the state of programmatic in cee - 2015 annual survey preliminary results
TRANSCRIPT
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The Status Of Programmatic Trading in CEEPreliminary results from the 2015 survey
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Survey Details
› Online structured survey initiated in May 2015
› Covering Central & South Eastern Europe and Middle East
› Respondents from Demand & Supply side of the ecosystem
› Maintained similar format to the 2014 survey in order to compare results & added new questions to capture latest trends
› Final results will be published in July 2015
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How well do you think you understand programmatic advertising?
2014 2015
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How well do you think you understand programmatic advertising?
2014 2015
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Do you use Programmatic to buy inventory?
2014 2015
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Do you use programmatic to sell inventory?
2014 2015
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You use programmatic for…
38% 10% 52% 22% 30% 48%
2014 2015
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How do you currently expose your inventory through programmatic?
2014 2015
50% 12.5% 37.5% 26% 26% 48%
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What are the key issues you currently face with programmatic?
2014 2015
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What are the key issues you currently face with programmatic?
2014 2015
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Where do you plan to focus your programmatic buying efforts in 2015?
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Which programmatic monetization models do you plan to use in 2015?
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Facts
›Substantial increase in programmatic usage
›Brand & Performance campaigns
›Still crave for premium inventory
›Cite performance concerns
›Tremendous increase in programmatic usage
›Move towards more transparent trading models
›Complain about lack of demand
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Conclusions
› The market is maturing
› This doesn’t mean that there are no issues. The automated part of programmatic is being put into place – now it’s time for the human element to shine!
› The new frontiers are here› Premium Programmatic, Video, Mobile for buyers› Private Marketplaces, Programmatic Direct for sellers
› 2015 is already exciting – 2016 will be the first Programmatic established year!
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Visit www.tailwindemea.net for the full reportto be released July 2015
Elias GagasManaging [email protected]