Video Advertising in Europe: The Road to Programmatic Ubiquity

September 08, 2015  | Subscribers Only

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Video programmatic revenue in Europe has grown almost twenty-fold from €22 in 2012 to €375m in 2015 and will achieve €1,920m by 2020. This amounts to an average annual growth rate of 38.7% between 2015 and 2020. From 2.2% of all video advertising revenue in 2012, programmatic will account for 16.8% by the end of 2015. By 2020, more than half of all video advertising revenue will be generated programmatically. We call this growth the ‘road to programmatic ubiquity’ because programmatic video is rapidly moving from an experimental stage to mainstream. In three of the markets surveyed, Netherlands, UK, and France, programmatic will even become the predominant source of video advertising revenue at the end of our forecast period.

Highlights:

  • Video programmatic revenue in Europe has grown almost twenty-fold from €22m in 2012 to €375m in 2015 and will achieve €1,920m by 2020.
  • By 2020, more than half of all video advertising revenue will be generated programmatically.
  • By 2020, IHS expects a stronger harmonisation among markets as growth in emerging programmatic markets picks up more dramatically from 2018 onwards
  • In a European programmatic video market worth €375m in 2015, the UK commands a 36.1% share. This share will go down to 31.3% by 2020, but the gap to the next biggest player will remain in excess of 10%.
  • In 2015, all European publishers have embraced a programmatic mindset and are exploring different strategies: acquisitions, partnerships, and in-house programmatic capabilities.

In this report:

  • Video programmatic revenue in Europe has grown almost twenty-fold from €22m in 2012 to €375m in 2015 and will achieve €1,920m by 2020.
  • By 2020, more than half of all video advertising revenue will be generated programmatically.
  • By 2020, IHS expects a stronger harmonisation among markets as growth in emerging programmatic markets picks up more dramatically from 2018 onwards
  • In a European programmatic video market worth €375m in 2015, the UK commands a 36.1% share. This share will go down to 31.3% by 2020, but the gap to the next biggest player will remain in excess of 10%.
  • In 2015, all European publishers have embraced a programmatic mindset and are exploring different strategies: as acquisitions, partnerships, and in-house programmatic capabilities.

List of tables and charts:  

1.Europe: video net advertising revenue by transaction mechanism

2.Programmatic share of video advertising revenue in 2015

3.Programmatic share of video advertising revenue 2020

4.Programmatic video ad revenue in 2015

5.Share of programmatic video NAR in 2015

6.Share of programmatic video NAR in 2020

7.Bubble chart

8.Active DSPs in Europe in 2014

9.Netherlands video programmatic market size & share

10.Belgium video programmatic market size & share

11.Poland video programmatic market size & share

12.Germany video programmatic market size & share

13.Austria video programmatic market size & share

14.Switzerland video programmatic market size & share

15.France video programmatic market size & share

16.Italy growth acceleration until 2017

17.Italy video programmatic market size & share

18.Nordics: programmatic share of video NAR

19.Nordics: video programmatic NAR

20.Active DSPs in the Nordics in 2014

21.Spain video programmatic market size & share

22.UK video programmatic market size & share

Number of pages: 29

Number of charts and tables: 22

Research by Market
Media & Advertising
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