Recently, from the digital advertising sales platform PubMatic they have released a new investigation entitled “The future of CTV advertising in Europe”. The study, conducted by VideoWeek Research, assesses the industry outlook for programmatic CTV advertising in EMEA and identifies key market drivers and inhibitors.The report looks at six key markets; Spain, the United Kingdom, France, Italy, Germany and Sweden, which are the largest television advertising markets in Europe. And among its main conclusions of the study we find that:Europe is marching at two speeds. The players in the European CTV advertising market move at two different speeds. Large global players, often with unified content, technology and data infrastructure, are rapidly moving to be market disruptors. While local players are moving more slowly, however, they are actively implementing state-of-the-art television advertising solutions.Local innovation is increasing. CTV in Europe has gone from abstract intentions to tangible solutions. While the industry has been talking about CTV for a while, there has been a lag in the development of advertising solutions. Over the past year, a number of new solutions have appeared on the market, resulting in an unprecedented supply and demand density in all markets.Programmatic is going from an afterthought to a novelty. In most markets, CTV has been an evolution of the broader customizable television offerings. The combination of this legacy, along with a high-quality concentrated supply and the need to develop a roadmap for the first CTV advertising, means that programmatic has so far been an afterthought. While CTV programmatic advertising in Europe is small compared to the US, the sales side is already building a future where programmatic advertising will be a driving force for future growth.
On the purchasing side, programmatic CTV advertising is seen as a means of incorporating your Laos Email List own data into the mix.Double fragmentation generates friction between buyers. Buyers need CTV advertising to work without friction in sales offers. However, the inventory currently resides in multiple silos. Traditional television advertising owes its success in part to the ability to offer a harmonious reach between different networks. In contrast, individual networks’ CTV ad deployments and technical interoperability limits currently restrict the ability to replicate this benefit.Now is the time to close the gapAt the heart of the vision of most ad tech companies is transforming advertising for the better, focusing on the user experience, delivering outstanding performance for brands and helping publishers, and now content providers CTV. , to get the most out of it.
The study commissioned by PubMatic reveals the five key areas for the development of CTV advertising: Definitions should be simplified for buyers and sellers by accelerating common good practices and consistency across supply and demand routes.Measurement must be standardized in a transparent and fair manner.Broadcasters must move beyond the customizable linear TV solution approach (eg HbbTV, STB) to develop deep expertise in application economics. Moving forward, this will be a major battleground for consumer attention at CTV.Collaboration: individual players in the CTV market must understand that success comes from joint solution development and decision-making, not from fighting for control of, for example, data and measurement.More experimentation and application of programmatic technologies, especially header bidding, and a more holistic approach to performance are required to ensure additional expense.The development of specific header bidding solutions for CTV will be particularly important.
Unlike linear TV and video ads, CTV ads run in groups, which means there are two or more sequential ads. To avoid overexposure of the same ad and ensure competitive separation, CTV-specific header bidding solutions are required to maximize campaign performance and viewer experience.Since CTV advertising presents unique challenges and opportunities, brands and agencies must invest in generating internal knowledge of the CTV.
Without education and talent, the nuances of the channel will diminish the value for brands and content producers. Emerging specialists must play an active role in efforts to define CTV and educate the wider ecosystem to ensure that the resulting standards and good practices reflect the requirements of all players, not just the most important ones. Finally, research commissioned by Pneumatic reveals that across Europe industry players are working collaboratively to create a balanced playing field, fair competition, and therefore increase the value of CTV.