European nations accelerate alongside America in the programmatic race

The last twelve months show significant growth in the programmatic marketplace thanks to broader adoption of programmatic buying on all channels around the globe, according to the new Advertising Intelligence Report from Turn. As brands and agencies embrace programmatic, the landscape for mobile and video has seen increased spending and growing competition as EMEA and APAC markets continue to mature towards stable levels of high competition.

The report shows data-driven marketing trends worldwide from April 2014 through March 2015, compared with the same period last year. The report finds that in EMEA, the video market is highly competitive and fairly stable, having matured rapidly thanks to quick adoption in the region. Meanwhile, competition for video in the Americas was steep during the holiday season, but became less predictable starting in the new year, pointing to potential seasonal opportunities. APAC's programmatic market for display is maturing to look quite similar to EMEA and the Americas, but APAC's adoption in social, mobile and video still has room to grow.

As the programmatic landscape becomes more mature, advertisers are embracing newer channels to engage audiences. Marketers across all industry verticals have significantly increased spending on mobile and video, while display continued to grow at a relatively steady pace and social saw a decline:

Marketer spend on mobile was up 132 per cent

Video ad spending increased 62 per cent

Display, a globally mature channel, continued to grow spending by 17 per cent

Social ad spending fell by 8 per cent

The global analysis found that marketers are paying less to reach their target audience on mobile, while social cost skyrocketed and display and video continued to rise over the last twelve months:

Social advertising eCPM soared 141 per cent

Display eCPM was up 31 per cent

Video eCPM rose 5 per cent

Mobile eCPM fell by 11 per cent

Spend and competition are increasing in the maturing European market, leading to more intelligent data-driven budget allocation this year, said Pierre Naggar (pictured), managing director EMEA, Turn. Brands and agencies are using sophisticated audience-first strategies to plan for more creative and engaging programmatic advertising. Europe is breeding an exciting group of marketers who are using data science and insights to gain an advantage against the competition.

www.turn.com

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