Sylvain Deffay is Country Manager, France at Infectious Media.
The growing involvement of publishers and technology partners has fuelled French programmatic buying progress. StickyAds Video Exchange’s recent integration with TubeMogul’s buying platform has allowed access to French premium video inventory. This is a very positive development for the French RTB market and it is becoming increasingly apparent France will play a key role in the development of programmatic buying across Europe in all digital advertising formats.
As a channel, online video will appeal most strongly to brand marketers and is the fastest growing segment in the French digital market (60% growth in H2 2012). As the Video Exchange only launched recently, I’m eagerly anticipating the next set of growth figures to see the impact that programmatic buying has on this growth. Personally, I am expecting to see stronger numbers than in other markets.
Indeed, such a private environment is the answer video publishers are looking for, with a recent study by AdMonsters and Adap.TV reporting 73% of EU publishers not offering video inventory on RTB due to their fear of pressure on CPMs in open exchanges. However, 30% of publishers surveyed said they will be running a private video ad marketplace within the next 12 months. The continued growth of video, predicted to be 55% of all consumer internet traffic by 2016, will ensure it remains top of the publisher agenda.ExchangeWire