Dive Brief:
- A new eMarketer report on U.S. programmatic display ad spending found the category should reach $22.1 billion this year, accounting for 67% of that spending total.
- Following a steady upward trend from 2014, the report forecasts programmatic display spending to hit $27.47 billion next year, accounting for 72% of spending.
- Mobile is the key driver of these increases, which are expected to reach $15.45 billion (69%) of total programmatic display spending.
Dive Insight:
“Programmatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting,” eMarketer senior analyst Lauren Fisher said in an eMarketer article.
Mobile programmatic spending is on the rise for both display and video ads. While programmatic is already accounting for a large majority of display spending across the board, it is making strong gains in video spending. More than half of video ads (56%) will be purchased programmatically this year, with programmatic mobile video spending outpacing desktop video spending next year. Mobile programmatic video ad spending will reach 51% next year, inching past desktop programmatic video spending for the first time.
“Buyers and sellers are also becoming more comfortable with the technology. As a result, it is being rapidly adopted across a variety of channels and ad formats," Fisher said.
