Programmatic ads beat traditional media buying

Marketers say programmatic ads provide higher levels of ROI than traditional media buying, according to research from AdRoll.

Sixty-one per cent of UK marketers state programmatic ads generate more ROI than conventional media buying, while 45 per cent plan to invest more in programmatic this year.

While display advertising has initially been where programmatic called home, it has since been overtaken by social media as the number one channel for programmatic buying.

Other burgeoning areas of programmatic investment include mobile, video, and TV.

During 2015, 70 per cent of marketers dedicated 10-50 per cent of their advertising budget to programmatic.

Marius Smyth, MD EMEA, AdRoll, commented: “Our report shows how marketers have enthusiastically embraced the programmatic era and expanded the way they think about retargeting.

“Marketers are finding evermore sophisticated approaches to programmatic advertising. But the unintended consequence of these clever solutions is fragmentation across devices and platforms, making it trickier to measure campaign success."