62% of UK and US senior marketers polled use programmatic for branding objectives
Does Programmatic work for Branding?
According to a research conducted in April 2015 by Econsultancy in association with Quantcast, programmatic branding adoption is relatively high among UK and US senior marketers polled : 62% of them said their companies ran programmatic advertising campaigns for branding objectives.
In terms of budget, marketers were most likely to dedicate between 31% and 40% of programmatic spend to brand-focused campaigns. However, Econsultancy expected this to shift in the coming years, with marketers intending to increase their investment in programmatic branding campaigns by 37% on average by 2017.