Mobile advertising represents 43 percent of the investment cake in digital advertising, according to IAB Europe’s latest “Digital Adspend Report”. The annual increase in investment in mobile advertising is 38 percent and represents 57 percent of investments in display advertising.
As a consequence of the increasing popularity of video content, there is also growing investment in video advertising which for the first time overtook banner advertising. In the first half of 2017, advertisers invested $291 million in video advertising, a 46 percent increase over the same period last year. Investments in advertising with banners rose by only two percent, to $903 million. Video is thus the fastest growing advertising format and represents 35 percent of investments in display advertising.
Within the video advertising, investments in the so-called outstream (ads that can appear independently of video content) have almost doubled, and in-feed advertising as well, making these two formats about 52 percent of video advertising investments ($478 million). This is followed by pre-roll and post-roll ads, accounting for 44 percent of total video advertising ($407 million).
Display advertising increased by 18 percent to $2.6 billion, advertising on Internet search engines recorded 15 percent growth ($3.7 billion), and classifieds remained at $912 million. Thus, the total investment in digital advertising in the first half of 2017 increased by 13.8 percent and reached a value of $7.33 billion.
