Warc, 17 June 2014
COPENHAGEN: Programmatic ad spending in Europe rose 15%
during the first quarter of the year and by 291% in the 12 months to the end of
March according to a new report.
The RTB Trend Report Europe, from Adform, the digital
advertising platform, noted that the traditional post-Christmas lull had not
been in evidence, while March alone had seen the most ad spend since the
company's foundation in 2002.
Adform attributed this development to the fact that
programmatic was becoming increasingly mainstream among advertisers at the same
time as publishers were opening more of their inventory to these channels.
Moreover, many marketers were looking to move away from
standard banners to video and rich media inventory, but the report suggested
that growth in programmatic rich media was being "stymied by a lack of
available inventory". Overall, spending on RTB standard banners fell from
91.33% of the total in January 2014 to 88.68% in March.
Programmatic spending was up by more than 120% in every
country from Q1 2013 to Q1 2014, with Nordic countries, especially Finland,
performing well.
Engagement rates had dropped 17% in the first quarter of
2014 compared to the final quarter of 2013, but engagement times were steady at
15 seconds, with another Nordic nation, Norway, standing out from the pack with
average engagement times over 20 seconds.
Adform also reported a surge in the number of mobile
impressions, up 433% from Q1 2013 to Q1 2014, with tablet impressions
outweighing phone impressions for the first time.
"The sustained growth in programmatic is a clear
indication that both marketers and publishers view it as a vital component to
digital advertising," Martin Stockfleth Larsen, chief marketing officer at
Adform, told The Drum.
"We anticipate programmatic ad spending to grow
throughout 2014, with a heavy emphasis on rich-media and mobile
campaigns."
Data sourced from Adform, The Drum; additional content by
Warc staff
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