IAB 2016 Digital Ad Spending

There was an interesting report released by AIB Europe in late June where it showed the meteoric rise of digital spending across Europe in 2016. The topline was that digital spending in Europe grew by 12% in 2016 compared to 2015m with the market now worth €41.9 billion per annum. The big mover was “mobile display” which grew by 53% in the year and it accounts for 33% of the ‘display’ market. Across Europe the market loos in good shape except for spend on print and OOH. Looking towards home, the in the Republic of Ireland we spent €444 million on digital in 2016 up from €338 million in 2015. This is a 32% growth year on year making us the third fastest growing country in Europe in terms of digital spending. Here’s a breakdown of the spend per category in Ireland according to the IAB. Within those figures there will be duplication i.e. some of the number for mobile will be contained in display and paid search.   2016 2015 Ch Display 196 135 45% Classified 29 27 7% Paid Search 196 175 12% Mobile 100 51 96% Video 47 24 96% An interesting portion of the research was…