Advertising - EU-27

EU-27

Ad spending in the Advertising market in EU-27 is forecasted to reach US$114.50bn in 2024.
The largest market within the Advertising sector is TV & Video Advertising with a market volume of US$31.65bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$421.30bn in 2024.
In EU-27's Advertising market, 67.17% of total ad spending is anticipated to come from digital sources by 2029.
The average ad spending per capita in the TV & Video Advertising sector is projected to be US$70.73 in 2024.
Furthermore, Advertising market of the 84.20% revenue in the EU-27 will be generated through programmatic advertising by 2029.
In the EU-27, digital advertising is experiencing a surge, with programmatic ad buying and personalized content leading the market trends.

Key regions: United States, China, Europe, Asia, Japan

Market

Region

Region comparison

Currency

Analyst Opinion

The Advertising market in EU-27 is experiencing significant growth and development.

Customer preferences: Customers in the EU-27 are increasingly demanding personalized and targeted advertising campaigns. They want advertisements that are relevant to their interests and needs, and they are more likely to engage with brands that provide such tailored experiences. Additionally, customers are becoming more aware of the importance of ethical and socially responsible advertising. They are more likely to support brands that align with their values and promote sustainability.

Trends in the market: One of the key trends in the Advertising market in EU-27 is the increasing use of digital advertising channels. With the widespread adoption of smartphones and the internet, consumers are spending more time online, and advertisers are leveraging this trend by investing in digital advertising platforms. Social media platforms, search engines, and online video platforms have become popular channels for reaching and engaging with consumers. Advertisers are also utilizing programmatic advertising techniques to automate the buying and selling of ad inventory, making the process more efficient and cost-effective. Another trend in the Advertising market in EU-27 is the growing importance of influencer marketing. Influencers, who have a large following on social media platforms, are being used by brands to promote their products or services to their target audience. This form of advertising is seen as more authentic and relatable, as influencers often have a personal connection with their followers. Brands are collaborating with influencers to create sponsored content that resonates with their audience and drives brand awareness and sales.

Local special circumstances: The Advertising market in EU-27 is influenced by local cultural and linguistic diversity. Each country in the EU-27 has its own unique language, culture, and consumer behavior. Advertisers need to consider these differences when developing their advertising campaigns. Localization and translation of advertisements are crucial to effectively reach and engage with consumers in different EU countries. Advertisers also need to be mindful of cultural sensitivities and adapt their messaging accordingly.

Underlying macroeconomic factors: The Advertising market in EU-27 is influenced by macroeconomic factors such as GDP growth, consumer confidence, and industry competition. When the economy is growing and consumers have more disposable income, advertisers tend to increase their advertising budgets to capitalize on the increased consumer spending. On the other hand, during economic downturns, advertisers may reduce their advertising spending to cut costs. Additionally, the level of competition in the Advertising market also affects the industry dynamics. Advertisers need to constantly innovate and differentiate themselves to stand out in a crowded market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).