IAB Europe Adex Benchmark 2016

July 11, 2017  | Subscribers Only

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The IAB Europe AdEx Benchmark report, produced in collaboration between IAB Europe and IHS Technology, Media and Telecom is the definitive guide to the state of the online advertising market in Europe. Now in its 11th 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, search, video, mobile, and classifieds & directories.

Gross online advertising expenditure in Europe totalled €41.9 billion in 2016, up 12.3% on a like-for-like basis from €37.3 billion in 2015. The growth trajectory in 2016 was in line with the increases of previous years as European online advertising growth showed no signs of slowing down despite growing market maturity. 

Highlights:

  • Gross online advertising expenditure in Europe totalled €41.9 billion in 2016, up 12.3% on a like-for-like basis from €37.3 billion in 2015.
  • Display continued to outperform other formats and saw a growth rate of 14.1%, driven by high growth in video, reached €16.2 billion.
  • Paid-for-search remains the biggest online format and registered growth rate of 12.9% and a market value of €19.1 billion.
  • Mature markets were the major contributors to the European video ad spend, but highest growth came from the emerging markets
  • Mobile ad spend almost doubled within the last 12 months. Social media advertising plays a significant role in mobile display growth.

In this report:

  • Section 1 – The Big Picture
  • Section 2 – Overview by Format
  • Section 3 – Overview by Market
  • Section 4 – Background Data
  • Section 5 – Appendices
  • Section 6 – About Us

Lists of tables and charts:

  • Total online advertising spend (€bn)
  • Online advertising formats: year-on-year growth (%)
  • Total online advertising spend (€bn)
  • Online advertising year-on-year growth (%)
  • GDP growth in Eurozone (%)
  • 2016: advertising year-on-year growth (%)
  • Top 10: total by country in 2015 and 2016 (€m)
  • Rest of Europe: total by country in 2015 and 2016 (€m)
  • Share of European online ad spend by market (%)
  • Online advertising year-on-year growth in 2016 (%
  • Markets at a glance in 2016
  • Ad spend by category in Europe in 2015 and 2016 (€bn)
  • Online ad spend per capita in 2016 (€)
  • Format shares of online ad spend (%)
  • Western Europe: share of formats in 2016
  • CEE: share of formats in 2016
  • CEE excluding Russia: share of formats in 2016
  • Display advertising year-on-year growth (%)
  • Top 10: display value by country 2015 and 2016 (€m)
  • Rest of Europe: display value by country 2015 and 2016 (€m)
  • 2016: display year-on-year growth (%)
  • Classifieds & directories year-on-year growth (%)
  • Top 10: classifieds & directories value by country 2015 and 2016 (€m)
  • Rest of Europe: classifieds & directories value by country 2015 and 2016 (€m)
  • 2016: classifieds & directories year-on-year growth (%)
  • Paid-for-search advertising year-on-year growth (%)
  • Top 10: paid-for-search value by country 2015 and 2016 (€m)
  • Rest of Europe: paid-for-search value by country 2015 and 2016 (€m)
  • 2016: paid-for-search year-on-year growth (%)
  • Mobile advertising in Europe (€bn)
  • Europe: online ad format year-on-year growth in 2016 (%)
  • Mobile display advertising spend in 2016 (€m)
  • Mobile share of Display (%)
  • 2016: mobile display advertising year-on-year growth (%)
  • Mobile search advertising in 2016 (€m)
  • Mobile share of paid-for-search in 2016 (%)
  • 2016: mobile search advertising year-on-year growth (%)
  • Video advertising in 2016 (€m)
  • Video share of display in 2016 (%)
  • 2016: video advertising year-on-year growth (%)
  • Online ad spend by format and by country in 2016: top 10 (€m)
  • Online ad spend by format and by country in 2016: rest of Europe (€m)
  • Broadband penetration in 2016

Number of pages: 66

Number of tables and charts: 85

Daniel Knapp, PhD

Senior Director, Media & Advertising

Daniel is a Senior Director at IHS Markit, where he oversees the global advertising research, consulting and forecasting practice. His key research areas include the future of TV and video, social media platforms, advertising-funded business models, programmatic advertising, AI-driven marketing, and data strategies.

Qingzhen (Jessie) Chen

Senior Research Analyst – Advertising, IHS Markit

Ms. Qingzhen (Jessie) Chen, is a senior analyst in the Advertising Research team at IHS Markit, based in London, UK.

Research by Market
Media & Advertising
Category
Advertising
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