IAB Europe Adex Benchmark 2015

July 01, 2016  | Subscribers Only

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The IAB Europe AdEx Benchmark report, produced in collaboration between IAB Europe and IHS Technology, is the definitive guide to the state of the online advertising market in Europe. Now in its 10th edition, the IAB Europe AdEx Benchmark report provides a comprehensive perspective on online advertising spend across 27 European countries. It offers a status quo and historical perspective on the size of the European market as whole, as well as like-for-like comparisons between the constituent markets. It covers display, video, mobile, search and classifieds & directories. 

Online advertising expenditure in Europe totalled €36.4 billion in 2015, up 13.0% from €32.1 billion in 2014. This increase established online as the largest advertising medium in Europe, surpassing the TV advertising market which recorded €33.3bn in 2015. Growth in online was distributed differently across online advertising formats.

Highlights:

  • Display outperformed all other online advertising formats with a growth rate of 17.2% and the pace of display growth further acceleratedversus 2014. In 2015, the total value of the display ad market was €13.9bn.
  • Paid-for-search showed growth of 12.5% and a market value of €17.0 billion. It continues to be the largest online advertising format in terms of revenue.
  • The 2015 online classifieds and directories market grew 4.9% to €5.3bn. Classifieds and directories benefitted from the improvement in the economy and were the fastest growing format in some of the mature European online ad markets.
  • Mobile display advertising grew 60.5% to €3.5bn and now accounts for 26.7% of the display market. Thirteen markets reported mobile search figures in 2015, amounting to €3.7bn, up 57.4% from 2014. Mobile was a key driver of European online ad spend across formats in 2015.
  • The online video advertising market recorded €2.3bn in 2015, increasing 35.8% year-on-year.

List of tables and charts:

  • Total online advertising spend (€bn)
  • Online advertising formats: year-on-year growth (%)
  • Total online advertising spend over time (€bn)
  • Online advertising year-on-year growth (%)
  • GDP growth in the Eurozone (%)
  • 2015: advertising year-on-year growth (%)
  • Top 10: total by country in 2014 and 2015 (€m)
  • Rest of Eurpe: total by country in 2014 and 2015 (€m)
  • Share of European online ad revenue by market (%)
  • Online advertising year-on-year growth (%)
  • Markets at a glance in 2015
  • Ad spend by category in Europe in 2014 and 2015 (€bn)
  • Online ad spend per capita in 2015 (€)
  • Format shares of online (%)
  • Western Europe: share of formats in 2015
  • CEE: share of formats in 2015
  • CEE excluding Russia: share of formats in 2015
  • Display advertising year-on-year growth (%)
  • Top 10: display value by country 2014 and 2015 (€m)
  • Rest of Europe: display value by country 2014 and 2015 (€m)
  • 2015: display year-on-year growth by country (%)
  • Classifieds and directories year-on-year growth (%)
  • Top 10: classifieds and directories value by country 2014 and 2015 (€m)
  • Rest of Europe: classifieds and directories value by country 2014 and 2015 (€m)
  • 2015: classifieds and directories year-on-year growth by country (%)
  • Paid-for-search year-on-year growth (%)
  • Top 10: paid-for-search value by country 2014 and 2015 (€m)
  • Rest of Europe: paid-for-search value by country 2014 and 2015 (€m)
  • 2015: paid-for-search year-on-year growth by country (%)
  • Mobile advertising in Europe (€bn)
  • Europe: online ad format year-on-year growth in 2015 (%)
  • Mobile display advertising spend in 2015 (€m)
  • Mobile share of display (%)
  • 2015: mobile display advertising year-on-year growth (%)
  • Mobile search advertising in 2015 (€m)
  • Mobile share of paid-for-search in 2015 (%)
  • 2015: mobile search advertising year-on-year growth (%)
  • Video advertising in 2015 (€m)
  • Video share of display in 2015 (%)
  • 2015: video advertising year-on-year growth (%)
  • Online ad spend by format and by country in 2015: top 10 (€m)
  • Online ad spend by format and by country in 2015: rest of Europe (€m)

Number of pages: 61

Number of tables and charts: 73

Research by Market
Media & Advertising
Category
Advertising
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