Programmatic display advertising set to rise in Europe
IAB Europe surveyed more than 1,000 advertisers, agencies and publishers from 29 markets in Europe to provide clarity on the current adoption of programmatic and stakeholder perspectives on its potential for strategic competitive advantage.
Programmatic trading investments and revenues set to increase
Over 90% of all stakeholders say they will increase their programmatic investment or revenue over the next 12 months and 40% expect an increase of more than a third.
Many stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing this technology to gain efficiencies, meet client demand and deliver brand campaigns at scale.
Stakeholder adoption of and attitudes towards programmatic advertising vary
Publishers show a controlled, cautious approach with an emphasis on managing their own data and maximising value and margins by monetising inventory more effectively.
Agencies see themselves at the forefront of programmatic adoption, gaining trading, operational and audience targeting benefits.
Advertisers are the stakeholder group least likely have programmatic in-house at this point in time.
Further learning and education is needed
Stakeholders recognise that inefficiencies need to be tackled in order to empower programmatic to deliver maximum value. Barriers to adoption exist with hiring and training people with the right skill set the top obstacle.
This demonstrates the need for further learning and education and the recently published IAB Europe Road to Programmatic White Paperprovides an analysis of the decisions facing advertisers, agencies and publishers in considering how to capitalise on the programmatic opportunity and address the accompanying challenges.
“As the IAB Europe report demonstrates, further education and clarity on the programmatic ecosystem are needed in order to encourage adoption. It’s important for advertisers to be able to define and engage their audience with greater cost efficiency.” says Txema Garitano Plágaro, Innovation, Business Analytics & Search Management, SEAT.
“The report provides valuable insights into how the buy-side and sell-side view programmatic advertising. As technology and marketing continue to collide at break neck speed, OMD see this opportunity as a natural evolution of our craft bringing unprecedented strategic opportunities for more effective target segmentation, improved engagement via dynamic creative optimisation and the creation of a more rapid feedback loop of realtime actionable learnings especially via mobile.” says Nikki Mendonça, President OMD EMEA.
“Attitudes to Programmatic Advertising’ delivers a new level of understanding of the European programmatic advertising market. This will help publishers plan their strategies to maximise inventory value and create more premium opportunities for brands to reach specific audiences.”says Sophie Croonen, Manager Product & Development, Sanoma
“Programmatic is growing in importance to publishers, agencies and advertisers and this research shows the many factors influencing adoption across the different markets. Together with the whitepapers produced by the programmatic committee, this shows the potential for programmatic to be a strategic differentiator for European businesses rather than a tactical tool.” says Graham Wylie, Chairman of IAB Europe Programmatic Trading Committee and Senior Director EMEA and APAC Marketing at AppNexus.