UK Programmatic Advertising Forecast: Market Maturation Leads to Greater Confidence in Automated Trading - eMarketer
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UK Programmatic Advertising Forecast: Market Maturation Leads to Greater Confidence in Automated Trading

eMarketer Report

By: eMarketer

Published: September 15, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The UK remains a market leader when it comes to trading digital display ad inventory programmatically. Because the market is relatively small and players on both the buy and sell sides are keen to experiment, the programmatic landscape in the country has become sophisticated enough that many are now willing to play in this space.

  • The UK programmatic display ad market will be worth £2.67 billion ($4.08 billion) this year, up 44.0% from 2015.
  • This year, programmatic direct will reach parity with ad spending via real-time bidding (RTB), then surpass RTB for the rest of the forecast period.
  • Mobile has grown up in the programmatic era and, as a result, an even greater proportion of mobile ad inventory is traded programmatically than for the overall market—79% in 2016.
  • RTB’s influence is being more keenly felt in mobile, as the overall market is moving to mobile faster than social’s influence—and, hence, programmatic direct’s proportion of total spend is coming down slightly.
  • Programmatic video is seen as a big growth area, but given the relative lack of premium inventory currently available, it will remain a little behind the curve—just 51% of digital video inventory will be traded programmatically this year, vs. 70% for the overall display market.

"Growth in programmatic digital display ad spending will remain strong this year and reach £2.67 billion ($4.08 billion). This will represent 70.0% of all UK digital display ad spending, a proportion that will pass three-quarters next year."

Table of Contents

UK Programmatic Advertising: eMarketer’s Estimates and Forecasts

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Overall Trends: Programmatic Pros Outweigh the Cons

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Mobile Trends: Programmatic Ad Spending Follows Eyeballs, but Growing Pains Persist

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Video Trends: Big Potential, but Restricted Inventory

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19 charts are included in the full report:

UK Programmatic Advertising Forecast: Market Maturation Leads to Greater Confidence in Automated Trading

UK Programmatic Digital Display Ad Spending, 2014-2018 (billions of £, % change and % of total digital display ad spending*)

UK Programmatic Advertising: eMarketer’s Estimates and Forecasts

UK Programmatic Digital Display Ad Spending, 2014-2018 (billions of £, % change and % of total digital display ad spending*)

Breakdown by Transaction Method

UK Programmatic Digital Display Ad Spending, by Transaction Method, 2014-2018 (millions of £, % change and % of total programmatic digital display ad spending)

UK Real-Time Bidding (RTB) Digital Display Ad Spending, by Segment, 2014-2018 (millions of £, % change and % of total RTB digital display ad spending)

Total Programmatic Mobile Ad Spending

UK Programmatic Digital Display Ad Spending, by Device, 2014-2018 (millions of £, % change and % of total programmatic digital display ad spending)

UK Mobile Programmatic Display Ad Spending, 2014-2018 (millions of £, % change and % of total mobile display ad spending)

Mobile Breakdown by Transaction Method

UK Mobile Programmatic Digital Display Ad Spending, Programmatic Direct* vs. Real-Time Bidding (RTB)**, 2014-2018 (millions of £, % change and % of total mobile programmatic digital display ad spending)

UK Real-Time Bidding (RTB) Mobile Display Ad Spending, by Segment, 2014-2018 (millions of £, % change and % of total RTB mobile display ad spending)

Total Programmatic Video Ad Spending

UK Programmatic Digital Video Ad Spending, 2014-2018 (millions of £, % change and % of total digital video ad spending)

UK Programmatic Digital Display Ad Spending, by Format, 2014-2018 (millions of £, % change and % of total programmatic digital display ad spending)

Mobile Programmatic Video Ad Spending

UK Programmatic Digital Video Ad Spending, by Device, 2014-2018 (millions of £, % change and % of total programmatic digital video ad spending)

UK Mobile Programmatic Display Ad Spending, by Format, 2014-2018 (millions of £, % change and % of total mobile programmatic display ad spending)

Overall Trends: Programmatic Pros Outweigh the Cons

Digital Display Ad Benchmarks in Select Countries in Western Europe: Viewability Rate, Q2 2016 (among impressions measured by Meetrics)

UK Digital Display Ad Benchmarks: Viewability Rate, by Purchase Method and Time, Q1 2016 (among impressions analyzed by Integral Ad Science)

UK Digital Display Ads that Are Fraudulent*, by Purchase Method, Q1 2016 (% of impressions in each group)

Beyond Remnant Inventory: The Programmatic Market Matures

Top 5 Reasons for Investing in Programmatic According to Advertisers, Agencies and Publishers in Europe, May 2016 (% of respondents)

Mobile Trends: Programmatic Ad Spending Follows Eyeballs, but Growing Pains Persist

Level of Knowledge About Programmatic Advertising on Smartphones According to UK Mobile Marketers, Dec 2015 (% of respondents)

Video Trends: Big Potential, but Restricted Inventory

Channels from Which UK Agency Professionals Are Shifting Budget to Focus on Programmatic Video Advertising, April 2016 (% of respondents)

Programmatic Digital Video Net Ad Revenues in Select Countries in Western Europe, 2014-2020 (millions of € and % of total digital video net ad revenues)

Absence of Premium Inventory, but Times Are Changing

UK Agency Professionals Who Currently Serve Digital Video Ads Programmatically for Their Clients, April 2016 (% of respondents)