November 2017

On a global level, programmatic adspend has grown from $5 billion in 2012, to a whopping $39 billion in 2017! This is faster than all other digital channels, including social media and online video. Today’s digital marketing has brought about enormous changes in the way we look at the personalization of ads. They are no longer generic—one-size-fits-all—messages; they’re catered to specific audiences that, through their online behavior and other factors, have indicated that they are shopping for a particular item or service.

The cost of human attention has increased 700 — 800% in real terms over the last 27 years. It is the most drastic increase in any business expense over the last quarter-decade. Because of its value, human attention is a commodity in the advertising market. This is why marketers must remain up-to-date with the latest “attention-grabbing” technology as they decide on an advertising platform. They need to take the most cost-effective steps to get the most out of their adspend.

Currently, in 2017, there are more than 2 billion mobile phone (or tablet) users that have conducted some form of mobile commerce transactions this year. More than 95% of mobile users will use their smartphones to look up information in order to call or visit a store. Mobile devices currently account for 19% of all US retail e-commerce sales. It is expected to become 27% by the end of 2018.

As the evolution of effective video ads continues, we constantly see trends that favor this ever-growing form of advertising. Case in point: Over 500 million hours of video are watched on YouTube each day. Each week, 45% of internet users watch over an hour of content on video share sites. 82% of Twitter users watch video content on Twitter. There is more video content uploaded in 30 days, than all of the major U.

Experts at eMarketer anticipate a 24% lift in adspend on digital video in 2017, boosting the total spending to $13 billion. In addition, 75% of that money will be transacted through programmatic means.1 In a study conducted by Yahoo, in conjunction with Ad Perceptions, 251 marketers and agencies were surveyed. What they learned from their findings were these four facts: Personalization is Key A decade ago, television was the way to go for marketers.