Dutch Programmatic Ad Spend to Grow 11% in 2018
IAB Netherlands has released its latest programmatic ad spend report for H1 2018, in association with Deloitte. It predicts overall spend to reach 292m Euros in 2018, with more than half of that total coming from ads on mobile devices.
The overall total is an increase of 11 per cent on last year, with areas such as rich media and video showing particularly strong growth – by 53% and 34% respectively. Also in the report:
- Header bidding accounted for 9% of total programmatic spend, exceeding expectations
- eCPM prices increased by 18%, perhaps in part due to the adoption of first price auctions, a by-product of header bidding
- Premium formats (video, rich media, native, audio etc) accounted for 47% of total spend
- In 2019, programmatic spend is expected to increase by 8%
It is predicted that more than two-thirds (68%) of programmatic ad spend in the Netherlands will go towards branding campaigns this year. In what was originally widely seen as a direct response medium, this is another important advance, as the use of technology and automation in advertising continues to evolve.
Platform161 View on the Results
Overall, the IAB report paints a highly encouraging picture. It suggests brands and agencies are growing smarter in their uses of programmatic, putting technology to a more diverse range of uses.
We can see this in the growing number of different channels they are advertising on. As well as the array of formats they are using. Not to mention the variety of tactics they are now using – from header bidding to private marketplaces.
Overall, this means there are more opportunities to carve out unique approaches to buying, where modular technical setups will also play an important role. And that can only be a good thing, as brands and agencies seek out new ways of standing out from the programmatic crowd.