European online advertising sector

Image Source: morguefile.com

According to IAB Europe’s annual AdEx Benchmark survey, Europe’s online advertising market grew 14.5% year-on-year to a market value of €20.9bn in 2011, while the overall European advertising market – excluding online – grew just 0.8% in the same time period. 

Head of Advertising Research at IHS Screen Digest and author of the research, Daniel Knapp explains, “Advertising markets are in general very susceptible to changes in the macroeconomic environment – in other words, in an economy where we have the European sovereign debt crisis, high unemployment and cutbacks in consumer spending, we would expect advertising spend to suffer disproportionately as it did on most media in 2011. However, online enjoys a number of unique attributes that have protected it from this effect.”

The ROI-centric search format has the highest growth rate of 17.9% in 2011. However newer formats including video and mobile helped lift the value of Display ad spend, coming at 15.3%.

 
“Innovation and diversity have driven the outstanding growth of the European online advertising sector, which now accounts for over 20% of total advertising spend. With one in every five advertising Euros in Europe being invested in the online medium, it’s clearly a vital part of the region’s economy”, explains Alain Heureux, President & CEO IAB Europe. 

The report includes market size and value information for the full membership of the IAB Europe in 2011 including Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Slovenia, Romania, Russia, Spain, Slovakia, Serbia, Turkey, Sweden, Switzerland and the UK. The data represents the calendar year 2011 January-December.

Have a wonderful Monday.

K.K.