Global Digital Ad Spending 2016: A Country-by-Country Look by Industry - eMarketer
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Global Digital Ad Spending 2016: A Country-by-Country Look by Industry

eMarketer Report

By: eMarketer

Published: September 01, 2016

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

Executive Summary

Marketers around the world are funneling an increasing amount of their ad budgets into digital channels. But that’s just the beginning of the story. Market forces and consumer behaviors are unique to each of the 22 countries examined in this report.

  • In Western Europe, the refugee crisis and the fallout from the Brexit vote in June 2016 have put stressors on government and consumer spending, leading brands to spend cautiously as they head into the second half of the year.
  • In regions where digital ad spending is already high, more outlays are going toward digital video and social media initiatives. The consumer packaged goods (CPG) and auto sectors are leading the way in many mature markets, where the familiarity of traditional TV campaigns is leading to spending in digital video.
  • In less developed markets such as India, Indonesia and Colombia, traditional media still secures the bulk of ad budgets. Brands in these markets have been slower to embrace digital media and lag behind consumers’ use of digital devices, at least in urban areas where the infrastructure supports Wi-Fi and affordable mobile connections.
  • Across all regions, competition among local telecom companies is fierce, with many striving to capture as many converts to mobile as they can. This is increasing digital ad spending, and in some cases, traditional media ad spending as well.
  • With the exception of the least developed regions, the travel sector is spending heavily in digital throughout the world. Consumers globally are turning to the internet and mobile devices to book trips and manage travel plans.

"eMarketer predicts digital ad spending’s share of total media ad spending will increase worldwide in 2016 and 2017. The Asia-Pacific region will see the most rapid growth."

Table of Contents

Digital Ad Spending by Country

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Asia-Pacific

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Central and Eastern Europe

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Latin America

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Western Europe

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109 charts are included in the full report:

Global Digital Ad Spending by Industry 2016: A Country-By-Country Look

Digital Ad Spending as a Percent of Total Media Ad Spending Worldwide, by Region, 2016 & 2017

Digital Ad Spending by Country

Digital Ad Spending Share of Total Media Ad Spending Worldwide, by Country, 2014-2020 (% of total media ad spending)

Asia-Pacific

Australia: Ad Spending Metrics, 2016

Total Media Ad Spending in Australia, by Media, 2014-2020 (billions)

Top 5 Industries in Australia, Ranked by Digital Display Ad Spending Share, Q1 2016 (% of total)

Top 5* Industry Advertiser Categories in Australia, by Device/Format, May 2016

Beauty Product Digital Buyers and Average Amount Spent on Digital Beauty Purchases in Australia, by Type, April 2014-March 2016

China

China: Ad Spending Metrics, 2016

Expected Change in Marketing Spending According to Marketing Executives in China, 2014-2016 (% of respondents)

Traditional Media Ad Spending Growth in China, by Industry and Media, 2015 (% change)

Digital Ad Spending in China, by Industry, 2015 (millions and % change)

Automotive Industry Digital Ad Spending in China, Q1 2015-Q1 2016 (billions of Chinese yuan renminbi and % change)

India

India: Ad Spending Metrics, 2016

Total Media Ad Spending Share in India, by Media, 2015 & 2020 (% of total)

Total Media Ad Spending in India, by Product Category, 2015 (billions of Indian rupees and % change vs. 2014)

Digital* and Traditional Ad Spending in India, by Industry, FY 2015 (billions of Indian rupees)

Top 10 Advertisers in India, Ranked by Online Display Ad Impressions, March-May 2016 (millions)

Average Minutes per Visit by Internet Users in India Among Top Performer* Sites vs. Industry Averages, 2015

Indonesia

Indonesia: Ad Spending Metrics, 2016

Average Daily Time Spent with Media Among Consumers in Indonesia, 2012-2018 (minutes)

Japan

Japan: Ad Spending Metrics, 2016

Total Media Ad Spending Growth in Japan, by Media, FY 2016 (% change)

TV* Ad Spending in Japan, by Industry, 2014 & 2015 (billions of ¥ and % change)

Branded Social Video Share Growth in Japan, by Industry, 52 weeks ending Oct 7, 2015 (% change vs. same period of prior year)

South Korea

South Korea: Ad Spending Metrics, 2016

Total Media Ad Spending Share in South Korea, by Media, 2014-2020 (% of total)

