EU Totals Record €27.3 Billion Online Ad Spend

If you’re looking to advertise in EU markets, then Webwindows and the latest figures for ad spend on the content suggest that you need to include an online plank in your advertising strategy to reach an evolving consumer base.
Online ad spend is climbing in every major market. The UK, for example, recorded an impressive £6.3 billion in online ad spend in 2013, and that number looks set to increase as the year plays out. Furthermore 22% of US ad spend last year was online.

The Annual IABEurope Conference

These latest figures show that the consumers in the EU are just as keen to embrace digital platforms as their US and UK counterparts and the these numbers from the Internet Advertising Bureau Europe (IABEurope) reveal just how the money is being spent in order to secure companies the most effective advertising space in the digital age.Specifically, IABEurope revealed at its annual conference this week that online ad spend on the continent had eclipsed €27.3 billion for the first time ever. Citing AdEx Benchmark research - which according to the Bureau acts as the definitive to the European online advertising market – IABEurope revealed that this meant that online advertisings share of the European market grew by 11.9% in 2013.

The IBAEurope Breakdown of Online Ad Spend

They then went on to further reveal that mobile online advertising has managed to clinch a double digits display market share for the first time; it recorded 11.5% of the growth value, further proving that smartphone technology is rapidly becoming the platform of choice for effective advertising.

Also IABEurope revealed that there has been strong growth recorded for ad spend in the online video market as well, as it increased a massive 45.4%  in 2013, to bring in €1.19 billion. This is a landmark in its own right, as this is the first time that online video ad spend has passed the €1 billion milestone.

IABEurope CEO Townsend Feehan spoke out on what the figures mean. Feehan said: “These results confirm the increasing value contributed by digital advertising to Europe’s economy. Technology innovation is driving growth and it’s important that we continue to foster our European digital businesses to enable a strong European presence on the world stage.”

At Webwindows, we couldn’t have said it better ourselves. These latest figures show that if you are looking to target a European consumer base, you need to involve an online element in your advertising strategy.