Investments in digital advertising continue to increase in Europe
In Belgium, remarkable 14.5% growth in 2015
According to the AdEx Benchmark study carried out by the IAB Europe, last year budgets dedicated to digital advertising reached some 36 billion euros Europe-wide, that is a growth of 13.3% compared to 2014.
The AdEx study incorporates the figures from 27 European countries. Twenty or so of them, for instance, show a two-figure growth for the second year running, with three markets even crossing the 30% level.
In Belgium, the AdEx study, carried out by the IAB Belgium in cooperation with the UMA, shows that investments in digital advertising reached over 400 million euros last year, which means a 14.5% rise compared to 2014. This performance demonstrates how central on-line marketing now is in the Belgian advertising world.
In addition to this total figure for budgets allocated to digital, the AdEx study also measures the channels that are most popular with advertisers and media agencies in Belgium. Among the ones that win most approval, for example, Display Advertising (advertisements with graphics) is still in the lead with 36.2% of investments, followed by sponsored links on search engines (28.3%), video (18.1%), advertising on social networks (15.7%) and e-mail marketing (1.8%).
“Since 2012, an acceleration in advertising investments in digital has been very apparent,” emphasises Stéphanie Radochitzki, Digital Strategy Manager at Space and in charge of research at the IAB Belgium. “Within a few years, digital has thus progressed from the status of supplementary medium to a strategic choice for advertisers who want to reach increasingly connected consumers. This trend, in step with the European market, is the result of the work carried out by all the players in the market, as well as the continuing efforts by the IAB in Belgium to win advertisers over to digital.”
The AdEx study is an estimation of advertising investments in digital, one that benefits from consensus on the part of all the players in the market. The calculation of the Belgian figures is based on the latest results of the IAB Matrix study. This takes a regular and detailed look at the allocation of budgets among Display Advertising, search engine marketing, video and social media marketing.
AdEx also takes into account the figures from the Nielsen MDB study for Display Advertising campaigns purchased by methods other than “programmatic buying”. With the IAB Europe study working in net investments, the Nielsen MDB figures were adapted in order to turn “rate card” prices into “net” investments.
The IAB is working on putting in place a new study on digital investments, in consultation with the DMA, the UMA and with the Nielsen research agency. “The Belgian market absolutely needs a study of this kind in order to measure investments over all of the digital channels,” emphasises Patrick Steinfort, President of the IAB.fo
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