A study has found that digital ad spend in Europe saw a 12% increase in 2016, to reach almost 42 billion Euros. The study was undertaken by IAB Europe and IHS Markit, and found that spending increased in all 27 countries that were measured in the report. The UK remains the continent's leading spender by some way, with 14.2 billion Euros spent last year, ahead of second placed Germany, which spent 5.9 billion Euros. Romania, Slovenia and Ireland all saw growth of more than 30%, far more than the regional average. Mobile ad spend saw strong growth as well, rising by 53% in 2016. Serbia saw the biggest rise in mobile, seeing an increase of 327% compared to 2015.