Digital Marketing Researches & Reports

Attitudes to Digital Video Advertising, 2018 | IAB Europe

Digital Advertising | Europe

In Europe, digital advertising is estimated at a €41.9 billion which continues to be driven by video and mobile. Indeed, digital video increased by 21.4% in 2016 to a market value of €3bn and now almost half of the digital video is generated programmatically (46.5%). Find more insights into the status of adoption and buy-side and sell-side perspectives on the development of digital video and trading methods in Europe.

Investment Levels in Digital Video Advertising

  • 67% of advertisers in Europe and 44% of media agencies claimed that they invest from 20% to 80% in digital video ads.
  • Digital video advertising investment has increased across all devices (Mobile, desktop, tablet and connected TV).
  • In-stream (e.g. pre-roll) video ad is the most used video ad type among agencies (91%) advertisers (88%) and publishers (85%) in Europe.

Objectives & Measurement of Digital Video Advertising

  • 32% of advertisers, 28% of agencies and 25% of publishers use the individuals’ interaction with content or ads (like, sharing, commenting or creating social buzz) as an indicator to evaluate digital video advertising campaigns.
  • Brand awareness is the most important objective for 73% of advertisers and 89% of agencies in Europe when using digital video ads.
  • News (67%) sports (54%), fashion (52%) and food/cooking (51%) are the most frequent types of digital video content/ads.
Attitudes to Digital Video Advertising, 2018 | IAB Europe 1 | Digital Marketing Community

Graphs Show the Digital Video Advertising Investment Via Mobile, Desktop & Tablet Devices in Europe


Data were driven from approximately 450 advertisers, agencies and publishers across 31 European markets. The online survey was conducted between October and December 2017.

IAB Europe

Marketing and Advertising

Founded in 2008, IAB Europe is the leading European-level industry association for the digital Marketing and advertising ecosystems. The company's goal is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, explaining the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonized business practices that take account of changing users' expectations and enable digital brand advertising to scale in Europe. Today, IAB Europe represents over 5,500 organizations.


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