Tailwind, part of Thinkdigital Group, published «The Status of Programmatic Trading in CEEMEA» whitepaper, whose goal is to demonstrate the current challenges and growth opportunities of programmatic trading in the region for the wider benefit of all constituents. Full Download here » http://bit.ly/ProgrammaticTradingCEEMEA2015

1. The Status of
Programmatic Trading
in CEEMEA
2015

2. Are we going to still use (or even remember) the term Programmatic Advertising in 10 years from now?
With a 35% adoption growth between 2014 and 2015 in CEEMEA, one would rightly assume that Programmatic
Advertising is soon going to be the victim of its universal adoption. Once all advertising is turning programmatic
what’s the reason to use the term?
This is reflected in what is the highlight of this year’s “Status of Programmatic Trading” survey. 89% of respondents
believe that Programmatic Advertising is “becoming a dominant or an important part of Advertising”.
What are some of the other key findings?
WeseemtohaveimprovedourProgrammaticunderstandingorProgrammaticconfidencelevels.Acrosstheregion,
the respondents who were brave enough to raise their hand as having excellent or fair understanding grew by 4%
compared to 2014.
Better Targeting of Audiences is for one third of respondents the top benefit out of a long list of identified benefits
with the buy side further inclined to name this as their top one versus all the rest (i.e. 41%).
Skills shortage at 39% and deeper understanding at 33% are still considered the top obstacles for its wider and
faster adoption. There are still challenges and glitches when moving from theory to the actual implementation and
the answers we got have been reflecting the pain points of an industry in rapid migration.
A bit less than 50% of sellers mentioned limited demand being their top issue, slightly lower than last year, while
buyers for a second year in a row refer to the lack of premium inventory as their main concern, with that figure
however dropping from 43.7% in 2014 to 38% in 2015, a sign that a lot has happened since then. Complexity of
implementation still an issue, coming second in importance for both sellers at 24% and buyers at 25.5%.
Additional reasons to be optimistic
The growth in programmatic ad-spend in 2015. The majority (62.5%) of buyers in MENA expected to spent 10% or
moreoftheirdigitaladvertisingbudgetsonprogrammaticin2015.ThingshavestartedtomovefasterinCEEaswell
with a promising 5% of buyers expected to spend more than 20% of their budgets programmatically versus 0% last
year.
Our takeaway?
Programmatic has already reached the early majority stage in MENA and looks to be reaching that same level in
2016 in CEE. Stakeholders are eager to learn and go deeper to fully utilize the benefits of Programmatic Advertising
in a context of cooperation and trust that safeguards the need of advertisers and publishers for quality. A lot needs
still to be happening but the opportunity and traction are clearly there. Are we ready to make the move to the next
stage?
Odysseas Ntotsikas
CEO & Founder TDG
EXECUTIVE SUMMARY: 2015 THE YEAR WE
WENT PAST THE EARLY ADOPTERS STAGE?
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3. In partnership with the top international and local brands in the region
Auto Financial Retail Telco/Technology TravelFMCG & Pharma
Programmatic
Ad-Impressions per Month
Viewability Rate Sharply Targeted
Audience Segments
Broad types of
Impactful Ad-Formats:
OutStream Video
In-Banner Video
High Impact | Rising Star
Enhancing their offering via Quality | Data | Creativity
+1,5bn 18 4+70%
Working with the most premium publishers in CEEMEA
78
HU
68
GR
300
TOTAL
60
MENA
94
RO
A catalyst for programmatic growth in Emerging Markets!
Project Agora's Audience Segments
Indicative Publisher Partners
Indicative Advertiser Partners
Major Buyers
+300
Top Brands
+1200
Annual Revenue Growth
400%
MOBILE
XII. “PROJECT AGORA” - The very first year!
(December 2014 – November 2015)
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4. CONTACT US NOW
www.tailwindemea.net
Athens Office:
225-227 Kifissias Ave, 14561 Kifissia Athens, Greece
greece@tailwindemea.net
Bucharest Office:
Str. Sevastopol, 17C, Sector 1, Bucuresti, Romania
bucharest@tailwindemea.net
Budapest Office:
Nyugati square 1. Budapest 1066, Hungary
budapest@tailwindemea.net
Dubai Office:
1001-41, 10th Floor, Swiss Tower, Plot Y3, Jumeirah Lakes Towers, Dubai,
mea@tailwindemea.net
Patras Office:
37 New National Road Patron-Athinon, Patras, Greece, 26442
patras@tailwindemea.net
Sofia Office:
25 P. Parchevich Str, Sofia, 1000, Bulgaria
sofia@tailwindemea.net 16