Online Video Revenue Boom in Europe, Says IHS and SpotX Study
September 16 2015 - 5:30AM
Business Wire
Revenue jumps from €22 million in 2012 to €375 million in 2015;
Programmatic video rapidly moving from an experimental stage to
mainstream
A new study released today by IHS Inc. (NYSE: IHS), the leading
global source of critical information and insight, and SpotX, the
video inventory management platform for publishers, found that
revenue across Europe from online video jumped from €22 million in
2012 to €375 million in 2015. IHS forecasts that €2 billion, which
is over half of all online video advertising revenue, will be
generated programmatically by 2020.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20150916005648/en/
Programmatic video is the automation of ads through the use of
algorithms powered by the overlay of demographic (age, gender,
income) and behavioural (gamer, traveler, football fan) data.
“Programmatic video advertising in Europe is on the path from
experimentation to ubiquity,” said Daniel Knapp, senior director at
IHS Technology. “In three of the markets surveyed – Netherlands,
U.K., and France – programmatic video will even become the
predominant source of video advertising revenue by 2020.”
Germany
Germany has the largest advertising market in Europe and the
second largest digital advertising market after the U.K., or the
largest if factoring out paid-for search. “The German online video
advertising market will be worth €331 million in 2015 establishing
it as the number three video advertising market in this study
behind the U.K. and France,” Knapp said.
France
“France is a programmatic pioneer market,” said Eleni Marouli
senior analyst at IHS Technology. While imbalances between a
data-savvy demand side and a data-poor supply side have meant
growing pains for many programmatic markets, France had an
equilibrium of these issues which helped overcome hesitation and
preconceptions of programmatic advertising.
“This environment helped the expansion of programmatic ads from
banner display formats to higher-value video formats,” Marouli
said.
IHS forecasts that by end of 2015, 18.6 percent of all video
advertising revenue in France will be generated by programmatic
means, placing it third behind the Netherlands and the U.K. in
terms of market penetration. By 2020, 54 percent of all French
video revenue will be generated via programmatic channels.
Italy
“Italy is a programmatic video market waiting to happen, and we
expect the market to explode in late 2016 and 2017,” Knapp said.
“We consider the revision of European data protection regulation
and the establishment of the EU Digital Single Market as major
drivers for improving volume, quality and utility of available
data. The Italian market will rapidly scale to a strong middle
position among European markets by 2020 when programmatic video
will fetch 46.6 percent of all video advertising revenue.”
Data
Territories covered in the report include France, Germany,
Italy, Spain, U.K., Denmark, Finland, Norway, Sweden, Belgium,
Netherlands, Austria, Switzerland and Poland.
About IHS (www.ihs.com)
IHS (NYSE: IHS) is the leading source of insight, analytics and
expertise in critical areas that shape today’s business landscape.
Businesses and governments in more than 150 countries around the
globe rely on the comprehensive content, expert independent
analysis and flexible delivery methods of IHS to make high-impact
decisions and develop strategies with speed and confidence. IHS has
been in business since 1959 and became a publicly traded company on
the New York Stock Exchange in 2005. Headquartered in Englewood,
Colorado, USA, IHS is committed to sustainable, profitable growth
and employs about 8,800 people in 32 countries around the
world.
IHS is a registered trademark of IHS Inc. All other company and
product names may be trademarks of their respective owners. © 2015
IHS Inc. All rights reserved.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20150916005648/en/
IHS Inc.Amanda Russo, +44 781 460
3420Amanda.Russo@ihs.comorPress Team,
+1-303-305-802press@ihs.com
IHS (NYSE:IHS)
Historical Stock Chart
From Aug 2024 to Sep 2024
IHS (NYSE:IHS)
Historical Stock Chart
From Sep 2023 to Sep 2024