IAB Europe, in collaboration with IHS Technology, published the first ever AdEx Benchmark H1 2015 report, revealing online advertising grew 9.7% on a like-for-like basis to a value of €16bn for H1 2015 from €14.6bn in H1 2014. Also, the study estimates the value of online advertising will reach to almost €34bn for the full year.
The H1 2015 report reveals that CEE helped to drive the growth with a double-digit increase of 12.9% whilst the more mature markets in Western Europe also experienced a growth of 9.3%.
Display advertising now accounts for €5.6bn of all online advertising spend with a growth rate of 13.0% and indeed in Western Europe display experienced a 12.6% growth, the highest of all formats, suggesting an improvement in targeting, formats and data strategies for brand advertising.
Mobile continues to takes a more central role in consumer’s lives and 61% of European consumers now use a smartphone2. It is no surprise then that mobile display advertising spend increased 57.5% surpassing the €1bn in the first half of this year and accounting for 24% of all display advertising. Video also continues to flourish surpassing the €1bn mark as publishers develop their video monetisation strategies.
The report is a comprehensive perspective of online advertising spend across Europe which is growing ever more essential in the light of European policy formulation, attracting global start-up funding, 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.
This new half yearly AdEx Benchmark reports reveals that formats which enable marketers to deliver digital brand campaigns at scale are the high-growth areas. As an industry body we continue to work with our members to invest in research, develop standards and guidelines, and deliver education to increase knowledge and best practice in digital advertising.Townsend FeehanCEO IAB Europe
The AdEx Benchmark H1 2015 research highlights the rapid innovation of the online advertising industry. The acceleration of the display growth rate to 12.6%, particularly in mature markets where online is already the largest advertising medium, shows that advancements in mobile, video and advertising technology are driving the online ad market. We expect H2 2015 to perform better than H1 and online to lift an otherwise flat European advertising market.Daniel Knapp,Senior Director of Advertising Research at IHS Technology