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.
Behind the Numbers
eMarketer’s Europe digital ad spending forecasts are updated twice a year to keep our subscribers abreast of trends in this business-critical area. For this forecast, we analyze 8,849 metrics from 185 sources, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.
TABLE OF CONTENTS
- Europe Overview
- Western Europe’s Digital Ad Dilemma
- Spotlight on Austria and Switzerland