Programmatic online video advertising in Europe to become a €2bn industry
Programmatic online video advertising 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, when more than half of all online video advertising revenue in Europe will be generated programmatically.
Conducted by IHS, the global analyst firm and research partner for IAB Europe, and compiled from in-depth interviews with both advertising agencies and publishers, combined with the IHS advertising trends and forecasting database, the study reveals the UK as the largest market for programmatic video advertising in Europe, currently generating more than one third of all programmatic online video revenue in Europe in 2015 (36.1 per cent).
IHS identifies 23 per cent of online video advertising in the UK as traded programmatically in 2015, compared with 34 per cent in the Netherlands and 19 per cent in France. This is predicted to grow substantially, to 63 per cent in the Netherlands, followed by 60 per cent in the UK and 54 per cent in France in 2020. The UK programmatic video advertising market is worth €135m now, and is expected to grow to €602m by 2020. Revenue in France is expected to rise to €358m followed by Italy, which still shows a lot of potential, and will grow to €245m. Overall in 2015, the ‘big five’ European markets represent €286m of programmatic online video advertising revenue now, which will grow to €1,512m by 2020, whilst the Nordics represent just €21m in revenue, but will grow dramatically to reach €138m in 2020.
The report sizes the programmatic video advertising market in Germany at €31m, with growth expected to reach €254m in 2020, making it the third largest market in Europe.
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