IAB Europe’s AdEx 2020 report shows that the digital share of media advertising increased in all markets despite the economic downturn last year.
Despite disruptions and uncertainties in 2020, European advertising marketing managed to grow 6.3%, culminating in a market value of €69 billion. The study shows that decline in ad spend was restricted to the second quarter, before recovering rapidly in the third quarter and finally growing by double digits in the fourth quarter.
Digital advertising represents more than 50% of all media ad spend in 13 out of 28 markets included in the study. Germany was the fastest-growing Western European market, while the UK managed a 5.1% growth.
Digital ad spend per capita was €87 on average, with UK and Sweden topping the list. Display outperformed the market primarily driven by gains in video and social.
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