Having already overtaken the majority of digital ad spend, programmatic buying continues its rapid rise.
In the US, programmatic already accounts for over two-thirds of all display media. Magna Global forecasts programmatic-driven ad spend in 2015 to hit $20.5 Bn worldwide. Growth for years ahead is projected to remain steady.
To deliver the right message to the right audience, advertisers and agencies have put about 30% of their programmatic spend, $6 Bn, into targeting technologies like DSPs and DMPs.
And yet despite spending billions, the promise of delivering the right message still hasn’t been realized.
Research by AppNexus shows that 97% of programmatic campaigns lack a targeted creative for each audience segment. That means the vast majority of programmatic campaigns use generalized or generic creatives, a factor that has lead to heavy concerns from marketers about driving ROI from big data.
It’s not all wasted data, however. Many companies have figured out how to make creative work in the programmatic era, and they are reaping the rewards: