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.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.