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.
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%.