Online advertising market: Switzerland in top 10 for first time
In 2015, the online advertising market in Europe grew by 13.1 percent to 36.2 billion euros, significantly outpacing the TV advertising market, which stood at 33.3 billion euros. The Swiss online advertising market, at 0.8 billion euros, entered the top 10 for the first time.
IAB Europe announced these figures at the Interact conference in Lisbon, the figures of the latest survey of the Adex Report.
Online advertising spend rises to record level in Europe - and outstrips TV
According to the Adex benchmark study, the European online advertising market has grown by a net EUR 30 billion in the last ten years to a total of EUR 36.2 billion. This means that TV was surpassed for the first time (Spendings TV 2015 33.3 billion euros). All the countries involved in the Adex study reported positive figures, twenty of them in double figures for the second time.
Strongest growth drivers mobile and moving images
In the European online advertising market, the growth drivers continue to be mobile (growth rate +60.5 percent) and video (+16.7 percent). This is exemplified by the "advanced" markets of the UK and Ireland, where almost 50 percent of all online advertising expenditure is spent on mobile advertising.
Switzerland in the TOP 10 for the first time - growth thanks to display advertising
The Swiss online advertising market grew by 18.7 percent to EUR 0.824 billion in 2015, moving up to 10th place in the overall rankings. The display channel even grew by 21.5 percent in this country. Switzerland is also strong in moving image advertising - with a share of 25.1 percent, Switzerland ranks third in Europe.
