New BVDW Compass: Programmatic Advertising Grows by Almost 40 Percent
The German Digital Economy Association (BVDW) has surveyed and published the revenue generated in Germany through programmatic advertising. The BVDW has also published the 2017/2018 Programmatic Advertising Guide.
The increasing relevance of programmatic advertising is evidenced by the new survey conducted by the BVDW's Programmatic Advertising Focus Group. Net advertising revenues generated by programmatic advertising amounted to EUR 353 million in the first half of 2017. They thus grew by 37 percent compared to the previous year. Eric Hall, Vice Chairman of the Programmatic Advertising Focus Group at BVDW, says: "Digital advertising and Programmatic Advertising continue to show strong growth and gain share. This is due to the ongoing professionalization of Prgrammatic Advertising and the positive development of quality and technical innovations. The potential of Data Driven Advertising and technical innovations such as header bidding solutions* will increasingly influence positive growth in the second half of 2017 and 2018."
Programmatic advertising revenue growth has been strong, but less so than hoped. "Programmatic advertising cannot always grow at the same rate. We have also seen in the USA that growth is slowly slowing down and a certain market saturation is occurring. Germany is following the development of other markets. The technical changes in the first half of the year, for example the increased use of header bidding, are a positive sign. The investments will only take effect later, but we will benefit from them," says Hall. The experts at BVDW expect an even stronger second half of 2017. Overall, revenues are expected to reach EUR 835 million in 2017, which would correspond to growth of 41 percent.
New compass provides orientation
In the new Programmatic Advertising Compass 2017/2018, 35 authors have compiled articles that classify the topic, present instructive practical cases, and take a look into the near future. The compass is primarily aimed at advertisers, but for the first time, advertisers from well-known companies themselves have had their say as authors. They enrich the compass with their very own perspective. The 35 experts also examined the media types and channels that, after traditional online display advertising, can already be addressed with programmatic advertising methods and tools, or will be in the near future. These include audio, video and TV.
The compass offers up-to-date guidance on important questions regarding the use of programmatic advertising. How can programmatic advertising be integrated into a holistic digital media strategy? And how must programmatic advertising be implemented in such a way that individual requirements are met and objectives can be achieved in a meaningful way? The compass is free of charge for all interested parties. here available for download.
* Header bidding is a process that makes it possible to determine the programmatic demand for a single ad impression of a publisher/marketer before the ad server is called and to make this available to the ad server for its delivery decision (definition according to header bidding whitepaper on bvdw.org).
