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BizReport : Advertising archives : June 05, 2015

Marketers in U.S. more comfortable with programmatic ad buying than in U.K.

A programmatic approach to ad buying enables brands to reach targeted audiences that might otherwise be hard to plan effectively manually. However, this approach has been shown to be more popular among U.S. marketers than those in the U.K.

by Helen Leggatt

U8DOzsi8.jpegAccording to Unruly's 'Programmatic Video Pulse Survey', the largest ever survey on programmatic video advertising, for which 1,000 agency and brand marketing professionals split between the U.S. and U.K. were polled in March 2015, American marketers were more comfortable with programmatic campaigns.

While 53% of marketers in the U.S. expressed at least some comfort level executing programmatic campaigns, the figure in the U.K. stood at 43%. While U.S. marketers were concerned with inventory quality, inappropriate ad placement and excessive involvement of third parties, the concerns among U.K. marketers were more to do with lack of scale and data across markets.

When it comes to online video budgets, 21% of U.S. marketers said they spent at least three-fifths programmatically compared to just 12% of marketers in the U.K. Furthermore, the trend extends to programmatic TV buying. While 17% of U.S. marketers spend at least three-fifths of their TV budget programmatically, just 9% do so in the U.K.

"It's alarming to see that less than half of respondents in our survey felt they had a good handle on programmatic video knowledge," says Scott Button, Unruly CEO. "Programmatic ad buying provides marketers with a huge opportunity to better target their audiences; however, if we continue to see a lack of education in the industry, it's going to lead to wasted budgets."

Tags: advertising, budget, survey, TV, video

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