Europe’s ad market is in flux. Most ad spending in the region is still directed toward traditional media, but advertisers are quickly shifting their budgets to digital. That’s no surprise, given that 70.7% of the region’s population will use the internet at least once per month in 2018.
Trust and transparency were the two topics that dominated the European ad industry at the end of last year. Both issues will continue to play a role in 2018, particularly as new regulations like the General Data Protection Regulation (GDPR) put more power in the hands of individuals to control what they see and share online. These topics have also informed our most recent predictions of how advertisers in Europe will spend their ad dollars this year.
Here are our forecasts for total media, traditional, digital and mobile ad spending in Europe for 2018 to 2022.