| Category: | Brand Advertising Effectiveness |
| Award: | WINNER |
| Company: | Kantar Millward Brown |
| Project: | KMB BrandLift: AOL, Cadbury Buttons ‘Memory Lane’ |
Get the slides here.
Buy-side and sell-side digital video advertising strategies mature as measurement evolves towards branding KPIs and away from the click, the first IAB Europe Attitudes to Digital Video Advertising survey reveals.
Based on a survey of more than 650 advertisers, agencies and publishers from across 31 markets, the study provides clarity on the status of adoption and buy-side and sell-side perspectives on the development of digital video and trading methods.
The research shows that nearly all stakeholders are now deploying some form of digital video advertising strategy, with over 90% of advertisers, media agencies and publishers claiming that they are using the channel.
Key findings of the report:
Alvaro Bolivar, Senior Director and Head of International Product, ONE for Publishers, AOL Platforms said: “Sound, sight and motion is the future of advertising. Video is now embedded in 80% of our original content on Huffington Post and one in three visits to the site results in at least one video view, showing that there is an appetite for both content creators and advertisers to engage with audiences through the medium, though the fact that this figure is not 100% represents an opportunity to close the gap between supply and demand in the market. Video on mobile devices is the preferred media format for millennials, and this is reflected in the 21% increase year on year in video views that we have seen on non-desktop devices.”
Oliver Gertz, Managing Director Interaction EMEA and Programmatic Lead Global Clients, MediaCom said: “As video consumption increases across digital channels, so does video advertising. Digital video can drive brand KPIs via inspiring and informing content combined with effective targeting. Integrated screen planning is important to maximise reach across all screens, from TV to mobile video.”
For more information, please contact:
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)
The IAB Europe Research Awards awards recognise and celebrate the contribution made to the development of the industry by innovative research projects and the teams behind them.
Two webinars have been hosted to showcase the winning case studies, the recordings can be accessed here:
Ad Effectiveness and Cross-Device
Multi-Screen Behaviour and Media Planning
The winning case studies can be downloaded below:
Brand Advertising Effectiveness: Ekstra Bladet - Pioneering datafusion leads to ground breaking results
Consumer Attitudes and Behaviour: GIK - Best for planning 2014 – 360° market media study
Mobile: Sky Media and Havas Media Group - Mobilizing the facts – using a cutting-edge method to measure the effectiveness of mobile
Video: Brand Science - Cross Screen Planning (CSP) tool
Social Media: Facebook and GfK - GfK-Facebook Data Link
Multi-Screen: United Internet Media - Multi Screen – A Peek Into The Living Room
Audience Measurement: Gemius - Behavioural Panel Synthesis™ (BPS™) - A New Horizon to Cross-Platform Measurement
Best use of Research Budget: IAB UK - Content and Native Consumer Research
TCF 2.0 includes increased functionality for consumers & publishers
Update is part of an iterative process in further support of GDPR-compliant programmatic transactions
21st August 2019, Brussels: IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, in partnership with IAB Tech Lab, today announced the launch of the second iteration of the Transparency and Consent Framework (TCF).
The TCF is an industry tool that supports companies within the digital advertising ecosystem as they manage their compliance obligations under the GDPR and ePrivacy Directive. This follows a 12-month review period which has included market feedback from all sectors of the digital advertising industry, notably publishers, and nine meetings with Data Protection Authorities (DPAs) throughout Europe.
Announcing the updates to the TCF, Townsend Feehan, CEO, IAB Europe said “The original TCF was launched to help a complex industry value chain manage their obligations under new regulations, notably the GDPR. With the number of constituents involved and disparate regulatory interpretations across multiple jurisdictions, it was essential that the evolution of the framework was handled sensitively, with the final specifications able to be adopted in a manner consistent with differing business models in a wide range of operational markets”. She continued “Whilst the TCF will continue to evolve to meet the needs of our dynamic industry, I am confident this update addresses all the feedback we have received from many DPAs throughout Europe, as well as the needs of each part of the digital advertising value chain.”