Desktop Display Ad Spending in South Korea, by Industry, Q1 2016 (billions of South Korean won)

Mobile Display Ad Spending in South Korea, by Industry, H1 2016 (billions of South Korean won)

Products/Services Purchased Digitally by Digital Buyers in South Korea, by Device, Jan 2016 (% of respondents)

Thailand

Thailand: Ad Spending Metrics, 2016

Top 10 Industries in Thailand, Ranked by Digital Ad Spending, 2016 (millions of Thai baht)

Top 10 Industries in Thailand, Ranked by Digital Ad Spending Growth, 2016 (millions of Thai baht and % change vs. 2015)

Top 10 Advertisers in Thailand, Ranked by Total Media Ad Spending, Jan-June 2016 (millions of Thai baht)

Internet Users in Select Countries in Southeast Asia Who Trust Social Media Ads, March 2015 (% of respondents)

Central and Eastern Europe

Russia: Ad Spending Metrics, 2016

Total Media Ad Spending in Russia, by Media, 2015 (billions of Russian rubles and % change)

Top 15 Industries in Russia, Ranked by Traditional Ad Spending Share, Q1 2016 (% of total and % change vs. same period of prior year)

Top 10 Industries in Russia, Ranked by Total Media Ad Spending Share, 2015 (% of total)

Top 15 Industries in Russia, Ranked by Digital Ad Spending Share, Jan-Aug 2014* & Jan-Aug 2015** (% of total)

Top 10 Advertisers in Russia, Ranked by Traditional Ad Spending Share, Q1 2016 (% of total)

Online Video Viewer Metrics in Russia, by Category, Sep 2015

Latin America

Argentina: Ad Spending Metrics, 2016

Top vs. Bottom 5 Industries in Argentina, Ranked by Total Media Ad Spending Growth, Q1 2016 (% change vs. same period of prior year)

Brazil

Brazil: Ad Spending Metrics, 2016

Total Media Ad Spending in Brazil, by Industry, 2013-2015 (billions of Brazilian reals and % of total)

Top 30 Advertisers in Brazil, Ranked by Total Media Ad Spending, 2014 & 2015 (millions of Brazilian reals)

Paid Ad Formats Used by Their Company According to Professionals in Brazil, April 2016 (% of respondents)

Top 10 Advertisers in Brazil, Ranked by Online Display Ad Impression Share, March 2016 (% of total)

Social Media Activities Conducted by Companies in Brazil, by Industry, Dec 2015 (% of respondents)

Colombia

Colombia: Ad Spending Metrics, 2016

Total Media Ad Spending Share in Colombia, by Media, 2014 & 2015 (% of total)

Online Ad Spending in Colombia, by Format, 2014 & 2015 (billions of Colombian pesos, % of total online ad spending and % change)

Top 20 Industries in Colombia, Ranked by Digital Ad Spending Share, 2014 & 2015 (% of total digital ad spending)

Mexico

Mexico: Ad Spending Metrics, 2016

Traditional Media Ad Spending in Mexico, 2014-2019 (billions and % change)

Top 10 Industries in Mexico, Ranked by Total Online Display Ad Impressions, Sep 2015 (millions)

Channels Used to Purchase Banking Products According to Bank Customers in Select Countries, Sep 2015 (% of respondents)

Western Europe

Denmark: Ad Spending Metrics, 2016

Online* and Total Media Ad Spending in Denmark, by Industry, 2015 (millions of Danish kroner)

Top 20 Advertisers in Denmark, Ranked by Total Media Ad Spending, 2015 (millions of Danish kroner)

Digital Buyers in Denmark Who Have Purchased a Product/Service After Seeing a Related Social Media/Blog Post, by Category, May 2016 (% of respondents)

Finland

Finland: Ad Spending Metrics, 2016

Digital Ad Spending in Finland, by Format, Q1 2016 (millions of € and % change vs. same period of prior year)

Total Media Ad Spending Share in Finland, by Industry, 2015 (% of total)

Total Media Ad Spending Growth in Finland, by Industry, Q1 2016 (% change vs. same period of prior year)

Internet Users in Finland Who Would Consider Purchasing a Product/Service via Mobile Ad*, by Category, March 2016 (% of respondents)

