Warc, 5 September 2014
BRUSSELS: The biggest spending marketers in the world have
doubled their investment in programmatic platforms over the past year,
according to a new survey from the World Federation of Advertisers (WFA), which
has also released programmatic trading guidelines.
Based on responses from 43 of the largest brand advertisers,
which account for a combined adspend of $35bn, the WFA survey found about 10% of
their total digital media investment now goes through programmatic channels,
and 44% of that is targeted at online display.
Respondents also expect programmatic to increase its share
of their digital budgets over the coming year, with 83% believing video will be
a significant growth area and 77% predicting rises in mobile activity.
However, the survey revealed that brands are increasingly
switching their programmatic budgets to independent trading desks at the
expense of agency trading desks, Marketing Week reported.
Their use of agency trading desks declined 15% over the year
to 69% while the use of independent trading desks, or demand-side platforms,
more than tripled from 8% last year to 29% in 2014. Just 2% have tried or
tested an in-house solution.
It also emerged that none of the respondents are
"completely satisfied" with agency trading desks, half are concerned
about the way data is captured and used, while 85% believe ad misplacement
remains a concern.
Meanwhile, 64% do not think it is acceptable for trading
desks to engage in "arbitrage", the practice whereby ad impressions
are sold on to the advertiser, sometimes leaving them suspicious about whether
they have been bought at marked-up prices.
"While it might be argued that arbitrage is acceptable
if clients are getting improved results and value from their media compared
with the traditional way of trading, in reality, very few advertisers see it
this way," said report author Mikko Kotila, in comments reported by The
Drum.
In order to allay advertisers' concerns about such issues –
and also to help them improve their return on investment in programmatic
trading – the WFA released new guidance, outlining some steps they can take to
ensure their experience of programmatic is both efficient and effective.
These include talking with their trading desk to establish
clear understanding, gaining ownership of media investment data, and making
better use of insights from audience data.
Data sourced from WFA, Marketing Week, The Drum; additional
content by Warc staff
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