Belarus, Serbia and Russia where the fastest growing European countries for mobile ad spend during last year, with many countries growing fast, according to new research.
IAB Europe, in collaboration with IHS Markit, has published the AdEx Benchmark 2017 Report – the definitive guide to the state of the European digital advertising market. The report, now in its twelfth year, reveals the key milestones contributing to this year’s market value of €48bn and the eighth consecutive year of double-digit growth.
The report provides a comprehensive perspective of digital advertising spend across Europe which is essential in benchmarking market development trends, the increasingly pan-regional nature of digital advertising investments and the role of Europe’s digital economy in a global context, attracting global start-up funding and European policy formulation.
The report is based on a study of twenty-seven markets in Europe. Twenty of these grew double-digit. Core to this growth is mobile where all markets experienced double-digit growth. For the first time, the report includes data on social ad spend and splits video by in-stream and out-stream revealing that video and social are also key growth drivers underpinned by creative innovation allowing more seamless integration of ad formats into media content.
Top 10 Rankings – year-on-year growth
Belarus – 33.9%
Serbia – 23.7%
Russia – 21.9%
Czech Republic – 18.7%
Slovenia – 18.4%
Sweden – 18.4%
Hungary – 16.7%
Norway – 16.6%
Romania – 16.1%
Turkey – 15.6%
Top 10 Rankings – mobile growth
Belarus – 146.8%
Czech Republic – 96.5%
Serbia – 84.3%
Turkey – 82.2%
Russia – 52.1%
Slovakia – 51.9%
Croatia – 45.4%
Bulgaria – 41.1%
Sweden – 39.9%
Italy – 39.2%
Townsend Feehan, CEO of IAB Europe said, “The latest AdEx Benchmark Report confirms digital advertising’s role in underpinning the delivery of digital content and consumer experiences. With GDPR now a reality, the industry is at a crossroads and it must strive to improve on consumer expectations and maximise the contribution that digital advertising makes to the European economy”.
Daniel Knapp, Executive Director TMT at IHS Markit, said “Social, mobile, video and search were the growth drivers behind digital advertising in Europe in 2017. They stand for the power of connection, location, emotion and path to purchase that make digital advertising so versatile and indispensable for today’s brands.”
The report incorporates data from the following online advertising formats:
Display
Paid-for-search
Classifieds and Directories
Additional segmentations are:
Video (In-Stream and Out-Stream)
Mobile (Display and Search)
The report treats video and mobile display as subsets of display, and mobile search as a subset of search.