The TCF is comprised of technical specifications and policy documents enabling companies that participate in the delivery of digital advertising and personalised content to work under an appropriate legal basis for processing personal data in each market where they operate. It is a framework for publishers, technology vendors, agencies and advertisers to clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to object.
There are 28 markets within the European Union, with each possessing a DPA that interprets the rules regarding GDPR compliance in different ways. Equally, the commercial requirements of each part of the value chain, from publisher through to advertiser, are different and may have conflicting goals. As a result, it is important that the TCF is flexible in its approach, so it can accommodate these different constituents’ business needs and regional interpretations of the GDPR and ePrivacy regulations.
In the UK, it is well known that the Information Commissioner's Office (ICO) has taken a specific view, as detailed in the publication of its ‘Adtech Update Report’ in June. IAB Europe has continued its close-working relationship with the ICO and is confident this update to the TCF will allow companies to adopt a GDPR-compliant approach to RTB within the UK.
TCF 2.0 continues to support the overall drive of the TCF to increase consumer transparency and choice, management by digital properties of consent and compliance, and industry collaboration that centres on standardisation.
“The TCF is the only privacy compliance solution that was built by the industry for the industry – and for everyone who benefits from digital media and services,” stated Dennis Buchheim, EVP & General Manager, IAB Tech Lab, whose members develop the technical specifications for the framework. He continued “The consumer is the principal focus of the TCF and the vision for version 2.0 was to provide clear explanations and choices to consumers regarding how their data may be used if consent is given, while providing greater control to publishers over how consent and other guidance is followed by their technology partners”.
The TCF Steering Group (SG) was tasked with drafting the new Policy documents and engaging with the IAB Tech Lab, which managed the technical specifications. With participation from 10 National IABs and 55 organisations, and EU-level associations, publishers, media owners, technology providers, and media agencies, the SG enabled an inclusive, fair and consensus-based participation of stakeholders to deliver the vision.
On the update, TCF SG member, Alice Lincoln, Senior Vice President of Data Policy & Governance, MediaMath said “MediaMath’s participation in developing the TCF v2 is a cornerstone of our mission to drive the industry toward greater accountability. The data subject rights to transparency and control prescribed by GDPR present an important opportunity to make overdue improvements to the digital media supply chain. Version 2 of the TCF will better surface how we connect people to the brands and content they value and give consumers and publishers alike greater control over who they trust to handle their data and for what purposes“.
Under TCF 2.0, not only can consumers grant or withhold consent but they can also exercise their ‘right to object’ to data being processed. Consumers also gain more control over whether and how vendors may use certain features of data processing (for example, the use of precise geolocation).
Tamara Daltroff, Director General of The European Association of Communication Agencies (EACA), said: “EACA is excited about the launch of TCF 2.0. We are confident that the changes will increase the transparency and choice provided to users who want to continue benefiting from content and services that they would otherwise have to pay for. For agencies, industry standards are a vital instrument to ensure consistent implementation, oversight and application of policies and technical specifications across borders. The TCF is an essential tool for them to ensure compliance with the GDPR and ePrivacy Directive.”
Publishers employing TCF 2.0 gain greater control and flexibility with respect to how they integrate and collaborate with their technology partners. New publisher functionality allows them to restrict the purposes for which personal data is processed by vendors on a publisher’s website on a per-vendor basis.
Commenting on how the engagement of publishers has driven the creation and purpose of TCF 2.0, Angela Mills Wade, Executive Director, European Publishers Council (EPC) said “The EPC and Publishing members of the TCF Steering Group were able to provide valuable feedback on how the framework could be improved and better serve the community. Under TCF 2.0, publishers can provide more transparency to their users with the introduction of clearer and more detailed purposes and standardised flexibility in how these purposes are described to their users. This enables publisher confidence in delivering more choice, transparency, and control to their readers”.
