Digital Marketing Researches & Reports

European Online Advertising Spend, 2016 | IAB Europe

Digital Advertising | Europe

Online advertising continues to deliver enormous growth which has surpassed €40 billion in total revenue. Online advertising also now leads TV by over €7 billion.

Gain insights into the state of online advertising in 27 European markets and read the following highlights:

Online Advertising:

  • European online advertising investment totaled €41.9 billion in 2016, up 12.3% from €37.3 billion in 2015.
  • Paid-for-search has the biggest online format and registered the growth rate of 12.9% and a market value of €19.1 billion.
  • Mobile was the key growth engine of European online ad spend across formats in 2016 as mobile display advertising grew by 52.9% to €5.4 billion.
  • UK (€14.2bn), Germany (€5.9bn), France (€4.2bn), Russia (€2.6bn) and Italy (€2.3bn) are the top European markets in terms of online ad spend in 2016.
  • Online advertising growth totaled €41.9 billion in 2016, up €37.3 billion in 2015.
  • The strongest online advertising growth came from Romania, Slovenia, and Ireland, with 36.9%, 33.2%, and 31.4% respectively.
  • Online ad spends per capita estimated with €56.4 in 2016.

Mobile Advertising Insights:

  • European mobile search spend totaled €5.5bn and mobile display ad spend totaled €5.4bn, an increasing rate of 52.9% for both.
  • In terms of mobile display ad spend, the top 5 countries by value were the UK, France, Italy, Germany, and Norway, while the top 5 countries by growth were Serbia, Romania, Turkey, France, and Croatia.
The Online Advertising Formats, Year-Over-Year Growth Rate.

                                            A Graph Shows The Online Advertising Formats, Year-Over-Year Growth Rate.

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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