Brussels, 22 September 2016– IAB Europe and IHS revealed their global figures for mobile advertising revenue today. The figures show that mobile advertising growth continues to accelerate and increased 68.2% to €37bn ($49bn) in 2015 from €22bn ($29bn) in 2014, driven by a mobile first consumer world and improving marketing technologies.
IAB Europe commends the Commission on its continuing strong interest in promoting Europe’s digital economy, as evidenced by the e-Commerce Package of 3 initiatives issued today alongside a Communication on online platforms and a Proposal to revise Directive 2010/13/EU on Audiovisual Media Services. But the Association also cautions against the risk of legislative indigestion.
Striving to plant new seeds in the multiplatform media landscape, Nielsen today added one very well-liked partner to its social media metrics. With Facebook conversations now joining Twitter activity and ratings on broadcast and cable TV and the streaming services, Nielsen hopes to be able to more fully gauge the elusive correlation between social media chatter and actual viewership — and the company got some applause from one of the Big 4 in the process.
On December 4, more than 200 experts in the field of Internet advertising and marketing gathered to discuss the most important digital trends and share experiences. This year's conference is organized by the Interactive Advertising Association (IAB Belarus) that has recently been established by the key market actors who demonstrate the willingness to develop the industry in the context of international experience and want to see the market open and civilized.