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Programmatic TV’s European Evolution - Venture Insights

Report Overview

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Programmatic TV’s European Evolution

PublisherEnders Analysis.
Publish Date November 2, 2016
Sector Advertising, Broadcast TV, Content marketing, Media, OTT Video, TV.
Company Google, Prosieben, RTL, SKY.

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Declining broadcast viewing to the TV set among younger demographics, fragmentation of video viewing across screens, the lack of robust measurement of viewing across screens and the development of online video advertising technology are altering the European TV landscape.

Programmatic TV is at an early stage, but has shown its potential with increased audience targeting options and campaign automation: the roll-out of programmatic models and ad technology for European TV advertising have already prompted advertisers to see TV in new ways, beyond its core strengths in mass brand advertising.

Automated ad technology can support the existing linear broadcast ad infrastructure; in addition we project a combined potential for annual increased TV ad revenue of €220-300m by 2018 in the seven markets of the study, driven by new advertiser spend on addressable TV advertising and programmatic broadcaster OTT.