IAB Europe Report: half of European display ad revenue is now traded programmatically
IAB Europe in collaboration with IHS Markit announced that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 42.7 per cent from 5.7 billions euro in 2015 to 8.1 billions euro in 2016.
The report reveals that 50.1 per cent of European display ad spend is now traded programmatically. Additionally, programmatic video grew by an exponential 155 per cent and now accounts for more than 45 per cnet of total online video ad spend. Mobile continues to be the ‘most’ programmatic format with 65 per cent of mobile ad spend traded programmatically in 2016.
Whilst CEE is still small in size and maturity, it is starting to catch up and grew by 53 per cent in 2016 compared to Western Europe which grew by 42 per cent.
Programmatic revenues by format:
• Mobile – 3.5 billions euro
• Video – 1.37 billions euro
Programmatic revenues by region:
• Western Europe – 7.5 billions euro
• Central and Eastern Europe – 0.6 billions euro
The European Programmatic Market Sizing research is produced by IAB Europe and IHS Markit, taking a holistic approach to aggregating the data to ensure all stakeholder perspectives were included. The numbers are based on ad spend reported by IABs, transactional data, statistical and econometric models to infer a European market size and knowledge from industry experts. This programmatic research complements the IAB Europe AdEx Benchmark Report, the definitive guide to the state of the European digital advertising market.
As programmatic becomes the primary mechanism for trading, it is important for data to be integrated into programmatic trading tools, indeed IAB Europe’s Digital Measurement Priorities Report reveals that more than 90 per cent of stakeholders state that is it important for industry-agreed digital audience and effectiveness studies to be available in programmatic trading tools alongside measurement and trading data.
IAB Europe’s efforts in advancing programmatic trading across Europe with its Programmatic Trading Committee are focused on enhancing transparency and education in key areas such as mobile and data.
The article comes from website IAB Europe