This year for the first time programmatic mobile and programmatic video figures are broken out. Programmatic mobile advertising revenue grew 240% to €552m in 2014 from €230m in 2013, now representing 27.3% of the mobile display market. Programmatic video advertising grew 176% to €205m from €76m, representing 12.1% of the online video market. Programmatic desktop display is valued at €2.9bn.
The European Programmatic Market Sizing research is produced by IAB Europe and IHS, 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 will complement theIAB Europe AdEx Benchmark report, the definitive guide to the state of the European online advertising market. This year the research has been further developed to include programmatic mobile and video.
Townsend Feehan, CEO of IAB Europe said “This extended research on the programmatic market increases the insight IAB Europe offers to stakeholders seeking to better understand the new trends in this young and innovative sector and to businesses seeking to benchmark their own strategies and success”.
Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research, said “We are delighted to be able to extend our research co-operation on programmatic with IAB Europe to include a definitive market view on programmatic mobile and programmatic video”.
Graham Wylie, Chairman of the IAB Europe Programmatic Trading Committee and Senior Director EMEA & APAC Marketing at AppNexus said “Programmatic remains a priority topic for both buy and sell-side of the industry and IAB Europe’s research and education in coordination with national IABs is of huge value to the market. The new figures help to define the market landscape and help to define future direction”.
IAB Europe’s Programmatic Trading Committee initiatives include the first pan-European Programmatic Trading White Paper, the more recentRoad to Programmatic White Paper together with a pan-European Attitudes to Programmatic Advertising report and a webinar series.
Download the 2014 European Programmatic Market Sizing report here.
