These are the results of the second Programmatic Barometer in Switzerland

Programmatic is much more than Real Time Bidding (RTB) and now also offers new channels: Radio, DOOH and TV. Although there are still marketing and communication professionals for whom this concept is still unclear, it can nevertheless be said that the term "programmatic" is known to 90% of the professionals surveyed. At the same time, a better understanding of programmatic can be observed this year compared to last year: With 43%, 13% more participants were able to give a precise definition of programmatic.

The best-known and most frequently activated channels in 2020 are display (95%), social media (70%) and video (61%). Unsurprisingly, real-time campaign optimization, increased performance and automation are seen as the main benefits of programmatic. On the other hand, 63% of respondents want more comprehensive reporting, better tools to measure the visibility of impressions (62%) and are looking for new, more interactive formats (53%). The Swiss market should expand its expertise in this area in the coming year and players should become more competent in order to fully exploit the benefits of programmatic.

It is important to note that 70% of the companies surveyed already use programmatic, an increase of 10% compared to 2019. Programmatic advertising spend represents a significant proportion of the digital budget: Almost 40% of the total digital budget is spent on programmatic in French-speaking and German-speaking Switzerland.

The level of development of the Swiss market continues to increase: 70% of respondents say they will increase their investments in 2021. Among advertisers who do not yet use programmatic, 54% plan to plan programmatic campaigns, and 40% of them want to do so this year.