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IAB Europe Report: European Programmatic Market Sizing 2017

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The European Programmatic Market Sizing Report produced in collaboration with IHS Markit reveals that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 27.1% to €12bn in 2017.

Pertaining to this growth, 62% of European display ad spend was traded programmatically in 2017. Mobile continues to be the ‘most’ programmatic format as more than 80% of mobile was traded programmatically whilst video catches up – 74.1% of video was traded programmatically. Further, programmatic video is the force behind the growth as it saw 64.6% growth followed by programmatic mobile at 53.2%.

Whilst CEE is still small in size it continues to make large gains and grew by 65% compared to Western Europe which grew by 24%.

Programmatic revenues by format:

Mobile – €6.8bn
Video – €3.9bn

Programmatic revenues by region:

Western Europe – €10.8bn
Central and Eastern Europe – €1.2bn

Publicada em: Marketing
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IAB Europe Report: European Programmatic Market Sizing 2017

  1. 1. EUROPEAN PROGRAMMATIC MARKET SIZING 2017 REPORT SEPTEMBER 2018
  2. 2. Advertising spend that is generated through transactional or workflow automation mechanisms embedded in an infrastructure that relies on a set of rules applied by software and algorithms that draw on data, commonly known as ‘ad tech’. Following the IAB’s proposed taxonomy, ‘programmatic’ here is an aggregate category that is composed of four discrete transactional models, each of which we consider a sub-set: 1. Automated Guaranteed 2. Unreserved Fixed Rate 3. Invitation-Only Auction 4. Open Auction. Advertising spend is recognised as ‘programmatic’ whenever any of those mechanisms applies, irrespective of the inventory owner’s awareness of their involvement. This means that revenue is also considered programmatic if inventory that is originally sold to an intermediary through non-programmatic means (e.g. agency bulk buying) is re-sold to an end-buyer programmatically. Revenue is recognized as programmatic irrespective of whether the inventory owner acts directly or indirectly via an intermediary. Market totals and definitions adhere to the IAB Europe Adex Benchmark, our annual study of overall digital ad spend, in order to ensure like-for-like comparability. All spend is recorded as gross (after discounts, before agency commission). Data includes spend in Europe both on local/national media owner properties, and on global players like Facebook and Google. DEFININGPROGRAMMATIC
  3. 3. Market coverage Source: IAB Europe & IHS Markit • Austria • Belgium • Belarus • Bulgaria • Czech Republic • Croatia • Denmark • Finland • France • Germany • Greece • Hungary • Ireland • Italy • Netherlands • Norway • Poland • Russia • Romania • Serbia • Slovakia • Slovenia • Spain • Sweden • Switzerland • Turkey • UK
  4. 4. 2,263 3,881 6,607 9,426 11,984 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 2013 2014 2015 2016 2017 Europe: Programmatic Ad Spend (€m) European programmatic advertising is a €12bn market Source: IAB Europe & IHS Markit
  5. 5. Growth still double-digit but slowing as programmatic rapidly matures Source: IAB Europe & IHS Markit 71.5% 70.3% 42.7% 27.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2014 2015 2016 2017 Europe: Programmatic Ad Spend YoY Growth
  6. 6. Traditional vs programmatic ad spend Source: IAB Europe & IHS Markit 20.7% 30.8% 44.8% 56.0% 62.0% 79.3% 69.2% 55.2% 44.0% 38.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2013 2014 2015 2016 2017 Europe: Digital Ad Spend by Transaction Mechanism programmatic traditional
  7. 7. Programmatic direct attracts the most programmatic spend Source: IAB Europe & IHS Markit 8.0% 13.8% 22.3% 28.9% 33.0%12.7% 17.0% 22.5% 27.1% 28.9% 79.3% 69.2% 55.2% 44.0% 38.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2013 2014 2015 2016 2017 Europe: Digital Ad Spend by Transaction Mechanism - Detail programmatic direct programmatic indirect non-programmatic
