December 3rd, 2015 | Read more articles from 2015 or Visit the News Archive
Many Ad Agencies Don’t Plan on Using Programmatic Ad Spending on Local TV
Agencies are investing in programmatic ads on a range of media, including television. But many ad agency professionals say they are still not planning to allocate any programmatic spending to local TV.
Percent of Programmatic Ad Spending that US Ad Agency Professionals Will Allocate to Local TV*, Nov 2015 (% of respondents)
According to November 2015 research by Strata, more than two-thirds of US ad agency professionals said they will allocate no programmatic ad spending to local television, including spot and cable TV.
Some 18% of respondents said they will allocate 10% to 20% of programmatic ad spending to local TV. Three percent said they will allot 20% to 40% and 11% of respondents said they will budget 40% to 60%. Only 1% said they will allocate more than 61% of programmatic ad spending to local TV.
Channel/Format Where US Marketers See the Most Opportunity for Programmatic Advertising, Feb 2015 (% of respondents)