Programmatic
advertising is the future of digital advertising and it will soon command a big
share of the traditional advertisers recognizing the benefits. Programmatic
content will no longer just dominate digital display advertising, but will
shortly see the mass adoption of programmatic TV advertising. It offers great transparency to advertisers
as compared to traditional advertising and media buying with locked-in contracts.
Advertisers can track the success and effectiveness of their ads in real-time
and have option of modifying geographies, target audience and more, in the
middle of a campaign. The capability ensures that advertising dollars are not
spent unnecessarily and maximum ROI is achieved.
As per KPMG, Digital The new normal of marketing, 2017 report,
At a projected 15.5% growth in 2016, India is one of the fastest growing
advertising market globally with a large consumer base and burgeoning
e-commernce industry. Although the share of digital advertising spend remains
low at 12.7% in 2016, it is one the fastest growing mediums at a CAGR of 33.5%
(2015-2020) with expectation of crossing INR 225 billion in 2020.
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