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UK ad spend on online more than France/Germany combined

IHS, in collaboration with IAB Europe, has published findings from its annual European online advertising report, AdEx Benchmark.

“The top three markets still account for the lion’s share of the European online advertising market,” said Eleni Marouli, principal analyst at IHS Technology. “But what is notable is the gap between the UK, Germany and France.”

The UK spent more than double on online advertising in comparison to Germany and almost triple the spend in France during 2015. “The UK spent an impressive €11.8 billion in 2015,” Marouli said. “It is clearly the first stop for advertisers in the region and shows no signs of slowing down.”

The report also highlighted impressive growth for Ireland, Bulgaria and Poland.

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


Programmatic, the rise of online video consumption and a shift to mobile are key drivers for the boom in spend,” Marouli said. “But, challenges like ad blocking, ad fraud and misuse of data are all big hurdles for the industry in the year ahead.”

The AdEx Benchmark research – the definitive guide to the state of the European online advertising market – revealed a €30 billion net addition to the online ad market in the last 10 years. All markets participating in the study recorded positive growth, a total of 20 markets grew double-digit for the second year running (three markets recording more than 30 per cent growth, a further nine showing more than 20 per cent growth and another eight showing more than 10 per cent growth). Mobile and video formats continue to show strong growth.


The top 10 list of markets are as follows.

Top 10 Rankings


UK – €11.8bn


Germany – €5.8bn


France – €4.2bn


Italy – €2.1bn


Netherlands- €1.6bn


Russia – €1.5bn


Sweden – €1.3bn


Spain – €1.2bn


Denmark – €0.8bn


Switzerland – €0.8bn

Top Individual Growth Markets


Ireland 29 per cent growth


Bulgaria 22.3 per cent growth


Poland 21.8 per cent growth

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