IAB’s AdEx Benchmark: Mobile advertising up in 27 markets across Europe

Cristina Blanaru Creativity, Digital & Media, Marketing, Mobile, Studies

IAB Europe, in collaboration with IHS Markit, has today published the AdEx Benchmark 2017 Report – the definitive guide to the state of the European digital advertising market.  The report reveals the key milestones contributing to this year’s market value of €48bn and the eighth consecutive year of double-digit growth.

The report is based on a study1 of twenty-seven markets in Europe. Twenty of these grew double-digit. Core to this growth is mobile where all markets experienced double-digit growth. For the first time, the report includes data on social ad spend and splits video by in-stream and out-stream revealing that video and social are also key growth drivers underpinned by creative innovation allowing more seamless integration of ad formats into media content.

Top 10 Rankings – year-on-year growth

  1. Belarus – 33.9%
  2. Serbia – 23.7%
  3. Russia – 21.9%
  4. Czech Republic – 18.7%
  5. Slovenia – 18.4%
  6. Sweden – 18.4%
  7. Hungary – 16.7%
  8. Norway – 16.6%
  9. Romania – 16.1%
  10. Turkey – 15.6%

Top 10 Rankings – mobile growth

  1. Belarus – 146.8%
  2. Czech Republic – 96.5%
  3. Serbia – 84.3%
  4. Turkey – 82.2%
  5. Russia – 52.1%
  6. Slovakia – 51.9%
  7. Croatia – 45.4%
  8. Bulgaria – 41.1%
  9. Sweden – 39.9%
  10. Italy – 39.2%

Townsend Feehan, CEO of IAB Europe :

The latest AdEx Benchmark Report confirms digital advertising’s role in underpinning the delivery of digital content and consumer experiences. With GDPR now a reality, the industry is at a crossroads and it must strive to improve on consumer expectations and maximise the contribution that digital advertising makes to the European economy.

Daniel Knapp, Executive Director TMT at IHS Markit:

Social, mobile, video and search were the growth drivers behind digital advertising in Europe in 2017. They stand for the power of connection, location, emotion and path to purchase that make digital advertising so versatile and indispensable for today’s brands.

IAB Europe is the leading European-level industry association for the digital advertising ecosystem.