NEWS9 December 2015

European online advertising spend sees 9.7% growth

Europe News

BELGIUM — Online advertising grew to a value of €16bn in the first half of 2015, a growth of 9.7% from the €14.6bn spent during the same period last year, according to figures from IAB Europe.

Based on these figures, from the AdEx Benchmark report, conducted by IAB Europe and IHS Technology, it’s predicted that online advertising spend will reach almost €34bn for the full year.

The report reveals that the Central and Eastern European region helped to drive the growth with an increase of 12.9%, while more mature markets in Western Europe also experienced growth of 9.3%.

Display advertising now accounts for €5.6bn of all online advertising spend with a growth of 13%. In Western Europe it saw growth of 12.6% growth – the highest of all formats. This, according to IAB Europe, suggests an improvement in targeting, formats and data strategies for brand advertising.

With regard to devices, 61% of European consumers now use a smartphone, and mobile display advertising spend increased by 57.5%, passing €1bn in the first half of this year and accounting for 24% of all display advertising. Video has also passed the €1bn spending mark.