IAB Europe istraživanje: Stavovi industrije o Programmatic advertajzingu

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Skoro svi stakeholderi: online stratezi, planeri, oglašivači i operativni timovi širom digitalnog ekosistema polako ali sigurno prihvataju programmatic advertising i izgrađuju kroz njega svoj potencijal za kreiranje vrednosti. Samo 13% oglašivača, 8% publishera i 7% medijskih agencija tvrde da ne koriste programmatic tehnologiju, čime ova studija pokazuje da skoro svi u industriji već rade usvajanje i prilagođavanje nekom obliku programmatic advertajzinga.

Preko 90% ispitanika navodi da će povećati investiciju u programmatic advertajzing u narednih 12 meseci.

Učesnici u istraživanju su naveli smanjenje medijskog rasipanja, velike troškove i efikasnost prodaje kao najvažnija poboljšanja koje donosi programmatic. Ovo istraživanje takođe ističe veće prepoznavanje benefita programmatic agvertajzinga od strane čitave industrije, onako kako vreme prolazi i kako programmatic tech provajderi poboljšavaju kvalitet svog rešenja i usluge. Istraživanje pokazuje da se uz programmatic advertajzing ostvaruju ciljevi kao što su skaliranje mobilnih kampanja i ostvarivanje efektivnijeg reach-a sa brending porukama.

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Najveći problem koji postoji jeste nedostatak odgovarajućih kadrova i veština zaposlenih koji se bave programmatic advertajzingom, što je nešto na čemu će IAB Serbia dosta raditi u narednom peroidu kroz IAB Internet Academy.

Oglašivači obično započinju svoje programmatic operacije sa jednim, nezavisnim specijalistom, zatim se prebacuju kod trading agencija ili DSP-eva, da bi na kraju svoje linije progresa radili sa jednom većom agencijom ili kroz multi strategije.

Sa druge strane, publisheri razvijaju svoje specifične strategije tako što uglavnom počinju sa hibridnim modelima, zatim se u velikoj meri oslanjaju na SSP-eve i na kraju razviju svoju in-house ekspertizu.

Kod agencija, njihovi in-house trading deskovi ostaju dominantni i nepromenjeni.

 

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Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.

Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.

Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption. With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.

But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.

For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the inhouse agency trading desk remains dominant.

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