European online advertising reaches €36.2bn

In the AdEx Benchmark research, IAB Europe in conjunction with IHS Technology identified a €30bn net gain to the online ad market in the past 10 years. All markets participating in the study recorded positive growth; 20 markets grew double-digit for the second year running  – three markets were up more than 30%, a further nine showed 20%+ growth and eight 10%+ growth.

The IAB Europe AdEx Benchmark study splits the online ad market into three broad segments: Display, Search and Classifieds & Directories. 

Display outperformed other categories with a growth rate of 17.4%; in 2015, the total value of the Display ad market was €13.9bn.

Search showed growth of 12.6% – and a market value of €16.9 billion. It continues to be the largest online advertising format in terms of revenue, and has increased its growth in 2015 after a slight decrease in 2014.

Townsend Feehan, CEO of IAB Europe, said: “These results confirm the lead position for digital advertising in the European media landscape echoing today’s digital first consumer environment. Given the ever-increasing contribution of digital advertising to the economy and its role in the delivery of digital content and services we must continue to foster European innovation and empower our businesses to compete across the globe.”

Mobile and video remain drivers of the European online ad market and this is most evident in more advanced mobile economies (like the UK and Ireland) where nearly 50% of online advertising is now generated on mobile.