Programmatic ad buying set to grow by 20% per year in the US
Carat, a US media buyer, has predicted that programmatic advertising transactions in the US will account for 52% of non-search digital advertising by the end of 2015. Carat predicts that digital media spend will account for more than a quarter of total advertising spend in 2016. This growth is driven by online video, programmatic and mobile. Mobile is experiencing the greatest spend growth across all media and Carat predicts year-on-year increase in mobile spend of 51.2% in 20145. 

US — Media buyer Carat has predicted that programmatic transactions in the US will account for 52% of non-search digital advertising by the end of 2015, and will continue to grow.

Carat’s latest worldwide advertising expenditure forecasts for 2015 and 2016 predicts global advertising spend to grow by 4% in 2015 to US$529bn — a slight decline from the 4.6% growth predicted in March — and by 4.7% in 2016. UK growth is predicted to be 6.4% in 2015 and 5.5% in 2016.

The increase is fuelled by digital media spend, which Carat predicts will, in 2016, account for more than a quarter of total advertising spend. This strong growth is in turn fuelled by online video, programmatic and mobile. According to Carat’s predictions, US programmatic transactions will account for 52% of non-search digital advertising spend by the end of 2015, with a growth rate of around 20% a year predicted to continue for the next few years.

Overall, mobile is experiencing the greatest spend growth across all media: Carat predicts a year-on-year increase in mobile spend of 51.2% in 2015.