The Study reveals that mobile ad spend crossed the €10bn mark and is approaching a 50% share of digital ad spend. The latest European Programmatic Market Sizing Report published by IAB Europe and IHS Markit shows that more than half of programmatic display spend is in mobile formats.
Video grew by more than 4 times total display and now accounts for 30% of the display segment. IAB says this expansion of video has increased the total display’s share of the overall digital ad spend market.
Display advertising growth continues to outpace search; display grew by 12.3% and search by 10.2%. Display reached over €10bn in H1 2018 representing 40% of total digital advertising whilst search accounted for 46%. Display advertising continues to experience strong growth in Central and Eastern Europe; in H1 2018 it grew by 17.9% compared to 11.2% in Western Europe. Indeed, the CEE region helped to drive the overall growth with an increase of 17% whilst the more mature markets in Western Europe experienced a growth of 9%.
“Uncertainty associated with GDPR impacted advertiser confidence in most markets, causing slower growth in digital ad spend between March and June. Demand conditions are set to improve in the second half of the year as market participants navigate the regulatory environment. Demand for video advertising and search remained strong in the first half of 2018, and CEE markets recorded the highest growth as they are progressively closing the digital maturity gap with the leading Western markets.”
Daniel Knapp, Executive Director TMT at IHS Markit