Commenting on these changes, Kate Teh, Group Legal Director, The Telegraph Graph said “Publishers are at the vanguard for securing user consent for the processing of their data. Whilst informed consent is the default for data which enables better targeted advertising, publishers also need to notify users when cookies and other technologies are used to administer their sites, for example analytics or ecommerce functionality. These use cases are considered a legitimate interest so it was important that the updated TCF incorporated this option for publishers. In doing so, we can deliver a transparent and consistent experience to consumers, with one platform managing the notification and consent process, ensuring consent signals are adhered to throughout the value chain”.
As businesses adopt the new updates, the TCF 2.0 will operate in market alongside TCF 1.1 through to the close of Q1 2020. This will provide publisher websites and Consent Management Platforms (CMPs) with an appropriate timeframe in which to adopt TCF 2.0. It also provides the vendors they work with sufficient time to develop and implement the code needed to adhere to the protocol of TCF 2.0.
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EDITOR NOTES
Additional TCF Steering Group Quote
“TCF v2 will provide more transparency, more choice, and more control for consumers and support publishers and brands in complying with EU privacy and data protection laws. As a participant in the creation and development of the TCF from day one, Quantcast is excited to see the release of this second iteration after more than a year of truly industry-wide collaboration.” Ari Levenfeld, Chief Privacy Officer, Quantcast
The Transparency & Consent Framework Steering Group:
There have been 55 companies from across the digital media, publishing, advertising and analytics ecosystems, alongside 10 National IABs that have collaborated on the TCF through their Steering Group membership.
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of National IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market. For further information please visit https://iabeurope.eu/
About IAB Tech Lab
The IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust identity service. Board members include CBS Interactive, ExtremeReach, Facebook, Google, GroupM, GumGum, Hearst Digital Media, Index Exchange, Integral Ad Science, LinkedIn, LiveRamp, MediaMath, Microsoft, Neustar, OpenX, Oracle Data Cloud, Pandora, PubMatic, Quantcast, Rakuten Marketing, SpotX, Telaria, The Trade Desk, Twitter, Verizon Media, Xandr, and Yahoo! Japan. Established in 2014, the IAB Tech Lab is headquartered in New York City. Learn more at https://www.iabtechlab.com.
For more information, please contact:
Helen Mussard, IAB Europe (helen@iabeurope.eu / +44 7399 919 594)
Laura Goldberg, IAB & IAB Tech Lab (laura.goldberg@iab.com / +1-347-683-1859)
Victoria Johnson, Too Many Dreams (victoria@toomanydreams.ltd / +44 7939 594 637)
Stephen Jenkins, Too Many Dreams (stephen@toomanydreams.ltd / +44 7957 803 685)
IAB Europe will be hosting a panel at this year’s ad:tech event in London, we will shortly be bringing you details on the panel, but for now, please see below for details on one of the biggest ad tech events, and how you can claim your free tickets.
ad:tech London has long been the UK's destination event for leading marketing and advertising technology players with things heating up more than ever before.
ad:tech, in association with Technology for Marketing promises the very latest in adtech developments through an enriched and world-class programme, forming one of the largest co-located events across the UK.
Join us for an even bigger and more explosive show in 2019. Book your place today and be a part of this incredible and unmissable event. Click to register here.
The IAB Europe team will be at DMEXCO in Cologne, on the 11-12 September. Don’t miss our panels of industry leaders where you can hear about how GDPR and the TCF have impacted stakeholders, most notably users and publishers in our GDPR panel and how the programmatic trading landscape is evolving across Europe in our programmatic panel.
We will be hosting post-panel Q&A sessions to give you the chance to ask the speakers questions related to the discussions. Full details of the panels are below and the Q&A information will be added soon.
Team
The team members attending DMEXCO are:
Feel free to reach out to us to at membership@iabeurope.eu to organise a one to one meeting with any of our team and find out more about our activities for 2019 and 2020.
