IAB Europe’s annual AdEx Benchmark survey, a guide to the state of the European online advertising market, shows that online was the best performer in the advertising market with an overall growth of 11.5% in 2012, largely thanks to the recognition of online display as a branding medium and the explosion of the big data economy.
Here’s what else it threw up…
- Online video advertising increasingly acted as a major draw for brand advertisers growing by 50.6% in 2012, to nearly 661.9m Euro.
- This is the first time in Europe that online video has grabbed double-digit display market share, jumping to 12.9%.
- Mobile advertising grew 78.3% to nearly 392m Euro in total value.
- Mobile advertising accounts for 5% of all online display spends in Europe.
- In 2012, the display ad market had a total value of 7.8bn Euro.
