Online advertising spend converges with TV

The IAB Europe, in collaboration with IHS Technology, has published the Ad Ex Benchmark 2014 Report, the guide to the European online advertising market. The report provides a comprehensive overview of online advertising spend in Europe, which is growing, attracting global startups. Digital ad spend is increasingly gaining traction across regions, highlighting the growing importance of the digital economy in Europe in a global context.

This year, the report shows that in 2014, online advertising expenditure again grew in the double digits for the fifth year in succession, by 11.8 percent to a market value of EUR 30.7 billion. This underscores online advertising's market position as the second-largest media category, just behind TV.

Of particular note is that all markets are reporting positive growth, not just the strongly developing digital markets. Mature markets have benefited greatly from improvements in digital advertising formats, targeting capabilities, and improved data strategies, contributing significantly to growth in the industry and also demonstrating the sustainability of the digital advertising industry.

Top 10 rankings - annual growth

1. slovenia- 43.1 percent
2. Ireland - 33.3 percent
3. belarus - 32.8 percent
4. turkey - 20.8 percent
5. Hungary - 19.5 percent
6. Bulgaria - 18.7 percent
7. russia 17.3 percent
8. Greece - 16.3 percent
9. Austria - 16.0 percent
10. Belgium - 16.0 percent

Members of IAB Europe can download the full report from the IAB Europe website. Non-members can request the report at [email protected].