For the first time in Europe, digital advertising has overtaken TV advertising
In 2015, European countries spent € 36.4 billion on digital advertising, while the television advertising budget was € 33.3 billion. Thus, digital advertising was ahead of television advertising for the first time.
Expenditure on mobile advertising last year increased to € 3.5 billion. Today, mobile advertising accounts for 26.7% of all media advertising. In turn, the cost of online video advertising reached a record high of € 2.3 billion, 35.8% higher than in 2014.
According to a study conducted by IAB’s European division, the top ten countries with the highest spending on online advertising in 2014 include the United Kingdom, Germany, France, Italy, the Netherlands, Russia, Sweden, Spain, Denmark, and Switzerland.
The fact that in Europe, digital advertising is ahead of the cost of television advertising, shows, according to researchers, the important role of digital in all media plans. Ignoring these figures is a big mistake, they say.
Creative agencies and media researchers are advised to focus on the production of video advertising for mobile devices, rather than on the adaptation of television videos. In addition, television and digital advertising are increasingly becoming one due to the creative component and the use of data transmission – video.