Mobile will see its fair share of spending increases; it ranked as the No. 1 area of opportunity for programmatic, cited by 33% of marketers. Video landed in second, called out by one-fifth of respondents, while no other segment saw even half the response rate of mobile.
Of course, it’s not as if people aren’t already using mobile for programmatic. February 2015 research by Digiday found that plenty of US ad buyers and sellers were involved in mobile programmatic advertising. Among those polled, 69.1% said they conducted mobile advertising programmatically. This was the second-highest response, trailing only display (85.6%) and slightly ahead of video (67.1%).
eMarketer estimates that, following massive growth of 234.3% in 2014, US mobile programmatic display ad spending will nearly double this year, rising 88.4% to $8.36 billion, or 57.0% of total mobile display ad spending and 56.2% of total programmatic digital display ad spending. Next year, 68.0% of mobile display ad dollars will go toward programmatic as mobile accounts for nearly 70% of programmatic digital display ad spend. Read the rest at eMarketer.