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Several European countries are still struggling economically, but the region’s digital ad market is booming. According to the Interactive Advertising Bureau Europe and IHS, digital advertising spending in Europe rose 11.9% last year to total €27.3 billion ($36.4 billion).
Mobile advertising showed the most dramatic rise, with expenditure 128.5% higher than in 2012. As a result, the channel accounted for 11.5% of all digital ad spending—the first time its share rose to double digits.
Online video advertising also grew sharply, rising by 45.4% in 2013 to nearly €1.19 billion ($1.59 billion)—another first, as Europe’s investment in online video ads had never before reached the €1 billion ($1.33 billion) mark.
Spending on display ads continued to gain momentum, logging higher growth than any other format, at 14.9%, and a total value of €9.2 billion ($12.27 billion). But spending on search remained greater overall, at €13.4 billion ($17.87 billion), and rose almost as much (13.0%).
The UK topped the list of the most valuable digital ad markets in Western Europe, followed by Germany and France. But across Europe as a whole, the most impressive growth was seen in Russia (26.8%) and Turkey (24.3%)—where online platforms were just beginning to realize their potential for advertisers and brands.
eMarketer estimates that digital ad spending in Western Europe will approach $32 billion this year; the UK is expected to account for more than one-third of that amount.
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