Romania makes it into European digital ad spend top ten

Newsroom 16/07/2014 | 15:26

Romania has made it in the top ten of the AdEx Benchmark 2013 report by IAB Europe which focuses on advertising expenditure across Europe.

The online remains the second largest media category in Europe for the second year in a row and the gap between online and newspapers is expected to widen in 2014.

The report reveals that online advertising grew by 11.9 percent to a market value of EUR 27.3 billion in 2013. According to the report, it is not only the developing markets which are leading this growth. Mature markets which have benefited from innovation in online advertising technology are also driving growth, demonstrating the industry’s sustainability.

Romania landed on the tenth position, with a 13 percent growth in digital ad spend last year, after Italy, which saw a 13.3 percent surge.

Russia tops the report, with 26.8 percent digital ad spend growth, followed by Turkey (24.3 percent), Slovakia (17.3 percent), the UK (16.2 percent), Hungary (16 percent), Austria (15.7 percent), Norway (14.7 percent), Serbia (13.4 percent), Italy (13.3 percent) and Romania (13.0 percent).

Online advertising grew across all formats in 2013. Display advertising saw the highest level of growth, up 14.9 percent from 2012, with social media and mobile driving this rise, according to the IAB report.

In 2013, for the first time, mobile accounted for a double-digit proportion of total display ad spend at 11.8 percent.

Mobile is now an integral part of advertiser’s budgets – with mobile internet penetration increasing significantly across all of Europe the mobile medium is a more attractive space in which advertisers can reach their audience, says the report.

Otilia Haraga


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