HiMedia reveals the results from its study on programmatic buying, produced in partnership with AppNexus, Warc, and IAB Europe
Paris, November 18th 2014, 17:40 PM – HiMedia, leading European digital advertising network, and AppNexus, the industry’s largest independent ad tech company, are glad to present the results of their study conducted in collaboration with WARC and IAB Europe:
“Why and how ‘programmatic’ buying is emerging as key to real-time marketing success”
Between April and May 2014, we collected 660 full responses from Marketers, Media Buyers, Publishers and Advertising Agencies to discover what the industry is really thinking about the key issues surrounding programmatic buying.
“Much was already written about what is programmatic buying and about its growth but until today, surprisingly, very few studies have explored the reasons for its success and the transformations that the industry is currently facing” states Graham Wylie, Senior Director, EMEA & APAC Marketing, AppNexus. “This study explores for the first time programmatic buying within its larger environment that is real-time marketing and the convergence between owned, earned, and paid-media”.
A winning bet
As early as 2011, HiMedia signed a partnership with AppNexus and fully committed to programmatic buying by making available 100% of its inventory on its market place Adexchange.com. This decision, received not without scepticism by some industry actors at the time, proves today to be fruitful since nearly nine in ten professionals in France and Benelux believe that programmatic buying is the future of digital advertising.
There is besides a marked head start in these countries since 55% of actors already use programmatic buying, against only 47% in Europe.
For Cyril Zimmermann, Chairman & Chief Executive Officer, HiMedia Group, “Programmatic is no longer restricted to the American market. There is now a strong case to show that advertisers since having learned to use the interactivity of display ads 15 years ago, have massively adopted in the past ten years Search Marketing, Retargeting, Social Marketing, and recently, Real Time Bidding (RTB). The promptness with which brands have re-allocated a significant part of their budget towards RTB demonstrates that the acronyms and the neologisms of this industry have not rebuffed anyone, since the efficiency gains for agencies are real. The acceleration of innovation is not delusional. It is not the fruit of hypnotic discourses from marketing divisions. It is, quite simply, an industrial fact!”
And as such, as David Baranes, Country Manager France and Southern Europe, AppNexus, declares “As consumers migrate to an always-connected, mobile, multiscreen and real-time world, advertisers must follow or risk losing relevance. Traditional models do not scale and so programmatic has emerged as the major driver of real-time digital engagement, with analysts predicting that it will account for as much 60% of all digital advertising by 2017.”
To download the press release, click here.