Programmatic sales which utilise machine algorithms to sell advertising is finally living up to its true potential in Australian markets.
As reported by Mitchel Greenway (main photo), director, partner services ANZ, OpenX, COVID-19 has left its mark on almost every industry and advertising has not been spared. As uncertainties continue to take a toll, maintaining relevance and staying competitive are understandably the mantras for most marketers.
In these testing times marketers have also become more budget conscious than before and on the hunt to stretch their dollar just that little bit extra. The result of this, marketers are turning to channels like programmatic advertising to improve the efficiency of online ad buying.
In a time period where ad spend was generally shrinking across the globe, insights from the 2021 OpenX and Exchange Wire report highlighted that 91 per cent of marketers in Australia are now leveraging programmatic. Also impressive, the report identified that more than 10 per cent of respondents who use programmatic strategies recorded a 75 per cent increase in revenue.
In a time period where ad spend has shrunk around the world, these illuminating results have shown programmatic activities can still generate demonstrable returns. In turn this should give marketers the confidence to grow their programmatic spend.
Of particular note compared to other Japan and Asia Pacific Markets (JAPAC), programmatic is considered to be a highly matured market and one of the countries where marketers and publishers predict the most growth.
This is despite increasing concerns around fraud and quality-related issues, the (delayed) deprecation of third-party identifiers. These concerns are crucial blockages that must be unclogged for programmatic to meet it’s potential.
