A Contexxt executive at the MMA Mobile Automation and Programmatic Leadership Forum stressed the need for marketers to pivot their programmatic spend toward millennials and invest more heavily in mobile video if they want to boost their return on investment by a significant amount.
During the session, “Programmatic, Proven,” the executive discussed how millennials’ traditional viewing habits are skewing more and more toward mobile these days, widening an opportunity for brands – especially those in the beauty and retail sectors – to capitalize on this trend. With programmatic spend expected to double in the next one to two years, marketers that make the appropriate allocations in their budgets for this will see a 20 percent uptick in marketing ROI.
“The sweet spot of where we’re going to see the biggest increases in programmatic is within that 18 to 24 demographic,” said Dave Coffey, principal data scientist at Contexxt.
Proper allocation of programmatic
Programmatic spending is projected to double in the next year and a half, reaching a total of $28.1 billion. This increase will undoubtedly have a strong effect on brands’ marketing strategies, especially among those that venture more deeply into mobile advertising for the first time.
More importantly, companies that double their programmatic spend will enhance their sales by 5 percent each year. Many of these predictions are expected to occur due to millennials’ rapidly shifting viewing habits, which are increasingly moving away from television and toward mobile.
“There is certainly an opportunity for mobile in terms of programmatic,” Mr. Coffey said. “There’s a clear white space where the industry can grow.
“We see this as a huge opportunity for the mobile space.”