Display and Programmatic Vital to the Future of Digital Advertising





Display advertising growing ad spend


Recent report from IAB Europe’s AdEx Benchmark H1 revealed that online advertising grew 9.7% to €16bn in the first half of 2015, up from €14.6bn in the first half of 2014. With the 13% year-on-year growth, display advertising now accounts for €5.6 bn of all advertising spend, the highest recorded growth among other online ad formats so far.

Mobile display advertising is also on the rise growing 57.5% year-on-year due to increased utilization of smartphones by consumers. To date, mobile ads spending accounts for 24% of display advertising surpassing €1bn in H1 2015.


Programmatic Vital to the Future of Digital Advertising


Two-thirds of the European advertising ecosystem are already using programmatic, believing that it will be a vital force in the years to come, Nigel Gilbert, VP strategic development EMEA, AppNexus commented.

 AppNexus revealed that majority (93%) of respondents working in the digital world believed that the future of digital advertising lies in programmatic advertising with a strong assumption that the knowledge and skills in the said format will be needed by ad agencies in the next five years.

The study further disclosed that 70% of the respondents are currently using programmatic, but over one-third (34%) of respondents stated that they understand very little or nothing about how programmatic works. Hence, a significant percentage of the digital ecosystem is using programmatic, despite knowing very little about it.

On the other side, over half (53%) of publishers are now offering programmatic inventory, with over ninety percent (92%) of publishers believing that increased emphasis on viewability metrics will benefit their business.

“Programmatic has well and truly arrived and is ready to make history” Gilbert said.