European online advertising grows by 13.4%

EUROPE — Online advertising grew by 13.4% to reach €18.6bn for the first half of 2016, according to the latest IAB (Interactive Advertising Bureau) Europe AdEx Benchmark study.

Mobile 592 crop

Double-digit growth is expected to continue for the full year of 2016. 

The study reveals that mobile was central to the growth of online advertising across all formats: mobile display grew by 61.3%, while mobile search grew by 57.3%. In the CEE (Central and Eastern Europe) region, mobile display grew by over 100%; in fact CEE helped to drive overall growth: it saw an increase of 16.2% overall while the more mature markets in Western Europe saw growth of 13.1%. 

Display advertising growth continued to outperform paid-for-search with growth of 18.2% compared with 13.3% respectively, though display represents 37% of total online advertising while search accounts for 47%. 

“The H1 2016 AdEx Benchmark study reveals that marketers are realising the potential of mobile as an important channel for brand advertising and demonstrates improvements in technology and formats,” said Townsend Feehan, CEO of IAB Europe. 

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts