Third of all Euro online video ad revs to be generated programmatically by 2017
Parent Category:| 24-10-2013
The European programmatic video market will grow an average 77.1% a year from 2012 to 2017, reaching €626.5 million across Europe’s ‘Big Five’ markets, research from SpotXchange has revealed.
The online video advertising platform provider’s survey, ‘Video goes programmatic: Forecasting the European online video advertising landscape’, conducted by IHS, found that currently only 4.6% of European online video advertising revenue is generated programmatically: by 2017 this percentage will rocket to a third of the market.
In real financial terms this means that programmatic video will grow ten-fold between 2012 and 2015 in the Big Five European markets from €35.9 million in 2012 and to €368.8 million by 2015 by the time it gets to its aforementioned projected figure at the end of 2017.
SpotXchange believes that programmatic buying will be the core driver of online video advertising growth over the next five years and pinpointed the UK as the most advanced of the Big Five in 2012. It expects the UK to remain the largest programmatic market through 2017, closely followed by France where the value of the video programmatic market in 2012 was €5.5 million and is predicted to rise to €157.9 million. By contrast, the projected figures for Germany were €3.3 million and €92.3 million.
“The 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,” explained Andrew Moore, European managing director, SpotXchange. “This research helps define the growth for each market and explain the different factors publishers need to understand in order to create a strategy for programmatic selling.”