Two-thirds (63%) of Australia’s digital advertising inventory across all devices is now bought through programmatic or ad network services, according to 2016 data from Pathmatics and Nielsen.
The data is collected from digital creatives and ad technology tags found in 2,000 websites visited by Australians across desktop, mobile and tablet browsers.
Direct campaigns, which are purchased without the use of programmatic or ad networks, accounted for 37% of all ad impressions 2016.
Insights from all platforms in the the ad technology market show that Google’s AdX + AdSense were involved in more ad impressions than any other tech vendor.
The top digital advertisers of 2016 were American Express, Google, Telstra, CBA and Woolworths.
American Express was also the largest mobile display advertiser and Google had the most ad impressions on desktop display as they heavily pushed their Gmail for Work product.
Reckitt Benckiser reported the most ad impressions on desktop video with Airwick and Dettol brands making up one-third of video pre-roll activity for the advertiser.
Content ads, mainly involving platforms like Outbrain, were dominated by publishers increasingly using other websites to drive traffic back to their pages. In 2016, seven in 10 top content advertisers were publishers, including REA Group, News Corp Australia and Fairfax Media.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world's population. For more information, visit www.nielsen.com.
Pathmatics provides breakthrough transparency in digital advertising. The company's patent-pending technology analyzes digital advertising activity and delivers real-time, actionable intelligence to many of the world's largest advertisers, agencies, publishers and ad tech providers. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds. For more information, please visit www.pathmatics.com.