Programmatic goes far beyond RTB (Real Time Bidding) and is now also opening up to radio, DOOH (Digital Out of Home) and TV. Even if there are still marketing and communication experts who are unfamiliar with this concept, the Gamned survey shows that 90 percent of the experts surveyed are familiar with the term "programmatic advertising". However, both advertisers and agencies are not yet familiar with the actual subject matter: only 30 percent of them can provide a precise definition of programmatic.

It is not surprising that the targeting options, optimization functions, automation and higher campaign performance are perceived by respondents as the most important advantages of programmatic. On the other hand, 31 percent of those surveyed consider complexity to be the biggest disadvantage, followed by the quality of inventory (20 percent) and brand safety (18 percent). The perception of the strengths and weaknesses of programmatic is the same in Germany, France and Italy. In order to fully exploit the advantages of programmatic, the Swiss market should expand its expertise in this area in the coming year and the players should improve their skills, writes Gamned.

It is worth noting that 60 percent of the companies surveyed already use programmatic and that this technology accounts for 43 percent of digital investments in German-speaking Switzerland and 30 percent in French-speaking Switzerland. The difference between German-speaking and French-speaking Switzerland can be explained by the fact that most programmatic players are located in Zurich, where the digital market is historically more mature. Gamned is convinced that the Swiss market will catch up quickly and soon reach the level of its European neighbors: 90 percent of respondents state that they will increase their investments in 2019, and of the 40 percent of companies that do not yet use programmatic, three out of four are willing to invest in programmatic.

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