The Status Of Programmatic Trading in CEEPreliminary results from the 2015 survey

Survey Details

› Online structured survey initiated in May 2015

› Covering Central & South Eastern Europe and Middle East

› Respondents from Demand & Supply side of the ecosystem

› Maintained similar format to the 2014 survey in order to compare results & added new questions to capture latest trends

› Final results will be published in July 2015

How well do you think you understand programmatic advertising?

2014 2015

How well do you think you understand programmatic advertising?

2014 2015

Do you use Programmatic to buy inventory?

2014 2015

Do you use programmatic to sell inventory?

2014 2015

You use programmatic for…

38% 10% 52% 22% 30% 48%

2014 2015

How do you currently expose your inventory through programmatic?

2014 2015

50% 12.5% 37.5% 26% 26% 48%

What are the key issues you currently face with programmatic?

2014 2015

What are the key issues you currently face with programmatic?

2014 2015

Where do you plan to focus your programmatic buying efforts in 2015?

Which programmatic monetization models do you plan to use in 2015?

Facts

›Substantial increase in programmatic usage

›Brand & Performance campaigns

›Still crave for premium inventory

›Cite performance concerns

›Tremendous increase in programmatic usage

›Move towards more transparent trading models

›Complain about lack of demand

Conclusions

› The market is maturing

› This doesn’t mean that there are no issues. The automated part of programmatic is being put into place – now it’s time for the human element to shine!

› The new frontiers are here› Premium Programmatic, Video, Mobile for buyers› Private Marketplaces, Programmatic Direct for sellers

› 2015 is already exciting – 2016 will be the first Programmatic established year!

Visit www.tailwindemea.net for the full reportto be released July 2015

Elias GagasManaging Directoreliasg@tailwindemea.net