Nordic RTB market growth, visualised
We reported last year in Real Time Trading Trends in Europe that the Nordic RTB market was growing apace in the first half of 2012, and we’ve seen no let up since then.
In 2012, saw more than 2,000 advertisers bidding in the Nordic region with some of the larger local advertisers including Telnor, Com Hem, Finnair and Viaplay. Other Pan-European brands spending in the region include Netflix, Zalando, Groupon and Ford.
Agency trading desks are maturing, with Xaxis and Accuen leading that growth. While retargeting specialists such as AdAction, Sociomantic and Criteo are also large players in the market.
The latest stats taken from our trading platform REVV show 559% year-on-year growth in the region as a whole:
2012 revenue by country breaks down as follows:
Sweden remains the largest Nordic market by spend and saw a 556% year-on-year growth in RTB revenue:
The next largest Nordic market, Denmark has meanwhile seen 665% year-on-year revenue growth:
After a slow start to 2012, Finland also experienced explosive growth, with 675% growth year-on-year:
Finally, Norway saw a 332% year-on-year increase in RTB revenues with a very strong fourth quarter:
Predictions for the Nordics in 2013
- More premium publishers starting to set up private marketplace deals to drive higher CPMs through RTB – taking advantage of the REVV Connect platform.
- The most advanced in the Nordic markets start to include first party data in their private marketplace deals – driving even higher CPMs: close to, if not higher than CPMs for direct-sold inventory.
- Scandinavian publishers increasingly recruit or develop yield management and analyst staff within sales teams or ad operations – internal resources focussing specifically on developing RTB strategies and revenue.
Tags: Buyer, Growth, Nordics, Seller