Adobe: 62% of brands will take their programmatic media trading in-house by 2022

"Adobe published the findings today (December 19) stating that 86% of brands and 89% of agencies plan to spend more on programmatic ad-buying in 2018, with all marketers vowing to take greater control of their online media buying. In fact, of those marketers participating in the study, 62% said they would take all of their programmatic media buying in-house by 2022, while the remaining 38% said they will "take some" in-house within the next five years."

"Additionally, 78% of agency participants agreed that some elements of programmatic ad-buying will move in-house; the consensus among participants was that they need to collaborate more effectively to understand their roles in this new paradigm. The survey also identified programmatic TV as a clear priority among participants, with 38% of marketers and 56% of agency professionals citing it as a priority in 2018, with better cross-screen measurement of media performance also cited as a key priority."

"Additionally for brand respondents, 2018 will also see access to data for personalization becoming their focus (33%); whereas for agencies effective measurement will be their more pressing goal (33%). Meanwhile, 52% of brand respondents and 56% of agency respondents believe programmatic advertising will overtake TV as the most important part of their advertising strategy in three-to-five years. In fact, 14% of marketers participating in the study claimed that it already was, suggesting that online audiences are more important to such brands' KPIs that broadcast media."

Eighty-six percent of brands and 89% of agencies plan to increase programmatic ad-buying spend in 2018, with all marketers aiming for greater control of online media buying. Sixty-two percent of marketers said they will take all programmatic media buying in-house by 2022, while 38% will take some in-house within five years. Seventy-eight percent of agency respondents expect elements of programmatic ad-buying to move in-house and call for better collaboration to clarify roles. Programmatic TV and improved cross-screen measurement rank as priorities, with brands emphasizing data access for personalization (33%) and agencies prioritizing measurement (33%). More than half foresee programmatic overtaking TV within three to five years; 14% already consider it the most important channel.

Read at The Drum