According to a new study from AdEx and IAB Europe, Ireland has had the largest digital growth in Europe over the last 10 years, followed by Bulgaria, Poland and Slovenia. The report as a whole looked comprehensively into the continent's online advertising spend, which culminated in a value of 36.4 billion Euros in 2015, showing a year-on-year increase of 13%. Townsend Feehan, CEO of IAB Europe, said that the report showed a “huge milestone for the European digital advertising industry” as it overtook TV spend, which was part of a decline of 4.1% registered by other media over the same period. The author of the research, Daniel Knapp, added that “online advertising continued to grow in double-digits despite its maturity”, whilst the “AdEx Benchmark report reveals that the main drivers across Europe are video, mobile, and programmatic”.
