Online ads generate €30bn revenue in Europe

BELGIUM — Online advertising accounts for 1.4 million jobs and more than €100 billion of gross value added (GVA) according to a study from IHS on behalf of IAB Europe.

IAB Europe said the study ‘Paving the way: online advertising in the European economy’ is the first serious attempt to detail online advertising’s contribution to the overall EU economy measured in jobs.

Online advertising generated €30.7bn of revenue for European publishers in 2014, nearly a third of total advertising revenue. Looking purely at digital publishing (as opposed to traditional and digital combined), advertising provides 75% of all online revenues.

In terms of mobile content, in 2015, advertising replaced paid-for app revenues as the top revenue source.

Digital is now the second largest advertising sector in Europe, behind only television. By the end of 2015, it is predicted to overtake TV in the most advanced EU markets.