Observed Signal · Jul 7, 2026 · Research Report · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
IAB Europe: Video Now Half of Display Spend
IAB Europe’s AdEx Benchmark Report 2025 shows European digital ad spend rose 10.5% to €131.1 billion across Europe. Video was the main driver: digital video spend climbed 19.6% to €34.0 billion, now accounting for more than half of display investment and just over a quarter of total digital spend. Social video led video growth (up 25.7%), while social advertising overall reached €35.5 billion (+19.2%). Retail media grew 16.7% to €13.3 billion, surpassing a 10% share of the market. Established channels such as display, paid search and classifieds continued to expand at lower rates. The report also highlights growing use of AI for creative efficiency and optimization and notes convergence between commerce and content, with measurability expected to steer future budget allocation.
Shows a material shift of advertiser budgets toward video (now majority of display), highlights rapid social video growth and rising retail media share — implications for media planning, inventory prioritization, creative formats and measurement across the open web.
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Key Takeaways & Evidence Grounding
- European digital ad spend grew 10.5% in 2025 to €131.1 billion (IAB Europe AdEx Benchmark Report 2025).
- Digital video ad spend rose 19.6% to €34.0 billion; video formats now account for more than half of display investment and just over a quarter of total digital ad spend.
- Social video grew 25.7% year‑on‑year; social advertising overall reached €35.5 billion (+19.2%).
- Retail Media grew 16.7% to €13.3 billion and exceeded a 10% share of total European digital ad spend.
- Established channels (display, paid search, classifieds) grew at lower rates, and rising AI adoption alongside improved measurability is expected to influence future planning and budget allocation.
Connected Companies & Entities
2 Entities mapped“Total European digital ad spend grew by 10.5 percent in 2025 to reach €131.1 billion, according to IAB Europe’s latest edition of its AdEx B...”
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IAB Europe: Europe's €131B Ad Market Up 10.5%
IAB Europe’s latest AdEx Benchmark Report found continental ad spend rose 10.5% year‑on‑year to €131 billion in 2025, with digital channels now accounting for roughly 70% of total spend. Video formats — from CTV to social video — account for more than half of display investment, with social video up 25% and social advertising reaching €35.5 billion (up 19.2%). Retail media grew 16.7% to €13.3 billion, largely by converting trade and shopper marketing budgets into media. Programmatic reached €15.7 billion in 2025 and is growing faster than overall display spend, driven in part by video demand and SME adoption via self-serve tools.
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