Digital advertising grows across Europe

In its AdEx Benchmark Report for 2020, IAB Europe said the continent’s 28 markets had a combined market value of €69bn, with only Belgium, Spain and Belarus seeing falls in growth for the year.

The findings are based on reported data from local IABs, estimates based on local insight and econometric modelling based on public company filings and financial databases.

The report found the largest levels of growth were seen in Turkey, where the digital advertising market rose 34.8% compared with 2019.

Germany was the fastest growing western European digital advertising market at 10.4%, with increases also seen in Italy, France and the UK.

Digital advertising spend per capita was €87 on average across Europe, with the UK (€338 ) and Sweden (€260 ) topping the list.

The report found that digital advertising accounted for more than 50% of all media advertising spend in 13 of the 28 markets featured.

Video advertising was 39.4% of all display spend across Europe and exceeded 50% in four markets. Two-thirds of all video advertising spending occurred in the UK, Italy, Germany, France and Russia.

Townsend Feehan, chief executive of IAB Europe, said: “Despite an inconceivably challenging year, it is really encouraging to see such positive growth in 2020. This is a testament to the people, products and services that help steer and grow the digital advertising industry, even in the most exceptional circumstances.

“We look forward to seeing how the industry will continue to evolve and develop in 2021.”