Panels
Programmatic Trading Trends in Europe
Seminar room 7 – 11th September, 16.00-16.45
In this seminar, IAB Europe’s Programmatic Trading Committee will bring together a panel of industry leaders and disruptors to explore how the programmatic trading landscape is evolving across Europe and how key trends such as programmatic audio are driving adoption in an ever-changing media consumption landscape.
The results of IAB Europe’s much-anticipated and industry benchmark studies, European Programmatic Market Sizing and Attitudes to Programmatic Advertising will be revealed as part of this session.
Moderator:
Panelists:
GDPR one year on and the IAB Europe Transparency and Consent Framework 2.0
Debate Stage - 12th September at 10.15 - 10.45
To prepare for GDPR, IAB Europe launched the Transparency & Consent Framework (TCF) in April 2018 for the digital advertising ecosystem. One year on, the panel will discuss how GDPR and the TCF have impacted stakeholders, most notably users and publishers. The panel will also look at how European privacy regulation is impacting the rest of the world and what both regulators and stakeholders can learn from GDPR.
Moderator:
Panelists:
The Economic Trends forum offers market analysis and industry insights for our corporate members and network of National IABs. Led by Dr. Daniel Knapp, IAB Europe’s Chief Economist, the next Forum will be focused on digital audio advertising across Europe. Daniel will present the trends, developments, challenges and opportunities for this emerging advertising channel. There will be a Q&A session at the end of the forum.
This edition of the Forum will be hosted by IAB Europe member, S4M in Paris on 18th September from 17.00 to 18.00 CEST. It will also be available to join virtually.
IAB Europe members can email Marie-Clare Puffett (puffett@iabeurope.eu) for the registration details. Please note spaces to attend in person are limited so get in touch asap to avoid disappointment!
Claims by Johnny Ryan of Brave that IAB Europe refused to respond to the DPC related to a complaint made by him are false and defamatory.
IAB Europe is in a cordial and continuous dialogue with the DPC on a number of different matters and is not refusing to respond to questions received from the DPC. The DPC has confirmed to IAB Europe today that it has not stated that IAB Europe refused to respond to its queries.
It is in the commercial interests of Brave Software to undermine efforts by its competitors in the online advertising space to comply with data protection law so that it can be perceived as a credible alternative with its publisher funding and advertising products.
Digital audio is not a new concept but as it grows it is causing a shift-change in the advertising landscape. From streaming our favourite music to listening to the latest podcast , digital audio is a key part of media consumption. In this new blog series, IAB Europe will explore how the programmatic audio landscape is evolving across Europe. In the first blog we spoke to David Goddard VP Global Programmatic Strategy at BBC Global News and James Brown, Managing Director EMEA at Rubicon Project to find out about the latest developments, opportunities and challenges.
Why should Advertisers invest in digital audio?
David Goddard:
Digital audio delivers a highly engaged user as audio content tends to provide a sound track or a form of escape to a particular event taking place. This could be a commute, cooking, exercise, either way, digital audio provides advertisers multiple opportunities to engage and deliver a relevant message.
So what does digital audio advertising enable? If you combine the different mindset audio is consumed in with the fact that it is additive in terms of media consumption, it offers advertisers a real opportunity to expand their media mix.
And this is especially true of podcasts – something we at BBC Global News have been looking at a great deal. In fact we will be launching our latest research piece which uses neuroscience to measure advertising effectiveness in branded podcasts at IAB UK Digital Upfronts on September 24th. Come along to hear more!
The additive nature of audio can now be measured by advertisers too, as digital audio provides greater levels of feedback to measure the impact that audio can have on the entire media plan.
James Brown:
Audio is an emotional and engaging format in which a listener can develop a highly personal, one-to-one connection, plus the competition for screen time has never been more fierce. One of the powers of audio is that it unlocks advertising opportunities beyond screen time and through the use of programmatic technology, delivers a highly targeted, customised, creative experience.
