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BizReport : Advertising archives : March 07, 2016

Report forecasts growth of programmatic online video buying in Europe

By 2020, more than half of online video advertising in Europe will be traded programmatically, according to a new infographic from video inventory management platform SpotX.

by Helen Leggatt

Over the next few years, online video advertising in Europe is forecast to grow at a rate of 38.7% to become a €2 billion industry by 2020. The industry has already grown 20-fold from €22 million in 2012 to €375 million last year.

By 2020, most European countries will see programmatic make up 50% or more of the total online video advertising marketing. In the Netherlands, where programmatic made up 34% of the total online video advertising market last year, by 2020 this is forecast to reach 63%; in the UK in 2015 programmatic made up 23% and is forecast to reach 60% by 2020.

The UK is the largest market for programmatic video advertising in Europe, generating more than one third of all programmatic online video revenue in the region last year (36%). The UK programmatic video advertising market was worth €135 million in 2015 and is expected to be worth more than €600 million by 2020.

According to Daniel Knapp, Senior Director of Advertising Research at IHS from whose research the data was taken, the research shows that "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".

Tags: Europe, online video, programmatic advertising, video advertising

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