At its annual Interact conference, IAB Europe announced online advertising, the dominant advertising medium in Europe, grew 12.2% in 2016 to €41.8bn.
The eleventh annual AdEx Benchmark study is the definitive guide to the state of the European online advertising market. The research demonstrates that online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, and 20 markets experienced double-digit growth for the third year running. Mobile continues to drive the growth with both mobile display and mobile search seeing 50%+ growth in 2016. Mobile dominates across all markets with a 100%+ growth rate in some markets.