The European digital advertising market was worth €36.2bn (£28.5bn) in 2015, according to a report from the IAB Europe and IHS Research.

Digital ad spend grew 13.1 per cent year-on-year to overtake TV advertising (worth €33.3bn over the same period) for the first time.

That growth was, unsurprisingly, driven by mobile and video formats. Looking at the €13.9bn display ad market specifically, mobile and video accounted for 25.4 per cent and 16.7 per cent respectively.

“Over the past 10 years, online advertising in Europe has morphed from an afterthought in media buying into an indispensable set of channels for reaching and engaging consumers that now trumps TV in terms of overall marketer spend,” said report author Daniel Knapp. “Online advertising today stands for a diversified infrastructure that caters to multiple marketing objectives from direct response to branding, as the sustained growth of both paid-for-search and video in our study demonstrates.”

With a total spend of €11.8bn, the UK was by far the biggest market for digital ads in 2015, followed by Germany (€5.8bn), France (€4.2bn) and Italy (€2.1bn).