  8. 8. Programmatic drives the video ad market in Europe, which is now programmatic-first Source: IAB Europe & IHS Markit 236 477 931 2,374 3,907 1,392 1,793 2,204 1,536 1,365 0 1,000 2,000 3,000 4,000 5,000 6,000 2013 2014 2015 2016 2017 Video: Programmatic vs Traditional Ad Spend (€m) video programmatic video traditional
  9. 9. 1/3 of programmatic ad spend is video Source: IAB Europe & IHS Markit 10.4% 89.6% 2013 video non-video 32.6% 67.4% 2017 video non-video
  10. 10. Programmatic video is a €4bn market, growing 4.5x faster than banner in 2017 Source: IAB Europe & IHS Markit 102.2% 95.3% 155.1% 64.6%67.9% 66.8% 24.2% 14.5% 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 2014 2015 2016 2017 YoY Growth in Programmatic: Video vs Banner video banner 236 477 931 2,374 3,907 2,027 3,404 5,676 7,052 8,077 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 2013 2014 2015 2016 2017 Programmatic Spend: Video vs Banner video banner
  11. 11. Programmatic dominates the mobile ad market Source: IAB Europe & IHS Markit 281 754 2,355 4,422 6,776 1,075 1,582 1,405 1,343 1,356 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 2013 2014 2015 2016 2017 Mobile: programmatic vs traditional ad spend(€m) mobile programmatic mobile traditional
  12. 12. Rapid change: more than half of programmatic spend is now mobile Source: IAB Europe & IHS Markit 12.4% 87.6% 2013 mobile desktop 56.5% 43.5% 2017 mobile desktop
  13. 13. €6.7bn of programmatic spend is mobile, desktop growth nearly flat Source: IAB Europe & IHS Markit 168.9% 212.2% 87.8% 53.2%57.7% 36.0% 17.7% 4.1%0% 50% 100% 150% 200% 250% 2014 2015 2016 2017 YoY growth in programmatic: mobile vs desktop mobile desktop 281 754 2,355 4,422 6,776 1,982 3,126 4,252 5,004 5,208 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 2013 2014 2015 2016 2017 Programmatic spend: mobile vs desktop mobile desktop
  14. 14. Programmatic trends between Western and Central & Eastern Europe Source: IAB Europe & IHS Markit 94.5% 92.5% 93.0% 92.5% 90.2% 5.5% 7.5% 7.0% 7.5% 9.8% 0% 20% 40% 60% 80% 100% 2013 2014 2015 2016 2017 Share of programmatic by region WE CEE 24.0% 65.0% 0% 20% 40% 60% 80% 100% 120% 140% 2014 2015 2016 2017 Growth of programmatic by region WE CEE
  15. 15. Source: IAB Europe & IHS Markit • This study is based on raw data submitted by national IABs. Data has been edited and supplemented to ensure a full market picture and like-for-like comparison. • Out of the 27 IABs, each representing a country, 16 IABs provided data on programmatic spend, 9 IABs submitted data on programmatic video spend, and 4 reported programmatic mobile spend. • We have harmonised the data submitted by local IABs to ensure they refer to the same rate (gross media owner revenue), and cover the same spectrum of market participants, formats and buying models. • Coverage gaps (no or only partial reporting) have been filled with estimates from IHS Markit’s Advertising Intelligence database, and custom econometric modelling. Raw data provided by national IAB for country A Raw data provided by national IAB for country B No data provided by national IAB for country Z all formats (mobile, video, banner) included? Programmatic video model Programmatic mobile model Google/Facebook /global platform models Overall programmatic model *models based on total digital ad spend/subsegments per market, structural market factors, CPM/CPC & inventory trends, similarities with markets that have provided full information) Google/Facebook/ global platforms counted as programmatic? correct rate (gross spend on media owners? Publish harmonise definitions & rates Collect Check Define Model & adjust Benchmark compare country trends reference with CPM/CPC & inventory data expert validation Schematic illustration of market sizing process METHODOLOGY
  16. 16. CONTACT ABOUT IAB EUROPE IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe. www.iabeurope.eu @iabeurope Marie-Clare Puffett puffett@iabeurope.eu /iab-europe GETINTOUCH

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