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An April 2015 report from the Interactive Advertising Bureau Netherlands (IAB Netherlands) and Deloitte revealed that programmatic advertising truly is the norm in the Netherlands. Spending on programmatic digital display ads in the country increased significantly during 2014 compared with a year earlier, and growth is only expected to continue, with mobile and video as the main drivers.
According to the research, programmatic display ad spending in the Netherlands totaled €143.5 million ($190.4 million) in 2014, representing year-over-year growth of 38.9%. Spending was higher during H2 2014 than H1, at €86.8 million ($115.2 million) and €56.7 million ($75.2 million), respectively. This was due mainly to increased demand—and thus higher prices—during Q4 2014. In fact, Q4 alone accounted for over one-third of the total amount spent on programmatic display ads in the Netherlands last year, or €53.7 million ($71.3 million).
Nathalie La Verge from Deloitte Netherlands told eMarketer that 2014 was the year that programmatic buying was “embraced widely in the Netherlands. We saw new players entering the programmatic landscape, the first programmatic deals in other media like radio and outdoor, existing players broadening their portfolios, and advertisers starting to trade themselves.” She expected that programmatic advertising would continue to expand in 2015, with “mobile and video as key growth areas.”
This may not come as a surprise, as mobile programmatic advertising has already seen strong growth in the country. According to Deloitte’s study, mobile accounted for more than one-quarter (26%) of total programmatic display ad spending in the Netherlands in 2014, up from 12% a year earlier and just 3% in 2012. Technical challenges slowed the development of in-app advertising, however, as it only represented a 6% share of total programmatic display ad spending last year.
In all, Deloitte estimated that programmatic display ad spending in the Netherlands would increase by 28% this year and total €182.0 million ($241.5 million). By the end of 2016, it was expected to reach €236.0 million ($313.2 million), or 34% of the total amount spent on digital display ad spending in the country.
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