NEWS24 May 2017

European online advertising continues double-digit growth

Europe News Trends

EUROPE – Online advertising grew 12.2% in 2016 to €41.8bn, establishing itself as the dominant advertising medium in Europe, according to IAB (Interactive Advertising Bureau) Europe. 

Europe growth crop

According to the AdEx Benchmark study, online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, with a total of 20 markets showing double-digit growth for the the third year running, and three markets seeing 30% growth or more. 

The UK has the highest online advertising spend, at €14.2bn, followed by Germany (€5.9bn), France (€4.2bn), and Russia (€2.6bn). The top three markets in terms of individual growth are Romania ( 36.9%), Slovenia ( 32.2%), and Ireland ( 31.4%). 

Mobile continues to drive the growth, with both mobile display and mobile search seeing 50%+ growth in 2016. 

Video is also still seeing strong growth, with a share of 18.2% of the total display market. 

“A thriving digital ecosystem for Europe depends on advertising and the eleventh AdEx Benchmark study demonstrates its continued importance to the economy," said Townsend Feehan, CEO of IAB Europe.

"As an industry, we must continue to highlight this contribution, promote European innovation and empower our businesses to provide users with the experiences they demand.”