European digital ad spend rose to over €40bn in 2016

"At its annual Interact conference today, IAB Europe announced that online advertising grew 12.2% in 2016 to €41.8bn establishing itself as the dominant advertising medium in Europe.
The AdEx Benchmark study is the definitive guide to the state of the European online advertising market and is now in its eleventh year. The research demonstrates that online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, a total of twenty markets grew double-digit for the third year running (three markets recording 30%+ growth. Mobile continues to drive the growth with both mobile display and mobile search seeing 50%+ growth in 2016. Mobile dominates across all markets with a 100%+ growth rate in some markets.
Mobile display now accounts for €5.4bn and continues to grow its share of the display market to 33.3%, with a growth rate of 53.3% compared with 2015.
Video which is considered as a key channel for delivering brand advertising campaigns, according to IAB Europe’s Attitudes to Digital Video Advertising report, continues to experience strong growth to a share of 18.2% of the total display market.
[...]
The IAB Europe AdEx Benchmark study divides the online ad market into three categories: Display, Search and Classifieds and Directories. Growth in these online advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.
Display advertising outperformed other categories for the third year in a row with a growth rate of 13.8% and a value of nearly €16bn.
Search continues to be the largest online advertising category in terms of revenue with a growth of 12.9% and a market value of €19.1bn. It continues to be the largest online advertising format in terms of revenue.
[...]
Top 3 Individual growth markets were:
Romania – 36.9%
Slovenia – 32.2%
Ireland – 31.4%

Top 10 Rankings
UK – €14.2bn
Germany – €5.9bn
France – €4.2bn
Russia – €2.6bn
Italy -€2.3bn
Netherlands – €1.7bn
Spain – €1.6bn
Sweden – €€1.6bn
Belgium – €0.9bn
Switzerland – €0.9bn"

Source:  Press release from IAB Europe, 23rd May 2017

Digital advertising spend rose to €158m in Ireland in 2012 including €9.9m for mobile

"The 2012 IAB PwC Adspend Study records a like for like growth of 12.3% year on year for the Irish market. This double-digit growth for digital is in strong contrast to the overall 6.2% decrease in adspend on other media as tracked by Nielsen for the same period.
Digital Advertising Formats (Excluding Mobile)
Paid-for-Search advertising has grown by 24% year on year with a 45% share of online adspend at €66.6m. The dominant performance of the Search format reflects the pattern of spend across Europe.
Display advertising holds a 34% share with a spend of €50.6m and an increase of €2.8m on 2011. Display is the format beloved by brands. The growth in the display format can be attributed to the following factors: increased spend on video advertising, and growth in spend on new innovative digital formats such as Home Page Takeovers. Display advertising on social media sites has grown by 9% yoy reaching €6.3m for 2012 in Ireland.
Classified advertising online grew by 13% in 2012 and holds a 20% share of online adspend at €29m.
FMCG is the top advertiser category in Display Spend
FMCG advertisers are the top spending category in online display spend with a category share of 15% of total display spend. Finance is in second position at 12%, followed by Telcos at 11%.
Property/Recruitment and Auto continue to dominate Classified adspend.
The top-spending category for classified advertising in 2012 is Auto at 36% followed closely by Property/Recruitment in second place at 34%. These 2 categories continue to hold the top spending positions of the classified format.
Irish Mobile Adspend
In 2012 mobile adspend reached €9.9m, with Display and SMS/MMS advertising accounting for 82% of this revenue and Mobile Search holding an 18% share. FMCG is the top spending category on Mobile Display/SMS/MMS.
Total Digital Adspend including mobile
The digital channel has broken the €150m milestone in 2012 with a total digital adspend including mobile of €158m.
Key Drivers for growth:
1) Growth of digital consumption
Comscore records a 10% growth in unique visits in 2012 up to 2.6m
Average hours online per person per week is 19.5 (Comscore)
Smartphone Penetration is 43%, with 61% of users going online via smartphones every day (Google: Our Mobile Planet Study 2012)
2) Irish Marketers growing online budget
80% of Medium/Large Businesses are committed to growing their digital budget in 2013 (Alternatives Marketing Watch Survey Dec 2012)"

Source:  Press release from IAB Ireland, 18th April 2013

Mobile & tablets as a percent of all internet access in 2012

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Source:  comScore data, reported in The Ofcom International Communications Report, December 2012

Internet Users & time spent by market in Europe, May 2011

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Source:  Press release from comScore Media Metrix, 6th July 2011

Online ad spend as a proportion of total ad spend, multiple markets

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Source:  Page 214 of Ofcom International Communications Market Report, December 2010

Comparative Figures - IPTV Subscribers & penetrations around the world, 2008

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IPTV is most popular in France, and least popular in the UK and Ireland. UK figures exclude BT Vision
Source: IDATE, as reported by in Figure 5.6 of Ofcom International Communications Market 2009, December 2009
Read more about this report at the Ofcom website

Comparative Figures - Mobile as a proportion of total mobile and fixed line revenues, and mobile and fixed line connections, 2003 & 2008

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In Poland 75% of mobile and fixed telephone revenue is generated by mobile, and 81% of connections are mobile

Source: IDATE/ Industry Data / Ofcom, reported in charts 4.7 & 4.10 of Ofcom International Communications Market 2009, December 2009
Read more about this report at the Ofcom website

Comparative Figures - Ad Spend by Media around the world 2008

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Of the markets examined, the UK has the highest percentage level of internet ad spend
Source: World Advertising Trends data, quoted in figure 2.12, Ofcom International Communications Market 2009, December 2009
Read more about this report at the Ofcom website