THE FUTURE OF CTV ADVERTISING IN EUROPE
JANUARY, 2021
KEY FINDINGS
This comprehensive study, commissioned by PubMatic, is based on 60 in-depth interviews with buy and sell-side leaders across six European markets.
BROADCASTERS NEED TO ADOPT A 'CTV-FIRST' MENTALITY
Many broadcasters still regard CTV as a digital 'bolt-on' to traditional linear broadcasting, rather than the future of TV advertising. This psychological hurdle is in some cases preventing the necessary investment in CTV apps and capabilities.
TV'S MOAT IS BEING ERODED BY THE BUY-SIDE
Brands and agencies expectations around media targeting and measurement are leading them to funnel ad spend elsewhere. Deal structures and rebates have kept TV spend high in recent years, but this protection could soon come to an end.
A TWO SPEED EUROPE IS EMERGING
Large global players with unified content, technology and data infrastructure are moving faster than smaller, local rivals. While smaller players are making progress, significant internal, external and technological hurdles remain when it comes to restructuring towards becoming 'CTV-first' markets.
PROGRAMMATIC DEVELOPMENT IS STAGGERED
In the markets studied, the UK market is currently the only market we would classify as 'advanced'. Programmatic maturity in Germany and France is rated as 'intermediate', while development in Spain, Italy and Sweden is still 'nascent'.
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