The IAB Europe 2024 AdEx Benchmark Report highlights a robust growth in the European digital advertising market, surpassing €118.9bn in revenue. 2024 witnessed significant gains in social media and video advertising, attributed to shifting consumer behaviors and the rise of connected TV formats. Specific growth figures demonstrate a 22.2% increase in retail media and a 24.5% expansion in video ads, solidifying their importance. Meanwhile, programmatic advertising is experiencing a resurgence, while digital audio faces challenges. Overall, almost two-thirds of ad spend is now digital, marking a important evolution in the advertising ecosystem across Europe.
Social media has emerged as one of the most powerful channels, reflecting a rapid shift in consumer habits. As brands allocate more resources to these platforms, it’s clear they will continue to dominate the digital landscape.
The resurgence of programmatic advertising in 2024 signals a renewed confidence in automated buying processes, adapting to the evolving preferences of both advertisers and consumers, which is crucial for driving revenue growth.
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