Intent Data Shows Brands Interested in Programmatic, Billboards, and 'Ad Solutions': Bombora Company Surge(R) Identifies Trend

According to Bombora Company Surge, this week's intent data shows an increase in searches for "programmatic" and "LED billboards" among both brands and agencies (R).

Despite budget cuts last year, advertisers posted better-than-expected programmatic ad spending in the United States last summer. According to eMarketer, programmatic digital display ad spending will rise to 24.1% (from just 10% last year), and CTV – which is almost exclusively video – will remain one of digital advertising's fastest-growing platforms as available inventory grows.

The pandemic had a major impact on the out-of-home advertising market. However, as COVID restrictions ease around the country, we are beginning to see OOH channels advertise programmatically across digital screens on bus stations, shopping malls, and billboards. Regardless of whether you're advertising on a smartphone, CTV, or OOH billboards, the video will continue to outperform non-video display formats in all devices.

We believe that 2021 will be a banner year, due to the push and pull of several internal and external factors. The unexpected resilience of the digital advertising world, combined with pent-up demand for traditional ads, can force marketers all over the world to evolve and change rapidly. Today's organizations need a trusted partner to assist them in being agile digital enterprises to fulfill the post-pandemic wave of digital business transformation.