Largest online advertising markets in Europe 2018-2019

In the United Kingdom (UK) in 2019, 11 billion euros was spent on online ads. This was 7 billion euros more than Germany, which in second place had a spending of 4 billion euros in the same year.

Bright future for digital marketing

A glance at digital advertising spend in the UK from 2007 to 2019 shows a steady year by year increase. Roughly 2.8 billion British pounds was spent on online advertising in 2007. This had increased five-fold by 2019 to 14 billion British pounds, and is projected to reach 15.6 billion British pounds by 2020, reflecting not only an ever increasing but continual shift towards digital marketing. According to Statista’s digital market outlook, mobile advertising is expected to grow by a year-over-year average of 3 percent between 2020 and 2024. Relative to this, desktop advertising is projected to drop by roughly the same amount each year during this period.

Growth of mobile advertising

With 95 percent of households in the United Kingdom citing having at least one mobile phone, it is no wonder that marketers are seizing the opportunity to reach their audience through mobile advertisements such as banners, push notifications and text messages. Unlike desktops, the average person has their mobile phone constantly on hand, using it to access the internet continually throughout the day. As of January 2020, Apple’s Safari was the leading browser in the United Kingdom with a 47.66 percent market share. This was followed by Google’s Chrome with 41.15 percent.

Countries with highest online advertising spending in Europe in 2018 and 2019

Exclusive Premium statistic

You need a Single Account for unlimited access.

  • Full access to 1m statistics

  • Incl. source references

  • Available to download in PNG, PDF, XLS format

Single Account

$39 $59 per month *
in the first 12 months
33% discount until March 31st
*Duration: 12 months, billed annually, single license

Access to this and all other statistics on 80,000 topics from

$468 / Year
$708 / Year

Show detailed source information?
Register for free
Already a member?
Log in

Release date

July 2020



Survey time period

2018 and 2019

Supplementary notes

* Figures rounded

Statista Accounts: Access All Statistics. Starting from $468 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.
This statistic is not included in your account.

Single Account
The ideal entry-level account for individual users
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references
$59 $39 / Month *
in the first 12 months
Corporate Account
Full access

Corporate solution including all features.

* Prices do not include sales tax.

Statistics on "Digital advertising in Europe"

Statista Accounts: Access All Statistics. Starting from $468 / Year
Learn more about how Statista can support your business.