Over half of all mobile media buys are programmatic
The trade body today (13 January) published a study delving into two of the most buoyant sub-sectors in the digital advertising sector – both mobile and programmatic – finding that almost two-thirds (64 per cent) of mobile display ads are being traded using programmatic media buying technologies.
The study, conducted by Circle Research, quizzed over 300 marketers from the arts, finance, FMCG, retail, and travel sectors that spend significant amounts on mobile advertising, finding that 29 per cent of respondents claimed to have an “excellent” understanding of the discipline. This is compared to just over a fifth (22 per cent) stating they have a “poor level” of understanding.
However, the survey also found that understanding of programmatic advertising on mobile devices is one of the least understood mobile topics, with 45 per cent of respondents reporting having “no or little knowledge” of the sector – despite half of all mobile display ad buys being performed with this technology.
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