Programmatic advertising is a key technology in the advertising industry. According to ZenithOptimedia Programmatic Marketing Forecasts, it will grow 31% in 2017 – higher and faster growth than social media (25%) and online video (20%).
At the same time, advertisers automating their advertising content are on the rise, as noted by the Dun & Bradstreet Report, which forecasts that cell phone database free nearly 70% of B2B marketers will increase spending on programmatic advertising in 2017.
With this data, what can we expect from this technology in 2017 and how should advertisers prepare to harness its potential? RTB House – a global provider of retargeting technology based on deep learning algorithms – wanted to reflect the 3 main trends of programmatic advertising in 2017.
Cross-device campaigns (between different devices) will gain traction
According to Global Mobile Consumer Trends Research, we look at our phones about 40 times a day. With more than 78% of global consumers UK Phone Number Database owning smartphones (76% in developed countries and 81% in emerging markets), there is no doubt that programmatic ads on mobile devices are on the rise.
The increase in the number of devices and the increase in the average time of use is a huge advertising opportunity that marketers cannot ignore. 2017 will be the year of programmatic advertising not only in the US, where eMarketer expects mobile to account for nearly 75% of all programmatic ad spend, but also in other markets around the world.
Programmatic video advertising is also growing. It will account for about 60% of all digital video ad spend in the United States according to eMarketer, and already accounts for nearly a quarter of video ad spend in Europe, according to Europe.