Media trends

• Programmatic buying


  Automated process of buying and selling digital advertising inventory
• Programmatic buying will continue to gain significant market share in 2014
• MAGNA GLOBAL expects global programmatic buying to triple from $12 billion in 2013 to $33 billion by 2017
• Increases in programmatic buying will be seen most aggressively in digital channels, specifically display and online video
• Agencies are getting smarter about recognizing good inventory that delivers viewable impressions and will soon be able to buy this inventory programmatically
• Banner ads will remain strong in 2014 despite predictions of their decline
• Static banner ads are still outperforming rich media, providing CPCs that are unmatched by video and other media
• Banner ads remain one of the best and most cost-efficient ways to target web users due to their low CPM and prevalent inventory
• Media plans will be screen agnostic as consumers are consuming media wherever they can, on their TVs, smartphones, and tablets
• Digital media, which includes mobile and social media, was the fastest-growing category in 2013, increasing 16% to $118 billion and reaching a 24% market share globally
• Brands are looking for cross-channel solutions that reach their audience no matter the platform, and media planners are following suit, altering their screen-by-screen playbook to design media plans that are truly screen agnostic
• Mobile advertising revenues almost doubled (+85%) in 2013 to reach $16 billion (14% of all global internet advertising)
• Brands have fully adopted mobile, updating websites and m-commerce functionality to run flawlessly on the latest smartphones
• Native advertising will explode as publishers close the gap between editorial and advertising by offering native ads that blend seamlessly with original content
• Consumers look at native ads 52% more frequently than banner ads, and native ads registered a 9% higher lift in brand affinity and an 18% higher leap for purchase intent response than traditional display ads
• Online video is poised to inflate in 2014 and beyond, with 89 million people in the United States watching over 1.2 billion online videos each day
• The advent of snackable video, bookmarked by the release of Vine and Instagram's video offerings, presents a new challenge for marketers in attaching ad units to brief, bite-sized videos without annoying users
• Online video is expected to account for more than one-third of all online advertising spending within the next five years