Half of online ads to be bought programmatically by 2016

Victor Corones

Victor Corones

More than 50 per cent of display, video and mobile advertising could be bought through automated trading by 2016, new research shows.

A global survey conducted by marketing services company Magna Global has found that despite a slow initial take-up of automated trading, within two years Australia’s spending spending on display, video and mobile advertising will grow from $500m today to $1.3bn, with more than half of that spend to be automated by 2016, a result bettered only by the USA, the Netherlands and the UK.

Victor Corones, Magna Global’s Australian managing director, said: “Programmatic trading had a relatively slow start in Australia because it took time for the technology infrastructure from the US to be set up. Now we expect in 2013 it will account for 28 per cent of spend, up from 19 per cent in 2012.”

Magna Global’s research also predicted global growth in programmatic buying will be higher than Australia. The research estimates that globally $7.6bn was spent in the channel on online display, video and mobile last year, rising to $12bn in 2013 and wiil reach $32.5bn by 2017.

As well as the US, the Netherlands, UK and Australia, the other most active markets in programmatic trading are France, Japan, Germany, Spain and China.

Nic Christensen
Encore issue 36This piece first appeared in EncoreDownload it now on iPad, iPhone and Android tablet devices.



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