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Programmatic Ad Buying on the Rise in France

Two-thirds of ad buyers use programmatic trading

October 17, 2016 | Marketing Technology | Media Buying

Programmatic methods increasingly dominate the buying and selling of digital ad space in France, according to a report by EBG.

Benefits of Programmatic Marketing for Branding Campaigns According to Marketing Professionals in France, Aug 2016 (% of respondents)

EBG collaborated with Quantcast to survey 850 decision-makers at agencies, advertisers and publishers between June and August 2016. More than half were advertisers, and all had responsibility for digital display advertising.

Most respondents took a programmatic future for granted. A clear majority (57%) said they believed that all ad inventory would eventually be traded programmatically. Automated methods are already being applied across devices; 62% of the advertisers and agencies surveyed had done programmatic branding campaigns on mobile, for example. In addition, 75% thought programmatic buying of TV ads would become a priority.

At the same time, the technology is being adapted to a broader range of ad formats. More than seven in 10 advertisers and agencies in this study were already using programmatic to deliver video campaigns.

Programmatic Digital Display Ad Spending in France, 2014-2018 (millions of € , % change and % of total digital display ad spending*)

Publishers were also seeing benefits, though they hadn’t adopted programmatic systems to the same extent. Half of those polled were selling at least some of their inventory programmatically, and 62% of that group said programmatic enabled them to raise their ad revenue.

eMarketer estimates that outlays on programmatic ads will account for 64.0% of all digital display ad spending in France in 2016, equivalent to €555.6 million ($616.4 million). In 2017, investment in programmatic ads is expected to approach €673 million ($747 million).

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