Data collaboration and programmatic mobile ripe arenas for innovation
The adoption of programmatic media buying has grown in the last few years and the current explosion in data volume is expected to spur it further, benefiting the programmatic display market. In the future, companies aim for data collaboration with an audience beyond the intended data that even includes cross-device behavioural insights. This should create immense opportunities for key stakeholders in the programmatic display market over the course of the forecast period. This is particularly true in the case of mobile devices as the smartphone industry has left all others trailing in its wake. The mobile phone has become extremely vital not only because of consumers, but also the programmatic display market.
Smartphone boom to boost the programmatic display market
It is no secret that we live in a mobile first world today and smartphone sales have skyrocketed across the globe. The developed world is near saturation and almost every person in the west has their own smartphone, which they spend several hours a day poring over. Hence, mobile phones are anticipated to present the single biggest opportunity in the programmatic display market. Along with the smartphone market, mobile advertising will grow in scale, culminating in a demand for ever-more sophisticated technology. The emergence of new tools and methods to measure and monitor relevant data on mobiles has led to limitless potential in the programmatic display market. For e.g. – Social networking giant Facebook is playing a substantial role in the rise of mobile programmatic.
Smartphone affordability a key advantage in the programmatic display market
Smartphones are the biggest form of Internet access in much of the developing world. Mobile viewing has registered a massive spike and companies are adjusting to this new reality. The main advantage that smartphones possess over their television and desktop counterparts is their affordability. In addition to this, they are inherently more customisable, which directly converts into a higher impact for mobile video advertising campaigns in the programmatic display market. Social media also plays a major role as social media marketers are running attractive campaigns with the help of automated buying that reach a focussed audience with perfectly relevant messages. Programmatic isn’t just limited to promoted posts and ad buying on different social media networks. Programmatic advertising allows brands to place sponsored content directly through publishers.
Mobile Video to remain the most attractive segment during the forecast period
The Mobile Video ad format segment in the global programmatic display market is slated to grow at an impressive CAGR of 46.1% during the period of forecast, to reach a market valuation in excess of US$ 130 Bn by the end of 2027. However, the Online Video segment is anticipated to register high Y-o-Y growth rates throughout the forecast period. In terms of value, this segment is expected to expand at a CAGR of 39.9% during the forecast period.
Frauds a cause of concern in the programmatic display market
The absence of transparency and rampant frauds are quite concerning as programmatic advertising transforms the way brands purchase media at a rapid pace. There are a number of legitimate concerns that have not been sufficiently addressed till date, restraining the growth of the programmatic display market. The lack of transparency in media buying in fields such as brand safety, click fraud, and ad visibility has grown substantially and these issues are stifling the programmatic display market. The second pressing challenge is the lack of skills in the programmatic display market. Only one in 10 marketing professionals in North America truly understand programmatic advertising. The skills shortage shows no signs of abating in the short term and brands are expected to struggle with technological shifts and changing requirements. These factors are expected to hinder revenue growth of the global programmatic display market.
North America will witness significant growth in the global programmatic display market
In terms of value, North America is projected to be the most attractive market in the global programmatic display market during the forecast period. Within North America, the U.S. programmatic display market is on track to grow with an exponential CAGR of 31.5% for the period from 2017-2027, making it imperative for key stakeholders in the programmatic display market to focus their attention on the U.S market. From a value of just over US$ 8 Bn in 2016, the U.S. programmatic display market is estimated to be worth about US$ 174 Bn by the end of 2027.
Programmatic display platforms allow the targeting of consumers on an extremely large scale and is an automated bidding of advertising inventory in real time and the most effective way to deliver the desired message to the customer. In our report titled ‘Programmatic Display Market: Global Industry Analysis 2012 – 2016 and Opportunity Assessment 2017 – 2027’, we have studied the programmatic display market for a 10-year period and our analysts have given their opinion on both the current as well as future prospects in the programmatic display market.
The report begins with the executive summary that gives a concise yet comprehensive first glance at the programmatic display market. This is where we have mentioned important information such as the total programmatic display market size in terms of US dollars, the CAGR, Y-o-Y growth rate, and the absolute dollar opportunity that exists in the programmatic display market. Our analysts have made certain recommendations based on the market approach, sales channel, and region to target with a differentiating strategy to race ahead of all rivals in the programmatic display market. The section also includes a Wheel of Fortune that is an easy-to-understand, graphical representation of the global market.
The executive summary is complemented by the introduction section that comprises the definition and taxonomy of the global programmatic display market.
Global Programmatic Display Market: Taxonomy
The introduction is followed by the market viewpoint that highlights the macroeconomic factors in the programmatic display market. Their relevance and the impact they have on the global programmatic display market is given in terms of forecast factors, their weight in percentage, and the important takeaways that you can extract. The market opportunity analysis concludes this highly critical section of the programmatic display market.
The global programmatic display market has been divided into seven key geographic regions for the purpose of the study viz. North America, Western Europe, Eastern Europe, APEJ, Japan, MEA, and Latin America. Every region has a dedicated section wherein we speak at length about the regional drivers, restraints, opportunities, and trends in the programmatic display market. The historical analysis of the largest regional markets has been accurately contrasted with the opportunity assessment of the next decade to give our readers all the information they could need pertaining to the regional programmatic display markets. The regional market size is also provided on the basis of sales channel and ad format. If a key stakeholder wishes to target a particular country or segment that holds the most promise in the programmatic display market, they are advised to refer to this part of the report. The market attractiveness analysis and the market presence intensity map completes this chapter.
In this age of tough competition where companies adopt a ‘winner-takes-it-all’ approach, it pays to keep tabs on what your closest rivals are planning in the programmatic display market. That is the main objective of the competitive landscape chapter of the programmatic display market. Here, we have highlighted the prominent players actively involved in the global programmatic display market. We include a brief company description, details, product offerings, and key financial ratios pertaining to the company in question. Recent developments and the strategy adopted by the organisation in the programmatic display market allow you to make your own long-term strategic decisions without an iota of doubt.
Certain assumptions and acronyms have been used to prepare the programmatic display market report and these have been specifically mentioned in their own unit of the programmatic display market report. Our readers are recommended to take a cursory glance at this section before all others to familiarise themselves with the terms used.