Internet advertising in Europe in the first half of this year grew by 9.7 percent compared with the same period last year and its value amounted to 16 billion euros. According to the announcements of the Interactive Advertising Bureau of Europe (IAB Europe), its value for the whole year will amount to almost 34 billion euros.
The growth of internet advertising was most significant in the countries of Central and Eastern Europe with double-digit growth (12.9 percent), while the more mature markets in Western Europe reached a growth rate of 9.3 percent.
Display advertising is now worth 5.6 billion euros and has grew at a rate of 13 percent. It also recorded growth in Western Europe in the first half of the year, totaling at 12.6 percent, and is among the largest of all advertising formats that suggest improvement in targeting, formats and data strategies for branded advertising.
Mobile platforms are also taking an increasingly important role in the lives of consumers. Today, already 61 percent of European consumers use a smartphone. So it’s no surprise that mobile advertising in the first half of the year grew by 57.5 percent and crossed the billion euro threshold, which is 24 percent of the total display advertising. Video advertising as well continues to pick up steam and is also worth over a billion euros, due to the fact that online publishers are rapidly developing strategies to monetize video content.
