Enders Analysis report – Commissioned by Google: Programmatic TV’s European Evolution

Europe plays a significant role for the future of TV advertising, containing seven out of the top twenty advertising markets in the world. Differences between market structures and media consumption trends point to diverse paths of development towards programmatic TV in the region. This report by London-based research firm Enders Analysis examines the growth opportunities from automation and ad technology for European TV advertising over the next decade. The analysis covers France, Germany, Italy, the Netherlands, Sweden, Turkey and the UK.

Currently, TV advertising revenues are still predominantly generated by spot commercials on broadcast linear channels. Compared with the US, national airtime sales throughout Europe are highly consolidated into just two or three main groups by country. Although the trading mechanisms vary, there is broad reliance on Gross Rating Points (GRPs) as the currency, based on peoplemeter panel measurement.

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