Spending on programmatic ad-buying will soar in 2018, according to an Adobe survey of European advertising agencies and brands. The company polled 60 brand and agency clients in the UK, France, Germany, Benelux and the Nordics earlier this month, so while the sample size is low, the results make a strong case for programmatic.
All companies surveyed said they were looking to take some (38 per cent) or all (62 per cent) of their programmatic ad-buying in-house by 2022. Meanwhile, 78 per cent of agency marketing professionals surveyed agree that some elements of programmatic ad-buying will move in-house. The survey suggests that when it comes to programmatic ad-buying, brands and agencies need to collaborate more closely to understand their roles.
In the survey, both brand and agency respondents highlighted several key opportunities and challenges for ad-buying in the year ahead. For all respondents, the biggest opportunities lie in the growth of programmatic TV (38 per cent of brand respondents/56 per cent of agency respondents) and full cross-screen measurement and optimisation (38 per cent of brand respondents/22 per cent of agency respondents). For brand respondents, 2018 will see access to data for personalisation becoming their focus (33 per cent), whereas for agencies effective measurement will be their more pressing goal (33 per cent).
86 per cent of brand marketers and 89 per cent of media agency marketers say their organisations are likely to spend more on programmatic in the year ahead. 52 per cent of respondents from brands and 56 per cent of agency respondents believe programmatic advertising will overtake TV as the most important part of their advertising strategy in three to five years. Significantly, 14 per cent of brand marketers in the survey say that it already has. This finding suggests that online audiences are becoming more powerful than broadcast.
“Both brands and agencies recognise that one-size-fits-all advertising campaigns are becoming obsolete in today’s world,” said Philip Duffield, managing director of Adobe Advertising Cloud, EMEA. “To succeed in a competitive market, delivering the right message to the right audience through the right channel is crucial. Customers expect more tailored experiences – and companies need to become experience-led, providing in-the-moment campaigns that are compelling, useful, and that delight the customer at every touchpoint across all screens.”