Infographic Data Uncovers the Rise of CPG Brands to Become Number One Programmatic Buyer, Along With Growing Adoption Among Healthcare, Education and Finance Verticals
SAN FRANCISCO — March 31, 2016 — NinthDecimal, the leading omni-channel audience and measurement company, today announced the results of its latest report on mobile programmatic advertising, which reveals that the ad buys grew 430 percent over the course of the last year. Programmatic ad buying is transforming the marketing ecosystem as it expands into mobile marketing campaigns. In fact, mobile budgets for programmatic grew exponentially over the last year. This trend is more than a shift in resources from traditional digital ad buys — what’s really exciting is how brands are putting their first-party consumer data on programmatic platforms to enable highly sophisticated targeting and measurement.
The 2015 Mobile Programmatic Year In Review report also uncovered the biggest shift in mobile programmatic buying from 2014 to 2015 came from consumer packaged goods (CPG) brands, which moved from the fourth-largest purchasing group to the number one spot. Even so, 2014’s biggest buyers – automotive and retail brands – continued to increase spending and take larger pieces of the overall mobile programmatic pie. Following demographic targeting, the most popular audience segments were shoppers (17 percent of total buys), with Luxury Shoppers more specifically leading that segment at 49 percent, followed by Department Store shoppers at 29 percent.
NinthDecimal is the leading omni-channel audience and measurement company, operating at the intersection of the digital and physical worlds. Fortune 500 companies and marquee brands, including American Express, Comcast, Kraft, Microsoft, Starbucks, Target and Toyota, use NinthDecimal’s data to plan, activate and measure campaigns, while gaining deeper insights into their audience and overall business. By bridging online and offline data, NinthDecimal’s pioneering Location Graph™ platform offers the most precise audience solution in the market to understand today’s consumer and how to engage them throughout the path-to-purchase. Its Location Conversion Index® (LCI®) is the industry’s first offline attribution solution that goes beyond the click to measure physical-world behavior at the point of purchase, and data partnerships with companies like Acxiom, BlueKai, Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.
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