Online advertising in Europe reached 11.8% growth to reach a market value of €30.7bn, remaining the second biggest media category as catches TV in terms of investment.
All European markets reported positive growth and it was not only the developing markets which are leading this increase according to IAB Europe’s AdEx Benchmark 2014 Report in collaboration with IHS Technology.
Mature markets which have benefited from improved digital advertising formats, targeting capabilities and developing data strategies across devices are also growing.
The top ten countries for year-on-year growth are:
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.”