DoubleClick by GoogleDoubleClick by Google


Published September 2016

This article explores trends in how Europe, the Middle East and Africa employs Programmatic Direct. To learn more about these trends — and create your own charts by vertical and industry — explore our interactive report, The State of Programmatic Direct.

In the 15-month period leading up to December 2015, more than a quarter of all the Programmatic Direct impressions that were bought and sold globally on DoubleClick Ad Exchange occurred in EMEA. Spanning two and a half continents, programmatic advertising revealed incredible diversity in how it was bought, sold and consumed — a mirror of the diverse cultural and technological landscape throughout EMEA itself. We dove into these international insights and discovered some exciting DoubleClick data that could impact publishers, advertisers and users, in EMEA and beyond. 

Programmatic Direct impressions match the pace of global growth

Programmatic Direct impressions across EMEA more than doubled when compared to the previous 15-month period. Germany, Italy and the UK contributed to roughly half of all impressions in EMEA, while Ukraine, Turkey and Spain drove tremendous growth, more than doubling their Programmatic Direct impressions in just 12 months.

The adoption of Programmatic Direct reflects the technological profiles of EMEA countries: While Germany, Italy and the UK are well-established in the ad tech landscape, parts of Southern and Eastern Europe are just now getting on board. These regions of EMEA could have significant potential for rapid growth.

Programmatic platforms have evolved toward mobile

Desktop remains a popular platform to buy, but its share of programmatic spend decreased by more than 15% from December 2014 to December 2015. Advertisers and publishers are following the consumer trend to mobile.

In the 15-month period of our analysis, the share of mobile impressions in EMEA more than doubled, an increase similar to other global markets. More fascinating was the data for impressions on tablet web: It wasn’t how fast they grew, but how they compared to the rest of the world. Tablet web accounted for more than 10% of all EMEA impressions – about 45% higher than the global average.

Content categories are key for monetizing with programmatic

What are all these users doing on their smartphones and tablets? The most rapidly growing publisher verticals are Books & Literature, Beauty & Fitness and Hobbies & Leisure. The trend in these industries indicates consumers are looking for more immediate, on-the-go access to information, advice and tips, and so they’re relying on their smartphones and tablets.

News and Arts & Entertainment publishers also connected with buyers in strong numbers, accounting for 30% of Programmatic Direct impressions on DoubleClick Ad Exchange. This is on par with global trends, where advertisers may be seeking out the premium content that News and Arts & Entertainment publishers often have to offer.

EMEA was particularly interesting in the Computers & Electronics vertical: It grew more than 35% faster than the rest of the world. Like with the numbers behind tablet impressions, EMEA consumers may be more willing to spend on consumer electronics compared to the rest of the world. The numbers also suggest advertisers see Programmatic Direct as the key to reach those tech-savvy (and tech-hungry) consumers.

EMEA reveals a rapidly changing tech-scape 

When analysing the Programmatic Direct data coming out of EMEA, it’s clear much has changed in the past two years. The growth in some countries has been dramatic, while other countries have yet to reach programmatic maturity. To continue reaching an increasingly cross-screen audience, the programmatic space has become more advanced with new deal types and a growing breadth of functionalities. We’re seeing more and more brand advertisers and agencies making Programmatic Direct a key part of their strategies.

As new global and regionally specific insights emerge about Programmatic Direct, we’ll continue exploring them. In the meantime, our new interactive report offers a comprehensive global overview, and the buyer’s guide to Programmatic Direct has more information on how this technology helps connect buyers and sellers of digital advertising.


Related articles