2021-11-25-IAB-2021年欧洲广告程序化购买报告（英）_34页_2mb

IAB Europe's Attitudes to Programmatic Advertising Report Summary

Core Content

The 2021 IAB Europe Attitudes to Programmatic Advertising report provides an in-depth analysis of the current state, trends, and future outlook of programmatic advertising across Europe. It highlights the stability and growth of programmatic investments despite the global pandemic, the increasing adoption of industry standards, and the evolving operational models on both the buy and sell sides. The report also identifies key drivers and barriers to programmatic investment, emphasizing the importance of data usage, brand safety, and transparency.

Main Points

Current Adoption & Strategies

• Programmatic Investment Stability: Programmatic advertising investments remained stable in 2021, with growth observed in programmatic video.
• Format Usage:
  • Display: 70% of advertisers used programmatic methods for more than 41% of their display inventory.
  • Mobile Video: 33% of publishers used programmatic methods for more than 41% of their mobile video inventory.
  • Video: 61% of agencies now buy more than 41% of their video inventory programmatically, up from 54% in 2020.
• Connected TV (CTV):
  • 19% of advertisers allocated 21-40% of their programmatic trading budget to CTV.
  • CTV is seen as a key growth area, with increasing demand for internet streaming video content.
• Operational Models:
  • In-Housing Growth: In-housing increased from 20% (2020) to 50% (2021) among advertisers and from 50% to 68% among agencies.
  • Hybrid Models: 38% of advertisers and 21% of agencies used hybrid models for programmatic trading in 2021.
• Industry Standards: Adoption of standards like App ads.txt, Sellers.json, Buyers.json, Supply Path Object, and Demand Path Object has increased among both advertisers and agencies.

Drivers of Programmatic Investment

• Top Drivers:
  • Better Use of Data: Most buy and sell-side decision-makers cited this as the main driver for programmatic investment in 2021.
  • Media Efficiency: A significant factor in driving programmatic investments.
  • Competitive Advantage: Increased from 10% in 2020 to 39% in 2021.
  • Access to Premium Inventory at Scale: Grew from 20% in 2020 to 50% in 2021.
• Agency Drivers:
  • Better Use of Data: 94% of agencies identified this as a key driver.
  • Targeting & Operational Efficiencies: Both ranked second, with 71% of agency respondents identifying them as main drivers.
• Publisher Drivers:
  • Better Use of Data: 62% of publishers cited this.
  • Maximising Media Value: 59% of publishers identified this as a key driver.

Barriers to Programmatic Investment

• Top Barriers:
  • Supply Chain Transparency: Decreased from 60% (2020) to 25% (2021) among advertisers, but remained a concern for publishers (48%).
  • Brand Safety: Increased from 10% (2020) to 42% (2021) among advertisers.
  • Talent Acquisition & Training: Became the top barrier for all stakeholders, especially agencies (68% cited hiring the right skillset).
  • Cost of Technology: Remained a key barrier for publishers (59%) and agencies (40%).
  • Data Protection Concerns: Rose sharply for agencies due to the impending cookie depreciation.
• CTV-Specific Barriers:
  • Measurability: Still in early stages, with challenges in fraud detection.
  • Fraud Risk: CTV is a growing target for ad fraud due to high CPMs and the use of SSAI delivery.

Future Outlook

• Positive Outlook: Over 80% of stakeholders expect an increase in programmatic investments or revenues over the next 12 months.
• Continued Growth in CTV: Expected to be a major growth area, with increased demand for internet streaming content.
• Collaboration Needed: All stakeholders must work together to address brand safety, transparency, and talent challenges.

Key Information

• Survey Methodology:
  • Conducted via an online survey with over 300 respondents across 31 European markets.
  • Respondents included advertisers, agencies, publishers, and ad tech vendors.
• Stakeholder Roles:
  • Majority of respondents were Heads of Programmatic or Media Directors.
  • 76% of respondents had over 6 years of experience in digital advertising.
• Industry Guides:
  • The report is part of a broader set of educational outputs from IAB Europe's Programmatic Trading Committee, including guides on SPO, CTV, brand safety, and more.

Conclusion

The 2021 report underscores the resilience of programmatic advertising in the face of the pandemic, the rising importance of data and transparency, and the growing role of CTV as a key growth channel. While challenges such as brand safety and talent remain, the industry is showing a positive trajectory towards more efficient and secure programmatic practices.