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:
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji