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Nine in 10 internet users in Denmark now have smartphones, and advertisers are responding.
According to an April 2014 report from Danske Medier (IAB Denmark) and Deloitte, mobile ad spending in the country nearly doubled between 2012 and 2013, from DKK39.9 million ($7.1 million) to DKK78.4 million (nearly $14 million). However, mobile ad revenues still had a long way to go, representing just 1.6% of total digital ad spending.
IAB Denmark/Deloitte’s definition of digital advertising includes display advertising (banners and sponsorships, rich media, textual and contextual advertising), search (paid listings except site optimization and paid inclusion), classifieds (that is, employment, automotive or auction-based listings and yellow pages), permission marketing (email-based) and miscellaneous. However, the study’s definition of mobile advertising includes only ads bought specifically for mobile media and excludes digital advertising displayed on mobile devices in general.
eMarketer’s figures for total mobile ad spending in Denmark last year are significantly higher, due to our different definition of mobile internet ad spending, which includes display (banners, video and rich media) and search; excludes SMS, MMS and peer-to-peer messaging-based ads; and includes ad spending on tablets. We estimate that mobile ad spending in the country more than doubled last year, growing 120.0% to reach $108.0 million, or 13.5% of total digital ad investments.
Total digital ad spending in Denmark saw growth of more than 8% last year to hit DKK4.92 billion ($875.4 million), according to IAB Denmark/Deloitte. Search led the way, with expenditures on the channel rising 14% to maintain the No. 1 spot in total spending among digital formats. Display jumped 8% to DKK1.57 billion ($279.4 million), while investments in permission marketing were up 7%. Classified ad spending remained flat.
IAB Denmark/Deloitte’s estimates for total online ad spending in Denmark are slightly higher than eMarketer’s, likely because they include permission marketing—email-based marketing spending—which we do not. In addition, we look at digital media as a percentage of total media, for which we have a lower number than IAB Denmark. We estimate that digital ad spending the country totaled $797.5 million last year, with slightly higher growth than IAB Denmark/Deloitte, at 9%.
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