The report was based on data from a survey of 149 client-side marketers (66% work for B2C firms, 13% for B2B firms, and 21% for hybrid B2C-B2B firms).
Some 85% of respondents say their company is engaging in the buying of programmatic advertising either in-house or via an agency.
The most popular channels/formats for programmatic media buying are desktop display (85% of firms that purchase programmatically), mobile display (74%), desktop video (71%), and mobile video (62%):
Marketers say they engage in programmatic media buying primarily to better target audiences (74% cite it as a very important motivation) and to build audience reach (48%):
Some 46% of marketers whose firms engage in programmatic buying say they are satisfied with their efforts, and 4% say they are very satisfied:
Some 78% of marketers say they are either concerned or very concerned about brand-safety issues with programmatic advertising:
About the research: The report was based on data from a survey of 149 client-side marketers (66% work for B2C firms, 13% for B2B firms, and 21% for hybrid B2C-B2B firms).
Continue reading "Programmatic Media Buying Trends: Top Approaches, Motivations, and Concerns" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Advertising:
- Four Tips for Better Videos Ads on LinkedIn [Infographic]
- Eight Ad Tech Innovators' Hopes and Expectations for 2021
- Social Media Retargeting: The Benefits of Drawing Your Customers Back In
- Which Countries Hate Online Ads the Most? [Infographic]
- A Quick Guide to Understanding YouTube Ads [Infographic]