Programmatic and Mobile Video to Take Europe by Storm in 2014
- Programmatic trading will continue to be adopted by advertisers who have seen the benefits having trialled it in 2013 and want to expand their campaigns.
- There is likely to be an increase in the demand for unified media platforms, where buyers and sellers can meet in an open and seamless way, making the trading process easy and efficient.
- Ever more media will be consumed on mobile devices, after large increases in 2013, with mobile viewing potentially overtaking digital in certain demographics. Recent research by mobile commerce platform Weve found that 46% of 18-34 year olds now see mobile as their first and most important screen.
- More premium inventory will become available in the market as programmatic trading becomes more widely accepted and advertisers demand sellers make their best inventory available via programmatic channels. Broadcasters are likely to take the first steps in this area.
- Agencies cite audience reach as the top reason for working with specific video publishers*. As media buyers become more experienced in programmatic trading, they will view online video and TV budgets more holistically as a way to scale back up audiences viewing content across TV, digital and mobile screens.
- YouTube’s dominance will be challenged by the launch of Facebook video ads, which will open the video market to an even wider audience. Both will, of course, face a new challenger for the number one spot: AOL**.
Adap.tv, a division of AOL Networks, is transforming the way video advertising is bought and sold. Adap.tv’s video intelligence platform, Pathway, helps many of the world’s largest brands, agencies, publishers and ad networks intelligently, effectively and safely plan, buy and measure billions of video ad trades programmatically every month across web, linear TV and mobile video.
Headquartered in San Mateo, California, Adap.tv has US offices in Chicago, Los Angeles and New York, and international offices in Australia, India, Japan and the UK.