Adform’s RTB Trend Report Europe 2015 shows slower but sustained growth in programmatic trading across Europe. The major study shows that, from January to December 2015, spending climbed 121.35% across Europe, down from 250% growth in 2014, with that the bulk of the growth occurring throughout the 2015 Christmas holiday season.
Publishers continue to reap greater rewards for offering a wider range of inventory to the real-time markets, with the average CPM up nearly 100% over the year. Mobile spend continues to be a key trend to watch, with 2015 in-app spend jumping 83.55% between July and September.
Equally significant, programmatic technology offers growing rewards for marketers, as evidenced by escalating engagement rates. In the fourth quarter of 2015, consumers spent an average of 16 seconds engaging with ads. Spending on rich media and synchronised banners demonstrate marketers’ effective use of these formats to capture the consumer’s attention.
Programmatic spending continues to reflect the overall advertising market, climbing slowly but steadily in the first quarter, followed by modest declines (17%) during the summer holidays. Once back-to-school shopping began, programmatic spending started its upward trajectory, growing 765.9% by the end of the year. From January to December 2015, overall spending increased 121.35%.