Marketers are increasingly recognising the potential of programmatic advertising for branding campaigns, according to research published today by Econsultancy and Quantcast.

Almost two-thirds (62%) of client-side senior marketers surveyed said they were running programmatic advertising campaigns specifically for branding objectives as opposed to direct-response performance marketing.

On average, 40% of programming spending goes towards branding campaigns with marketers expecting a 37% increase in their programmatic ad spend by 2017, according to the Programmatic Branding report published by Econsultancy in partnership with Quantcast.

The survey also found that the advantages of programmatic branding most likely to be cited as major benefits by marketers are ‘increased efficiency’ (64%), ‘reduced overall advertising costs’ (58%), ‘the ability to optimise in real time’ (56%) and ‘the opportunity to leverage first-party data’ (52%).

When asked about the barriers to increased investment in programmatic branding, almost a quarter (23%) of respondents pointed to ‘data privacy’ as the most significant obstacle, while ‘lack of transparency’ (16%) and ‘brand safety issues’ (13%) were also cited as primary concerns.

According to the survey of more than 100 chief marketing officers and marketing directors evenly split between the UK and the US, more than half (57%) agreed that there is a skills gap in the programmatic advertising industry, highlighting the need for training on related skills. The research also found that 41% of responding companies were doing programmatic advertising exclusively in-house.

According to Matt White, UK Manager Director at Quantcast: “Programmatic has driven incredible growth for the digital advertising industry and has still not reached its full potential. With the lower funnel seeing the majority of programmatic usage over the years, there is now a desire for this to change. This report helps to highlight the ever-increasing use of programmatic for branding activities.”

As well as the findings of the survey carried out in April 2015, the report also features in-depth opinions from senior leaders in brand marketing, ad technology, publishing and the agency world. Companies who were interviewed or submitted input for this report included: Affinity Answers, B&Q, BrightRoll, British Airways, eXelate, Kellogg’s, Krux, MakeBuzz, Mass Exchange, MediaMath, MoneySuperMarket, Quantcast, Skinnyprice, VivaKi and WPP.

Report author Chris O’Hara said: “Programmatic advertising has long been the domain of performance advertisers, but brand marketers are now beginning to embrace this world. This report explores how modern marketers are going beyond direct response advertising to drive upper-funnel engagement with consumers.”

Other findings from the survey included:

-) 53% of marketers agree that effective multi-touch attribution is the key to further programmatic branding investment, compared to only 9% who disagree.

-) 50% of marketers considered that they could create smartphone ad experiences that do justice to their brands, compared to 20% who disagree.

-) 49% of marketers agree that programmatic advertising is ready for brand scale, compared to 10% who disagree.

Get this report:

The full report is available to Econsultancy subscribers here:

For more information about this report, contact:

Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT
+44 (0) 207 269 1450

About Econsultancy:

Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Founded in 1999, Econsultancy has offices in New York, London and Singapore.

Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital.

The subscription is supported by digital transformation services including digital capability programmes, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world.

About Quantcast

Quantcast is a technology company specialised in real-time advertising and audience measurement. As the pioneer of direct audience measurement in 2006, Quantcast has today the most in-depth understanding of digital audiences across web and mobile, allowing marketers and publishers to make the smartest choices as they buy and sell the most effective targeted advertising on the market.

Quantcast is dedicated to making display as relevant and effective as search, and currently delivers outstanding advertising campaigns for the world’s leading advertisers and publishers, and brings accurate audience measurement to over 100 million digital destinations.

Published on: 9:45AM on 26th May 2015