Adform, a Danish digital advertising insights firm, reports that programmatic trading is surging ahead in Europe with an increase of 76% YoY to April 2015, driven primarily by a 333% rise in spending on branding ad formats. The report also notes the growing importance of mobile and social media for marketers.
Adform, a Danish digital advertising insights firm, reports that programmatic trading is surging ahead in Europe with an increase of 76% YoY to April 2015, driven primarily by a 333% rise in spending on branding ad formats. However, ad viewability across Europe fell by 33%, most notably in the UK, whilst the average engagement time spent with ads declined to 12.66 seconds from 13.93 seconds.