Highlights from the IAB Europe 2023 AdEx Benchmark Report

IAB Europe, 2023 AdEx Benchmark RaporuHe published . According to the report, the digital advertising market in Europe strong at 11.1 percent showed a growth and 96.9 billion euros reached its highest market value of all time.

Türkiye is the 8th market among 29 countries according to the size of digital advertising investments.

Türkiye whereas the size of digital advertising investments according to 8th market among 29 countries It was positioned as. Even Türkiye 118 percent With its growth rate, it appears as the fastest growing country in 2023 as well as in 2022.

While double-digit growth was achieved in 13 markets, including Turkey, European digital advertising investments 69 percent It was formed by England, Germany, France, Spain and Italy.

According to AdEx Benchmark, the size of digital advertising investments in our country will increase by the end of 2023 3 billion 476 million euros reached. Türkiye adjusted for inflation 50 percent with a growth rate higher than the European average 4.5 times more recorded a growth.

European digital advertising market surpasses the USA in terms of growth rate

European digital advertising market reaching 96.9 billion euros in 2023 11.1 percent showed a growth rate of . In this sense, in terms of growth rate 7.3 percent We can say that it has surpassed the US market, which has annual growth. However, let us note that digital advertising expenditures in the USA are 2.5 times higher than expenditures in Europe.

Fastest growing ad formats: Video, Connected TV (CTV) and Audio Ads

Display advertising investments across Europe 13 percent showed growth. Social media investments 18 percent While its share in display ads is growing at to 48 percent rose. This share is in our country 59 percent Let us state that it happened as follows.

Also in 2023 21 percent increased video advertising also played a significant role in the growth of total display ads. CTV in 2023 23.5 percent growing up, 15 percent growth It performed better than video advertising investments other than social media.

again in 2023 23 percent Digital audio advertising has become one of the fastest growing formats. According to the new audio advertising data included in the report; 32.5 percent growth Podcasts have played a significant role in increasing overall digital audio investments.

When looking at growth rates by formats, Türkiye with 180 percent growth in the video, with 215 percent growth in audio commercials and with 91 percent growth ranks first in Europe in search engine advertising, 131 percent growth ranked 2nd in the display advertising category.