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As in 2013, digital advertising is evolving at different speeds in the leading Western European nations. Helped by its relative financial strength in general, Germany is by far the largest continental market as measured by digital ad investment, followed by France. Italy and Spain lag well behind, and this gap is accentuated by long-running economic problems in those nations. A new eMarketer report, “Western Europe Digital Ad Spending: Steady Overall Gains Mask Slower Progress in Italy and Spain,” explores how different countries are faring, especially as the digital market gets more mobile.
This year, advertisers in Western Europe will spend 6.8% of all their ad dollars on the mobile internet, eMarketer estimates. That share is higher than the global average (6.7%) but lower than the proportion in North America (10.0%). These regional averages mask a striking variety of markets, though. In the UK, more than 13% of ad spending will be devoted to mobile ads. But in France, Germany, Italy and Spain mobile's proportion will be less than 5%.
This year, mobile ad outlays will rise by at least 80% in all of the core Western European countries tracked by eMarketer, as advertisers race to capture the attention of consumers on mobile phones and tablets. In the UK, where mobile advertising is already well developed, gains will be lower than the regional average of 118.4%.
The amount spent to target mobile internet users in Western Europe is expected to reach $38.48 per person this year—more than double the global average of $16.21. This is little more than a third of the $104.51 in per-user spending predicted for North America, but far more than per-user spending in all other regions.
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