The news: Digital advertising spending will rise steadily in Western Europe over the next few years, and Google and Meta Platforms will be the main beneficiaries.
The Meta and Google appeal: Savvy marketers aren’t turning their backs on search, which is crucial to Western Europe shoppers being pinched by inflation. Facebook and Instagram hold credibility for brands that are hoping to capitalize on social commerce.
In France, Germany, Italy, Spain, and the UK—Western Europe’s five leading markets—Google and Meta will continue to garner over two-thirds of digital ad spending.
Looking forward: Though search and social ad formats remain viable, brands shouldn’t ignore the promise of newer options such as retail media networks and video advertising.