European display ad market to reach EUR 28.7 bln in 2020

Nieuws Breedband Europa 29 DEC 2015
European display ad market to reach EUR 28.7 bln in 2020
The European online display and social media advertising market will grow in double digits over the next 5 years to reach EUR 28.7 billion in 2020, versus EUR 14.4 billion in 2015, according to a forecast by Forrester. Fueled by video and mobile adoption, programmatic advertising is expected to skyrocket everywhere in Europe. By 2020, over half of EU video ad revenue is expected to be sold and executed programmatically. Mobile will be next to adopt programmatic ads. 

The research forecasts that desktop online display revenue will start to decline marginally after 2018. Mobile display advertising is projected to grow by 34.9 percent a year and tablet display advertising by 22.9 percent a year. By 2020, smartphones and tablets will account for 64 percent of the online display ad spend in 2020. Smartphones are expected to show the strongest growth, reaching EUR 6.4 billion in 2020, compared to EUR 1.4 billion in 2015. 

Forrester also expects ad blockers to continue growing in popularity, constraining revenue growth for publishers. In the second quarter, there were 77 million active users of ad-blocking software in Europe, 35 percent more than in the year-earlier period. Ad blocking costs the advertising industry an estimated USD 21.8 billion globally in 2015. 

Categories:

Internet

Companies:

Forrester

Regions:

Europa

Tags:

Wireline, Wireless, Advertising services, Market research

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