Don't Diss Display

Op-ed writers forecasting the top programmatic trends for 2022 have focused largely on the rise of new channels like CTV, video games, DOOH, etc. However, while cutting-edge strategies may be getting tons of media coverage, reports show that online display campaigns are still a favorite.

The share of budget allocated across all digital media is projected to grow from 72% in 2021 to 78% in 2022, with the most growth actually coming from digital display. In fact, over half of marketers are looking to increase their display spending in 2022.

Nearly 60% of media planners list display in their top three programmatic channels (with that share rising as high as 65% among marketers in the United States). Globally, one in four go so far as to say that it is the single most important channel for their existing buying strategy. Although the latest in programmatic ad tech is undoubtedly exciting, advertisers crafting a media plan should keep in mind: It's hard to go wrong with display.