Online advertising expenditure in Europe has passed that on television for the first time, according to new data from IAB Europe.
The trade organisation’s annual AdEx Benchmark research, released yesterday at its Interact conference in Lisbon, showed that over the past decade there has been a €30bn net addition to the online ad market. In 2015 the market grew 13.1% to reach a value of €36.2bn and in doing so it passed the European TV market, valued at €33.3bn. All 27 markets participating in the study registered positive growth, with 20 markets recording double-digit increases for the second year running. The fastest-growing markets were Ireland (+29.0%), Bulgaria (+22.3%) and Poland (+21.8%).
Bron en volledig artikel: Warc