Member Research: The Future of CTV Advertising in Europe

Posted on: Monday 01 February 2021

PubMatic and VideoWeek Research gauge the industry’s outlook for programmatic CTV advertising across the EMEA region

Share this

The European Connected TV (CTV) advertising market is gaining traction, but there has been a shortage of quality research on how various stakeholders perceive the opportunities and the challenges ahead.

PubMatic commissioned a new research from VideoWeek Research to gauge the industry’s outlook for programmatic CTV advertising across the EMEA region, with a view to informing the market about the key market drivers and inhibitors. ​

Here’s a sample of the findings from the study:

  • Broadcasters are hesitant to adopt a ‘CTV first’ mentality, with some still framing 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

  • A two-speed Europe is emerging, as large global players with unified content, technology and data infrastructure are moving much faster than smaller, local rivals. While smaller players are making progress, there are still significant hurdles in restructuring markets and incentives for a CTV-first world

  • Both buyers and sellers say data is key. Buy-side players across Europe are aligned in wanting to be able to bring their own data into targeted CTV buys. But sellers in some markets have been slow to roll out CTV data capabilities, with some citing concerns about loss of control over their inventory, and the need to protect the viewer experience

  • Programmatic development is staggered throughout Europe, with the UK market leading the way as the only ‘advanced’ market. Programmatic maturity in Germany and France is rated as ‘intermediate’, while development in Spain, Italy and Sweden is still ‘nascent’

For more insight into this growing market, download the research by VideoWeek and PubMatic here.

Share this

Related content


Member Research: Understanding the Festive Season 2020

Quantcast surveys 1000 UK consumers to uncover how they feel about Christmas this year, how their spending will differ and which messaging resonates most...

Learn more

Member Research: Measuring Contextual vs. Non-Contextual Video

video intelligence and Lumen work with a leading coffee brand to show that context really is king

Learn more
Pinterest research

Member Research: It Pays to be Positive

Pinterest’s latest research on why ads that show up in a more positive environment online drive impact at every stage of the purchase funnel

Learn more
Media Reactions Kantar

Member Research: Media Reactions

The first global equity evaluation study of media channels and brands among consumers and marketers brought to you by Kantar: an evaluation of the...

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.