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UK ‘most advanced’ at adopting programmatic advertising – says Google’s MD UK and Ireland Operations Eileen Naughton

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By Natalie Mortimer, N/A

October 15, 2014 | 3 min read

The UK is the “most advanced” market when it comes to the speed of adopting programmatic advertising practices, the managing director of Google’s UK and Ireland Operations Eileen Naughton has said.

Google's Eileen Naughton

Speaking at the IAB Engage conference in London today, Naughton also praised the use of digital advertising in the UK, which currently accounts for 35 per cent of advertising in the region, and called it the most advanced “in the world”.

“The adoption rate of technology platforms to inform media-buying decisions to really do automated buying in ways that are more targeted, and more efficient in the end for brand marketers – that practice area is the most advanced here,” she remarked.

“Then when look you at the percentage of what advertising represents in the GDP [gross domestic product] alone, the UK has the highest single percentage, so it’s a very important market. It’s already 35 per cent digital and then you have this mass adoption of sophistication, the practice area and expertise…the UK is the most advance in the world.”

Naughton also spoke about how the rapid adoption of emerging technologies, such as connected devices and robotic assistants, is affecting consumer behaviour and disrupting business models, and urged those in the audience to future proof their companies to survive the changes.

“We can’t predict what is going to happen in the next five years, or even the next five months,” she admitted. “But what we do know is that technology will continue to advance exponentially and mobile devices will be at the heart of it.

“So embrace tech innovation, get used to this age of disruption, co-opt tech and disruption to future proof your business, and follow the consumer, because the future is now; he and she is living that reality now.”

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