Survey Finds Strategic Planning Critical to Success in Programmatic Advertising

New research suggests that marketers who are invested in programmatic advertising are discovering what’s working and where they face challenges with this channel.

Centro recently surveyed 153 agency and in-house marketers to determine their keys to success in terms of programmatic advertising, in addition to their pain points. The majority of respondents (55 percent) claimed that having more time for strategic/high level planning is critical to their success. This is followed by unified measurement of campaign performance across platforms (54 percent) and more effective data integration with actionable reporting (54 percent).

When it comes to programmatic management challenges, most respondents (73 percent) identified a need for better insights/reporting deliverables from data sources and analytics. Inconsistent standards of measurement across marketing/media channels (63 percent) and proliferation of different vendors/partners to evaluate and manage (56) were also named key pain points.

B2B Marketers and Programmatic Advertising

Despite these common pain points, B2B marketers, in particular, are becoming more interested in investing in programmatic advertising.

AdweekBrandshare and Dun & Bradstreet recently conducted the “B2B Advertising and Marketing Outlook: Programmatic Takes Hold” report and discovered that 63 percent of B2B marketers now either buy or sell advertising programmatically. In 2018, two-thirds of respondents said they intend to increase their spend on programmatic advertising.

Eighteen percent of these individuals say they will boost their spend by at least 25 percent.