The Status of Programmatic Trading in EMEA Opportunities, Challenges & Key Insights
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Research Overview
› Online structured survey conducted in April and May 2014
› Western Europe research by
› Central – South – Eastern Europe & Middle East research by
› Over 700 respondents from› Marketers› Media buying agencies› Advertising agencies› Publishers
Understanding
Advertisers / Agencies & Programmatic (MEA)
Usage
Performance or Brand? Challenges
18.18
81.82
MEA vs Western Europe – Advertisers / Agencies
Understanding
Usage
Publishers & Programmatic (MEA)
Understanding Usage
Inventory exposure Challenges
16.67
50.00
33.33
MEA vs Western Europe – Publishers
Understanding
Usage
Sellers
2014 Programmatic Budgets % (MEA)
Buyers
27.27
9.09
27.27
36.36
16.67
50.00
16.67
16.67
Facts
› commit substantial budgets to programmatic
› crave for premium content in programmatic
› Use programmatic for performance AND brand campaigns
› minor revenues coming from programmatic
› want better control on who buys their inventory
› Offer predominantly blind and contextually packaged inventory
SellersBuyers
Conclusions
› Programmatic is here
› Publishers need more information regarding programmatic
› The stage is set for Premium Programmatic!
› 2014 is a preparatory year – 2015 will be full on!
There’s more…
› Visit www.tailwindemea.net to download the full report!
› Get an in-depth view at how buyers & sellers view programmatic & more…
Thank You!
Elias GagasManaging [email protected]
Farshad DabeshkoyAccount Director, [email protected]