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The Marketing Year: The marketing trends that shaped 2015 (part 2)

on Dec 9, 2015 | 0 comments

By Thomas Hobbs

Programmatic_advertising

How to be creative with programmatic

UK programmatic digital display ad spending grew by 66.2% to reach £1.8bn in 2015, accounting for 59% of the UK display advertising market, according to research from eMarketer. By 2016, spending is predicted to reach £2.5bn.

But ensuring the rise of programmatic doesn’t hinder creativity has been an ongoing battle for marketers; illustrated perfectly by the discussions at Marketing Week’s Get With The Programmatic event back in October.

Microsoft UK’s director of marketing comms Paul Davies says: “Marketers are too obsessed with marketing science nowadays. They are dazzled by big data and programmatic but Read full story ›

Source: Marketing Week