- Reallocation to increase programmatic is necessary: There's no need for additional funds. To achieve an optimal allocation of advertising spend, marketers should on average shift spend: TV -3%, Radio -1%, Print -1%, Digital -1% and add these collectively to Programmatic for a 6% increase in spend
- Data favors the young: Brands looking to reach younger consumers should allocate, on average, 30% of their total marketing spend to digital and programmatic, and half of that spend should be allocated to mobile.
- Video is a priority for beauty brands: Across every major industry vertical and their optimal spend by digital format, the beauty category saw a need to allocate over 50% of total budget towards mobile and desktop video.
- Beyond the walled gardens: Brand marketers may see a 4.5% lift in top line sales by shifting spend to marketplaces outside of Facebook and Google.
MethodologyRubicon Project and TFQ Strategy utilized media spend and sales data from a sample of the top 200 U.S. brand advertisers comprising $20 billion in advertising spend and $450 billion in sales from 2014 - 2016. The research is based on a media mix model using multivariate data sets to determine channel allocation, creative unit and sales impact. Research was collected across eight industry verticals and all media spend including TV, radio, print, digital and programmatic within digital. For further information on this study or insight into additional data please visit http://rubiconproject.com/programmatic-proven. To contact our sales team please visit www.rubiconproject.com/contact-us. About Rubicon Project Founded in 2007, Rubicon Project's mission is to keep the Internet free and open and fuel its growth by making it easy and safe to buy and sell advertising. Rubicon Project pioneered advertising automation technology to enable the world's leading brands, content creators and application developers to trade and protect trillions of advertising requests each month and to improve the advertising experiences of consumers. Rubicon Project is a publicly traded company (NYSE: RUBI) headquartered in Los Angeles, California. About TFQ Strategy - Advanced Insights For Business Growth We are a team of insight, social and visualization strategists dedicated to contextualizing complex information and modeling into digestible bytes for forward-thinking business leaders and corporations. We are passionate about what we do and constantly strive to conceive and develop new techniques that leverage our knowledge and innovative thinking to meet the evolving needs of our clients.