Report Snapshot

The economy in Western Europe is proving challenging for the ad industry, and a spending slowdown is expected this year. But digital will help keep the industry’s head above water. Search spending will remain strong in France and Germany, but the duopoly’s dominance is being tested.

Key Question: How important will digital become to advertisers in Western Europe through 2027?

KEY STAT: Despite a slight slowdown in digital ad spending growth this year, it will pull clear away from traditional spending. By 2026, digital spend will more than double traditional, and the gap will continue to increase.