Research by IHS has predicted that programmatic video ads will grow rapidly in popularity in Europe over the next 5 years.
Programmatic ads are those that are automatically bought and placed by software rather than by humans.
Programmatic ads are expected to account for 17% of all video ads in Europe this year, with this figure rising to 51% by 2020.
During that time, the amount that programmatic video ads are expected to bring in is expected to rise from 375 million Euros to 1.9 billion Euros – an annual growth rate of around 40%.
Out of the countries studied, the Netherlands currently has the largest proportion of programmatic video ads, at 34%. The UK and France came second and third respectively, at 23% and 19%.
In terms of actual revenues, however, the UK comes top, with a programmatic video ad market worth 135 million Euros.Â
