MiQ predicts programmatic to increase to 90% of spend by 2025

December 8, 2021 2:21

A new report from MiQ has found that spending on programmatic media will increase globally over the next five years, jumping from 60% to almost 90% of total spend in Australia and New Zealand by 2025.

The survey of than 300 mid-senior level media planners across the globe included 51 respondents in Australia.

According to the report, connected TV (CTV) and omnichannel activations will be in demand in 2022, with 80% of advertisers looking to boost ad spend across CTV compared to 2021, and marketers seeking out partners that provide value-add services, including analytics and campaign planning. While most marketers are likely to split their budgets between their linear and CTV, a 26% increase in CTV ad spending accompanied by a 15% decline during the pandemic could indicate significant changes.

2020 was a strong year for CTV engagement and then it stalled in 2021. Overall TV viewership in Australia went up 3.9% over the same period. After a decline in the active engagement per
household during the first half of 2021 compared to the pandemic, there was a minor improvement in TV consumption per household globally.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.