Digital Single Market

IAB Europe response to the European Commission’s public consultation on Audiovisual Media Services Directive

The Interactive Advertising Bureau Europe (IAB Europe) welcomes the opportunity to provide feedback on the European Commission’s public consultation on the Directive 2010/13/EU on Audiovisual Media Services (AVMSD).

IAB Europe is the voice of digital business. Its mission is to protect, prove, promote and professionalise Europe’s online advertising, media, market research and analytics industries. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations. Advertising is essential to the success of the European digital market. It has a key role in helping fund digital content, services and applications, making them widely available at little or no cost, as well as driving growth in the digital sector.

Digital advertising is a major lever for a successful digital economy. In 2006, the value of the EU market stood at €6.6 billion, versus €30.7 billion in 2014. This is an increase in spend of €24.1 billion and translates into a compound annual growth rate of 21.2%, or an average €3.0 billion per year. With a growth rate of 11.8% in 2014 compared to a 1.3% increase in overall EU GDP, the digital advertising sector continues to outperform the overall EU economy .

IAB Europe welcomes the Commission’s initiative and aim to make Europe’s audiovisual media landscape fit for purpose in the digital age. Such an initiative must pursue the joint objectives of serving European consumers as well as supporting the development of the digital economy and new business models.

IAB Europe is limiting its response to questions that contain aspects which could bring opportunities or pose challenges to the European online sector and online advertising industries.

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