LONDON–(BUSINESS WIRE)–SpotX, the video inventory management platform for publishers, unveils
an infographic charting the rise of programmatic online video
advertising across Europe. The image shows how the industry has grown
almost twenty-fold from €22m in 2012 to €375m in 2015 and will grow at a
rate of 38.7 per cent between now and 2020, to become a €2bn industry in
2020, by which time more than half of all online video advertising
revenue in Europe will be generated programmatically.
The ‘big five’ European markets are highlighted as responsible for €286m
of programmatic online video advertising revenue generated in 2015,
which is expected to climb to €1,512m by 2020. The Benelux region is
forecast to triple from €62m in 2015 to €198m in 2020, whilst Nordics
saw €21m programmatic online video advertising revenue in 2015,
predicted to reach €138m in 2020.
Based on research conducted by global analyst firm IHS (NYSE: IHS), the
source of information and insight, the infographic shows the UK as the
largest market for programmatic video advertising in the region,
generating more than one third of all programmatic online video revenue
in Europe in 2015 (36 per cent). The UK programmatic video
advertising market was worth €135m in 2015 and is expected to be worth
more than €600m by 2020 with the proportion of video advertising traded
programmatically expected to almost triple from 23 per cent in 2015 to
60 per cent by 2020.
Programmatic online video advertising is pictured as €31m in Germany with
growth expected to reach €254m in 2020, making it the third largest
market in Europe. The Austrian market is predicted to grow from €2m in
2015 to €19m in 2020 and Switzerland will grow from €3m in 2015 to €22m
in 2020, revealing a compound annual growth rate (CAGR) across the DACH
region of 53 per cent.
In France, the infographic sizes the market at €67m – where 19
per cent of video advertising is traded programmatically – and
highlights expected growth to €358m in 2020 more than half of which (54
per cent) will be traded programmatically. The infographic charts the
growth of programmatic video in Italy from €6m in 2013 to €38m in
2015 to a predicted size of €245m in 2020, a compound annual growth rate
of 45 per cent. 12 per cent of online video advertising in Italy was
traded programmatically in 2015 and it is predicted to grow to 47 per
cent. The Spanish will also trade 47 per cent of online video
advertising programmatically in 2020, by which point the market is
expected to be worth €98m, up from €4m in 2013 and €15m in 2015.
Mike Shehan, CEO of SpotX explains, “The data shows the dramatic rise of
video advertising across Europe, which has been reflected in our own
growth across Europe with rising revenues every year. We introduced
video real time bidding in 2010, and now have established offices in
London, Hamburg and Amsterdam contributing to the global growth of
SpotX. The UK, France and the Netherlands are leading the adoption of
programmatic online video in Europe, followed by a sizeable and
important market in Germany, as well as emerging markets with high
potential including the Nordics, Spain, Italy, Switzerland and Austria.”
Daniel Knapp, Senior Director of Advertising Research at IHS, adds,
“This infographic illustrates the research we conducted showing how
programmatic online video advertising has exploded across Europe from
experimentation in 2013 to ubiquity by 2015. Publishers and broadcasters
have embraced a programmatic mindset. They are innovating with video
content and exploring different programmatic video advertising
strategies including acquisitions and partnerships as well as building
in-house capabilities to drive revenue growth.”
The infographic is based on research titled ‘Video Advertising in
Europe: The Road to Programmatic Ubiquity’ commissioned by SpotX,
from IHS. The full report from IHS can be downloaded here.
SpotX is a video inventory management platform for premium publishers
and broadcasters, helping them manage all of their demand sources from
one place, and monetise content across all screens. The SpotX platform
offers publishers unprecedented transparency and insight, creating a
safe, controlled environment that allows them to connect with
advertisers, and achieve the highest revenue possible.
Premium publishers and mobile app developers trust SpotX as the
independent solution that helps them better understand the buying
behaviour of today’s leading brands and maximise inventory yield across
private marketplace, programmatic direct and open marketplace deals.
SpotX’s ad serving, leading programmatic technology, and open and
extensible architecture help simplify the complex digital video
ecosystem for global publishers.
Headquartered in Denver, Colorado, SpotX also has offices in New York,
San Francisco, London, Sydney, Amsterdam, Hamburg, Belfast and
Singapore. In July 2014, RTL Group acquired a 65 per cent stake in
SpotX, which was founded by CEO Mike Shehan and CFO and COO, Steven
Swoboda, in 2007. For updates, please follow SpotX @SpotXchange or visit www.spotxchange.com.
About IHS (www.ihs.com)
IHS (NYSE: IHS) is the leading source of insight, analytics and
expertise in critical areas that shape today’s business landscape.
Businesses and governments in more than 140 countries around the globe
rely on the comprehensive content, expert independent analysis and
flexible delivery methods of IHS to make high-impact decisions and
develop strategies with speed and confidence. IHS has been in business
since 1959 and became a publicly traded company on the New York Stock
Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is
committed to sustainable, profitable growth and employs approximately
8,600 people in 32 countries around the world.
IHS is a registered trademark of IHS Inc. All other company and
product names may be trademarks of their respective owners. © 2016 IHS
Inc. All rights reserved.