In a notable shift in display advertising, marketers are now spending more on email campaigns than on programmatic ads, according to Digiday+ Research. Data indicates that 79% of marketers utilize display ads, consistent with previous years' trends. Notably, spending on display ads is also increasing, with 52% highlighting it as a top marketing channel. Confidence in display ads driving success has risen to 55% this year, contrasting sharply with a decrease in programmatic use, which fell from 77% to 62%, indicating a significant change in strategic focus within the marketing landscape.
"The shift in the display advertising space marks a historic change, with marketers now prioritizing email over programmatic ads, indicating a new trend in budget allocation."
"With 79% of marketers using display ads this year and an increase in confidence levels about their effectiveness, the category is gaining importance in their marketing strategies."
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