Three quarters of marketers want to increase programmatic spend

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As programmatic advertising continues to dominate brand spend, a new survey has revealed that three quarters of marketers plan to increase their spend on the medium within the next six to 12 months.

It is of no surprise since the same number also saw increasing sales as its biggest advantage.    

However there are still concerns around its usage which, if addressed, would see spend increasing even more dramatically according to the result of a survey by programmatic advertising specialists Infectious Media.

Almost two thirds (65%) of those surveyed said that a lack of transparency of financials was the main barrier to really increasing programmatic ad spend. Meanwhile for more than half (55%) of marketers it was the complexity of the ecosystem that was the problem and for the other half, the lack of appropriate measurements caused an issue. A lack of trust in agency relationship and a lack of transparency of delivery were both cited by 45% of those surveyed.

Programmatic advantages

However advertisers also recognise the advantages of programmatic advertising. Three quarters of marketers cited increasing sales as the biggest advantage of marketers. This was followed by the ability to personalise ad messages and make use of CRM data – both cited by 65%.

The research also sought to identify what marketers felt were the biggest opportunities around programmatic in the next six to 12 months. More than half (55%) cited synching of on and offline campaigns followed by connecting up on new data sources for 50% and programmatic video 45%. 40% chose programmatic TV.

Marketers were keen to learn more the research showed with 85% wanting to know more about how to form a programmatic strategy. Others wanted case study examples with 65% wanting to know about players in the ecosystem and 55% wanting to know about how other businesses have been successful using programmatic.

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