Programmatic advertising has continued its growth through 2018, despite a bump in the road as companies adjusted to the realities of GDPR, especially in Europe. Meanwhile, in the US, the holiday season results were punctuated by a success correlation between those companies that have embraced mobile ecommerce and the app space and those who have not. Check out the details in this week’s Mobile Monday!
Shopping On Device While Shopping In-Store
Who’s brought up their phone to search for coupons in their store? More than half of folks, according to the latest survey from Yes Marketing. 57 percent of consumers said they’ve used a retailer’s mobile app while in-store to redeem coupons or find items in the store.
Based on a survey among 1,000 customers, Yes Marketing found mobile apps were predominantly used to redeem coupons in-store, to find new coupons, and to find items once in the store (we’re a big fan of Home Depot’s version). In-store mobile retail is a key part of the factor in a successful experience for many consumers.
One major benefactor of this preference for connected retail experiences has been Wal-Mart, Target, and Costco. According to Marketplace, retailers who embraced ecommerce and mobile, in particular, had a successful 2018 holiday season, but retailers who haven’t grabbed the connected shopping experience by the horns quite as much, like J.C. Penney and Macy’s, didn’t have the same holiday season.
Western Europe Loves Programmatic
Programmatic growth is going to continue in 2019 and Europe is a big part of it, even though the rate of growth isn’t going gangbusters in the wake of a tough 2018. Even with a growth reduction in the UK, France, and Germany, 2018 still saw the rate of programmatic as a share of all digital advertising stay as high as 37.5 percent.
According to eMarketer’s latest stats, advertisers in the UK pushed programmatic spending up 25 percent in the UK, up 37.5 percent in Germany, and 30.8 percent in France. Those growth numbers were down slightly from 2017, which had 34.6 percent, 47.8 percent, and 32.1 percent growth respectively. Why the drop in growth?
A number of factors are at play. One survey by Rakuten Marketing and Morar HPI cited brand safety as one reason for the cutback, and while activity levels dipped around GDPR’s launch, they did return to normal. The launch of GDPR likely did hinder growth a tad.
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