As the depressing effects of global crisis has further eased across Europe, the online advertising markets showed a more uniform level of growth in 2013 than in previous years. Particularly the developing markets in Central and Eastern Europe grew their share impressively last year.
According to IAB’s AdEx Europe Benchmark 2013 report releases today, the total online advertising spending in Europe grew to €27.3 billion in 2013 from 2012’s €24.4 billion,meaning 1 in 4 advertising euros in the continent went to the online. The young sector’s growth also outperformed the EU GDP growth significantly, with 11.9% to mere 0.1% between 2012 and 2013. By country, Russia, Turkey and Slovakia shared the top three ranks in terms of growth, with 26.8%, 24.3% and 17.3% respectively.
The mature markets, namely the UK, Germany and France, continued anyway accounting for the largest share of online ad spend. Over half of the spendings came from three countries. The top 10 markets, which included only Russia from the CEE, made 86% of total expenditure.
By advertising categories, ‘display’ advertising showed the highest growth (15%) with a total value of €9.2 billion driven mainly by mobile and social media. Of the three categories covered in the IAB report, ‘Paid-For- Search’ remained the biggest segment (48%) and ‘Classifieds & Directories’ continued to benefit from the shift from print to the online (16.8%).
You may click here to get more details and get the full report which contains thorough analyses of the European online ad markets.