the programmatic pulse: what marketers really think about programmatic

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PURCHASE DATA

SOCIAL DATA

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DEMOGRAPHIC DATA

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NOWON TO THE

SURVEY

The 2-minute summary of our findings

ABOUT THE RESPONDENTS:For those of you who love the fine printsWhich of the below best describes yourcurrent job title/ level of responsibility?

Which of the following industry categoriesbest describes your current employer?

All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

TITLE HERE:

Title hereHOW PROGRAMMATIC LOOKS TODAY:

WIDELY USED IF NOT ALWAYS UNDERSTOOD

Programmatic Advertising today is looked at as ‘exciting’, ‘optimistic’ and ‘necessary’

If you could use one word that best describes how you feel aboutProgrammatic Advertising TODAY, what would it be?


75% of marketers are currently using Programmatic, a third of them have been doing so less than a year

How long has your company been using Programmatic Advertising?


Retargeting/Acquisition and Branding are the main goals of Programmatic Advertising today, whether a savvy or unsavvy user

What goals are you trying to achieve via Programmatic Advertising today? Select all those that apply.


Of unsavvy users, 72% see their use of Programmatic Advertising increasing in 2015; 28% see its use increasing significantly

You indicated that you have had limited interactions with programmatic advertising to date. Thinking ahead to the end of 2015, do you see your own use of programmatic advertising?


TITLE HERE:

Title hereKEY OBJECTIVES:

TARGETING & PERFORMANCE ARE KEY, COMPETITIVE DYNAMICS LESS SO

Targeting across devices, improved performance, data/insights, and cost efficiencies are the most important factors driving usage of Programmatic Advertising today…competitive dynamics ranks lowPlease rank [Not at all important, Slightly important, Moderately important, Very important, Extremely important]

the importance of each of the below key factors in DRIVING your use of Programmatic Advertising today.

All Respondents. Very/Extremely Important


TITLE HERE:

Title hereKEY INHIBITORS:DATA INTEGRATION FROM MULTIPLE SOURCES AND DEVICES REMAINS A CHALLENGE

Please rank [Not at all important, Slightly important, Moderately important, Very important, Extremely important] the relative importance of the following issues as they relate to INHIBITING your ability to use Programmatic Advertising

to date.

All Respondents. Very/Extremely Important

Measurement of Results and Data Integration are the most important factors inhibiting usage of Programmatic Advertising today…competitive dynamics ranks low


Please rank the following types of data from MOST to LEAST important to your marketing efforts today(1 being most important, 3 being least important).

First-party data is most important for marketing efforts today; Integration of data from multiple devices is the least important


TITLE HERE:

Title hereAGENCIES VERSUS IN-HOUSE:

THE JURY ISSTILL OUT

Of all respondents, almost 40% are executing Programmatic through their agency. Almost 50% of savvy users execute through their agency, while 51% of unsavvy users execute all in-house

How are you executing your Programmatic efforts today?


Companies that spend less on digital media are more likely to execute Programmatic in-house

How are you executing your Programmatic efforts today?


54% of users overall who execute Programmatic exclusively through their agency are satisfied with their agency’s performance

You indicated that you are currently executing your Programmatic Advertising campaigns via your agency. How satisfied are you with their performance so far?


Who runs what? Taking an hybrid approach.

What efforts are running in-house? Pick all that apply.


Adoption of Data Management and Demand Side Platforms

Do you currently have a Data Management Platform (DMP)?

Do you currently use aDemand-Side Platform (DSP)?


TITLE HERE:

Title hereTHE FUTURE:PROGRAMMATICADVERTISING

74% of total respondents see their Programmatic Advertising budget increasing in 2015. Only 2% think it may decrease

Thinking ahead to the end of 2015, do you see your company’s % of budget allocated to Programmatic Advertising?


In the future, 26% of total respondents believe more staff will be reallocated to Programmatic; 10% believe more staff will be hired

Thinking ahead to the end of 2015, how do you see your useof Programmatic Advertising impacting internal organizations

and staffing?


In the future, total respondents are split fairly evenly on whetherthey will outsource Programmatic advertising or bring it in-house

Again, thinking ahead to the end of 2015, how do you see your use of ProgrammaticAdvertising impacting internal organizations and staffing OVERALL?


What Programmatic Marketing issues keep you up at night?

What Programmatic Marketing issues keep you up at night? These can include ones we havecovered previously in this survey as well as ones we have not discussed.


Living in a programmatic worldPlease rate your endorsement of each of the following statements:


Download your copy at chango.com/pulse

• This survey was conducted from September 2nd through September 17th, 2014

• 481 people responded to the survey of which 91 where disqualified for being in an Agency or Advertising Technology industry. In total, 232 respondents from multiple industries completed the entire survey.

• The survey was 35 questions in length and an incentive of a random drawing for 1 of 2 $500 Amex gift cards was the incentive for completing the survey.

APPENDIX:

Methodology