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Press release
November 2014
HIMEDIA REVEALS THE RESULTS FROM ITS
STUDY ON PROGRAMMATIC BUYING,
PRODUCED IN PARTNERSHIP WITH
APPNEXUS, WARC, AND IAB EUROPE
Paris, November 18th 2014, 17:40 PM – HiMedia, leading European digital advertising
network, and AppNexus, the industry’s largest independent ad tech company, are glad to
present the results of their study conducted in collaboration with WARC and IAB Europe:
“Why and how ‘programmatic’ buying is emerging
as key to real-time marketing success”
Between April and May 2014, we collected 660 full responses from Marketers, Media Buyers,
Publishers and Advertising Agencies to discover what the industry is really thinking about the
key issues surrounding programmatic buying.
“Much was already written about what is programmatic buying and about its growth but until
today, surprisingly, very few studies have explored the reasons for its success and the
transformations that the industry is currently facing” states Graham Wylie, Senior Director,
EMEA & APAC Marketing, AppNexus. “This study explores for the first time programmatic
buying within its larger environment that is real-time marketing and the convergence
between owned, earned, and paid-media”.
A winning bet
As early as 2011, HiMedia signed a partnership with AppNexus and fully committed to
programmatic buying by making available 100% of its inventory on its market place
Adexchange.com. This decision, received not without scepticism by some industry actors at
the time, proves today to be fruitful since nearly nine in ten professionals in France and
Benelux believe that programmatic buying is the future of digital advertising.
There is besides a marked head start in these countries since 55% of actors already use
programmatic buying, against only 47% in Europe.
For Cyril Zimmermann, Chairman & Chief Executive Officer, HiMedia Group, “Programmatic
is no longer restricted to the American market. There is now a strong case to show that
advertisers since having learned to use the interactivity of display ads 15 years ago, have
massively adopted in the past ten years Search Marketing, Retargeting, Social Marketing,
and recently, Real Time Bidding (RTB). The promptness with which brands have re-allocated
Press release
a significant part of their budget towards RTB demonstrates that the acronyms and the
neologisms of this industry have not rebuffed anyone, since the efficiency gains for agencies
are real. The acceleration of innovation is not delusional. It is not the fruit of hypnotic
discourses from marketing divisions. It is, quite simply, an industrial fact!”
And as such, as David Baranes, Country Manager France and Southern Europe, AppNexus,
declares “As consumers migrate to an always-connected, mobile, multiscreen and real-time
world, advertisers must follow or risk losing relevance. Traditional models do not scale and
so programmatic has emerged as the major driver of real-time digital engagement, with
analysts predicting that it will account for as much 60% of all digital advertising by 2017.”
About AppNexus
AppNexus is a technology company that provides trading solutions and powers marketplaces for
Internet advertising. Its open, unified, and powerful programmatic platform empowers customers to
more effectively buy and sell media, allowing them to innovate, differentiate, and transform their
businesses. As the world’s largest independent ad tech company, AppNexus is led by the pioneers
of the web’s original ad exchanges. Headquartered in New York City with ten global offices,
AppNexus employs hundreds of the brightest minds in advertising and technology who believe that
advertising powers the Internet. For more information, follow us at @APPNEXUS or visit us at
www.appnexus.com.
About HiMedia
Pioneer in its field, HiMedia is the leading European advertising network. The company offers its
clients a wide range of advertising solutions to leverage and optimize their digital strategy. It relies on
dedicated teams in four areas of expertise:




Real time marketplace, Adexchange.com,
Mobile advertising, Mobvious,
Online video advertising, Fullscreen,
Creative solutions and brand content, Magic.
HiMedia is a company of HiMedia Group. The Group acts as a global partner supporting its clients in
their online strategy optimization operating in two business areas, digital advertising - HiMedia - and
online payment - HiPay. Established in 8 European countries, the Group employs approximately 420
people and generated sales of €185 million in 2013. Independent since its creation in 1996, the
company is listed on the Euronext Paris Compartment C and is included in the CAC Small, CAC-All
Tradable and CAC-PME indices.
Code ISIN: FR 0000075988 / Mnémo: HIM.
More information on www.himediagroup.com/himedia
Facebook: www.facebook.com/HiMediaGroup
Follow us on Twitter: @himedia
LinkedIn: www.linkedin.com/company/himediagroup
Next financial communication: 2014 fourth quarter sales, January 29, 2015, after market closing.
Press release
Press contacts:
HiMedia
Vanessa TOUBOUL
01 73 03 89 12 / [email protected]
AppNexus
Havas Worldwide Paris for Appnexus
Marion GAUCI
01 58 47 80 18 / [email protected]
This press release does not constitute an offer to sell, or a solicitation of an offer to buy Hi-Media shares. If you wish to obtain
more complete information about HiMedia Group, please refer to our Internet site www.himediagroup.com under the Investors
heading.
This press release may contain some forward-looking statements. Although HiMedia Group considers that these statements are
based on reasonable hypotheses on the publication date of this release, they are by their very nature subject to risks and
uncertainties that could cause the actual results to differ from those indicated or projected in these statements.
HiMedia Group operates in a continually changing environment and new risks could potentially emerge. HiMedia Group
assumes no obligation to update these forward-looking statements, whether to reflect new information, future events or other
circumstances.