There are some interesting new trends we’re now seeing in programmatic ad buying. For years, purchasing online ads programmatically instead of directly with specific publishers or media companies has been on a steady increase. No more.
MediaRadar has just released its latest Consumer Advertising Report covering ad spending, formats and buying patterns. The new report states that programmatic ad buying declined ~12% when comparing the first quarter of 2017 to the same period in 2016.
More specifically, whereas ~45,000 advertisers purchased advertising programmatically in Q1 2016, that figure has dropped to around ~39,500 for the same quarter this year.
This change in fortunes may come as a surprise to some. The market has generally been bullish on programmatic ad buying because it is far less labor-intensive to administrator those types of programs compared to direct advertising programs.
There have been ongoing concerns about the potential of fraud, the lack of transparency on ad pricing, and control over where advertisers’ placements actually appear, but up until now, these concerns weren’t strong enough to reverse the steady migration to programmatic buying.
Todd Krizelman, CEO of MediaRadar, had this to say about the new findings:
“For many years, the transition of dollars from direct ad buying to programmatic seemed inevitable, and impossible to roll back. But the near-constant drumbeat of concern over brand safety and fraud in the first six months of 2017 has slowed the tide. There’s more buying of direct advertising, especially sponsored editorial, and programmatically there is a ‘flight to quality’.”
Krizelman touches on another major new finding from the MediaRadar report: how much better native advertising performs over traditional ad units. Audiences tend to look at advertorials more frequently than display ads, and the clickthrough rates on mobile native advertising, in particular, are running four times higher than what mobile display ads garner.
Not surprisingly, the top market categories for native advertising are ones which lend themselves well to short, pithy stories. Travel, entertainment, home, food and apparel categories score well, as do financial and real estate stories.
The MediaRadar report is based on some pretty exhaustive statistics, with data analyzed from more than 265,000 advertisers covering the buying of digital, native, mobile, video, e-mail and print advertising. For more detailed findings, follow this link.