In the midst of a pandemic, the digital advertising market moved positively both in Greece and across Europe. Digital advertising revenues in our country in 2020 increased by 6%, a percentage that is close to the European average.

Pan-European, the market also expanded with revenues increasing by 6.3% compared to 2019, with a total market value of 69 billion euros. However, the increase in digital advertising revenue in Europe during the pandemic year was the slowest growth recorded since 2006, much lower than the corresponding performance during the 2008/2009 financial crisis.

Based on the severity of the COVID-19 epidemic and the consequent economic downturn, only three markets recorded a reduction in advertising spending, according to the AdEx 2020 report, published by IAB Europe in collaboration with IAB Hellas, a leading association for the digital advertising ecosystem and marketing.

Digital’s share of total advertising spending increased in all the markets under study in Europe, mainly with a single-digit increase, in contrast to the significant decrease suffered by other media channels. Digital advertising now accounts for more than 50% of all media advertising in 13 of the 28 markets included in the AdEx 2020 study.

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