France

France: Ad Spending Metrics, 2016

Total Media Ad and Marketing Spending in France, by Media, 2015 (millions of € and % change)

Digital Video Ad Benchmarks in France: Impression Share, by Industry, Q2 2016 (% of total impressions served by Videology)

Top 3 Areas for Increased Digital Spending According to Marketing Leaders in Select Countries, Jan 2016 (% of respondents)

Industries/Sectors Most Affected by Uberization* According to Internet Users in France, Feb 2016 (% of respondents)

Germany

Germany: Ad Spending Metrics, 2016

Traditional Media Ad Spending Share in Germany, by Media and Industry, 2015 (% of total media ad spending)

Online vs. Mobile Share of Total Media Ad Spending in Germany, by Industry, 2015 (millions of € and % of total media ad spending)

Top 5 Industries in Germany, Ranked by Mobile Ad Spending, 2014 & 2015 (millions of €)

Top 10 Automotive Industry Advertisers in Germany, Ranked by Mobile Ad Spending, H1 2015 (thousands of €)

Top 3 Areas for Increased Digital Spending According to Marketing Leaders in Select Countries, Jan 2016 (% of respondents)

Italy

Italy: Ad Spending Metrics, 2016

Total Media Ad Spending in Italy, by Media, 2014 & 2015 (millions of € and % change)

Total Media Ad Spending Share in Italy, by Industry, 2015 (% of total and % change)

Netherlands

Netherlands: Ad Spending Metrics, 2016

Industry Trends and Outlook

Ad Spending in the Netherlands, by Media, 2011-2016 (millions of €)

Digital Display Ad Spending Share in the Netherlands, by Industry, 2015 (% of total)

Norway

Norway: Ad Spending Metrics, 2016

Total Media Ad Spending Share in Norway, by Media, 2015 (% of total)

Average Daily Time Spent with Media Among Consumers in Select Nordic Countries, 2015-2018 (minutes)

Total Media Ad Spending in Norway, by Industry & Media, 2015 (millions of Norwegian kroner)

Top 10 Advertisers in Norway, Ranked by Traditional Media Ad Spending, 2015 (millions of Norwegian kroner)

Spain

Spain: Ad Spending Metrics, 2016

Total Media Ad Spending in Spain, 2007-2016 (billions of €)

Total Media Ad Spending in Spain, by Media, 2015 & 2016 (millions of € and % change)

Digital Ad Spending in Spain, by Format, 2015 (millions of € and % of total)

Digital Ad Spending as a Percent of Total Media Ad Spending According to Marketing Directors in Spain, H1 2015-H2 2016 (% of respondents)

Desktop Ad Spending Share in Spain, by Industry and Format, 2015 (% of total)

Mobile Ad Spending Share in Spain, by Industry and Format, 2015 (% of total)

Product/Service Categories Purchased Digitally by Digital Buyers in Spain, May 2016 (% of respondents)

Sweden

Sweden: Ad Spending Metrics, 2016

Ad and Marketing Spending Share in Sweden, by Media, 2015 (% of total)

Share of Company Revenues Allocated to Marketing According to Marketers in Sweden, by Industry, April 2016 (% of total)

Top 20 Advertisers in Sweden, Ranked by Traditional Ad Spending*, 2015 (millions of Swedish kronor)

Top 10 Product Categories Purchased Digitally by Digital Buyers in Sweden, April 2016 (% of respondents)

Leading Product Categories Purchased Digitally by Digital Buyers in Sweden, April 2015 (% of respondents)

Retail Ecommerce Sales Growth in Sweden, by Industry, Q1 2016 (% change vs. same period of prior year)

UK

UK: Ad Spending Metrics, 2016

UK Total Media Ad Spending Share, by Media, 2014-2020 (% of total)

UK TV Ad Spending for the Automotive, Finance and Household FMCG Industries, 2014 & 2015 (millions of £ and % change)

UK Digital Display Ad Spending Share, by Industry, 2015 (% of total)

UK Digital Video Ad Benchmarks: Impression Share, by Industry, Q2 2016 (% of total impressions served by Videology)

UK Total Media Ad Spending, by Media, 2015-2017 (millions of £, % change and percentage point change)

Types of Companies/Brands with Which UK Social Media Users Interact on Social Media, April 2016 (% of respondents)