Western Europe Digital Ad Spending: Outlays Will Pass $35 Billion in 2016, but Growth Is Slowing - eMarketer
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eMarketer Report

Western Europe Digital Ad Spending: Outlays Will Pass $35 Billion in 2016, but Growth Is Slowing

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Executive Summary

This year, marketers in Western Europe will invest over $35 billion in digital advertising. Growth will be comparatively sluggish in most countries, however, due to market maturity and persistent political and economic concerns in the region.

  • Western Europe is the world’s third largest advertising market, worth nearly $100 billion in 2016, eMarketer estimates. More than 35% of that total will go to digital ads, though growth overall will be slower compared with other regions.
  • Digital ad spending still varies enormously across the EU-5. Outlays in the UK will be more than twice of those in Germany. Meanwhile, spending in Germany will be more than twice the level estimated in France. Italy and Spain will continue to lag by this measure.
  • Search remains vital for Western Europe’s advertisers, and it will account for nearly $16.5 billion this year—the single biggest chunk of digital ad spending in the region. Italy is the only EU-5 nation where display has historically claimed more dollars than search.
  • Display is gradually gaining share in most markets in Western Europe, as brands boost their investments in video and mobile display formats in particular.
  • Outlays on mobile internet ads in the region will rise nearly 45% in 2016 and pass $16.5 billion. That sum will more than double by 2020.

"Expenditure on digital advertising in Western Europe will pass $35 billion in 2016 and $40 billion in 2018. Annual growth rates in this mature market will be less than 10%, however—well below the global average."

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Regional Overview

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France

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Germany

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Italy

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Spain

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40 charts are included in the full report:

Western Europe Digital Ad Spending: Outlays Will Pass $35 Billion in 2016, but Growth Is Slowing

Digital Ad Spending in Western Europe, 2015-2020 (billions, % change and % of total media ad spending)

Regional Overview

Total Media Ad Spending Worldwide, by Region, 2015-2020 (billions and % change)

Total Media Ad Spending Share Worldwide, by Region, 2015-2020 (% of total)

Digital Ad Spending

Digital Ad Spending Worldwide, by Region, 2015-2020 (billions and % change)

Digital Ad Spending in Western Europe, by Country, 2015-2020 (billions)

Top 20 Countries, Ranked by Total Media Ad Spending per Person and Digital Ad Spending per Internet User, 2016

Top 10* Countries in Europe, Ranked by Digital Ad Spending Growth, 2015 (% change)

Digital Ad Spending as a Percent of Total Media Ad Spending Worldwide, by Region, 2015-2020

Digital Ad Spending by Format

Digital Ad Spending in Western Europe, by Format, 2015-2020 (billions, % change and % of total)

Mobile Ad Spending

Mobile Internet Ad Spending Worldwide, by Region, 2015-2020

Mobile Internet Ad Spending in Western Europe, by Country, 2015-2020 (billions)

Key Trends in Digital Ad Spending

Desktop Ad Blocking User Penetration in North America and Select Countries in Western Europe, Q2 2016 (% of internet users)

France

Total Media Ad Spending in France, by Media, 2015-2020 (billions)

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

Digital Ad Spending

Total Media Ad Spending Share in France, by Media, 2015-2020 (% of total)

Digital Ad Spending by Format

Digital Ad Spending in France, by Format, 2015-2020 (billions, % change and % of total)

Digital Display Ad Spending in France, by Type, H1 2016 (millions of € and % of total)

Mobile Ad Spending

Total Media Ad Spending Growth in France, by Media, 2015-2020 (% change)

Mobile Internet Ad Spending in France, by Format, 2015-2020 (millions, % change and % of total)

Germany

Total Media Ad Spending in Germany, by Media, 2015-2020 (billions)

Digital Ad Spending

Total Media Ad Spending Growth in Germany, by Media, 2015-2020 (% change)

Total Media Ad Spending Share in Germany, by Media, 2015-2020 (% of total)

Industries in Which the Digital Share of Total Media Ad Spending Will Increase According to Digital Media Agencies in Germany, July 2016 (% of respondents)

Digital Ad Spending by Format

Digital Ad Spending in Germany, by Format, 2015-2020 (billions, % change and % of total)

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

Top 10 Online Display Ad Formats in Germany, Ranked by Ad Spending, H1 2015 & H1 2016 (millions of €)

Mobile Ad Spending

Mobile Internet Ad Spending in Germany, by Format, 2015-2020 (millions, % change and % of total)

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

Italy

Total Media Ad Spending in Italy, 2015-2020 (billions and % change)

Total Media Ad Spending in Italy, by Media, H1 2015 & H1 2016 (millions of € and % change)

Digital Ad Spending by Format

Digital Ad Spending in Italy, by Format, 2015-2020 (millions, % change and % of total)

Mobile Ad Spending

Mobile Ad Spending in Italy, 2008-2015 (billions of € and % change)

Spain

Total Media Ad Spending in Spain, by Media, 2015-2020 (billions)

Digital Ad Spending

Total Media Ad Spending Share in Spain, by Media, 2015-2020 (% 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)

Total Media Ad Spending in Spain, by Media, 2015-2017 (millions of € and % change)

Digital Ad Spending by Format

Digital Ad Spending in Spain, by Format, 2015-2020 (millions, % change and % of total)

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

Mobile Ad Spending

Total Media Ad Spending Growth in Spain, by Media, 2015-2020 (% change)

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