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Study: US Travel And Retail Sectors Got Aggressive With Programmatic Display In Q2
Programmatic display advertising continued to show huge growth year-over-year in Q2 , particularly among retail and travel advertisers. That’s according to the Q2 Digital Marketing Report issued this week by IgnitionOne.
The study found that, in addition to increasing investment in search, retail advertisers spent 130 percent more on programmatic display advertising in the quarter year-over-year. Impressions rose 80 percent. However, clicks didn’t keep up, rising just 25 percent compared to the previous year. IgnitionOne found the average clearing prices for programmatic display ads came in at $2.06 for retail.
Travel saw even greater growth in programmatic display. Spending by the sector shot up 156 percent. Here the 79 percent increase in clicks correlated nicely with the 80 percent rise in impressions. Pricing proved to be more competitive for travel advertisers as well, with average clearing prices coming in at $2.41 for the quarter.
IgnitionOne sites increasingly advanced bidding and scoring technologies as well as dynamic creative capabilities among the reasons for the rise in spending and clearing prices among travel and retail advertisers.