How are audio and voice developments impacting the digital / programmatic advertising ecosystem?
DG:
The BBC is one of the largest podcast producers globally, despite this audio is yet to become a significant contributor to overall digital ad spend, this is reflected industry wide . This could be why the industry has yet to see significant inroads in digital audio that would demand disruption to the digital ecosystem. However, the launch of voice and the looming 5G revolution could be the catalyst for disruption.
This will provide another challenge for the industry, as voice is such a personal experience we need to be mindful of how we minimise disruption for users, this will require us to find the balance between personalisation and privacy. If we get it wrong as an industry, voice advertising will be quickly rejected from the consumer’s home and I think that door will be slammed shut for a long time.
JB:
At a broad level, the rise of our connected lives, driven by the growth in new devices such as voice activated speakers and underpinned by near ubiquitous smartphone usage, has created more opportunity than ever before to access and listen to digital audio.
We have also seen an explosion in content choices, which in turn has helped drive and shape the demand and growth of digital audio. In addition, there has been an enormous amount of activity and ecosystem building from all the main players in the audio space over the last few years - with acquisitions strengthening capabilities, connections and geographies.
What are some of the key barriers you see to programmatic audio growth? How do you think we can overcome them?
DG:
There are a limited number of publishers out there with scaled audio supply, restricting programmatic opportunities that thrive on an abundance of inventory, this also limits choice for the buyers and the noise (pardon the pun) in the market about the digital audio opportunity, meaning it is not front of mind in the media or creative plan, which I am sure is half the battle.
JB:
We have just completed a roadshow with Spotify across London, Paris, Hamburg, Milan and Madrid. As part of the event, we surveyed the audience to understand exactly this question and the answer was overwhelming; the primary barrier currently holding back audio growth is access to creative assets.
Additionally, as programmatic audio continues to grow, effective measurement is crucial. Advertisers need to be able to truly understand the impact their activity has on brand metrics and ultimately the ROI it delivers to their business.
What are some of the key drivers? How do you see it developing in the next 12 months
DG:
Advertiser and publisher education of the audio opportunity will improve over the next 12 months, which will support future growth, but I think it will take a little while longer before audio truly disrupts the digital advertising ecosystem and this disruption will coincide with the scaling of advertising opportunities in voice.
JB:
At a broad level, the rise of audio can be attributed to our ubiquitous smartphone usage and the growth in new devices. In terms of drivers, smart speakers have increased the awareness of voice and while the majority of online audio reach is via smartphones, over *16% of weekly audio reach is now taking place on voice activated speakers - a key trend that is set to grow in the coming months.
There are other trends worth noting, such as how mainstream the connected car will become in the near future and how innovations like this and the connected home, will play a crucial role in accelerating market growth. Advertisers, brands and agencies with developed expertise in audio messaging are poised to excel in such a landscape. With digital audio these players will have an additional opportunity to connect with audiences using precise data such as device IDs in order to understand, consider and optimise.
*2018 IAB UK Listening Britain Project
Blog contributors:
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David Goddard, Vice President, Global Programmatic Strategy, BBC Global News
David is the Vice President, Global Programmatic Strategy at BBC Global News and is responsible for the strategy and development of global programmatic advertising across the portfolio of BBC properties represented by Global News Limited Prior to the BBC David was responsible for Programmatic Trading at Gumtree, Ebay inc, at the infancy of programmatic trading in the UK, setting up the Programmatic Direct offering in 2011. David is also a Member for IAB Europe's Programmatic Trading Committee. IAB Europe's Programmatic Trading Committee aims to help Publishers, Agencies and Advertisers increase their understanding of the programmatic ecosystem and the impact it is having on digital advertising. The Committee delivers a comprehensive pan-European programme of educational activities. |
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James Brown, Managing Director, EMEA, Rubicon Project
Drawing upon his 15+ years of experience in the digital advertising industry, James is Managing Director, EMEA for Rubicon Project (NYSE: RUBI), which operates one of the world’s largest independent marketplaces for the buying and selling of advertising. This includes managing the teams working with EMEA’s leading buyers - including DSPs, agencies and advertisers - and sellers such as online publishers, mobile applications, and online broadcasters. Prior to joining Rubicon Project, he spent six years at The Telegraph rising to become General Manager, Digital Advertising where he was responsible for global digital advertising revenues. Commercial highlights include the development of the Telegraph Media Group Performance Network, Commercial Content creation business units, the conception and strategy for TMG’s programmatic trading and publisher trading desk. Before that James was Trading Director of Aegis-owned Diffiniti (now iProspect), responsible for commercial trading relationships with media owners and the media strategy across a portfolio of brands. Based in London, James enjoys playing golf, keeping fit and a glass of wine! |
Find out more about the development of programmatic audio advertising in our next blog of the series which will focus on supply and measurement.
