Advertising overlord IAB Europe has released its latest AdEx Benchmark research, highlighting region-specific growth across the continent.
The readings show Germany mustering online ad sales of €4.7 billion for 2013, second only to the UK’s €7.4 billion.
Russia and Turkey were the countries with the most individual market growth during the year-on-year period that the IAB collected data. They managed increases of 27% and 24% respectively.
Total online advertising in Europe grew 12% to a market value of €27.3 billion in 2013, which the IAB says is a more uniform level of growth than in previous years.
Mobile’s momentum
Much of the gains from mature markets are said to have come from advances in monetising mobile. However, for Europe as a whole, mobile in the display market entered double-digit territory for the first time, contributing 12% – up 129% compared to 2012.
Throughout the details of IAB’s eighth AdEx, mobile is the go-to reason for online ad growth in all of Europe’s markets and Daniel Knapp, director of advertising research at IHS Technology, the report’s author, emphasises this point.
“Mobile, and cross-device consumption has so far been a challenge facing marketers,” Knapp said. “Yet our study shows that mobile has now become a significant part of online ad spend.”
“Advancements in advertising targeting technology, standardisation of formats and improvements in measurement have allowed important progress in bridging the consumption/ad spend divide in mobile.”
Video makes it to a billion
Having recently boasted healthy viewing stats on various screen sizes and long-form content, video advertising rose by 45% to almost €1.2 billion, the first time it has made it over the €1 billion mark.
The IAB’s report splits the online ad market into three segments, display, search and classifieds, and it was display that accomplished the highest increase in 2013, up 15% to a total value of €9 billion.
Where search beat display was in its market value of €13.4 billion, a 13% rise on the previous year. Russia contributed greatly as it was once again Europe’s big mover thanks to growth of 34%.