Q2 touts new highs in programmatic impression volume; viewability increases and non-human traffic continue to decline
London – The Accordant Media “Programmatic Media Market Pulse: Q2 2016” report released today shows that programmatic media volume maintained strong growth rates both globally and across Europe. The report’s Spotlight section also reveals that programmatic media online media attribution has gained traction, revealing a 55% lift in offline sales.
Highlights of the report include:
- Q2 2016 RTB media auction volume increased 151% year-over-year. UK exchange-traded inventory rose 51% year-over-year and 20% quarter-over-quarter
- Viewability rates improved 31% year-over-year, and non-human traffic (NHT) decreased by 59%
- The UK accounted for 17% of the EMEA programmatic ecosystem in Q2 2016, followed by Germany (10%), Turkey (9%), France (8%) and Italy (8%). The UK was the second-fastest growing country in the region
- The 320×50 mobile leaderboard ad unit accounted for 13% of all ads transacted programmatically last quarter, including desktop-sized units
- In this quarter’s Spotlight, Accordant Media’s research reveals the relationship between digital ads and offline sales, revealing 55% lift in sales over the control group and 35% incremental offline sales among consumers who are exposed to online ads.
“Q2 has maintained the impressive programmatic momentum from the previous quarter,” said Arthur Muldoon, Accordant Media CEO & co-founder. “It is also very encouraging to see that we continue to make noteworthy progress in the battle against non-human traffic and viewability threats.”
“Better online media attribution for offline sales has been one of the key objectives in our industry,” said Matthew Greitzer, Accordant Media COO & co-founder. “Our Spotlight feature highlights the major benefit that digital media has in generating increased sales.”
For a copy of the full report, please contact: http://pages.accordantmedia.co
About Accordant Media
Accordant Media (www.accordantmedia.com) makes advertising investments more successful for marketers by unlocking the value of audience data. Through a unique combination of sophisticated data management and activation technologies, expert service and industry-leading transparency, we give marketers more insights and accountability to drive (cost) effective results at scale.
Our comprehensive Accordant ATS™ solution has helped us attract leading marketing teams as our clients. Accordant, founded in 2010, was established by digital industry leaders from Avenue A | Razorfish, Aegis Media, Akamai and DoubleClick.
Accordant Media has offices in New York City, San Francisco, Chicago and London.
