Study: 22% of UK brands plan to shrink programmatic ad spend
Dive Brief: More than one-fifth of U.K. brands, or 22%, plan to decrease their spending on programmatic advertising due to concerns over cost and performance, according to a QueryClick survey reported on by The Drum.
Just 40% of the 150 marketing executives surveyed said they believe their digital ads were seen by people in 2017, while 7% thought the proportion viewed by humans versus bots was at least 80%. Among the brands planning to decrease programmatic ad spend, 46% said their shift is driven by a lack of alternative buying options, 41% said it’s due to a lack of pricing transparency and 39% blamed concern over where their ads would be placed.
In 2017, U.S. brands like Chase and P&G reduced their programmatic spending with little to no impact on ROI, highlighting the potential inefficiencies in the ad buying method.