IHS Inc. & IAB Europe have recently announced some interesting findings from its European Online Advertising Report, highlighting a sizeable increase in advertising spend, compared to this time last year.
One of the most notable statistics from the report is the difference in spend between the UK and the rest of Europe.
With the UK spending in excess of €11.8 billion on online advertising, almost double that of the nearest country in Germany and triple that of France.
Eleni Marouli, principal analyst at IHS Technology highlighted the disparity, stating how the UK is
"clearly the first stop for advertisers in the region and shows no signs of slowing down.”
He goes on to highlight how the top three markets account for the lion's share of the advertising spend in Europe with a collective spend of €21.8 billion. Whilst the remaining countries collectively spend around €9.3 billion. Although the contrast is vast, as the population penetration of the internet in these countries increase, as should the online advertising spend.
It's been suggested that the increase in spend comes from both Mobile and Video, with mobile accounting for nearly 50% of online advertising, as they continue to be key growth drivers of the European online advertising market.
By Alexander Clark
A former member of the Smart Insights team, I’m always on the look out to collaborate with the finest minds in Digital Marketing. Currently working at Silverbean, I have a distinctive interest in all things outreach, content, strategy, and measurement. If you’d like to get in touch, you can do so through my LinkedIn or Twitter accounts. When I’m not planning new campaigns and content, I love playing the Bass Guitar and Drums (not necessarily at the same time) also racking up as many hours as possible on Football Manager and the Rugby pitch.
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