NEW YORK--(BUSINESS WIRE)--PulsePoint, Inc., a next generation advertising technology platform, today revealed the key findings of a new state of the industry intelligence report, “The Future of Programmatic: When The Art & Science of Advertising Collide,” conducted by Digiday and PulsePoint.
Members of the buy and sell side of the advertising ecosystem were polled on the current state of programmatic advertising and content marketing to predict when the collision between the two will occur. The new research serves as an indicator that fundamental changes are expected to impact how advertisers and publishers will leverage programmatic in the next 12 months.
“The marketplace is quickly evolving. Programmatic adoption will continue to move up the funnel and power other types of marketing, including content marketing. This research reflects the industry’s inevitable adoption of programmatic, but also sheds new light on which areas of the advertising industry will be impacted the most by this technological shift,” said Sloan Gaon, CEO of PulsePoint.
Programmatic is not just about direct response anymore. It’s taking on
mid-upper level marketing objectives such as brand awareness.
- 71% of respondents think programmatic tech best supports mid-upper funnel marketing objectives.
High-impact, custom ad units, such as video, will move to
programmatic, following display’s lead.
- Sponsored content bought programmatically will increase by 114% in the next 12 months.
- Digital video bought programmatically will increase by 29% in the next 12 months.
- TV bought programmatically will increase by 45% in the next 12 months.
- Custom rich media bought programmatically will increase by 43% in the next 12 months.
Content marketing will be distributed programmatically in 2015.
- 83% of respondents believe content marketing will go programmatic by 2017.
- Three out of four respondents are currently running some type of content marketing strategy.
- 50% of respondents see digital dollars moving toward data-driven display and away from search in the next two years.
- Over three quarters of respondents are either neutral or favor machine-based buying over manual or direct buying.
- 61% of buyers will purchase programmatically (both RTB- and non-RTB-enabled) in the next 12 months.
“This new research reveals the extent to which the inevitable collision of art and science in advertising is happening,” concluded Gaon. “New technology advancements mean that marketers no longer need to choose between solutions that offer both efficiency and high engagement.”
PulsePoint CEO Sloan Gaon revealed this research onstage at the Digiday Programmatic Summit in Fort Myers, Florida on November 18. The base for this research study was 335 industry professionals on both sides of the buy and sell aisle, including agencies, brands and publishers. Digiday, a media company and community for digital media, marketing and advertising professionals, conducted the study on behalf of PulsePoint in October 2014.
Download The Future of Programmatic: When The Art & Science of Advertising Collide whitepaper for the full research results and additional insights.
PulsePoint™ is a next-gen advertising technology platform that fuses the science of programmatic targeting, distribution and optimization with the art of content marketing. PulsePoint’s global advertising technology platform processes over 110 billion ad transactions per month and 2 billion terabytes of data daily, making it the largest independent programmatic platform with integrated content marketing capabilities. Investors in the company include Draper Fisher Jurvetson (DFJ), Gotham Ventures, New Atlantic Ventures (NAV), Investor Growth Capital, Updata Partners and VantagePoint Capital Partners. The company is headquartered in New York City with offices in San Francisco and London.