European Ad Market Drives Mobile Growth

Video, social and mobile have continued to grow in the European markets going by IABs report.

In general, video grew 30.9% to get to €7.6 billion, accounting for 33% of the total display. Out-stream video increased 44.7% while in-stream grew 19.7%.

Video made 33% of the total revenues for display in Europe, growing three times faster than non-video display formats.

‘Mobile, social and video are still leading the market in Europe. Mobile now makes 50% of search and display. Video makes 33% of all display’ said the chief economist at IAB Europe, Daniel Knapp. ‘Consumers find these formats more engaging and use them for connection, utility and entertainment. Digital advertising has a huge influence on how consumers make decisions.’

Of all online ad categories, search drove the most revenue at €25 billion.

Social drove display expenditure by 33.7% to make 49% of display.

Mobile ad spend in general grew to €22.8 billion, which was more than 40% of the total digital ad spend.

‘At a time when GDPR became law, it is interesting to watch such growth in the whole of Europe driven by video and mobile,’ said the CEO of IAB, Townsend Feehan.

‘Digital advertising as an industry makes a €55bn contribution to Europe’s GDP, adding value to both emerging and mature markets. Digital advertising now makes 45% of the total paid media ads in the region. It is vital to zoom in on offering private ad experiences to protect users and sustain the contribution of the sector to the national economy.’


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