Ad Spending in the EU-5: eMarketer's Estimates for 2016–2021 - eMarketer
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Ad Spending in the EU-5: eMarketer's Estimates for 2016–2021

eMarketer Report

By: eMarketer

Published: November 27, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The EU-5 countries constitute the five largest ad markets in Western Europe. With the exception of the UK, however, the shift to digital advertising has been relatively slow compared with other countries in the region.

  • Overall, the economy of the EU-5 is strong, and this has had a positive effect on ad spending. eMarketer estimates total media ad spending in the EU-5 will rise by 2.6% this year to $73.36 billion.
  • The UK stands out from the rest of the EU-5 both in terms of market size and development. Digital will already account for an anticipated 60.1% of UK total media ad outlays this year, while in both France and Spain TV will remain the single largest ad medium through at least 2020.
  • Aside from Italy—where digital display dominates—advertisers across the EU-5 dedicate the majority of their digital ad budgets to paid search placements.
  • Mobile will be a major driver of digital ad spending growth in the EU-5. By 2019, advertisers in each of these countries will dedicate more than half of their digital ad dollars to mobile placements.

"Digital’s share of total media ad spending in the EU-5 will rise from 38.7% in 2017 to 44.8% in 2021, resulting in a market worth $36.34 billion."

Table of Contents

EU-5 Overview

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Country-by-Country Review

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29 charts are included in the full report:

Ad Spending in the EU-5: eMarketer’s Estimates for 2016-2021

Digital Ad Spending in the EU-5, 2016-2021 (billions, % change and % of total media ad spending)

EU-5 Overview

Total Media Ad Spending in the EU-5, by Country, 2016-2021

Digital Ad Spending

Digital Ad Spending in the EU-5, 2016-2021 (billions, % change and % of total media ad spending)

Digital Ad Spending in Western Europe, by Country, 2016-2021 (billions)

Digital Ad Spending Share in Western Europe, by Country, 2016-2021 (% of total media ad spending)

Mobile Ad Spending

Mobile Ad Spending in the EU-5, by Country, 2016-2021 (billions and % change)

Mobile Ad Spending Share in Western Europe, by Country, 2016-2021 (% of digital ad spending)

Mobile Ad Spending Share in Western Europe, by Country, 2016-2021 (% of total media ad spending)

Country-by-Country Review

Total Media Ad Spending in France, by Media, 2017-2021 (billions)

Total Media Ad Spending Share in France, by Media, 2016-2021 (% of total)

Total Media Ad Spending Growth in France, by Media, 2016-2021 (% change)

Digital Ad Spending in France, by Format, 2016-2021

Mobile Ad Spending in France, by Format, 2016-2021

Germany

Total Media Ad Spending In Germany, by Media, 2017-2021 (billions)

Total Media Ad Spending Share in Germany, by Media, 2016-2021 (% of total)

Total Media Ad Spending Growth in Germany, by Media, 2016-2021 (% change)

Digital Ad Spending in Germany, by Format, 2016-2021

Mobile Ad Spending in Germany, by Format, 2016-2021

Italy

Total Media Ad Spending in Italy, 2016-2021 (billions and % change)

Digital Ad Spending in Italy, by Format, 2016-2021

Spain

Total Media Ad Spending in Spain, by Media, 2016-2021 (billions)

Total Media Ad Spending Share in Spain, by Media, 2016-2021 (% of total)

Total Media Ad Spending Growth in Spain, by Media, 2016-2021 (% change)

Digital Ad Spending in Spain, by Format, 2016-2021

UK

UK Total Media Ad Spending, by Media, 2016-2021 (billions)

UK Total Media Ad Spending Growth, by Media, 2016-2021 (% change)

UK Total Media Ad Spending Share, by Media, 2016-2021 (% of total)

UK Digital Ad Spending, by Format, 2016-2021

UK Mobile Ad Spending, by Format, 2016-2021