Programmatic video purchases sweep Europe


Details

Michelle Clancy

| 24 November 2015




Programmatic video buying is becoming mainstream, especially in Europe, according to AOL's 2015 European State of the Video Industry report.



Indeed the survey found that as many as 98% of video buyers surveyed in the region’s markets buy programmatically.

About half (48%) of advertisers said they buy programmatic video-buying capabilities, and 47% said they planned to do so in the next year. Another 42% of advertisers surveyed said they buy digital video directly from publishers.

Buyers said their concerns about programmatic digital video included integration into existing process and systems and an inability to access premium inventory at scale.

On the sell side, 97% of those surveyed are selling digital video programmatically instead of using traditional models. But, publishers said their concerns included a perceived risk of the commoditisation of content, a lack of existing process and systems and a lack of expertise.

The report isn’t only focused on programmatic: it also found that mobile video is the “most robust growth area” in digital media, with 42% of buyers surveyed reporting a rise in mobile digital video budgets last year. And, two in five surveyed cited viewability issues and fraud scores as important when measuring campaign performance.