
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.
- Magna Global estimates US digital display ad dollars spent via both RTB and direct programmatic methods will total $16.9 billion by 2017 (eMarketer)
- Programmatic mobile video ad spending will reach $3.89 billion, representing 51 percent of total programmatic ad spending in the US (eMarketer)
- 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)
- 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)
- 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)
- In 2017, the UK programmatic market is forecast to be 9 percent larger than France’s and Germany’s combined (Magna Global)
- In Germany, 67 percent of ad buying is still happening through non-automated methods (Magna Global)
- Mobile will continue to dominate, accounting for £3.2 billion ($4.89 billion) in total programmatic display ad spending (eMarketer)
- The LATAM region is expected to see triple-digit growth in programmatic digital display ad spending through 2017 (eMarketer)
- Latin America’s mobile internet ad spending will hit $3.92 billion in 2017 (eMarkteter)
- Brazil will have the largest total digital and mobile advertising markets, with total media spending valued at $24.63 billion (eMarketer)
- Argentina will come in second, with total media spending valued at $7.90 billion (eMarketer)
- Forecast ranges for the increase in investment in programmatic for 2017 in Columbia are 15 to 20 percent (comScore)
- The APAC market will be worth $56 billon, surpassing comparable spend in North America where the market today is more mature (EyeforTravel)
- The top three APAC markets to drive programmatic in 2017, in order of digital ad spend, will be China, Japan and Australia (eConsultancy)
- APAC is forecasted to have 1.48 billion smartphone users by 2019 (Digital Market Asia)
- Advertisers in China are expected to spend just over $12 billion on programmatic digital display advertising in 2017 (eMarketer)