Digital Advertising Market in Europe is worth €48 bn – The Highlights form IAB Interact

DigitalGO attends one of the most important events for the digital advertising industry in Europe – IAB Interact, an event that gathers leading experts, agencies and media owners to exchange experiences and best practices, for over 12 years in a row

The highlights from Day 1 can be summed up in the latest data regarding Digital Advertising market growth and industry trends, presented by Dr. Daniel Knapp, Executive Director TMT Research and Analytics IHS Markit. 

  • Online Advertising investments in Europe reach 48 billion euro, largely powered by video, social and mobile display, with +13,2% growth in 2017, compared to 2016. 
  • The value of advertising market in Europe reached a new record: 117,2 billion euro 
  • On a European level, Italy is on the fifth place, after UK, Germany, France and Russia, with a 2017 growth rate of 12,3% 
  • The growth of mobile is one of the most important trends in 2017, with 40% of the overall market, including both Search and Display, and also the increase in video adv investments, growing four times faster that the “non-video” display 

Day 2 was marked by several interesting keynotes: 

“Direct to Consumer. An evolution in how consumer brands create and extract value” presented by Randall Rothenberg, IAB CEO, who explained the evolution of the B2C brands and their path of value creation and consolidation towards a “direct brand economy” we are living today, where there is no mediation between the brand and the consumer: Rothenberg highlited the growth of the omnichanel digital retail, that is creating a new type of organizations: the “rich enterprise”, that puts data at the center of its strategic efforts and had a 3D prospective of its user 

“Streaming and the Next Frontier: Why Brands Should Listen Up” presented by Marco Bertozzi, Vice President Sales Europe Spotify, who gave an interesting insight on the importance of music in our daily lives, and its renaissance, as users increasingly spend more time streaming music, across devices 

“Artificial Intelligence: myth vs. reality in the advertising world” presented by Silvia Sparry, Managing Director of Operations EMEA Xaxis, who shared an exclusive preview into the initial results of their pan European research carried out in partnership with IAB Europe on the state of Artificial Intelligence. 


For more information on the event visit and be sure to check out the live tweeting on our profile @DigitalGO_Group