Now in its third year, the 2018 Attitudes to Digital Video Advertising report highlights that digital video is now an integral part of marketers’ advertising plans. Indeed, digital video is a key driver of the digital advertising market which is now worth €48bn in Europe.

The Attitudes to Digital Video Advertising survey was first developed by IAB Europe’s Video Task Force and Research Committee in 2016. The study asks advertisers, agencies and publishers from across Europe about their investment and revenue levels by device and format, their objectives and measurement needs, the trends they are seeing in inventory supply and cross-screen planning, and how they see their investment levels evolving in the future.

Native advertising spend is expected to reach $85.5 billion by 2020, double the current level. Indeed, the growth of digital advertising as a whole has doubled in size over the past 5 years according to IAB Europe’s AdEx Benchmark 2017 Report. This incredible rise is in part due formats being available programmatically.

This new IAB Europe white paper provides insight into the status of programmatic native advertising in Europe and delivers guidance on key strategic and implementation considerations.  It explores the challenges that advertisers, agencies and publishers are facing and how transparency and control are just as important for native buyers and sellers as they are for any other format traded programmatically.

IAB Europe would like to thank the white paper leader that helped to edit and compile the final draft:

Ina Arens, Head of Programmatic, MediaCom

And the white paper contributors that provided content for this white paper:

	Mick Loizou, Product Marketing Director EMEA, Oath
	Michel Gagnon, Global Managing Director, Plista (part of Xaxis)
	Doug Phillips, Senior Platform Services Manager, Integral Ad Science
	Matthieu Betton, GM Europe, Sojern
	Gokberk Ertunc, Senior Programmatic Executive, OMD Turkey
	Lukasz Ciechanek, Business Development Director, Netsprint Group and member of IAB PolandArtur Banach, Partner, Netsprint Group and member of IAB Poland

Mobile is driving consumption and usage and as such it is driving advertising spend, the 2016 IAB Europe AdEx Benchmark report reveals that mobile display grew by 52.9%. Mobile is also the ‘most’ programmatic format and therefore the IAB Europe Programmatic Mobile white paper provides guidance around on how to maximise a programmatic mobile strategy.

It addresses the areas to consider when approaching mobile both as part of an omnichannel strategy and focusing on the key similarities and differentiators of the mobile programmatic landscape. The content draws on the new and emerging trends in mobile opportunities, how these can be accessed programmatically, and how to consider mobile as part of the overall programmatic mix.  It also explores how the growth in mobile has impacted the planning and buying process, and how this will continue to evolve.

IAB Europe would like to thank the white paper leader that helped to edit and compile the final draft:

• Simon Halstead, Chair Programmatic Trading Committee, IAB Europe and Head of Demand Development International, Oath

And the white paper contributors that provided the content for the white paper:

• Shane Murphy, VP Marketing, AdRoll
• Lori Gubin, Director Product Marketing, Amobee (formerly Turn)
• Stewart Emerson, Global Product Marketing Director, Criteo
• Ziggy Lin, EMEA Measurement Lead, Facebook
• John Almeida, Senior Product Manager of Mobile, Improve Digital
• Alexander Waterman, Research Manager, Rocket Fuel
• Estelle Reale, Director of Marketing EMEA, Sublime Skinz

According to Google's latest EMEA research with Boston Consultin Group, the digital maturity race belongs to the swift — and many companies need to accelerate their efforts to catch up. Discover four areas of investment to fast track your digital marketing and gain a competitive edge.

Download the report and infographic below. 

The growth of CTV and our increasingly conscious society has transformed television advertising. Audiences are seamlessly switching between broadcast AVOD services, native OTT platforms and traditional linear TV. Reaching viewers across multiple touchpoints is now crucial for advertisers. 

According to Magnite’s latest research, four out of five households can now be reached through a connected TV, a 30% increase from 2020. These CTV viewers are highly engaged and mirror Europe’s richly diverse population. 

Magnite’s report “CTV Is for Everyone: Unlocking TV’s New Diverse Audience,” explores CTV’s audience diversity, showcasing how advertisers can best understand the optimal balance of media investment across CTV and linear television. The report includes pan-European analysis, including a granular breakdown for France, Germany, Italy, Spain and the UK.

Download the report!