Ref. Ares(2018)6600682 - 20/12/2018
o UK:
70% of all display advertising is programmatic advertising,
75% in the
mobile sector.5
o Germany:
32% of display advertising is programmatic. With 45% year over
year growth.6
• In 2016 more than
90% of surveyed advertisers, media agencies and publishers
reported to be deploying programmatic advertising.7
78% of those surveyed stated
that
efficiency is their reason for investing in behavioral targeting.
o This means that advertisers would not revert to less effective non-targeted
ad products should regulation negatively impact targeting efficiencies.
Instead, spending would concentrate with the few players who can offer
the best targeting in the tougher regulatory environment.
NO WILLINGNESS TO PAY FOR CONTENT
• Reuters Institute Digital News Report 2016 surveyed of over 50,000 online news
consumers in 26 countries and found that most consumers are still reluctant to
pay for general news online.
• In fact, only
9% respondents average have paid anything at all for online news in
the last year.8
• Another 2016 study investigating reasons for ad blocking, respondents were also
asked how they thought websites should cover their costs. Again
only 9% of
respondents claimed they would be willing to pay for content. The
clear majority
(68%) stated that they prefer advertising to cover cost.9
o A UK study showed that
61% of ad block users preferred to access content
for free and have ads present than pay to access content. Only
4% stated
they would be happy to pay to access content online without
advertisements.10
o A Dutch study showed that
69% ad block users understood that advertising
funds free content. However, only
2% stated that they would be willing to
pay for content.11
5 https://www.emarketer.com/Article/Programmatic-Will-Account-Three-Quarters-of-UK-Digital-Display-Market-Next-
Year/1014475?ecid=MX1086
6 https://www.emarketer.com/Article/Germanys-Programmatic-Ad-Spending-Leap-45-2016/1014074
7 http://www.iabeurope.eu/wp-content/uploads/2016/07/IAB-Europe-Attitudes-towards-Programmatic-Advertising-
report_June-2016-v3.pdf
8 http://reutersinstitute.politics.ox.ac.uk/sites/default/files/Digital-News-Report-2016.pdf
9 https://research.hubspot.com/reports/why-people-block-ads-and-what-it-means-for-marketers-and-advertisers
10 https://www.iabuk.net/about/press/archive/new-iab-uk-research-reveals-latest-ad-blocking-levels
11 http://iab.nl/kennisbank/onderzoek-toont-grootste-irritaties-bij-internetadvertenties/