IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced at its flagship conference Interact 2022 today (25th May 2022) that digital advertising grew 30.5% in 2021 to €92b (£78.38b). This exponential growth shows that the digital advertising market has truly bounced back from the challenges and impact of COVID-19.
2021 Digital Advertising Investment
Now in its sixth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe, covering 28 markets. In 2021, all markets experienced double-digit year-on-year growth. Turkey was the most dynamic market posting an exceptional growth of 99.7%. In 2021, no markets experienced a decline in digital advertising.
Audio and Video Post Strongest Growth
The study shows that audio saw the largest growth in 2021 at 51.3%. Whilst the audio market still remains small, it represents positive growth. Video also grew by an impressive 46.2% to €18.5b (£15.76b). Meanwhile display grew by 34.5% to €45.6b (£38.84b), with search experiencing a 29.9% increase to €39.5b (£33.65).
The AdEx Benchmark Study highlights can be downloaded here.
The full AdEx Benchmark 2021 Report, which will provide full commentary and data across all 28 markets, will be published in June 2022.