Germany’s marketers shifting budget to programmatic
Quantcast partner Research Now surveyed 100 marketing decision-makers at agencies and firms with at least 100 employees in August 2015.
Fully 58 per cent of the sample said they were already investing in programmatic ads, and 53 per cent said such automated placements claimed up to 20 per cent of their digital budget. By contrast, only a small minority—one in 20—said they were spending between 61 per cent and 80 per cent of their digital budget programmatically.
Not surprisingly, the study found that programmatic was fairly new for most of Germany’s marketers; 71 per cent of those currently using it had done so for less than two years.
Respondents were also asked specifically about their branding efforts, and how programmatic options affected their plans. Almost half (46 per cent) of the marketers sampled said that up to 20 per cent of current spending on programmatic ads was intended for brand-building. Moreover, two-thirds said they planned to spend more on programmatic branding between now and 2017.
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