Tendances européennes des achats programmatiques
European trends of programmatic
In what must be considered the most significant turning point of the digital marketing industry within the last few years, programmatic has evolved fully fledged into the automated process of buying and selling media. Where marketing celebrates success in finding customers at the right place and time, programmatic buying has effectively streamlined the process of traditionally buying and selling media which has left more space for optimisation, campaign strategy and leveraging the growing pool of available technology. Ad delivery has become more effective due to automated precision and proficiency however the decision making controls are still very much in human hands.
It’s important to note the differences in terminology where programmatic is concerned. Programmatic refers generally to the automated buying and selling of media online while Real Time Bidding is only one type of programmatic buying. It describes an open online auction, where the eligibility of the audiences as well as the bid are precursors as to whether the ad will be served at any particular micro-moment. This usually refers to remnant inventory which remains to be sold after a publishers’ premium inventory has been sold. However, there are many different ways in which inventory can be exchanged online.
It becomes clear that Programmatic encircles both the direct and non-direct acquisition of media.
While Real-Time bidding was the initial buying process which emerged in the US, programmatic continued to evolve and European markets have adapted to accommodate the needs of their clients by innovating and customising this process. In the Netherlands for example, innovation has been geared toward the exchange of Rich Media/High Impact formats programmatically. This was an important step toward increasing campaign performance from a ROI or brand-awareness point of view while, in return, publishers were able to sell media at higher CPM’s. In the UK, great emphasis has been placed on intelligent buying and selling decisions through the analysis of data and this has effectively widened the gap between buyers and sellers. Due to these closer efforts and collaborations of advertisers and publishers Programmatic Premium has taken centre stage in this market.
The rapid growth of programmatic in France can largely be accredited to the initiatives by publishers such as Orange Advertising and Hi-Media and this in turn facilitated greater technological innovation by the sell side. As a result, programmatic growth has expanded more rapidly in France than anywhere else in Europe and this served to accelerate the development of the programmatic mobile marketplace where significant growth is anticipated. The German market has been slower to act on programmatic mainly due to the risks involved however much insight has been gained from other markets in making the correct decisions that would add value to the buying process.
In many instances European companies are at the helm of changes globally within programmatic advertising and continue to drive and integrate technology to meet the varying challenges of their respective marketplaces. This has placed Europe in a unique position as experimental arena in which programmatic is being both developed and redefined.