Digital advertising spend edges closer to TV across Europe

Posted on: Wednesday 01 July 2015

IAB Europe AdEx Benchmark 2014 Full Report reveals 11.8% increase outperforming 3.0% EU GDP growth

Share this

IAB Europe, in collaboration with IHS Technology, has today published the AdEx Benchmark 2014 Report1 – the definitive guide to the state of the European online advertising market.

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 year the report reveals that in 2014, online advertising recorded double-digit growth for a fifth consecutive year at 11.8% to a market value of €30.7bn, consolidating its position as the second largest media category edging closer to TV. With all markets reporting positive growth, it is not only the developing markets which are leading this increase. Mature markets which have benefited from improvement of digital advertising formats, targeting capabilities and developing data strategies in a cross-device environment are also driving growth demonstrating the industry’s sustainability.

Top 10 Rankings – year-on-year growth

1. Slovenia – 43.1%

2. Ireland – 33.3%

3. Belarus – 32.8%

4. Turkey – 20.8%

5. Hungary – 19.5%

6. Bulgaria – 18.7%

7. Russia 17.3%

8. Greece – 16.3%

9. Austria – 16.0%

10. Belgium – 16.0%

Townsend Feehan, CEO of IAB Europe said, “The ninth edition of the AdEx Benchmark report highlights how new advertising opportunities within programmatic trading, mobile and video advertising, and audience and advertising effectiveness measurement supported by educational programmes have driven growth. As an industry body we strive to work with our members to adopt standards in new business areas help to develop advertiser confidence in new opportunities and at the same time provide transparency and choice to users about how data may be processed.”

Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research, said, "The study shows that even the most mature online advertising markets in Europe sustain double digit growth, clearly indicating the economic vibrancy of the sector. A key driver behind this growth is the proliferation and consolidation of intelligent data infrastructures that serve as a connective tissue between consumers, media and brands.”

IAB Europe members can download the report by logging into the IAB Europe website. Non-members can request the report by contacting: adex@iabeurope.eu

Share this

Related content

Adex-Benchmark-2018

Member Research: AdEx Benchmark H1 2018 Study

Mobile Ad Spend Crosses €10bn Mark in First Half of 2018, Latest AdEx Benchmark Study Reveals

Learn more

UK ad spend per head emphasises significant market lead in Europe

Steph Clarke, the IAB UK's Senior Research Executive analyses the data from IAB Europe's latest AdEx benchmark study.

Learn more
IHS logo

IHS White Paper on online advertising and the European digital economy

Learn more
IAB Europe

EU Online Advertising reaches landmark €30.7bn

European Online Advertising reaches a landmark €30.7bn after five consecutive years of double digit growth.

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.