EMEA leads programmatic on Connected TV advertising

Google Ad Manager researched the performance of 44 of its top TV-programmer partners across APAC, EMEA, LATAM, and North America, from Q4 2018 through Q1 2019, and found out that the share of programmatic is higher in EMEA.

Justin Bradbury, Brand and Programs Manager at Google Ad Manager, wrote that programmatic should no longer be thought of as a means to fill remnant TV inventory, but as a tool to ensure programmers are capturing the highest yield and revenue across all of their demand sources.

For Connected TV, Google Ad Manager has available Smarter Ad Breaks, where publishers can personalize ad breaks with ad rules, streamline the ad breaks by optimizing the pods, and by using the Ad Buffet, all opportunities are filled with an ad.

Here some numbers from the research on Connected TV

82% of APAC’s advanced TV inventory sold programmatically is transacted via Programmatic Guaranteed deals, by far the largest percentage globally.

37% of EMEA’s advanced TV inventory sold programmatically is transacted via Preferred Deals, the highest percentage of the deal type globally.

69% of LATAM’s advanced TV inventory sold programmatically is transacted in the Open Auction and 15 percent is sold via First Look, both being the highest percentages globally.

56% of North America’s advanced TV inventory sold programmatically is transacted in the Open Auction, which is primarily driven by a large volume of shorter TV and news clips. 23 percent is transacted via Programmatic Guaranteed.

Globally, more than 55 percent of advanced TV partner inventory on Ad Manager has a viewability rating over 70 percent.

More than 60% of the OTT inventory includes Identifier for Advertising (IFA) in Google Ad Manager, which provides demographic data.

Google says with the use of programmatic, bypassing key signals to buyers, will drive CPMs and revenues up.

Transactions by programmatic deal type