In the U.S., programmatic ad spending topped $10 billion in 2014 and is set to double by 2016. While the first wave of adoption was all about big national brands, the benefits for local small and medium businesses (SMB) are perhaps even more compelling. What local business wouldn’t like to build their brand and reach exactly those customers who are most likely to buy?
No wonder that locally generated digital display ad spending will be greater than national by 2016, according to Borrell Associates.
But optimizing digital advertising, and improving campaign performance are way beyond the capabilities of most SMBs. As Venture capitalist Anthony P. Lee recently noted about software, SMBs desperately need “do it for me” (DIFM) or “do it with me” (DIWM) solutions.