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European Online Advertising continues double-digit growth and surpasses €40bn mark

Amsterdam, 23rd May 2017

At its annual Interact conference today, IAB Europe announced that online advertising grew 12.2% in 2016 to €41.8bn establishing itself as the dominant advertising medium in Europe.

The AdEx Benchmark study is the definitive guide to the state of the European online advertising market and is now in its eleventh year. The research demonstrates that online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, a total of twenty markets grew double-digit for the third year running (three markets recording 30%+ growth. Mobile continues to drive the growth with both mobile display and mobile search seeing 50%+ growth in 2016. Mobile dominates across all markets with a 100%+ growth rate in some markets.

Mobile display now accounts for €5.4bn and continues to grow its share of the display market to 33.3%, with a growth rate of 53.3% compared with 2015.

Video which is considered as a key channel for delivering brand advertising campaigns, according to IAB Europe’s Attitudes to Digital Video Advertising report, continues to experience strong growth to a share of 18.2% of the total display market.


Top 3 Individual growth markets were:

  1. Romania – 36.9%
  2. Slovenia – 32.2%
  3. Ireland – 31.4%

Top 10 Rankings

  1. UK – €14.2bn
  2. Germany – €5.9bn
  3. France – €4.2bn
  4. Russia – €2.6bn
  5. Italy -€2.3bn
  6. Netherlands – €1.7bn
  7. Spain – €1.6bn
  8. Sweden – €€1.6bn
  9. Belgium – €0.9bn
  10. Switzerland – €0.9bn

IAB Europe Press Release:
IAB Europe Press Release – European Online Advertising continues double-digit growth and surpasses €40bn mark

About the AdEx Benchmark study
The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analysed by IHS Markit. The report includes market size and value information for 2016 for the following markets: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2016 January- December. This is the eleventh AdEx Benchmark study which began in the calendar year 2006. Display includes PC-based and mobile banners, rich media and video formats.