IAB Europe Releases Full 2019 AdEx Benchmark Report

DETAILS ALL FACTORS CONTRIBUTING TO 12.3% ANNUAL GROWTH

INCLUDES MARKET BREAKOUTS FOR SOCIAL AD SPEND FOR FIRST TIME

Brussels, Belgium, 15 July 2020 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today released its full 2019 AdEx Benchmark Report following on from the release of the study highlights in June. The report is the definitive guide to advertising expenditure in Europe covering 28 markets.

The report details the formats and channels that contributed to digital advertising’s annual growth of 12.3 percent in 2019, culminating in a market value of €64.8bn. The market has more than doubled since 2013 and on average, €4bn has been added to the digital advertising market every year since 2006.

In 2019, a total of twenty-one markets experienced double-digit year-on-year growth with the CEE markets leading this growth.

Social Media advertising
For the first time, IAB Europe has provided a by-country breakout of social ad spend revealing that social exceeds €1bn in France, Germany, Italy and the UK. Social now accounts for 21.8 percent of the total display market whilst non-social display is 24.1 percent.

Video advertising
Video grew by nearly 30 percent to almost €10bn; out-stream was the driving force behind this growth with an increase of 36 percent. In some markets out-stream experienced growth of more than 40 percent, for example in Finland, Greece and the UK. However, while in-stream video growth has slowed in recent years, it accelerated again in 2019.

Digital Audio advertising
For the first time, the report included an estimate of digital audio ad spend in Europe demonstrating a strong 41 percent 2018 to 2019 growth rate culminating in a market value of €452m. IAB Europe plans to provide further additions of emerging channels and formats (e.g. Connected TV) in the next version of this study.

Mobile advertising
The 2019 stats finally highlighted that the European digital ad market is now mobile-first. Mobile ad spend crossed the 50 percent threshold in 2019 both for display and search.

The full AdEx Benchmark Report can be accessed here

Notes 
AdEx Benchmark is the definitive guide to advertising expenditure in Europe. The full report which will be released in July, reveals the key milestones contributing to the 2019 market value of €64bn.

The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. The report includes market size and value information for 2019 for the following markets: Austria, Belarus, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK and the Ukraine. The data represents the calendar year 2019 January- December. This is the fourteenth AdEx Benchmark study which began in the calendar year 2006. Display includes PC-based and mobile banners, rich media and video formats.

The report provides a comprehensive perspective of digital advertising spend across Europe which is essential in benchmarking market development trends, the increasingly pan-regional nature of digital advertising investments and the role of Europe’s digital economy in a global context, attracting global start-up funding and European policy formulation.

For more information, please contact:
Helen Mussard, IAB Europe (mussard@iabeurope.eu / +44 7399 919 594)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu / +44 7973 836 917)

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