Il programmatic advertising continua a salire in Olanda e l’anno scorso è cresciuto del 38,9% rispetto all’anno precedente, come rivela una ricerca di eMarketer. Commenta Nathalie La Verge di Deloitte Olanda: “Il 2014 è l’anno in cui l’Olanda ha abbracciato il native advertising.Abbiamo visto nuovi attori entrare sullo scenario e i primi accordi per il programmatic anche alla radio e per la cartellonistica”. Il programmatic è il trading di spazi pubblicitari.
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.
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.”
La pubblicità su mobile ha pesato più di un quarto sul totale (il 26%), era solo 12% nel 2013 e il 3% nel 2012. La pubblicità sulle app invece rallenta, l’anno scorso ha rappresentato solo il 6% del totale. Quest’anno e il prossimo la crescita del programmatic sarà un po’ più lenta, + 28% e 30% confrontati con l’anno precedente.
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.
Programmatic Ad Spending Soars in the Netherlands (eMarketer, 8 maggio 2015)
