Data-driven advertising in Europe: latest research
During 2017, we commissioned three original, independent studies, to explore data-driven advertising’s contribution to the European Union (EU).
These studies were conducted by the research agencies IHS Markit and GfK and involved surveys of internet users in 11 EU countries, including a balance of Eastern and Western markets with a range of income levels and stages of economic maturity. They also involved in-depth interviews with online advertisers and publishers, and econometric analysis of the role of data in digital advertising. Together they show how data-driven advertising makes a fundamental contribution to economic growth – and how the accessibility of the internet for EU citizens would be seriously compromised without it.
Europe online: an experience driven by advertising
The research company GfK conducted online surveys with over 11,000 internet users across 11 EU countries. They explored the types of content they access online, their attitudes to data-driven advertising, and their willingness to pay for content as an alternative to advertising.
Key findings include:
The economic value of data-driven advertising
The research agency IHS Markit used interviews with advertisers, publishers and technology companies to help identify the role of data in digital advertising. With its proprietary database of advertising trends and econometric modeling techniques, it predicted the likely impact of the proposed ePrivacy Regulation, which in the current form will effectively to prevent the use of behavioural data for ads.
Key findings include:
The economic contribution of digital advertising in Europe
IHS Markit updated its analysis of the economic contribution that digital advertising as a whole makes to the EU. This provides important context for the analysis of data-driven advertising’s value. This analysis used publicly available data, including Gross Domestic Product (GDP) and employment data. It includes digital advertising’s direct contribution through Gross Value Added, as well as its indirect, induced and wider effects. IHS Markit identified the contribution that digital advertising makes to revenue growth for advertisers, and also explored how different digital industries depend on advertising.
Key findings include: