Mobile and Video Leading European Online Ad Gains, Says Report

The European online ad market grew by 11.5 percent in the first half of 2017, reveals the AdEx Benchmark H1 2017 study, published by IAB Europe in collaboration with IHS Markit. It rose from a €20.2 billion market in H1 2016 to €22.2 billion in the first half of this year.

European marketsNearly all of that gain comes from increased spending on video and mobile ads. The report sees video display growing 3.2 times faster than non-video display ads, accounting for €1.7 billion in sales in the first half of this year. Online video reached one-fifth of total display spend: 19.9 percent of display ads included video while 80.1 percent did not.

Mobile ad growth was even stronger, with mobile display ads growing by 45.9 percent. The next biggest gainers were total mobile (up 41.4 percent), mobile search (up 37.2 percent, and video (up 30.5 percent). All ad formats were up save one: Desktop display ads decreased by 1.4 percent.

Looking ahead to the second half of 2017, the report forecasts that total ad spend will increase by around 10 percent to roughly €46 billion for H2.

“H2 is fueled by the traditionally important Q4 Christmas business,” the report notes. “In a stable macro-environment, H1 typically has marginally lower weight in terms of its contribution to full-year online ad spend.”

Look for mobile and video to again be rising stars as the year finishes:

“Online video and mobile have been driving the growth of digital advertising as advertisers and publishers are looking to better engage with their customers in the most frequently used formats and platforms,” says Guido Fambach, senior vice president EMEA for Comscore. “We continuously work with the industry to ensure that the measurement techniques and insights available enable everyone to stay ahead of the game, matching and surpassing the rapid growth rates in digital.”

The report looks at data from 27 countries, using direct data for 12 countries and estimates for the rest. For more data on the European ad market, including a breakdown of Eastern and Western Europe, download the full report for free (registration required).


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