15 August 2014
AOL Platforms: Over 90% Of Buyers Using Programmatic
Programmatic advertising has woven its way into every channel in marketing, including the most traditional: television.
According to a new study from AOL, 76% of advertisers buy display via programmatic, while 56% buy mobile inventory this way; 48% use programmatic for video ads; 24% for social; 32% for search; and 13% for television. Just 8% say they aren’t using programmatic in any channel.
From the agency perspective, 86% are buying display via programmatic, 60% for mobile and video, 34% for social, 24% for search, 7% for television and just 9% aren’t using it at all.
In other words, over 90% of buyers are now using programmatic in some capacity.
The data comes from new survey results from AOL Platforms. AOL Platforms surveyed senior executives at 25 major U.S. brands, 96 agencies and 56 publishers over a one-month period spanning May and June 2014.
AOL notes: 87% of brands and agencies plan to increase spend in Display and Video up to 50% in the next year.
Ad technology is not without its faults, however, and brands, agencies and publishers all agree that inventory quality is a serious concern. It has been a known and documented issue for months now, and still progress has been slow, if not absent.
While the “technology complexity” is a major problem, according to the survey, advertisers aren’t doing themselves many favors. AOL’s survey says that 73% of buyers are working with up to 20 different vendors.