Warc, 30 August 2013
BRUSSELS: Online advertising expenditure has overtaken
newspapers to become the second largest media category in Europe, a new study
has shown.
IAB Europe, the digital trade body, collated advertising
spend across twenty-six markets for its AdEx Benchmark study and found that
online expenditure had grown 11.5% in 2012 to reach €24.3bn, this "despite
the toughest economic climate for the broader advertising market since
2009".
Consequently, online spend has passed newspaper advertising
investment (€19.3bn) and is closing on television (€28.1bn). It now attracts
one in every four advertising euros – at 25.6% of total advertising spend, its
share has more than doubled since 2006 when it stood at 10.3%.
"Growth has continued at an impressive rate especially when
compared with the overall economy," said Kimon Zorbas, CEO of IAB Europe,
as he remarked on the strength of the sector.
"Even more remarkable is the increase in CEE markets,
which indicates their exciting potential," he added.
Russia was one of the fastest growing markets, up 34% to
€1.54bn, and Les Echos noted that it could soon overtake France, currently the
third largest market, up 6.3% to €2.77bn. The UK (€6.64bn) and Germany
(€4.56bn) were the largest markets, growing at 13.3% and 8.6% respectively.
The study also showed that sponsored links dominated the
market, with a 48.8% share. Display (banners and video) accounted for 32.4%
while classified took 18.5%.
As well as the increasing number of consumers online, the
IAB attributed the rate of growth to a diversity of online advertising
solutions and singled out mobile and video as formats which were "changing
the landscape in dynamic ways".
In particular, it pointed to the "exponential
increase" in mobile display advertising, up 78.3% thanks to the increased
use of smartphones and tablets and greater desire for video content.
At €392m, mobile display advertising represented 5% of all
online display advertising spend in Europe.
Data sourced from IAB Europe, Les Echos; additional content
by Warc staff
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