Programmatic displays have emerged as an advancement that is revolutionising the advertising industry worldwide. The rising popularity of social media services is playing a significant role in boosting the popularity of programmatic display advertising. Almost all the major social platforms are now offering programmatic display advertising options. Programmatic display brings various benefits through social media channels as marketers run more effective campaigns through automated buying and by reaching a specific audience with highly relevant messages through social media.
For example, Red Bull is posting videos on the twitter feeds of people who have viewed extreme sports sites. Thus, programmatic displays enable marketers to bid on influencer ads programmatically in real-time and buy branded content the social media pages, blog pages and websites of influencers. Besides this, technological developments and the substantial availability & usage of smart devices are other factors propelling the global programmatic display market in terms of value.
The global programmatic display market is estimated to be valued at US$ 21,829.3 Mn by the end of 2017, and is expected to expand in the coming years at a CAGR of 35.5% in terms of value during the forecast period. The global programmatic display market is expected to represent a high incremental opportunity between 2017 and 2027.
Social media advertising is a significant driver of the programmatic display market. Social media marketers are running more effective campaigns through automated buying and by reaching a specific audience with highly relevant messages, and this is positively impacting the overall programmatic display market. Programmatic displays are not limited to only buying ads and promoting posts on social media networks.
Programmatic display advertising enables brands to place sponsored articles and videos directly through publishers. Moreover, programmatic display is also gaining popularity as a cost-saving solution for enterprises.
Rather than paying for large inventory, advertisers wanting to target potential customers can bid for the right audience and the right time with programmatic display advertising, which is driving the programmatic display market. In most of the developed economies, digital video continues to emerge as the latest popular ad format. Increase in the viewing of digital videos is facilitating the usage of digital video advertising, thus propelling the programmatic display advertising market.
Another important factor that is driving digital video consumption is the rise in Video on Demand (VoD), which includes Netflix, Amazon Prime Video and TV catch up services. These platforms are increasing the opportunities for brands to advertise digitally through videos, which is also significantly boosting the programmatic display market.
On the basis of ad format, the global programmatic display market can be segmented into online display, online video, mobile display and mobile video. The mobile video segment is expected to account for a small share of the overall programmatic display market during the forecast period. However, this segment is expected to register a significantly high growth rate during the forecast period and acquire a leading position in terms of revenue generation in the programmatic display market.
The online video sub-segment is also expected to foresee a considerably high adoption and is expected to follow the mobile video sub-segment in the programmatic display market. Various traditional broadcast channels, such as radio & OOH as well as TV, are leading the way in case of programmatic display advertising. Programmatic display TV is the data-driven and technology-based empowerment of the planning, buying, measurement and optimisation discipline of traditional television advertising.
The growth of live streaming, connected TV and updated set-top boxes for pay TV have vast opportunities to incorporate TV inventory and formats into programmatic display tactics, which is one of the major trends in the market. On the basis of sales channel, the market for programmatic displays can be segmented into Real-Time Bidding (RTB), Private Marketplaces (PMP) and Automated Guaranteed (AG). The growth of the programmatic display market is predominantly driven by the PMP segment followed by the AG segment.
On the basis of geographical regions, the programmatic display market is segmented into North America, Latin America, Western Europe, Eastern Europe, APEJ, Japan and MEA. The North America programmatic display market holds a major value share in the global programmatic display market and is likely to maintain its dominance in the global programmatic display market during the forecast period. The programmatic display market in the region is projected to represent a significant incremental opportunity between 2017 and 2027.
The programmatic display market in North America is predominantly organized, and most of the revenue is contributed by the mobile video segment. North America is expected to be followed by Western Europe and APEJ in the programmatic display market in terms of revenues generated. The spending on digital advertising is increasing year by year. The UK market is considered to be the most advanced market when it comes to the buying of programmatic displays in the Europe region.
With an increase in spending, programmatic display advertising providers are trying to offer a better experience for publishers as well as advertisers, which is going to help overcome most of the challenges hampering the adoption of programmatic display advertising in the European region. The sales of programmatic displays in the Western Europe market are projected to represent a high incremental opportunity, while the Japan programmatic display market is also expected to witness considerable growth.
Government initiatives in the APEJ region toward digitisation are implemented by leveraging the common and support ICT Infrastructure, and are resulting in the usage of emerging technologies such as cloud and mobile, thus creating an opportunity for the growth of programmatic display advertising on these platforms.
In July 2015, India launched the Digital India Programme, an initiative to transform the region into a digitally empowered society and knowledge economy, which has resulted in the growth of the programmatic display market.
Owing to the advantages associated with programmatic displays, a high traction of programmatic display is expected during the forecast period, especially in developing countries such as India and China. The APEJ region is expected to present attractive opportunities for programmatic display providers during the forecast period, owing to which the programmatic display market is estimated to expand at a significant CAGR in terms of value.
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Vendors in the programmatic display market are now focusing on introducing advanced technologies to enhance customer experience in the retail sector.
Examples of some of the programmatic display market vendors in this study of the global programmatic display market include AppNexus Inc.; AOL Inc.; Yahoo! Inc.; DataXu Inc.; Adroll.com; Google Inc. (Doubleclick); Adobe Systems Incorporated; Rubicon Project Inc.; Rocket Fuel Inc. and MediaMath Inc. Apart from these vendors, other important players in the programmatic display market are IPONWEB Holding Limited (BidSwitch); Between Digital; Fluct; Adform; The Trade Desk; Turn Inc.; Beeswax; Connexity, Inc.; Centro, Inc. and RadiumOne, Inc.
Vendors are continuously innovating their programmatic display solutions to penetrate the technology-influenced market. Several vendors in the programmatic display market are focussing on partnerships on a global level to expand their businesses and increase their customer base. Some of these deals are listed below:
- Among the key players in the programmatic display market, Appnexus Inc. is focused on entering into acquisitions and partnerships to increase its market share. AppNexus Inc. offers the industry’s leading technology system for managing supply as well as demand partners. With reference to programmatic display, all the major ad exchanges, ad networks, DSPs, SSPs, publishers and advertisers are plugged into the AppNexus platform.
- In September 2016, Alma Media, a media and service company based in Finland, partnered with AppNexus to use the AppNexus Publisher Suite. This technology partnership with reference to programmatic display aided AppNexus to enhance its presence in the Nordics and Northern Europe markets and increase its customer base.
- AOL is focussing on increasing its investments in programmatic display as most of the advertisements are currently purchased programmatically in digital advertising. This is boosting the company’s revenue. In July 2016, AOL invested US$ 500 Mn in programmatic display TV advertising to build and innovate TV advertising as well as to aggregate and sell ad blocks across multiple networks that target specific audiences.
Key Segments Covered
- Online Display
- Online Video
- Mobile Display
- Mobile Video
- Real Time Bidding (RTB)
- Private Marketplaces (PMP)
- Automated Guaranteed (AG)
Key Regions Covered:
- North America Programmatic Display market
- Latin America Programmatic Display market
- Rest of Latin America
- Western Europe Programmatic Display market
- Rest of Western Europe
- Eastern Europe Programmatic Display market
- Rest of Eastern Europe
- APEJ Programmatic Display market
- Australia & New Zealand
- Rest of APAC
- Japan Programmatic Display market
- MEA Programmatic Display Market
- GCC Countries
- South Africa
- North Africa
- Rest of MEA