At its annual Interact conference today, IAB Europe, organized by IAB Italia for the first time in Milan, announced that digital advertising grew 13.2% in 2017 to €48bn, driven by strong growth in social, mobile and video investment.
The AdEx Benchmark study is a guide to the state of the European digital advertising market and is now in its twelfth year. A total of twenty markets grew double-digit. Mobile dominated with double-digit growth in all 27 markets in the study. Mobile display grew by more than 40% and now accounts for 42% of total display advertising whilst video now accounts for more than a quarter of total display. Social grew at a similar rate at 38% and increased its share of display whilst video grew by 4x the rate of non-video display at 35%. The growth in video is driven by out-stream advertising which experienced a 73.4% growth compared with in-stream at 6.9%.
The IAB Europe AdEx Benchmark study divides the digital ad market into three categories: Display, Search and Classifieds and Directories. Growth in these advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.
Display advertising outperformed search and classifieds with a growth rate of 14.9% to a value of €19.3bn. Search is still the largest online advertising category in terms of revenue with a growth of 14.4% and a market value of €21.9bn.
Daniele Sesini, direttore generale IAB Italia, commenta: “Ci fa piacere constatare che l’Italia sia tra i paesi che crescono a doppia cifra, sostenendo così l’incremento del 13,2% a livello europeo, registrato soprattutto grazie all’ottima performance del comparto display advertising che ha superato quota 19 miliardi nel 2017 (+15%). Le leve di crescita del mercato europeo, confermano i trend in atto nel nostro mercato, trainato da tre componenti: mobile +40%, video +35% e social +38%. La crescita del segmento video è da imputare soprattutto ai formati outstream che crescono del 73%”.