IAB Europe members interested in contributing to this series can get in contact with Marie-Clare Puffett - puffett@iabeurope.eu
GDPR one year on and the IAB Europe Transparency and Consent Framework 2.0
Debate Stage, hall 8 - 12th September at 10.15 - 10.45
To prepare for GDPR, IAB Europe launched the Transparency & Consent Framework (TCF) in April 2018 for the digital advertising ecosystem. One year on, the panel will discuss how GDPR and the TCF have impacted stakeholders, most notably users and publishers. The panel will also look at how European privacy regulation is impacting the rest of the world and what both regulators and stakeholders can learn from GDPR.
Moderator:
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Lindsay Rowntree – Head of Content, ExchangeWire Lindsay Rowntree is head of content at ExchangeWire, where her responsibilities include curating and developing content around emerging models and technology within programmatic, ad tech and martech. Having joined ExchangeWire in January 2016, she previously held the role of director of search, UK at Starcom MediaVest Group, where she spent six years, providing her with extensive experience in digital advertising, performance marketing, data, technology, client servicing and media planning/buying. |
Panelists:
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Townsend Feehan – CEO, IAB Europe Townsend Feehan is CEO of IAB Europe. Prior to joining IAB Europe, Townsend worked for Microsoft Legal & Corporate Affairs in Brussels and ran EU industry associations in the ICT, consumer electronics and biotechnology sectors. She previously represented Microsoft on IAB Europe’s Board. Townsend has an M. Phil. in European policy from the University of Edinburgh. |
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Stefan Hanloser – Vice-President, Data Protection Law, ProSiebenSat.1 Media SE. Dr Stefan Hanloser is Vice-President, Data Protection Law at ProSiebenSat.1 Media SE. Operating out of the company’s headquarter in Munich, Stefan oversees ProSiebenSat.1’s group-wide privacy legal program. Prior to joining ProSiebenSat.1, Stefan worked as Global Corporate Privacy Officer at Allianz Asset Management AG, the financial services holding of Allianz Group. Stefan has a background as an information technology lawyer with two international law firms in Munich, New York, and Washington, D.C. |
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Julia Shullman - Vice President, Chief Privacy Counsel, at Appnexus, a Xandr Company Julia oversees AppNexus’ global privacy work, advising all internal teams on the development of policies, products, and partnerships in compliance with global data protection laws and industry self-regulation and best practices. Julia joined AppNexus in May 2014 as the lead attorney for AppNexus’ engagement on strategic sell-side commercial and product initiatives. Before AppNexus, Julia worked at UBM, a British information company where her practice focused on mergers & acquisitions and commercial matters. Prior to UBM, she was an associate at Latham & Watkins where she advised clients on mergers and acquisitions and corporate matters. Julia received a B.A. in Political Science and Psychology from Georgetown University and a J.D. from Columbia Law School. |
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Stevan Randjelovic - Brand Safety Manager, GroupM EMEA Having previously worked as an agency advocate in Brussels on many challenging issues for the ad industry, such as privacy and consumer protection, Stevan joined GroupM in 2017. He supports the company’s digital operations by looking after all areas of digital risk, and underpinning media quality processes and governance. |
IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem recently released its full 2018 AdEx Benchmark Report. The report, now in its thirteenth year, is the definitive guide to advertising expenditure in Europe, with this study covering 28 markets.
