Thought Leadership

Programmatic Set to Move Up the Sales Funnel in 2015, Taking on High Impact Formats and Content Marketing

PulsePoint

PulsePoint
November 18, 2014

83% of Marketers Believe Content Marketing will be Delivered Programmatically by 2017, according to New Research Conducted by PulsePoint and Digiday

PulsePoint, Inc., a next generation advertising technology platform, today revealed the key findings of a new state of the industry intelligence report, “The Future of Programmatic: When The Art & Science of Advertising Collide,” conducted by Digiday and PulsePoint.

Members of the buy and sell side of the advertising ecosystem were polled on the current state of programmatic advertising and content marketing adoption, to pinpoint when the collision between the two is predicted to occur. The new research serves as an indicator that fundamental changes are expected to impact how advertisers and publishers will leverage programmatic in the next 12 months.

“The marketplace is quickly evolving. Programmatic adoption will continue to move up the funnel and power other types of marketing, including content marketing. This research reflects the industry’s inevitable adoption of programmatic, but also sheds new light on which areas of the advertising industry will be impacted the most by this technological shift,” said Sloan Gaon, CEO of PulsePoint.

KEY FINDINGS

Programmatic is not just about direct response anymore. It’s taking on mid-upper level marketing objectives such as increasing brand awareness.

  • 71% of respondents think programmatic tech best supports mid-upper funnel marketing objectives.

High-impact, custom ad units, such as video, will move to programmatic, following display’s lead.Amount of sponsored content bought programmatically will increase by 114% in the next 12 months.

  • Amount of sponsored content bought programmatically will increase by 114% in the next 12 months.
  • Amount of digital video bought programmatically will increase by 29% in the next 12 months.
  • Amount of TV bought programmatically will increase by 45% in the next 12 months.
  • Amount of custom rich media bought programmatically will increase by 43% in the next 12 months.

Content marketing will be distributed programmatically in 2015.

  • 83% of respondents believe content marketing will go programmatic by 2017.
  • Three out of four respondents are currently running some type of content marketing strategy.

50% of respondents see digital dollars moving toward data-driven display and away from search in the next two years.

Over three quarters of respondents are either neutral or favor machine-based buying over manual or direct buying.

61% of buyers will purchase programmatically (both RTB and non-RTB-enabled) in the next 12 months.

“This new research reveals the extent to which the inevitable collision of art and science in advertising is happening,” concluded Gaon. “New technology advancements mean that marketers no longer need to choose between solutions that offer both efficiency and high engagement.”

PulsePoint CEO Sloan Gaon revealed this research onstage at the Digiday Programmatic Summit in Fort Myers, Florida on November 17. The base for this research study was 335 industry professionals on both sides of the buy and sell aisle, including agencies, brands and publishers. Digiday conducted the study on behalf of PulsePoint in October 2014.

Download The Future of Programmatic: When The Art & Science of Advertising Collide whitepaper for the full research results and additional insights.

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