Majority Of European Video Buyers Use Programmatic, AOL Report Finds

Programmatic video buying has taken Europe by storm. In fact, 98% of video buyers surveyed in European markets buy programmatically, according to a report from AOL.

AOL's 2015 European State of the Video Industry report, a follow-up to the U.S. version released last month, focused on the rise of digital video. On the sell side, 97% of those surveyed are selling digital video programmatically instead of using traditional models.

Two in five surveyed cited viewability issues and fraud scores as important when measuring campaign performance. Buyers said their concerns about programmatic digital video included integration into existing process and systems and an inability to access premium inventory at scale. Meanwhile, publishers said their concerns also included a perceived risk of the commoditization of content, a lack of existing process and systems, and a lack of expertise.

Other takeaways the report found include:

  • Mobile video is the “most robust growth area” in digital media, with 42% of buyers surveyed reporting a rise in mobile digital video budgets last year.
  • 42% of advertisers surveyed said they buy digital video directly from publishers.
  • 48% of advertisers said they'd brought programmatic video-buying capabilities in-house, and 47% said they planned to do so in the next year.

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The European State of the Video Industry report represents AOL’s third annual State of the Video Industry report for Europe. AOL worked with Advertiser Perceptions to create it, collecting quantitative data on digital video from 411 brands, agencies and publishers in the U.K., France, the Netherlands and Germany.

Check out the Real-Time Daily story on AOL's American digital video report.

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