The burgeoning activity in programmatic trading was just confirmed in Adform’s RTB Trend Report for Q2 in Europe.
There’s sustained growth in spending across the continent, as well as an increase in ad spend in programmatic private marketplaces, mobile and tablet campaigns, and also rich media banners.
A formal announcement regarding the report was recently shared at Adform’s website.
Here are some takeaways from the report:
1. Programmatic Private Marketplaces
Trading in programmatic marketplaces increased substantially, and now accounts for 27 percent of all programmatic ad spend. CPMs in the private marketplaces are 250-300 percent higher than those earned in the open markets. Drivers of the increased spending include a greater number of publishers who now participate in private marketplaces, the exclusivity of the inventory, and significant volumes of rich media ad units.
From 2Q13 to 2Q14, spending on smartphone inventory leapt by 894 percent, and on tablets by 973 percent. Spending on desktop is dropping. In 2013, it accounted for 91.8 percent of total spending. Only one year later it accounts for just 74.31 percent. Inadvertent clicks “are less likely on the bigger screens, and may be an indication that consumers are actively engaged with advertising on their mobile devices.”
3. Programmatic Rich Media
Spending for programmatic Rich Media grew slightly each month in the quarter, and delivered significant benefits for both publishers and advertisers: CPMs for Rich Media banners were 103 percent higher than those earned from standard banners, and Rich Media CTR was 110 percent higher than standard display units. “The stronger CTR may be due to the fact that Rich Media inventory is found most frequently on premium sites, which do a better job at screening for fraud,” noted the report.
“Programmatic is truly a mainstream in many parts of Europe, and is on its way to be the dominant form of acquiring inventory for digital campaigns,” said Martin Stockfleth Larsen, CMO of Adform. “The rise of programmatic private marketplaces is a great news and indicates that both publishers and advertisers look for premium programmatic solutions. And clearly, the greater volumes of Rich Media banners are attracting brand marketers throughout the region, which is another growth driver.”