Mobile advertising in Europe amounted to €3.8bn (£3.2bn) in the first six months of 2016, according to a report from IHS Markit – up 58 per cent year-on-year.
Mobile accounted for 32 per cent of search spend, at €1.9bn. That's up 57 per cent on last year, with growth particularly prominent in Central and Eastern Europe, where it increased by 100 per cent, while Western Europe’s more mature mobile display markets only saw a modest growth of 13 per cent.
Mobile display spend, meanwhile, grew by 61 per cent, again to €1.9bn – equivalent to 21 per cent of the total.
“Mobile accounted for one in three euros spent in Europe,” said report author Eleni Marouli. “We expect mobile to play a primary role in European online advertising and to maintain growth at a double-digit level for 2016.”
The online advertising market as a whole grew 13.4 per cent, reaching €18.6bn during the period.
“Strong economic growth in all the European Big Five for the first time since 2010 underpinned the surge in online advertising in the first six months of 2016,” said Marouli. “We saw an uplift across all formats from 2015.”