European digital advertising market is having a double-digit growth

IAB Europe, in collaboration with IHS Markit, has published the AdEx Benchmark 2017 Report, a 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.

Top 10 Countries on 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 Countries on 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%

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 integration of ad formats into media content. The report incorporates data from the advertising formats: Display; Paid-for-search; and Classifieds and Directories. Additional segmentations are Video (In-Stream and Out-Stream) and Mobile (Display and Search).

“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,” said Townsend Feehan, CEO of IAB Europe.