Global digital video marketplace, SpotXchange
, this week revealed the results of a comprehensive study into the adoption of programmatic video
advertising across the five biggest advertising markets in Europe (UK, France, Spain, Germany and Italy
, the research partner of the IAB Europe
, conducted the study and has found that the European programmatic video market will grow an average 77.1 per cent
a year from 2012 to 2017, reaching €626.5m
across Europe’s ‘Big Five’ markets.
The research, ‘Video goes programmatic: Forecasting the European online video advertising landscape’ can be read in full here
and we have summarised the UK market findings for you below.
The UK was the most advanced of the Big 5 in 2012 and will remain the largest programmatic market through 2017, closely followed by France.
-The value of the video programmatic market in the UK in 2012 was €20.5m and is predicted to rise to €224.5m by 2017.-The UK is the most advanced programmatic video market in Europe in terms of revenue and maturity of ecosystem. In 2012, 9.0 per cent of all online video revenue was traded programmatically and by 2017 this figure will rise to 38.9 per cent.-Unlike other European countries, the technology side of market is dominated by international players.-Market development is sustained by the good availability of third party data.
“This study confirms that while the online video industry has been growing exponentially across Europe, each country is at a different stage of adoption and capability. I encourage agencies and publishers to download the report and use it as a tool for capitalising on the significant shift in the trading of online video advertising,” said Andrew Moore, European Managing Director of SpotXchange
Daniel Knapp, Director of Advertising Research, IHS, added
, “Online video advertising is growing rapidly. As the format comes of age, advertiser expectations around measurability, targeting and return-on-investment are becoming more sophisticated in order to justify increased investments. Programmatic buying offers publishers the opportunity to future-proof their online video offering alongside these expectations. Our study shows that programmatic buying will be a core driver of online video in Europe over the next five years, growing on average 77 per cent a year in terms of revenues.”
For more information please click here