European online ad market worth over €27 billion

By: May 21, 2014
Mobile display surpasses 10% share of total display for the first time and online video breaks the €1bn barrier for the first time Mobile display surpasses 10% share of total display for the first time and online video breaks the €1bn barrier for the first time

The online ad market in Europe grew 11.9% to a market value of €27.3bn in 2013.

The AdEx Benchmark research by IAB Europe shows mobile advertising has taken double-digit display market share for the first time, accounting for 11.5% with a growth rate of 128.5% compared with 2012.

Online video ads
Online video advertising also showed strong growth, increasing by 45.4% in 2013, to nearly €1.19bn. This is the first time in Europe that online video has crossed the €1 billion mark.

Display ads
In 2013, the display ad market experienced the highest growth across the categories at 14.9%, with a total value of €9.2bn.

Search advertising
Search showed growth of 13.0% – and a market value of €13.4 billion. Strong growth was recorded in many markets across Europe with Russia again being the out-perfomer at 34.4% search growth.

Classified ads
The 2013 classifieds and directories market was relatively stable at €4.6bn showing growth of 3.6%.

The top 10 list of markets are as follows. Top individual market growth was registered by Russia 26.8% and Turkey with 24.3%.

Top 10 rankings
1. UK – €7.4bn
2. Germany – €4.7bn
3. France – €3.5bn
4. Russia – €1.8bn
5. Italy- €1.7bn
6. Netherlands – €1.3bn
7. Sweden – €0.9bn
8. Spain – €0.9bn
9. Norway – €0.7bn
10. Denmark – €0.6bn