Value of Digital Advertising

IAB Europe study: AdEx Benchmark H1 2016 – online advertising grew by 13.4%

The AdEx Benchmark H1 2016 study reveals that mobile was central to the growth of online advertising across all formats; mobile display grew by 61.3% and mobile search by 57.3%. Mobile display was particularly prominent in the CEE region where it experienced a growth of more than 100%. The CEE region helped to drive the overall growth with an increase of 16.2% whilst the more mature markets in Western Europe experienced a growth of 13.1%.

Display advertising growth continues to outpace search*; display grew by 18.2% and search by 13.3%. Display reached nearly €7bn in H1 2016 representing 37% of total online advertising whilst search accounts for 47%. Indeed, in Central and Eastern Europe display experienced a 27.1% growth, the highest of all formats, suggesting an improvement in targeting, formats and data strategies for brand advertising.

The recent IAB Europe Attitudes to Digital Video Advertising research shows that nearly all stakeholders are now deploying some form of digital video advertising strategy, with over 90% of advertisers, media agencies and publishers claiming that they are using the channel. It is no surprise then that video advertising experienced a growth rate of 46% reaching €1.6bn.

* Paid-for-search

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Alison Fennah
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