First published in Video Ad News, our chief economist Daniel Knapp broke down the key trends and changes taking place in video advertising across Europe.
6 August 2019, Video Advertising Grows Three Times Faster Than Display in Europe
The overall takeaway from this year’s report, which covers market trends in 2018, is that Europe’s digital advertising industry – aggregate – has continued to grow rapidly. Last year, gross digital advertising expenditure in Europe totalled €55.1 billion, up 13.9 percent from €48.4 billion in 2017. This represents a slight acceleration in growth on recent years and is the highest growth rate since 2011.
Growth in the video display market
For video advertising expenditure, including in-stream, out-stream and in-feed advertising, the acceleration in growth from 2017 to 2018 was even more pronounced than in the market as a whole, and increased its share of the total display market from 12.1 percent to 13.9 percent.
The total display market, helped by video, gained 1.3 percentage points of share. In fact, display growth was concentrated on video in 2018, with the format seeing growth of 30.9 percent, nearly three times faster than the rest of the display category.
Thanks to this growth, video now accounts for one third (32.8 percent) of total display expenditure across Europe. This is in keeping with the trend of the past five years, whereby video has been the main growth driver for the display market. Attracting brand budgets, with limited inventory available, video has historically been a sellers’ market with stable and high CPMs. Further drivers for growth include a wide array of factors from consumers accessing more content on mobile devices to an increase in inventory – particularly from social platforms – to programmatically traded video, and a growing influx of brand advertising spend.
Local market trends
When it comes to which nations are driving digital video advertising spend, Western European countries dominate, led by the UK, France, Italy and Germany. Russia is the only non-Western European country to make the top five. However, with a few exceptions, Eastern European nations generally have much faster growth rates than those in the West.
In terms of digital video’s share of display ad spend by market (an indicator of the maturity of video advertising in each country) some Central and Eastern European markets are outperforming their West European peers. For example, at 41.6 percent, Ukraine’s video market appears to be more mature than all other European markets with the exception of the UK (43.9 percent).
In-stream vs. out-stream: a changing dynamic
Over recent years, the structure of the European digital video advertising market has been changing. Once dominated by in-stream video – be it broadcaster video, YouTube, or pre- mid and post-rolls against editorial content – the scarcity of inventory, paired with advertiser demand and the requirement for publishers to increase digital monetisation has rebalanced the market in favour of out-stream (incl. in-feed) video. In fact, out-stream is now nearly on par with in-stream with 49.4 percent market share vs. 50.6 percent.
As social platforms heavily ramped up their video play, in-feed as a subset of out-stream video is a key market driver. Out-stream grew 2.3 times faster than in-stream in 2018.
Where next?
We expect the video category to continue to expand, blurring traditional boundaries to TV advertising. Connected TV will no doubt grow in importance – but it is worth noting that while connected TV is exploding in the US, the market is much more fragmented and localised in Europe. However, standards like HbbTV offer a path for scaled growth, and local market initiatives to drive standards, measurements and technology will help bring the worlds of video and TV further together.
ATS London is turning 10 this year and will return on Monday, September 9. Expect to see deep-dive, drilled down discussion, punctuated with ExchangeWire’s industry insights, to provide you with educational content and up to the minute debate and challenge on the issues that really matter.
On stage discussions include:
ATS London attracts an audience of more than 500 professionals across the global programmatic media industry, including C-level executives from agencies, advertisers, publishers, trading specialists, and technology providers – a must attend sell-out event every year.
Find out more here.
A 15% ticket discount is available for IAB Europe members - please contact Marie-Clare Puffett (puffett@iabeurope.eu) for the details.
