The European online ad market has marked a new milestone after figures published by IAB Europe showed it had reached a value of €30.7bn, an 11.6 per cent increase on the year before.
This marks a doubling of the total market in just five years with all 27 European markets enjoying positive growth, according to the AdEx Benchmark 2014.
Star performers this year came from Central and Eastern Europe where the sector registered gains of 13.8 per cent as the region benefited from improved broadband infrastructure, though from a low base. In absolute terms it was left to the big three of the France, Germany and the UK to give the continent a lift, accounting for 58.8 per cent of the total market between them.
Report author Eleni Marouli, a senior analyst at HIS, said: “The rise of mobile and video is a reflection of the investment and innovation of the online advertising industry to meet advertiser needs, not just a reaction to shifts in consumption trends.”
Drilling down into the figures the report noted that mobile now accounts for 17.7 per cent of the total display market having grown by 72.5 per cent since 2013, with online video advertising now accounting for 15.1 per cent of the display market.
