Programmatic Display Market

Programmatic Display Market: Mobile Video Segment by Ad Format to Witness Significant Growth Throughout the Forecast Period: Global Industry Analysis 2012 - 2016 and Opportunity Assessment 2017 - 2027

  • 2017-08-03
  • REP-GB-1321
  • 281 pages
  • PDF PPT EXCEL
Programmatic Display Market

An Incisive, In-depth Analysis on the Programmatic Display Advertising Market

This study offers a comprehensive, 360 degree analysis on the Programmatic Display Advertising market, bringing to fore insights that can help stakeholders identify the opportunities as well as challenges. It tracks the global Programmatic Display Advertising market across key regions, and offers in-depth commentary and accurate quantitative insights. The study also includes incisive competitive landscape analysis, and provides key recommendations to market players on winning imperatives and successful strategies.

Programmatic displays have emerged as an advancement that is revolutionising the advertising industry worldwide. The rising popularity of social media services is playing a significant role in boosting the popularity of programmatic display advertising. Almost all the major social platforms are now offering programmatic display advertising options. Programmatic display brings various benefits through social media channels as marketers run more effective campaigns through automated buying and by reaching a specific audience with highly relevant messages through social media. For example, Red Bull is posting videos on the twitter feeds of people who have viewed extreme sports sites. Thus, programmatic displays enable marketers to bid on influencer ads programmatically in real-time and buy branded content the social media pages, blog pages and websites of influencers. Besides this, technological developments and the substantial availability & usage of smart devices are other factors propelling the global programmatic display market in terms of value.

The global programmatic display market is estimated to be valued at US$ 21,829.3 Mn by the end of 2017, and is expected to expand in the coming years at a CAGR of 35.5% in terms of value during the forecast period. The global programmatic display market is expected to represent a high incremental opportunity between 2017 and 2027.

Social media advertising is a significant driver of the programmatic display market. Social media marketers are running more effective campaigns through automated buying and by reaching a specific audience with highly relevant messages, and this is positively impacting the overall programmatic display market. Programmatic displays are not limited to only buying ads and promoting posts on social media networks. Programmatic display advertising enables brands to place sponsored articles and videos directly through publishers. Moreover, programmatic display is also gaining popularity as a cost-saving solution for enterprises. Rather than paying for large inventory, advertisers wanting to target potential customers can bid for the right audience and the right time with programmatic display advertising, which is driving the programmatic display market. In most of the developed economies, digital video continues to emerge as the latest popular ad format. Increase in the viewing of digital videos is facilitating the usage of digital video advertising, thus propelling the programmatic display advertising market. Another important factor that is driving digital video consumption is the rise in Video on Demand (VoD), which includes Netflix, Amazon Prime Video and TV catch up services. These platforms are increasing the opportunities for brands to advertise digitally through videos, which is also significantly boosting the programmatic display market.

Segmental Analysis

On the basis of ad format, the global programmatic display market can be segmented into online display, online video, mobile display and mobile video. The mobile video segment is expected to account for a small share of the overall programmatic display market during the forecast period. However, this segment is expected to register a significantly high growth rate during the forecast period and acquire a leading position in terms of revenue generation in the programmatic display market. The online video sub-segment is also expected to foresee a considerably high adoption and is expected to follow the mobile video sub-segment in the programmatic display market. Various traditional broadcast channels, such as radio & OOH as well as TV, are leading the way in case of programmatic display advertising. Programmatic display TV is the data-driven and technology-based empowerment of the planning, buying, measurement and optimisation discipline of traditional television advertising. The growth of live streaming, connected TV and updated set-top boxes for pay TV have vast opportunities to incorporate TV inventory and formats into programmatic display tactics, which is one of the major trends in the market. On the basis of sales channel, the market for programmatic displays can be segmented into Real-Time Bidding (RTB), Private Marketplaces (PMP) and Automated Guaranteed (AG). The growth of the programmatic display market is predominantly driven by the PMP segment followed by the AG segment.

programmatic display market.

Regional Analysis

On the basis of geographical regions, the programmatic display market is segmented into North America, Latin America, Western Europe, Eastern Europe, APEJ, Japan and MEA. The North America programmatic display market holds a major value share in the global programmatic display market and is likely to maintain its dominance in the global programmatic display market during the forecast period. The programmatic display market in the region is projected to represent a significant incremental opportunity between 2017 and 2027. The programmatic display market in North America is predominantly organized, and most of the revenue is contributed by the mobile video segment. North America is expected to be followed by Western Europe and APEJ in the programmatic display market in terms of revenues generated. The spending on digital advertising is increasing year by year. The UK market is considered to be the most advanced market when it comes to the buying of programmatic displays in the Europe region. With an increase in spending, programmatic display advertising providers are trying to offer a better experience for publishers as well as advertisers, which is going to help overcome most of the challenges hampering the adoption of programmatic display advertising in the European region. The sales of programmatic displays in the Western Europe market are projected to represent a high incremental opportunity, while the Japan programmatic display market is also expected to witness considerable growth.

