The state of Programmatic in CEE - 2015 annual survey preliminary results
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The document summarizes the preliminary results of a 2015 survey on programmatic trading in Central and Eastern Europe and the Middle East. It finds that programmatic usage has substantially increased compared to 2014, both for buying and selling inventory. While issues around performance and demand for premium inventory remain, the market is maturing. The new frontiers for 2015 include premium programmatic, video, and mobile buying as well as private marketplaces and programmatic direct selling models.
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The state of Programmatic in CEE - 2015 annual survey preliminary results
- 1. The Status Of Programmatic Trading in CEE Preliminary results from the 2015 survey
- 2. Survey Details ›Online structured survey initiated in May 2015 ›Covering Central & South Eastern Europe and Middle East ›Respondents from Demand & Supply side of the ecosystem ›Maintained similar format to the 2014 survey in order to compare results & added new questions to capture latest trends ›Final results will be published in July 2015
- 4. How well do you think you understand programmatic advertising? 2014 2015
- 5. How well do you think you understand programmatic advertising? 2014 2015
- 6. Do you use Programmatic to buy inventory? 2014 2015
- 7. Do you use programmatic to sell inventory? 2014 2015
- 8. You use programmatic for… 38% 10% 52% 22% 30% 48% 2014 2015
- 9. How do you currently expose your inventory through programmatic? 2014 2015 50% 12.5% 37.5% 26% 26% 48%
- 10. What are the key issues you currently face with programmatic? 2014 2015
- 11. What are the key issues you currently face with programmatic? 2014 2015
- 13. Where do you plan to focus your programmatic buying efforts in 2015?
- 14. Which programmatic monetization models do you plan to use in 2015?
- 15. Facts ›Substantial increase in programmatic usage ›Brand & Performance campaigns ›Still crave for premium inventory ›Cite performance concerns ›Tremendous increase in programmatic usage ›Move towards more transparent trading models ›Complain about lack of demand
- 16. Conclusions ›The market is maturing ›This doesn’t mean that there are no issues. The automated part of programmatic is being put into place – now it’s time for the human element to shine! ›The new frontiers are here › Premium Programmatic, Video, Mobile for buyers › Private Marketplaces, Programmatic Direct for sellers ›2015 is already exciting – 2016 will be the first Programmatic established year!
- 17. Visit www.tailwindemea.net for the full report to be released July 2015 Elias Gagas Managing Director eliasg@tailwindemea.net