NEWS23 November 2016

European online advertising grows by 13.4%

Europe Mobile News Trends

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.

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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.