Government initiatives in the APEJ region toward digitisation are implemented by leveraging the common and support ICT Infrastructure, and are resulting in the usage of emerging technologies such as cloud and mobile, thus creating an opportunity for the growth of programmatic display advertising on these platforms. In July 2015, India launched the Digital India Programme, an initiative to transform the region into a digitally empowered society and knowledge economy, which has resulted in the growth of the programmatic display market. Owing to the advantages associated with programmatic displays, a high traction of programmatic display is expected during the forecast period, especially in developing countries such as India and China. The APEJ region is expected to present attractive opportunities for programmatic display providers during the forecast period, owing to which the programmatic display market is estimated to expand at a significant CAGR in terms of value.

Competitive Analysis

Vendors in the programmatic display market are now focusing on introducing advanced technologies to enhance customer experience in the retail sector. Examples of some of the programmatic display market vendors in this study of the global programmatic display market include AppNexus Inc.; AOL Inc.; Yahoo! Inc.; DataXu Inc.; Adroll.com; Google Inc. (Doubleclick); Adobe Systems Incorporated; Rubicon Project Inc.; Rocket Fuel Inc. and MediaMath Inc. Apart from these vendors, other important players in the programmatic display market are IPONWEB Holding Limited (BidSwitch); Between Digital; Fluct; Adform; The Trade Desk; Turn Inc.; Beeswax; Connexity, Inc.; Centro, Inc. and RadiumOne, Inc.

Vendors are continuously innovating their programmatic display solutions to penetrate the technology-influenced market. Several vendors in the programmatic display market are focussing on partnerships on a global level to expand their businesses and increase their customer base. Some of these deals are listed below:

  • Among the key players in the programmatic display market, Appnexus Inc. is focused on entering into acquisitions and partnerships to increase its market share. AppNexus Inc. offers the industry’s leading technology system for managing supply as well as demand partners. With reference to programmatic display, all the major ad exchanges, ad networks, DSPs, SSPs, publishers and advertisers are plugged into the AppNexus platform.

  • In September 2016, Alma Media, a media and service company based in Finland, partnered with AppNexus to use the AppNexus Publisher Suite. This technology partnership with reference to programmatic display aided AppNexus to enhance its presence in the Nordics and Northern Europe markets and increase its customer base.

  • AOL is focussing on increasing its investments in programmatic display as most of the advertisements are currently purchased programmatically in digital advertising. This is boosting the company’s revenue. In July 2016, AOL invested US$ 500 Mn in programmatic display TV advertising to build and innovate TV advertising as well as to aggregate and sell ad blocks across multiple networks that target specific audiences.

Report Synopsis

Future Market Insights (FMI) offers a 10-year forecast for the global programmatic display market between 2017 and 2027. In terms of value, the programmatic display market is expected to register a high CAGR during the forecast period. This study demonstrates the programmatic display market dynamics and trends globally across seven regions: North America, Latin America, Western Europe, Eastern Europe, APEJ, Japan and MEA, which influence the current nature and future status of the programmatic display market over the forecast period.

Report Description

This research report provides a detailed analysis of the programmatic display market and offers insights about the various factors driving the popularity of programmatic displays and their features. The report includes an extensive analysis of key industry programmatic display market drivers, programmatic display market restraints, programmatic display market trends and market structure. The programmatic display market study provides a comprehensive assessment of stakeholder strategies and imperatives for succeeding in the business. The report segregates the programmatic display market based on ad format and sales channels across different regions globally.

The programmatic display market is expected to witness substantial revenue growth during the forecast period owing to the increasing usage of mobile phones, social media platforms and programmatic direct, as well as increasing mobile video viewing.

Programmatic display has major applications in the commercial segment since the programmatic advertising industry is moving towards automation and greater control & transparency, due to which an increasing number of advertisers are opting for the programmatic buying of digital impressions. The advent of smart devices has substantially boosted the adoption of mobile phones in the recent years. Since smartphones are used almost everywhere in day-to-day life, they are expected to create significant opportunities to proliferate the spending on programmatic displays, which is expected to drive the programmatic display market during the forecast period. Moreover, the emergence of new methods & tools to monitor and measure relevant data on mobile devices is creating growth opportunities for programmatic mobile video, which is also expected to boost the programmatic display market.

The global programmatic display report starts with an overview of the programmatic display market in terms of value. In addition, this section includes an analysis of the key trends, drivers and restraints from the supply, demand and economy side, which are influencing the programmatic display market.

On the basis of the ad format, the programmatic display market is segmented into online display, online video, mobile display and mobile video.

On the basis of the sales channel, the programmatic display market is segmented into Real-Time Bidding (RTB), Private Marketplaces (PMP) and Automated Guaranteed (AG).

A detailed analysis has been provided for every segment in terms of market size analysis for the programmatic display market across different regions. This section provides a detailed analysis that covers the key trends.

The next section consists of a detailed analysis of the programmatic display market across various countries in the region. It provides a market outlook for 2017–2027 and sets the forecast within the context of the programmatic display market to include the latest technological developments as well as offerings in the programmatic display market. This study discusses key trends within countries that contribute to the growth of the programmatic display market as well as analyses degrees at which drivers are influencing the programmatic display market in each region. Key regions and countries assessed in this report include North America (the U.S. and Canada), Latin America (Brazil, Mexico and the rest of Latin America), Western Europe (Germany , France, UK, Italy, Spain, Benelux, Nordic and the rest of Western Europe), Eastern Europe (Russia, Poland and rest of Eastern Europe), APEJ (India, China, Australia & New Zealand, ASEAN and the rest of APAC), Japan and MEA (GCC Countries, Turkey, South Africa, North Africa and the rest of MEA). This report evaluates the present scenario and the growth prospects of the programmatic display market across various regions globally for the period 2017 –2027. We have considered 2016 as the base year and provided data for the remaining 12 months.

To offer an accurate forecast, we started by sizing the current market, which forms the basis of how the programmatic display market will grow in the future. Given the characteristics of the programmatic display market, we have triangulated the outcome of different types of analysis based on the technology trends.

As previously highlighted, the global programmatic display market is categorized into a number of segments. All segments in terms of ad format, sales channel and different regions are analysed in terms of basis points to understand an individual segment’s relative contribution to the growth of the programmatic display market. This detailed information is important for the identification of various key trends of the global programmatic display market.

In addition, another key feature of this report on the programmatic display market is the analysis of all key segments in terms of absolute dollar opportunity. This is traditionally overlooked while forecasting the market. However, absolute dollar opportunity is critical for assessing the level of opportunity that a provider can look to achieve, as well as to identify potential resources from a sales and delivery perspective in the global programmatic display market.

In the final section of the report, we include a competitive landscape to provide clients a dashboard view based on the categories of providers in the value chain, their presence in the programmatic display portfolio and key differentiators. This section is primarily designed to provide clients an objective and detailed comparative assessment of key providers specific to a market segment in the programmatic display supply chain and the potential players for the same. Report audiences can gain segment-specific vendor insights to identify and evaluate the key competitors based on an in-depth assessment of their capabilities and success in the programmatic display marketplace. Detailed profiles of providers are also included in the scope of the report to evaluate their long-term and short-term strategies, key offerings and recent developments in the programmatic display market. Key competitors covered in the global programmatic display market report include AppNexus Inc., AOL Inc., Yahoo! Inc., DataXu Inc., Adroll.com, Google Inc. (Doubleclick), Adobe Systems Incorporated, Rubicon Project Inc., Rocket Fuel Inc. and MediaMath Inc.

Key Segments Covered:

  • Ad Format

    • Online Display

    • Online Video

    • Mobile Display

    • Mobile Video

  • Sales Channel

    • Real Time Bidding (RTB)

    • Private Marketplaces (PMP)

    • Automated Guaranteed (AG)

Key Regions Covered:

  • North America Programmatic Display market

    • U.S.

    • Canada

  • Latin America Programmatic Display market

    • Brazil

    • Mexico

    • Rest of Latin America

  • Western Europe Programmatic Display market

    • Germany

    • France

    • U.K.

    • Spain

    • Italy

    • Benelux

    • Nordic

    • Rest of Western Europe

  • Eastern Europe Programmatic Display market

    • Russia

    • Poland

    • Rest of Eastern Europe

  • APEJ Programmatic Display market

    • China

    • India

    • Australia & New Zealand

    • ASEAN

    • Rest of APAC

  • Japan Programmatic Display market

  • MEA Programmatic Display Market

    • GCC Countries

    • Turkey

    • South Africa

    • North Africa

    • Rest of MEA

Key Players in the Programmatic Display Market

  • AppNexus Inc.

  • AOL Inc.

  • Yahoo! Inc.

  • DataXu Inc.

  • Adroll.com

  • Google Inc. (Doubleclick)

  • Adobe Systems Incorporated

  • Rubicon Project Inc.

  • Rocket Fuel Inc.

  • MediaMath Inc.

Programmatic Display Market Reports - Table of Contents

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