PIE! Programmatic is Everything
For over a decade ‘programmatic’ has been synonymous with lower funnel, web-based display advertising. In the next twelve months we will see a shift in how we define it. In fact, this has already begun.
Any media activation which is automated and powered by data should be considered “programmatic”
The concept and principles of programmatic are now informing all media channels but to differing extents.
Such is the ubiquity of programmatic in modern marketing, the term may become obsolete over the coming years.
The display and video market is up 13% YoY and is now a £15bn annual market in the UK (IAB). A staggering 90% of this investment is now bought programmatically as advertisers continue to adopt the benefits of automation and data targeting.
With the display and video market nearing saturation levels for programmatic media buying, growth in 2020 will start to be driven by so called “traditional media” – OOH, audio and connected TV.
Outdoor, is in the midst of exciting development. A number of Global’s OOH sites are now available to buy programmatically, via DAX (digital ad exchange) on Monday 17th Feb 2020. Addressable TV developments such as ITV’s Planet V & Sky Advance, as well as the ever-growing digital audio market (streaming up 14%), present tangible and future-facing opportunities for brands.