More than half of online video advertising expected to be traded programmatically in 2020 . The industry has grown almost twenty-fold from €22m in 2012 to €375m in 2015 and will grow at a rate of 38.7% 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, the source of information and insight, the infographic below 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%). 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% in 2015 to 60% by 2020. “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, added, “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.” ...
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TubeMogul, a programmatic ad tech company that went public last year, is expanding its portfolio. Starting Wednesday, TubeMogul is adding display advertising support to its platform, Real-Time Daily has learned. This means TubeMogul clients will now be able to run programmatic video and display ad campaigns from the same platform. “We introduced these new formats at the request of customers that wanted to consolidate their pre-existing display campaigns onto a single platform, stated Brett Wilson, TubeMogul CEO and co-founder. The request was first made by TubeMogul clients in October 2013, according to Keith Eadie, chief marketing officer at TubeMogul. “It really reached a crescendo when three or four major Fortune 500 advertisers who had such success using the TubeMogul platform [for video] said to us in as many words, ‘If you get display, we’d like to do that.’” TubeMogul claims that over 40 brands and agencies have already signed up for the new display offering, including Clorox Canada, Quiznos, 3M, hello products, Klick, Skyscanner and Corby Spirit and Wine. None of these brands or agencies have committed massive budgets to the new product yet, but Eadie claimed that beta testers have given TubeMogul positive feedback. By the sounds of it, the buyers will test the waters first — a typical approach for new technologies. Elaine Li, digital marketing manager at Clorox Canada, told Real-Time Daily that Clorox Canada was one of the brands asking TubeMogul about the inclusion of display ad support. Running display campaigns alongside video “just makes sense from a brand perspective,” she said to Real-Time Daily. Clorox Canada doesn’t have a set budget it plans to dedicate to TubeMogul’s display offering. Li explained that the brand manages everything in-house, which makes it “quite easy and fluid to move budgets based on the performance of certain campaigns.” With that in mind, Li said the amount of money Clorox Canada will pump into TubeMogul’s new offering is completely dependent on performance — and will likely vary from campaign to campaign. She did say, however, that about 80% of the brands’ digital ad budget is currently going through programmatic channels. TubeMogul stressed that the move to incorporate display does not mean the company is moving away from video. According...
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