Press Release: AOL Platforms Conducts U.S. Programmatic Survey of Senior Ad and Publishing Executives
Methodology: These findings are based on survey feedback from senior executive AOL Platform clients (director or higher) from leading US advertisers (25), agencies (96), and publishers (56), strongly representing Ad Age Top 1000 Advertisers and Ad Age 50 largest Agencies. Participants were asked about their current and projected cross-screen and programmatic buying practices, as well as their opinions on the state of the advertising buying and selling ecosystem, over a one-month period from May 28, 2014 to June 27, 2014.
1) Programmatic is everywhere.
Programmatic buying is permeating every advertising channel: display, mobile, video, search, social, even TV. Brands and agencies reported programmatic spending in each category, indicating that it's now part of the overall media strategy and no longer just a "test" for brands and agencies.
|Media types bought programmatically||Senior Exec Brand||Agency Senior Exec|
2) Programmatic spend is growing.
Not only is programmatic technology ubiquitous across all channels, marketers will also increase their use of programmatic across all media types in the next six months, with display, mobile and video driving the shift. 87% of brands and agencies plan to increase spend in Display and Video up to 50% in the next year
3) Brands are getting more educated...and publishers need to catch up
Buyers are heavily invested in becoming programmatic experts. A whopping 68% of brands reported having a good-to-excellent understanding of programmatic. This trend is exemplified by recent headlines in the past 12 months, citing major brands, such as P&G, Netflix, and Kellogg's, increasing their focus on programmatic talent and technologies.. Comparatively, only 50% of publishers feel confident in their understanding of programmatic, which also explains why "education" was reported as one of the top challenges they have.