Internet Media: it's time to measure up!

The Internet Media market (advertising and paid services) continued to grow in 2016, up by +11%.
This growth is mainly driven by the advertising segment, worth 2.36 billion euros and accounting for 94% of the total. For some four years, the online channel has taken a firm grip on second place within the advertising media mix. Nonetheless, in 2016 growth was below predictions and, in absolute value, was on par with television.
Internet Advertising is up against a challenge of its own. To take a leap in quality and attract more money, it must be prepared to parade its efficiency. This test is certainly not straightforward, and requires everyone in the supply chain, from the investors and media agencies to the publishers, dealers and even the market certificate authorities, to make changes in culture, organisation and skills.
The remaining 6% of Internet Media is linked to the sale of paid content, which is worth nearly 160 million euros. However, despite an increase of more than 40% on 2015 year, the market share of this channel is still very modest when compared to others.