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Industry Insights from Simpli.fi's Addressable Programmatic 2020 Ad Spend Report

When your ideal consumers are homebound, there is no better way to reach them with digital ads at the household-level than addressable programmatic. Never was this truer than in 2020. To show you just how advertisers utilized addressable programmatic this past year, we released our latest programmatic report: “Addressable Programmatic Spend Rises Throughout 2020“.

In the report, we compiled data from thousands of advertisers on our platform to track the growth rate of Simpli.fi’s Addressable Geo-Fencing solution. In addition, we analyzed how COVID-19 impacted spending, as well as how specific vertical adopted addressable programmatic throughout last year.

We analyzed nine of Simpli.fi’s top verticals to see how Simpli.fi partners adopted addressable programmatic strategies throughout the course of the year.

  • Healthcare
  • Home & Garden
  • Automotive
  • Food & Beverages
  • Education & Training
  • Finance
  • Real Estate
  • Attorneys & Legal
  • Arts & Entertainment

In this post, we’ll take a look at some of the key verticals findings, as well as trends and insights regarding how different verticals utilized addressable programmatic and what this means for 2021.

 

OVERALL 2020 ADDRESSABLE GEO-FENCING SPEND

Total Spend Across the Simpli.fi Platform

Overall, most verticals increased their spend on Addressable Geo-Fencing across the Simpli.fi platform throughout the course of the year to reach consumers at the household-level. Some verticals initially declined spend at the beginning of the year, but have since allocated more advertising dollars to Addressable Geo-Fencing to hone in on their relevant audience.

Vertical Highlights Across the Simpli.fi Platform

  • Home & Garden: Home and garden advertisers have been steadily allocating more dollars to Addressable Geo-Fencing since the beginning of the year. They quickly doubled their spending in March as more consumers took interest in home projects, and ended the year with a 146% increase.
  • Automotive: The automotive industry was heavily impacted by the pandemic at the beginning of the year. The industry has since been steadily increasing since April, reaching an increase of 124%.
  • Real Estate: The real estate industry increased their spend on Addressable Geo-Fencing by 123% at the end of December. This indicates that realtors are successfully reaching those interested in purchasing a home.
  • Finance: Financial advertisers steadily increased their spend on Addressable Geo-Fencing throughout 2020, ending December with an increase of 125% compared to spend in January.

 

2020 WEEKLY AVERAGE CAMPAIGN SPEND

Weekly Average Campaign Spend Across the Simpli.fi Platform

Vertical Highlights Across the Simpli.fi Platform

The weekly average campaign spend on Addressable Geo-Fencing remained positive for most industries throughout 2020.

  • Arts & Entertainment: Advertisers for the arts and entertainment industry started the year strong, but reduced spend as they closed doors during the pandemic. As states began to reopen, advertisers ramped up their spend on Addressable Geo-Fencing by 799% by the end of December compared to spend at the beginning of 2020.
  • Food & Beverages: Food and beverage advertisers utilized addressable targeting to reach consumers at a household-level to inform them about new hours and curbside pick-up options. Spend on Addressable Geo-Fencing increased by 657% at the end of December compared to spend in January.
  • Home & Garden: As more homeowners took on home projects, advertisers utilized Addressable Geo-Fencing to reach consumers, increasing spend by 638% at the end of December compared to January.
  • Health: The healthcare advertisers increased their spend on Addressable Geo-Fencing throughout 2020 by 440% in December compared to spend in January.

 

THE FUTURE OF ADDRESSABLE PROGRAMMATIC

So what does all this mean as we move into 2021? It will be no surprise that advertisers will continue to invest in addressable programmatic solutions as the need for precise targeting at scale continues to grow in 2021. By utilizing Addressable Geo-Fencing, advertisers are able to target consumers at the right time and the right place across all of their devices.

This year, we will also see advertisers shifting more spend to OTT/CTV advertising. In order to maximize the reach of their OTT/CTV ads, advertisers will layer addressable programmatic to precisely target their ideal audiences through large and small screens.

Interested in learning more?
Check out our full report on Addressable Programmatic Ad Spend here. To begin utilizing Simpli.fi’s industry-leading addressable programmatic advertising solution, reach out to us at hi@simpli.fi.

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