Programmatic Display Market: Development Insight and Manufacturers Challenge Competitors

Data collaboration and programmatic mobile ripe arenas for innovation

The adoption of programmatic media buying has grown in the last few years and the current explosion in data volume is expected to spur it further, benefiting the programmatic display market. In the future, companies aim for data collaboration with an audience beyond the intended data that even includes cross-device behavioural insights. This should create immense opportunities for key stakeholders in the programmatic display market over the course of the forecast period. This is particularly true in the case of mobile devices as the smartphone industry has left all others trailing in its wake. The mobile phone has become extremely vital not only because of consumers, but also the programmatic display market.

Smartphone boom to boost the programmatic display market

It is no secret that we live in a mobile first world today and smartphone sales have skyrocketed across the globe. The developed world is near saturation and almost every person in the west has their own smartphone, which they spend several hours a day poring over. Hence, mobile phones are anticipated to present the single biggest opportunity in the programmatic display market. Along with the smartphone market, mobile advertising will grow in scale, culminating in a demand for ever-more sophisticated technology. The emergence of new tools and methods to measure and monitor relevant data on mobiles has led to limitless potential in the programmatic display market. For e.g. – Social networking giant Facebook is playing a substantial role in the rise of mobile programmatic.

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Smartphone affordability a key advantage in the programmatic display market

Smartphones are the biggest form of Internet access in much of the developing world. Mobile viewing has registered a massive spike and companies are adjusting to this new reality. The main advantage that smartphones possess over their television and desktop counterparts is their affordability. In addition to this, they are inherently more customisable, which directly converts into a higher impact for mobile video advertising campaigns in the programmatic display market. Social media also plays a major role as social media marketers are running attractive campaigns with the help of automated buying that reach a focussed audience with perfectly relevant messages. Programmatic isn’t just limited to promoted posts and ad buying on different social media networks. Programmatic advertising allows brands to place sponsored content directly through publishers.

Mobile Video to remain the most attractive segment during the forecast period

The Mobile Video ad format segment in the global programmatic display market is slated to grow at an impressive CAGR of 46.1% during the period of forecast, to reach a market valuation in excess of US$ 130 Bn by the end of 2027. However, the Online Video segment is anticipated to register high Y-o-Y growth rates throughout the forecast period. In terms of value, this segment is expected to expand at a CAGR of 39.9% during the forecast period.

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Frauds a cause of concern in the programmatic display market

The absence of transparency and rampant frauds are quite concerning as programmatic advertising transforms the way brands purchase media at a rapid pace. There are a number of legitimate concerns that have not been sufficiently addressed till date, restraining the growth of the programmatic display market. The lack of transparency in media buying in fields such as brand safety, click fraud, and ad visibility has grown substantially and these issues are stifling the programmatic display market. The second pressing challenge is the lack of skills in the programmatic display market. Only one in 10 marketing professionals in North America truly understand programmatic advertising. The skills shortage shows no signs of abating in the short term and brands are expected to struggle with technological shifts and changing requirements. These factors are expected to hinder revenue growth of the global programmatic display market.

North America will witness significant growth in the global programmatic display market

In terms of value, North America is projected to be the most attractive market in the global programmatic display market during the forecast period. Within North America, the U.S. programmatic display market is on track to grow with an exponential CAGR of 31.5% for the period from 2017-2027, making it imperative for key stakeholders in the programmatic display market to focus their attention on the U.S market. From a value of just over US$ 8 Bn in 2016, the U.S. programmatic display market is estimated to be worth about US$ 174 Bn by the end of 2027.

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