2021年欧洲广告程序化购买报告（英）-34页_1mb

IAB Europe's Attitudes to Programmatic Advertising Report Summary

Core Content

This report from IAB Europe outlines the current state, drivers, barriers, and future outlook for programmatic advertising in the European market, based on a survey conducted in 2021. It highlights key trends in adoption, operational strategies, and the evolving landscape of digital advertising.

Main Points

Current Adoption & Strategies

• Programmatic Investment Stability: Despite the global pandemic, programmatic advertising investments remained stable, with growth in programmatic video.
• Industry Standards Adoption: There has been an increase in the adoption of industry standards such as App ads.txt, Sellers.json, Buyers.json, Supply Path Object, and Demand Path Object among both advertisers and agencies.
• Connected TV (CTV) Growth: CTV is emerging as a key format for programmatic investment, with 19% of advertisers allocating between 21–40% of their programmatic budget to CTV.
• In-Housing Trend: In-housing for programmatic trading is on the rise. In 2021, 50% of advertisers and 68% of agencies reported using an in-house model for programmatic trading, up from 20% and 50% in 2020, respectively.
• Hybrid Models: 38% of advertisers and 21% of agencies used hybrid models in 2021, reflecting a shift in operational strategies.
• Operational Drivers: The main drivers for in-housing include increased control of operations, first-party data management, and transparency on where campaigns run.
• Challenges: The primary challenges for in-housing include difficulty in hiring skilled personnel and keeping up with changing technology.

Drivers of Programmatic Investment

• Top Driver: Better use of data remains the top driver for programmatic investment across all stakeholders.
• Targeting Efficiencies: Targeting efficiencies were also a significant driver, though its importance decreased year-over-year.
• Premium Inventory Access: Access to premium inventory at scale became a major driver for advertisers, increasing from 20% in 2020 to 50% in 2021.
• Competitive Advantage: Gaining a competitive advantage increased significantly, from 10% in 2020 to 39% in 2021.
• Efficiency and Quality: Agencies and publishers also prioritized maximizing media value and improving campaign quality.

Barriers to Programmatic Investment

• Supply Chain Transparency: This was the top barrier for advertisers in 2020 (60%), but dropped to 25% in 2021, indicating progress in transparency on the buy-side.
• Brand Safety: Brand safety emerged as a growing concern, with 42% of advertisers citing it as a key barrier in 2021, up from 10% in 2020.
• Fraud: Fraud remains a challenge, with 29% of stakeholders still concerned about it in 2021, up from 20% in 2020.
• Talent Acquisition: Talent acquisition and training became the top barrier for all stakeholders, especially within agencies where 68% cited hiring challenges.
• Technology Costs: The cost of technology as a barrier decreased for agencies from 40% to 26%, but remained a key concern for publishers.
• Cookie Depreciation: Data protection concerns significantly increased for agencies, rising from 15% to 32% due to the impending cookie depreciation.

Measurement & Data Strategy

• Consent Management Platforms: Usage of consent management platforms increased for all stakeholders except agencies.
• Viewability: Viewability has improved across the board, with advertisers’ concerns dropping from 30% to 8%.
• Open Measurement (OM): Strong adoption of the OM SDK has improved the ability to measure video impressions in mobile apps, increasing viewable share by about 10% year-over-year.

Future Outlook

• Positive Outlook: Over 80% of stakeholders expect an increase in programmatic investments or revenues over the next 12 months.
• CTV as a Growth Area: CTV is expected to be a key growth area for programmatic advertising, with continued interest from both advertisers and publishers.
• Collaboration Needed: There is a clear need for continued collaboration among all stakeholders to address brand safety and ensure a secure and transparent ecosystem.

Key Information

• The report includes data from over 300 respondents across 31 European markets, with most being Heads of Programmatic or Media Directors.
• Respondents manage annual advertising budgets of €1m or more, indicating the survey's focus on significant players in the industry.
• The report emphasizes the importance of transparency, data control, and the integration of first-party data in driving programmatic investment.
• The adoption of industry standards is increasing, suggesting a move towards more secure and efficient trading practices.
• CTV is highlighted as a major growth opportunity, with unique challenges such as measurability and fraud risk.

Conclusion

IAB Europe's 2021 Attitudes to Programmatic report demonstrates a stable and growing programmatic advertising landscape in Europe. While transparency and data usage remain central to driving investment, brand safety and talent acquisition are now the primary concerns. The report calls for continued collaboration and innovation to ensure the sustainability and security of the programmatic ecosystem.