Programmatic Trading in CEEMEA

Dec 23

Programmatic Trading in CEEMEA

Is 2015 the year we went past the early adopters stage? Are we going to still use (or even remember) the term Programmatic Advertising in 10 years from now?

With a 35% adoption growth between 2014 and 2015 in CEEMEA, one would rightly assume that Programmatic Advertising is soon going to be the victim of its universal adoption. Once all advertising is turning programmatic what’s the reason to use the term?

This is reflected in what is the highlight of this year’s “Status of Programmatic Trading” survey. 89% of respondents believe that Programmatic Advertising is “becoming a dominant or an important part of Advertising”.

What are some of the other key findings?

We seem to have improved our Programmatic understanding or Programmatic confidence levels. Across the region, the respondents who were brave enough to raise their hand as having excellent or fair understanding grew by 4% compared to 2014.

Better Targeting of Audiences is for one third of respondents the top benefit out of a long list of identified benefits with the buy side further inclined to name this as their top one versus all the rest (i.e. 41%).

Skills shortage at 39% and deeper understanding at 33% are still considered the top obstacles for its wider and faster adoption. There are still challenges and glitches when moving from theory to the actual implementation and the answers we got have been reflecting the pain points of an industry in rapid migration.

A bit less than 50% of sellers mentioned limited demand being their top issue, slightly lower than last year, while buyers for a second year in a row refer to the lack of premium inventory as their main concern, with that figure however dropping from 43.7% in 2014 to 38% in 2015, a sign that a lot has happened since then. Complexity of implementation still an issue, coming second in importance for both sellers at 24% and buyers at 25.5%.

Additional reasons to be optimistic

The growth in programmatic ad-spend in 2015. The majority (62.5%) of buyers in MENA expected to spent 10% or more of their digital advertising budgets on programmatic in 2015. Things have started to move faster in CEE as well with a promising 5% of buyers expected to spend more than 20% of their budgets programmatically versus 0% last year.

Our takeaway?

Programmatic has already reached the early majority stage in MENA and looks to be reaching that same level in 2016 in CEE. Stakeholders are eager to learn and go deeper to fully utilize the benefits of Programmatic Advertising in a context of cooperation and trust that safeguards the need of advertisers and publishers for quality. A lot needs still to be happening but the opportunity and traction are clearly there. Are we ready to make the move to the next stage?

Odysseas Ntotsikas
CEO & Founder TDG

Please download The Status of Programmatic Trading in CEEMEA – 2015 whitepaper.