Martini Sees 4x Growth In Europe, Cites Programmatic

Premium ad network operator Martini Media this morning announced that revenues for its U.K. operations quadrupled in 2012, thanks in large part to programmatic trading.

“Programmatic trading is approaching 30% of Martini’s overall revenue with much of the revenue growth in the U.K. market,” said Skip Brand, CEO of Martini Media in an e-mail. “By 2014, programmatic bidding may be as high as 50% of Martini’s revenue.”

Citing Europe’s mobile advertising growth despite a shaky economy, Brand said that Martini Europe’s biggest potential for growth is in mobile.

“By 2015 Martini’s consumers will be online more than 50 hours a week, with the majority of our consumer engagement via the tablet and mobile phone,” he said. “Expect organic growth, mobile partners and even an acquisition in mobile in Martini’s future.”

Brand added that Martini will also focus on rich media after introducing their Rich Media Exchange.

“It is a response to strong customer and market demand for an even array of rich media formats,” he said.

The company plans to announce “several” key partnerships in the upcoming months. Brand wouldn’t reveal any additional information, but Matt Gower, European MD, Martini, stated, “We are extremely excited about these new partnerships.”

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