Question 1

How large is the programmatic market in Australia and where is it headed?

Accepted Answer

The Australian programmatic digital display market is forecast to exceed $1.5 billion in 2017, accounting for 58% of total online display spend. This sector is expanding at a 25% CAGR, with programmatic transactions expected to command 82% of the total online display market by 2020.

Question 2

What is driving the shift toward automated ad buying?

Accepted Answer

Growth is primarily fueled by the rapid adoption of mobile and video formats, which offer superior addressability and flexibility over traditional media. Globally, these efficiencies are driving programmatic to reach a 64% share of all digital advertising expenditure by 2018.

Question 3

What are the primary operational risks we should be aware of?

Accepted Answer

Viewability remains a significant challenge, with Australian programmatic desktop advertising seeing rates as low as 44.9%. Additionally, ad fraud is a major drain on ROI, particularly in desktop campaigns which account for 72% of fraud losses in the US market.

Question 4

Is programmatic becoming the standard for all digital advertising?

Accepted Answer

Yes, the transition is accelerating with an anticipated global spend share of 64% by 2018. In the Australian market, the shift is even more pronounced as automated buying moves from a majority position to a dominant 82% share of display advertising by 2020.

Digital Advertising Trends Part 1: Programmatic Advertising

Abstract

Key Takeaways

Frequently Asked Questions

Abstract

Key Takeaways

Frequently Asked Questions

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