Net video ad spend in Europe amounted to €37 billion in 2016, with online video contributing €3 billion to the total, according to the findings of the latest RTL/Ad Connect TV Key Facts report.
While the total video spend was 2% up on a year earlier, that for online video was 21% higher.
Meanwhile, print spend was 9% lower than €23.3 billion; digital display (without video) 9% higher at €13.2billion, OOH 1% lower at €7.4 billion; radio 2% higher at €5.2 billion; and cinema unchanged at €700 million.
Significantly, mobile devices are driving video consumption in Europe, with the total time spent watching online video per day in 2016 being one hour and four minutes, or 51 minutes more than in 2012.
Of this, 45 minutes was on mobile devices (+41 minutes on 2012) and 19 minutes (+10 minutes on 2012) on desktops and non-mobile devices.
