Jory Des Jardins 1

Programmatic The State of the Industry

5/4/2016

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Programmatic video will account for some 39% of the total amount spent on US video advertising this year

Today

$21.55 billionEstimated display programmatic spend in 2016, up

40% from 2015

Majority of programmatic ad spend in 2017: Mobile

24% of high-level marketers said they planned to buy TV programmatically in 2016, a growth of 11 percentage points over 2015.

5/4/2016eMarketer 2016 Programmatic Study, Exec Summary, 2015; http://www.emarketer.com/public_media/docs/Programmatic_Advertising_2015-Executive_Summary-10082015.pdf; Rocket Fuel Study, 2015.

Jory Des Jardins 3

Programmatic is how we are thinking about media at scale

5/4/2016

4

The Good• Transparency• Value• Data• Audience over

Traffic

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The Bad• Creepiness Factor• Ad fraud• Commoditization• Bad UX• Audience over

Engagement

5/4/2016 Jory Des Jardins

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Unintended Effects

• Nothing but Native• Publishers as Agencies• Ad Blocking• Further mistrust of brands

and publishers with ad-supported models.

Image credit: AMC.com5/4/2016

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What Next?

• BTYB Experiences –Enabling vs targeting

• Ad-free business models• CPEs— Cost Per

Engagement• Programmatic …

– Influence– Content Distribution

5/4/2016

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More on ProgrammaticIs the Digital Ad Industry in Free Fall?

• Getting Real About the Effects of Ad Blockershttps://www.linkedin.com/pulse/digital-ad-industry-free-fall-getting-real-effects-jory-des-jardins?trk=pulse-det-nav_art

• The Short and Long-Term Fallout for Publishershttps://www.linkedin.com/pulse/digital-ad-industry-free-fall-part-2-short-long-term-jory-des-jardins?trk=pulse_spock-articles

• Addressing Mashable’s “Pivot” and the Digital Industry’s F-Wordhttps://www.linkedin.com/pulse/digital-ad-industry-free-fall-part-3-addressing-f-word-des-jardins?trk=pulse_spock-articles

Jory Des Jardinshttp://jorydesjardins.strikingly.com/5/4/2016