Robust Social Ad Growth to Continue in Europe - eMarketer

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Robust Social Ad Growth to Continue in Europe

Social spending as a share of the total will line up around 8% across Europe

October 25, 2013

Social network ad spending is continuing to grow robustly in Europe, eMarketer believes.

In Western Europe, eMarketer estimates, advertisers will spend $2.00 billion this year on paid advertising on social sites, up 21.4% over 2012 spending levels. That will bring social spending ot 7.1% of all paid digital ad spending, a figure eMarketer expects to rise to 8.4% by 2015, when spending growth will still solidly be in double digits.

Social Network Ad Spending in Western Europe, 2012-2015 (billions, % change and % of digital ad spending)

In Central and Eastern Europe, spending levels are far lower and the market less mature, and eMarketer predicts a 53.8% increase in social network ad spending this year to $318.7 million. Growth will fall in coming years but remain strong, closely in line with rates expected for Western Europe. And social network ad outlays as a percentage of all digital ad spending will also be similar to the share in the rest of the continent.

Social Network Ad Spending in Central & Eastern Europe, 2012-2015 (millions, % change and % of digital ad spending)

eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness. Additionally, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular reevaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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