China is recovering from the first wave of the pandemic and faces the economic challenges that affect the advertising market. eMarketer is forecasting that programmatic advertising spend will continue to grow thanks to its effectiveness and performance.
In November, eMarketer reported that programmatic digital display ad spend in China would reach USD 31.35 billion in 2019. For 2020, the company expects a growth of 25 percent to USD 39.25 billion.
Programmatic advertising delivers the best ROI and advanced targeting
Despite a slowdown in the Chinese economy because of the effects of the pandemic, marketing professionals remained very optimistic regarding the growth of investments in programmatic advertising. They report that the Chinese programmatic advertising continues to grow as advertisers are aware of the benefits delivered by this type of advertising. It offers the best return on advertising spend and ensures extremely accurate targeting, which is even more important at a time when investments must deliver the best performance.
Programmatic advertising saves time when buying advertising space
Two of the factors driving increased investments into programmatic advertising by Chinese marketing professionals are convenience and time savings, enabled by programmatic technology.
China is an enormous country with almost 1.4 billion people, which means that many media outlets operate in the market. A specific property of China is that a very large number of advertising campaigns are running simultaneously across the entire country, which means that it is almost impossible to avoid using programmatic advertising. We can only imagine how long traditional negotiations for ad space purchases would have taken for advertising campaigns of this scope. In Slovenia, the leader in programmatic platforms for acquiring target audiences of digital media is iPROM Cloud. It streamlines complex processes with an automated process for buying media space and supports the dynamic optimization of advertising campaigns in real time.
Investments in programmatic advertising in China also rely on the increasing use of data management platforms. This trend also applies to Slovenia, where iPROM DMP is considered to be the most advanced data silo about behavioural patterns of digital media users.
In the era of technology and big data, programmatic advertising is no longer just a trend but a necessity. In the future, it will continue to gain prominence, its growth supported by technological progress building on the potential of artificial intelligence.
“Programmatic advertising is known as the most effective solution for making the best use of media resources for a particular advertising campaign. In times when marketers are especially careful when investing in marketing activities, programmatic advertising is the solution to smart and prudent investing,” said Simon Struna, Programmatic Ecosystem Specialist.