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Programmatic Ads to Grow 31% in 2017

Today's Marketing Trend: Programmatic advertising will grow by 31% in 2017


According to the latest Programmatic Marketing Forecast, published today by media agency ZenithOptimedia, programmatic advertising will grow 31% in 2017, faster than ...

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... all other digital channels.

The report, which covers forty-one key advertising markets, estimates that programmatic will grow well ahead of social media (which will grow 25%) and online video (20%), while a growing proportion of these other channels will also be traded programmatically.

Initially programmatic marketing was often used to reach target audiences as cheaply as possible, with little regard for the quality of the sites in which the ads appeared.

However, it is now being used in conjunction with valuable data segments to target individuals in intelligent and creative ways, identifying those most likely to be receptive to a brand’s messages and encouraging them along the path to purchase, often in premium environments.

The biggest programmatic ad market by far is the USA, worth $24.0bn in 2016 and accounting for 62% of total global programmatic adspend.The UK comes a distant second, worth $3.3bn, and China third, worth $2.6bn.

Read the original unabridged ZenithMedia.com article.

[Estimated timeframe:Q4]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Zenithmedia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7040



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