Source: TheDrum
The majority (62%) of brands will bring their media buying in-house by 2022 according to an Adobe poll, which has also dubbed 2018 as a “watershed year” for automated media buying, as such technologies are increasingly used to advance TV advertising.
Adobe published the findings of its research stating that 86% of brands and 89% of agencies plan to spend more on programmatic ad-buying in 2018, with all marketers vowing to take greater control of their online media buying.
In fact, of those marketers participating in the study, 62% said they would take all of their programmatic media buying in-house by 2022, while the remaining 38% said they will “take some” in-house within the next five years.
Additionally, 78% of agency participants agreed that some elements of programmatic ad-buying will move in-house; the consensus among participants was that they need to collaborate more effectively to understand their roles in this new paradigm.
The survey also identified programmatic TV as a clear priority among participants, with 38% of marketers and 56% of agency professionals citing it as a priority in 2018, with better cross-screen measurement of media performance also cited as a key priority.
Additionally for brand respondents, 2018 will also see access to data for personalization becoming their focus (33%); whereas for agencies effective measurement will be their more pressing goal (33%).
Meanwhile, 52% of brand respondents and 56% of agency respondents believe programmatic advertising will overtake TV as the most important part of their advertising strategy in three-to-five years. In fact, 14% of marketers participating in the study claimed that it already was, suggesting that online audiences are more important to such brands’ KPIs that broadcast media.
The findings are based on an Adobe poll of 60 brand and agency clients in the UK, France, Germany, Benelux and the Nordics conducted earlier in December 2017, with the findings closely echoing those expressed in a similar study from the US trade body for marketers published earlier this week.
