Mobile ad spend is likely to capture a 50% share of digital advertising as it continues to grow and hit the €10 billion mark. Overall, digital advertising grew 10% to €25.7 billion during the first half of 2018, according to the latest benchmark study provided by the Interactive Advertising Bureau (IAB) Europe.
Meanwhile, video ad spend grew by 4x that of digital and accounts for 30% of display segments.
“The latest AdEx study demonstrates an understanding in the market that consumers barely separate their digital and analogue lives, that digital factors into every channel and means of communication,” said Anton Kopytov, Partner Technology Consulting, Mindshare and Chair, IAB Europe Research Committee.
“The lines between traditional and digital are blurring driving the growth of cross-channel video strategies and resurgence of audio on multiple platforms, including desktop, smart TV and mobile devices. GDPR has had an impact on data-driven activations in first half of 2018 making key market players cautious, but the general impact has been positive in building trust in the digital industry and we see recovery in the second half of 2018. Overall outlook for the consistent market growth is positive both in the East and the West of Europe.”
Display ad growth also outpaced search at 12.3% and 10.2%, respectively. Display now represents 40% of total digital advertising whilst search accounts for 46%.
For 2018, IHS Markit predicts that digital ad spend will surpass €50 billion in 2018.