IAB Europe AdEx Benchmark research examines the digital advertising market under three main headings: Display, Search Engine and Ad Pages. The growth in these formats is also supported by evolving device usage and changes in consumption habits. 2020 Digital Advertising Investments AdEx Benchmark study has been a perfect guide for advertising investments in Europe, covering 28 markets, for fifteen years. The AdEx Benchmark Report, which covers 28 countries including Turkey, revealed that 7 countries recorded double-digit growth in 2020.
While Turkey was the country with the highest growth with 34.8%, it was among the top 10 growing markets in Europe (England, Germany, France, Russia, Italy, Spain, Sweden, Netherlands, Turkey, Switzerland) in terms of advertising investments. According to the report, digital advertising investments of 3 countries (Belgium, Spain, Belarus) decreased. Despite the severity of the COVID-19 outbreak and the ensuing economic crisis, countries with the largest digital advertising investment, such as Italy, Spain, France and the UK, experienced balanced growth, while Germany grew by 10.4%. Ayşen Akalın, Chairman of the Board of IAB, said, “While Turkey is the country with the highest growth, it is among the lowest in Europe when per capita income and advertising expenditures are taken into account. This shows the growth potential of digital advertising investments in Turkey.” Social media and video recorded the strongest growth across all channels, with growth in e-commerce, small businesses and advertisers continuing to invest in the second half of 2020. Social media grew by 15.9%, while video grew by 16.3%. Turkey became the country with the highest growth in Europe with 44.8% growth in social media and 33.8% in display advertising. In video, it was the second growing market after Russia with a growth of 52.1%, and it was among the top 10 in Europe in video share.
In Europe, search advertising grew by 7.9% and display advertising grew by 9.1%. While only 8 countries (Turkey, Serbia, Ukraine, Bulgaria, France, Czechia, Croatia, Romania) grew in the field of advertisements and affiliates in Europe, Turkey again ranked first with a growth of 23'3%. Audio data also available. According to the report, the digital audio market represents a total value of €500 million, although it occupies just under 1% of the digital advertising market. For the first time, digital audio figures were included in the AdEx Comparison report. Townsend Feehand, CEO of IAB Europe, commented on the results: “Despite an unpredictably tough year, it's really encouraging to see such positive growth in 2020. As an industry association to support digital advertising, we strive to provide insights into the impact of COVID-19 on investments and support our members in these challenging times. We believe that the industry will continue to evolve in 2021. Evaluating the results, IAB Chief Economist for Europe Dr. Daniel Knapp said, “Digital advertising didn't have a bad year in 2020, it just had a bad quarter. Before double-digit growth in Q4, we saw a rapid recovery begin in Q3. During the closure period, there was a rapid increase in branding, especially through video. 2020 has been a year of fast-paced long-term socio-economic transformations that change the way people consume and the way companies operate. "While this provides a fertile ground for digital advertising, we expect the industry to accelerate its growth in 2021." The full AdEx Benchmark 2020 Report, which will provide data and analysis for 28 countries, will be published in June 2021.
References: https://iabtr.org/turkiye-dijital-reklam-yatirimlarinda-avrupa-da-en-fazla-buyume-gosteren-ulke
07 June 2021 Monday tarihinde yayınlandı.
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