Online advertising remains dynamic in Europe. According to the AdEx Benchmark Report compiled by IHS.com and InterActive Bureau Europe, which governs the rules governing web advertising, the sector has reached a new high compared to last year, with investments of over 24 billion euros in the Old Continent. This was reported by the French economic newspaper Les Echos.
Compared to 2012, there was an increase of 11,5 per cent, a much higher result than any other means of communication. Online advertising now accounts for a quarter of the advertising market (25,6 percent), while in 2006 it stopped at 10,3 percent. The gap with TV is reduced – which still boasts a turnover of 28,1 billion euros. The press was outclassed, standing at 8,7 billion.
Growth is driven by the vitality of certain less mature markets. The top three European markets in the sector are growing at a slower pace than in the past. The United Kingdom marks +13,3 per cent, Germany +8,6 and France +6,3. Russia and Turkey, on the other hand, grew by 34 and 30,4 percent respectively. Moscow is already the fourth largest market on the Old Continent and aspires to steal third place from Paris.
The study also shows that in relation to the number of inhabitants, it is Northern Europe the most important area, with over 117 invested per inhabitant each year.
In detail, the report also shows that sponsored links continue to dominate the market, accounting for almost half of the pie. Displays (banners and videos) make up 32,4 percent of advertising investments. For the moment, there is little advertising on smartphones (5 percent).
