Which European country tops the ad spend? [#ChartoftheDay]

European online advertising spend is growing 9.7% year on year. But who is spending the most?

IHS Inc. & IAB Europe have recently announced some interesting findings from its European Online Advertising Report, highlighting a sizeable increase in advertising spend, compared to this time last year.

One of the most notable statistics from the report is the difference in spend between the UK and the rest of Europe.

With the UK spending in excess of €11.8 billion on online advertising, almost double that of the nearest country in Germany and triple that of France.

Eleni Marouli, principal analyst at IHS Technology highlighted the disparity, stating how the UK is

"clearly the first stop for advertisers in the region and shows no signs of slowing down.”

He goes on to highlight how the top three markets account for the lion's share of the advertising spend in Europe with a collective spend of €21.8 billion. Whilst the remaining countries collectively spend around €9.3 billion. Although the contrast is vast, as the population penetration of the internet in these countries increase, as should the online advertising spend.

It's been suggested that the increase in spend comes from both Mobile and Video, with mobile accounting for nearly 50% of online advertising, as they continue to be key growth drivers of the European online advertising market.

• Source: IHS Inc. & IAB Europe - European Online Advertising Report, AdEx Benchmark
• Data Set:The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. It is then processed and analyzed by IHS Technology. The report includes market size and value information for 2015 for the European market
• Date: Dec 2015