MiQ predicts programmatic to increase to 90% of spend by 2025
A new report from MiQ has found that spending on programmatic media will increase globally over the next five years, jumping from 60% to almost 90% of total spend in Australia and New Zealand by 2025.
The survey of than 300 mid-senior level media planners across the globe included 51 respondents in Australia.
According to the report, connected TV (CTV) and omnichannel activations will be in demand in 2022, with 80% of advertisers looking to boost ad spend across CTV compared to 2021, and marketers seeking out partners that provide value-add services, including analytics and campaign planning. While most marketers are likely to split their budgets between their linear and CTV, a 26% increase in CTV ad spending accompanied by a 15% decline during the pandemic could indicate significant changes.
2020 was a strong year for CTV engagement and then it stalled in 2021. Overall TV viewership in Australia went up 3.9% over the same period. After a decline in the active engagement per
household during the first half of 2021 compared to the pandemic, there was a minor improvement in TV consumption per household globally.
CTV comes in as the top priority in media plans for one in four marketers and one in three have CTV in their top three globally. CTV is a major focus among Australian respondents, with 76% looking to increase budget spend on the channel in 2022.
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43% of marketers globally looking to invest in CTV are looking for a managed service partner to help them with their planning and activation. More than seven in ten brand marketers in the UK and Australia rank programmatic videos as high priority activation in their existing media plans.
Marketers are also looking to spend across programmatic display with more than 60% of media planners globally citing online display among the top three programmatic channels for their ad spend. One in four recognise it as the “most important channel” for their existing media buying strategy.
In relatively mature markets like the US and the UK, low spending advertisers were more likely to continue aggressive expansion in the display landscape, while in Canada and Australia, larger advertisers are looking to invest in display advertising.
Ad spending projections for programmatic audio are likely to remain stagnant for a majority of the marketers in the US and Australia, while minor increases (between 1- 20% compared to 2021 budgets) might be seen in Canada and the UK.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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