Europe’s online advertising market grew 14.5% year-on-year to a market value of €20.9bn. Figures from the IAB Europe’s annual AdEx Benchmark survey weren’t so rosy for the overall European advertising market, which - excluding online - only grew 0.8% during the same period.
The IAB report is deemed the definitive guide to the state of the European online advertising market. It shows individual market growth to range from 55.5% in Russia and 46% in Serbia, to 5.5% in Norway and 4.6% in Romania. Central and Eastern Europe markets increased their share of the total from 10.1% in 2010 to 11.8% last year.
Russia has benefited from a particularly surging search sector. It’s now the sixth biggest market with a value of €1.12bn. Unsurprisingly, the top five markets are the UK, Germany, France, Italy and the Netherlands. They account for close to 67.9% of the total online advertising market, down slightly from 69.2% in 2011.
Online advertising’s differing formats all seem to fare quite well. ROI-centric search enjoyed the highest growth rate of 17.9% in 2011. Video represented 8.2% of the total online display market value across the 14 regions measured. In the UK, the video ads market is worth €126m. Mobile’s fledgling format contributed 1-3% of online Display ad spend. The average growth rate for both 2010 and 2011 was 45.6% across the nine markets reported on in the survey.
Alain Heureux, President and CEO of IAB Europe, puts the rapid rise of the sector down to innovation and diversity. “Innovation and diversity have driven the outstanding growth of the European online advertising sector, which now accounts for over 20% of total advertising spend,” he concludes.
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