U.S. advertisers invested more than $57 billion into the programmatic digital display advertising.
Why invest more in Social Networks
“Advertising in a cookie-free mobile app environment where users spend much of their digital time is complicated and difficult,” says Eric Haggstrom, the forecasting analyst at eMarketer. Social networks prove to be the major exception. He further added that “they have made it relatively easy to target audiences at scale in an in-app environment.” Social platforms such as Facebook, Twitter, and Snapchat proved to have a strong performance as forecasted. It has been expected that advertisers will continue to search for social networks for the upcoming months.
“These sites have the scale and identity capabilities that advertisers want,” says Lauren Fisher, principal analyst at eMarketer. She added that this matters because if advertisers are having a hard time tracking, targeting, and measuring due to privacy restrictions. Brands investing more in programmatic digital ads may want to increase the revenue of marketers across their social networks.
Impact of programmatic display ads in the future
The primary method of buying digital media in the U.S is made over automated media. Social networks have been categorized as programmatic and being known as dominating the display landscape. The report of eMarketer estimated that Facebook, in particular, will consume 83% of social ad spending. This enables marketers to make a decision about focusing more on social media platforms for their ads rather than another marketing strategy.
eMarketer also forecasted an increase of 57.6% social share by 2021. This kind of marketing has seen to be the future of advertising across websites. It is essential for marketers to have the knowledge and learn the processes involved with programmatic display advertising.