Survey of 165 ad agencies finds programmatic advertising set to explode in 2016
Jivox survey reveal a gap between advertisers’ current plans to offer programmatic creative as part of their digital ad strategy and immediate client-side demand
SAN MATEO, CA – September 10, 2015 — Programmatic creative advertising is poised to skyrocket according to a new survey of 165 ad agency executives conducted last month by Jivox that evaluated the challenges, opportunities and trends driving programmatic creative — an approach to digital advertising that uses data to produce and serve personalized ads via programmatic media. The survey revealed a momentary gap between advertisers’ current plans to offer programmatic creative as part of their digital ad strategy and immediate client-side demand, suggesting an early adopter market that is set to accelerate in 2016 as brands, agencies and technology vendors demonstrate the value of programmatic creative advertising to drive consumer engagement. To access the full report, please visit here.
“Programmatic media buying using data was the first big wave of technology driven disruption in the digital advertising market,” said Diaz Nesamoney, CEO and founder of Jivox. “The next big wave is programmatic creative. As brands have harvested the efficiencies and performance of programmatic media buying, they are turning to relevant creative — delivering the right message to the right person at the right time using data and technology.”
The survey findings show that programmatic advertising is at an all time high, with 85 percent of advertising executives using it as part of their ad strategy. This comes as no surprise considering recent research conducted by BI Intelligence, which predicts that this year alone, U.S. programmatic advertising revenue will reach $15 billion.
Looking ahead, the survey findings show that dynamic customer data is a trend to watch, topping the list as one of the most important components of a programmatic advertising strategy in 2016. This use of data driven ads that run on programmatic media is often defined as programmatic creative, which enables advertisers to adjust branding and product messaging, images, pricing, and other ad content on-the-fly based on relevance to the user and market conditions, creating a personalized, custom experience for the consumer.
As brands and agencies discover that the technology now exists to do programmatic creative, the industry is poised to accelerate, and brands can regain a creative footing with personalized ads that drive higher consumer engagement. The survey also shows that we are starting to see greater interest in location data to inform advertising strategies. Additionally, nearly a third of all advertisers are paying attention to time and weather data to inform dynamic ad strategies.
Key Findings Include:
- 87 percent of advertisers are incorporating programmatic into their ad buying strategies
- 66 percent of responding advertisers now use programmatic solutions for nearly one quarter of their ad buys
- 64 percent of advertisers are making data-driven decisions about optimization and customization of advertising content
- Nearly a third of advertisers are using data, such as location, timing and weather to inform creative variations
- Nearly 40 percent of responding advertisers agreed that data driven dynamic advertising is the most important component of their digital advertising strategies in 2015, with programmatic media buying a close second
The survey includes responses from more than 165 participants at leading advertising agencies, publishers and brands such as Mediacom, Digitas, Carat, NBC Universal, Comedy Central, CBS Corporation, Disney ABC TV Group, Campbell’s Soup, Starcom Mediavest, AccuWeather and Razorfish.
The Jivox Programmatic Creative Survey comes on the heels of the company’s announcement last week that a major upgrade to the Jivox IQ Dynamic Ad Platform is now available that delivers an advanced set of HTML5 features, including the first-ever functionality for building complex animations and video in HTML5. Available globally, Jivox’s dynamic ad platform eliminates the need to convert Flash to HTML5 and instead enables customers to build sophisticated multi-screen ads from the ground up in HTML5.