Audience targeting is believed to be the most effective tactic by marketers to drive positive programmatic ad results, as per Ascend2’s recent survey.
The report states programmatic ad budgets among 66% of marketers are expected to increase in the coming months. Programmatic’s ability to improve online ad buying efficiency has been one of the major appeals for marketers.
73% of respondents stated audience targeting as the most effective strategy to drive positive results from programmatic ads. Audience targeting (46%) and budget allocation (37%) are the top challenges marketers face when executing a programmatic ad strategy.
Of those polled, 82% have moved programmatic in-house. Sales and lead generation were primary objectives for programmatic ads. ROI and return on ad spend were considered important metrics by 60% and 38% of marketers. 76% use programmatic as part of digital marketing.
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