Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Programmatic trends: video a key driver for growth

Despite the pandemic, programmatic investments have remained stable in Europe as transparency improves, says new research. 

According to a new piece of research, 80 percent of buy- and sell-side stakeholders are predicting an increase in programmatic investment revenues over the next 12 months. The findings appear in the annual study by IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, entitled ‘Attitudes to Programmatic Advertising 2021 Study’

Now in its seventh year, the study has become an industry benchmark of how programmatic advertising attitudes, adoption and strategies are evolving. The responses came from almost 300 advertisers, agencies, publishers and ad tech vendors in 31 markets. More than three quarters of the respondents, who have both pan-European and Global remits, manage annual advertising budgets of €1m or above.

Despite the global COVID-19 pandemic, programmatic advertising investments remained fairly stable, according to the research, with growth occurring in areas such as programmatic video. In programmatic video, Connected TV (CTV) remains key to further investment spurred on by shifting consumer viewing habits. In 2021, 19 percent of advertisers allocated between 21 to 40 percent of their programmatic trading budget in connected TV.