wave of technology that is changing the world of advertising and how people relate to the brands they love. It’s great.”

Our founder and CEO Joe Z’s parting words for 2018 will ring true in the new year as marketers the world over shift more spend to programmatic, streamline budgets across channels instead of treating them as silos and more heavily invest in channels like addressable TV. Read below to see our list of 19 programmatic trends for 2019 from around the world.

  1. The US accounts for 58% of global programmatic spending, or US$40.6 billion, making it by far the largest market. (Zenith)
  2. Almost 80% of programmatic ad spend will go to mobile ads—instead of desktop—in 2019. (eMarketer)
  3. Canada is projected to surpass $1 billion in mobile ad spend for the first time in 2019, with an increase of 18% year over year. (PubMatic)
  4. Canada is becoming a major programmatic video ad spend market, with a projected 24% year-over-year growth in 2019. (PubMatic)
  5. By 2019, the majority of the nearly $19 billion in additional ad dollars expected to go to programmatic display in the US will be put into private marketplaces and programmatic direct. (eMarketer)
  6. The percent of programmatic ad spend allocated to mobile in the UK will increase to 86.5% in 2019, compared to 60.6% in 2015. (eMarketer)
  7. Programmatic ad spending in Germany will reach €1.66 billion ($1.83 billion) in 2019, up from €1.44 billion ($1.59 billion) in 2018. (eMarketer)
  8. Digital video advertising transacted programmatically in the UK will increase to 75.7% in 2019. (eMarketer)
  9. German agencies predict that addressable TV will see the most growth in digital ad spending in 2019, reaching about 17%. (FOMA and BVDW)
  10. In 2019, outlays on programmatic trading in France are expected to reach €920.6 million ($1.02 billion). (eMarketer)
  11. Indonesia is the fastest-growing digital advertising market in the world, with an expected increase of 26% in 2019, followed by India, with an expected increase of 20%. Both are home to large populations of increasingly digital and mobile users. (PubMatic)
  12. China is the second-largest market for programmatic spend globally, at US$7.9 billion. (Zenith)
  13. APAC’s overall market for digital and video ads will be worth $US19 billion by 2020, with programmatic taking a 36% share. (Boston Consulting Group)
  14. Thailand is predicted to be the top fastest-growing country in the Asia-Pacific region for mobile ad-spend growth in 2019, with a 40% change from 2018. (eMarketer)
  15. Total digital advertising spend in South Korea is expected to jump 11% from $4.4 million to $4.9 million in 2019. (Statista)
  16. Latin America is home to three of the world’s most dominant digital advertising markets. In 2019, there are projected year-over-year increases in spend of 15% for Mexico and 13% for both Brazil and Argentina. (PubMatic)
  17. Brazil will be the second-fastest-growing programmatic digital ad market in annual terms in 2019, becoming only the seventh programmatic market to reach a billion-dollar valuation next year, with a 45% increase year over year. (PubMatic)
  18. Peru is predicted to be one of the fastest-growing countries for mobile ad spend growth in 2019, with a 55% change over the prior year. Chile comes in close second with a 51% change from 2018. (eMarketer)
  19. Mexico is expected to reach $5.15 billion in ad spend in 2019, with mobile accounting for 26.5% of the spend. (Global Ad Spending Update, eMarketer, p.4)