Summits Yellow

Mobile display grows by 46 per cent in Europe, as desktop spend shrinks

Alex Spencer

Digital ad spend in Europe grew 11.5 per cent to €22.2bn in H1 2017, according to a study from IAB Europe and IHS Markit.
Nearly all of this growth was on mobile – display ad spend was up 45.9 per cent on mobile, but down 1.4 per cent on desktop.
Mobile spend is still the minority, however, accounting for €7bn overall.
The other big success story when was video, hitting €1.7bn in H1 – a fifth of all display spend – and growing over three times faster than non-video display.
“A stable macro-economic environment in the Eurozone has fuelled advertising demand, and our data shows that political uncertainty in other countries has not impacted growth to date,” said Daniel Knapp, executive director at IHS Markit. “The European digital advertising market has been growing in the narrow window of 11.5-13.1 per cent every year since 2012, and the most recent data is again in that range.
“Heightened investment in digital is partly a redistribution of spend from other media, a migration from below-the-line budgets, and new advertisers. But our data also signals that the structure of the digital advertising market is changing as we enter the post-desktop age.”