75% of marketers plan to increase programmatic brand spend / Infectious Media
However, financial transparency is biggest factor holding back level of spend London, 26 February 2015: Three-quarters of marketers plan to increase programmatic brand spend in the next 6-12 months, according to a survey conducted by programmatic advertising specialists, Infectious Media. “These results highlight that brand marketers are now well aware of the benefits of programmatic advertising”, states Martin Kelly, Infectious Media’s CEO and co-founder. “It allows advertisers to use data to make smarter buying decisions and with large, premium ad formats now available programmatically it’s a shrewd investment”. However, at the same time, two-thirds (65%) of marketers cite ‘lack of transparency of financials’ as the main barrier to really increasing programmatic ad spend. “Although marketers plan to put more investment into programmatic, it’s clear transparency is still an issue”, explains Martin. “The IAB forecast¹ programmatic would account for nearly half of disp...