- Region will grow at rate of 38.7 per cent to become a €2bn industry by 2020
- More than half of online video advertising expected to be traded programmatically in 2020
LONDON – 24 February, 2016 – 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 @SpotX 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.
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