During a 2021 survey carried out in Europe, connected TV was identified as the most likely area of growth, named by 79 percent of ad tech respondents and over 50 percent of respondents among advertisers, agencies, as well as publishers. Voice was the least often mentioned format, named only by seven perfect of ad tech and three percent of agency respondents.
Programmatic advertising formats identified as growth areas in Europe as of August 2021, by stakeholder type
The source adds the following information: "The responses came from advertisers, agencies, publishers and ad tech vendors in 31 markets and respondents with both pan-European and global remits."
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IAB Europe. (October 6, 2021). Programmatic advertising formats identified as growth areas in Europe as of August 2021, by stakeholder type [Graph]. In Statista. Retrieved January 21, 2022, from https://www.statista.com/statistics/679603/programmatic-advertising-formats-growth-europe/
IAB Europe. "Programmatic advertising formats identified as growth areas in Europe as of August 2021, by stakeholder type." Chart. October 6, 2021. Statista. Accessed January 21, 2022. https://www.statista.com/statistics/679603/programmatic-advertising-formats-growth-europe/
IAB Europe. (2021). Programmatic advertising formats identified as growth areas in Europe as of August 2021, by stakeholder type. Statista. Statista Inc.. Accessed: January 21, 2022. https://www.statista.com/statistics/679603/programmatic-advertising-formats-growth-europe/
IAB Europe. "Programmatic Advertising Formats Identified as Growth Areas in Europe as of August 2021, by Stakeholder Type." Statista, Statista Inc., 6 Oct 2021, https://www.statista.com/statistics/679603/programmatic-advertising-formats-growth-europe/
IAB Europe, Programmatic advertising formats identified as growth areas in Europe as of August 2021, by stakeholder type Statista, https://www.statista.com/statistics/679603/programmatic-advertising-formats-growth-europe/ (last visited January 21, 2022)
