Programmatic advertising is becoming increasingly dominant in digital marketing, with a year-on-year increase of 76% in programmatic ad spending as of April 2015, and a projected market growth from $14.2 billion in 2015 to $36.8 billion by 2019. A significant portion of marketers (70%) have reallocated budgets from TV to programmatic video, yet many still lack understanding of how programmatic works. Major spenders on programmatic ads include the electronics, finance, and automotive sectors, with sociodemographic targeting being the most popular approach.

1. Stats About
Data & Programmatic
Programmatic is a big buzzword in the digital marketing landscape and
increasingly the only way to buy digital advertising. But for some
marketers, programmatic remains a mystery.
Marketers are setting aside more
budget for programmatic
Ad space bought via programmatic trading increased 76% year-on-year in April 2015.
(Source: Adform)
The global programmatic market is projected to grow from US$14.2 billion in 2015 to
US$36.8 billion in 2019. (Source: Magna Global)
We round up some exciting stats and facts
about programmatic and data from 2015.
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1
There is huge potential for
programmatic2
70%
of 1,000 senior marketers
have transferred a proportion
of their budget from TV to
programmatic video in 2015
(Source: Unruly)
56.3%
of close to 3,000 global marketers
said they upped their annual
data-driven marketing and
advertising expenditures in 2015
(Source: GDMA, Winterberry Group
and supported by MediaMath)
What is programmatic ad buying?
It typically refers to the use of software to purchase digital
advertising, as opposed to the traditional process that involves
RFPs, human negotiations and manual insertion orders. It
involves using machines to buy ads. (Source: Digiday)
Mobile & video ads
are appealing
Who are the leaders in audience data?
3
5
Many still do not know how
programmatic works4
increase in spending for brand formats
(rich media) for online ads by
advertisers from April 2014 to April 2015
(Source: Adform)
333%
150ms
is the average time it takes from the
start of real-time bidding to the time
an ad is served when the page loads
(Source: The Economist)
of the advertisers
understand very
little or nothing
about how programmatic works
44%
of the digital
ecosystem is using
programmatic
despite knowing very little about it
29%
65.5%
of nearly 3,000 marketers worldwide said that
third-party data licensing was not yet included
among their data driven marketing efforts
(Source: MediaMath)
Globally, the top three biggest spenders
were Electronics & Computers, Finance
and Automotive advertisers.
(Source: Eyeota Index Q4 2015)
The most popular segment categories
advertisers purchased for online ad targeting
were Sociodemographic (48%) and B2B (26%)
(Source: Eyeota Index Q4 2015)
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Sources:
• https://unruly.co/whitepaper/programmatic-video-pulse-2015/
• http://www.mediamath.com/resource/the-global-review-data-driven-marketing-and-advertising-2015/
• http://blog.adform.com/press-releases/brand-format-banners-transforming-programmatic-advertising-across-europe/
• http://www.mediapost.com/publications/article/259257/magna-global-programmatic-ad-spend-will-reach-37.html
• http://blog.adform.com/press-releases/brand-format-banners-transforming-programmatic-advertising-across-europe/
• http://www.economist.com/news/special-report/21615872-rise-electronic-marketplace-online-ads-reshaping-media-business-buy
• https://www.appnexus.com/en/company/whitepapers/q3-2015-global-trust-study-ebook
• http://get.eyeota.com/download-index-q3-2015
(Source: AppNexus)