In an industry moving increasingly towards automation and efficiency, traditional reservations (the one-to-one selling and management of direct media buys) represented $26 billion in global display and video spend in 2017.1 While media buyers and sellers may still prefer to negotiate their premium reservations directly, new research from The Boston Consulting Group (BCG) suggests that using Programmatic Guaranteed for the setup and management of direct media buys can save both parties significant time and add value. The report concluded that publishers and agencies/advertisers save 57% and 29% more time, respectively, when using Programmatic Guaranteed deals versus traditional reservations while maintaining the same level of control over their campaigns.2
BCG’s report, “A Guaranteed Opportunity in Programmatic Advertising,” investigates the end-to-end direct deal workflows of over 40 advertisers, agencies, and publishers across 12 countries running both Programmatic Guaranteed and traditional reservation deals. The primary objective of the research is to quantify the operational efficiency of each buying methodology. It also explores the performance lift advertisers can gain from the Programmatic Guaranteed advanced features, like Audience List Guarantees, Custom Creatives, and Frequency Management. The report covers the anticipated growth of programmatic reservations over the next three years, eight areas in which Programmatic Guaranteed can improve operational workflows for buyers and sellers, and four ways to make the most of Programmatic Guaranteed deals.