Magna: Programmatic Now Nearly Half Of All Media Buys
September 29, 2014 at 6:16 AM (PT)
The fastest-growing segment of media-buying isn’t a medium, "but a way of buying media: programmatic," reports MEDIAPOST, which writes, "the latest tracking study from INTERPUBLIC's MEDIABRANDS’ MAGNA GLOBAL unit suggests in an update to its 'Programmatic Forecast,' which projects it will expand at an annual rate of 27% over the next four years, reaching $53 billion of global ad spending in 2018."
“By 2018, only the most premium digital inventory (sponsorship, full episode video, non-standard formats) will still be transacted through traditional mechanisms,” the MAGNA report predicts, noting, “In the last 18 months, adoption has been boosted by increased usage by large verticals (such as consumer packaged goods, automotive and pharmaceuticals) and direct-response verticals (such as real estate, dating, gaming, and education). That large vertical usage was made possible by the availability of new tools allowing marketers to measure and benchmark the impact and efficiency of programmatic campaigns on branding goals (and not just immediate conversion).”