Programmatic Ad Buying By the Numbers in 2019

Peter Weddle

The TAtech Leadership Summit on Programmatic Ad Buying in Talent Acquisition was held recently in Boston. It attracted a record 160+ attendees from solution providers and employers alike. The corporate Host was Appcast, and the Chair was Fred Goff, CEO of Jobcase.

The one-day conference featured a jampacked agenda of presentations from programmatic platforms, job boards and other publishers, agencies and ATS companies. The theme was Down the Funnel, which generated plenty of Q&A from the audience and nonstop discussions and networking during breaks and meals.

During the Summit, Appcast released its 2019 Recruitment Media Benchmark Report. The report is based on 2018 advertising data, representing 93 million clicks and 5 million applies. What follows are some of its highlights:

Year-Over-Year Findings

Job ad clicks and applies on mobile devices increased by almost 25 percent (24.48%) from 2017 to 2018.

Pane View publishers drastically impacted average apply rates, with the desktop apply rate dropping by almost 30 percent (29.79%) and the mobile rate dropping by over 7 percent (7.65%),

Pricing

The 2018 average price per click was $0.70, which was about the same as it was in 2017, increasing by just 3.84 percent.

Industries

Apply rates differed by job function and were impacted by nationwide candidate supply and demand. Industries with the highest average apply rates in 2018 were Restaurant (12.94%), Technology (8.57%) and Manufacturing/Production (6.77%).

CPC price ranges also differed by industry. For example:
• HR: $0.53 – $1.02
• Banking: $0.45 – $0.83
• Retail: $0.53 – $0.89

Job Ad Content

Job ads with shorter titles had higher apply rates. Titles with 1-3 words had the highest apply rate at 5.5 percent.

Organizations with a higher Glassdoor rating had a higher average job ad apply rate. Employers with a rating of 4.5 to 5.0 had an apply rate of 6.6 percent while employers with a rating of 2.5 to 3.0 had an apply rate of 4.3 percent.

The 2020 TAtech Leadership Summit on Programmatic Ad Buying in Talent Acquisition will once again be held in Boston in early June. It will feature a Programmatic 101 introductory program designed for employers who are new to this type of recruitment advertising. It will be presented in English, not techno-speak.

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