Wednesday 9 December 2015

Online advertising grew 9.7% Y-o-Y to €16bn in Europe in H1 2015

"IAB Europe, in collaboration with IHS Technology, has today published the first ever AdEx Benchmark H1 2015 report1. The report reveals that online advertising grew 9.7% on a like-for-like basis to a value of €16bn for the first half of 2015 from €14.6bn in H1 2014 and is expected to reach almost €34bn for the full year.
The H1 2015 report reveals that CEE helped to drive the growth with a double-digit increase of 12.9% whilst the more mature markets in Western Europe also experienced a growth of 9.3%.
Display advertising now accounts for €5.6bn of all online advertising spend with a growth rate of 13.0% and indeed in Western Europe display experienced a 12.6% growth, the highest of all formats, suggesting an improvement in targeting, formats and data strategies for brand advertising.
Mobile continues to takes a more central role in consumer’s lives and 61% of European consumers now use a smartphone2. It is no surprise then that mobile display advertising spend increased 57.5% surpassing the €1bn in the first half of this year and accounting for 24% of all display advertising. Video also continues to flourish surpassing the €1bn mark as publishers develop their video monetisation strategies."

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