ANA’s Group EVP, Bill Duggan, shares key findings from an ANA whitepaper on the state of programmatic media buying.
The recent ANA white paper is based on 149 ANA member respondents. A great majority (85 percent) stated that their company is currently conducting programmatic initiatives.
Key findings among those conducting programmatic:
- The top cited benefits of programmatic buying are better audience targeting, the ability to build audience reach, and real-time optimization.
- A large majority (78 percent) of respondents are either concerned or very concerned about brand safety issues in programmatic buying.
- 35 percent have reduced the role of external agency(ies) as a result of the expansion of their in-house capabilities for programmatic buying.
- Only 40 percent of respondents are comfortable or very comfortable about the transparency they receive with their programmatic media investments. A third are uncomfortable or very uncomfortable, citing factors such as hidden costs, too many middlemen, and uncertainty on where ads actually run.
- The ANA is aware that many marketers have made changes to programmatic buying practices to address media transparency concerns, and, specifically, fewer marketers are now opting in to undisclosed programmatic deals.
The report provides a number of recommendations including: build internal expertise, own the data and knowledge, and understand the tradeoffs of an undisclosed programmatic model.