Digital advertising in Europe - Statistics & Facts
In line with the ever growing popularity of the online world, the digital advertising market has significantly increased in importance over the past years and is now one of the key forms of advertising. In 2015, digital advertising revenues worldwide amounted to about 170 billion U.S. dollars, a figure that is expected to grow to more than 330 billion U.S. dollars by 2021. In a 2017 global comparison, the United Kingdom, Germany and France ranked among the largest online advertising markets in the world, with digital ad revenues of 11.72 billion, 7.37 billion and 5.13 billion U.S. dollars, respectively. Overall, the European online ad market grew by 12.3 percent in 2016 on 2015. The fastest growing online advertising markets that year were Slovenia and Ireland.
In the United Kingdom, digital advertising expenditures increased by nearly five billion British pounds over the eight-year-period between 2007 and 2015, from 2.81 billion British pounds to 7.71 billion British pounds. Paid search and display advertising were the digital ad formats that had the highest share of spending. With regard to digital advertising industry distribution, the travel and FMCG sectors ranked first and second, accounting for 16.8 percent and 16.1 percent of online ad spending in 2015. Keeping in mind the fact that search advertising is one of the major revenue streams for digital advertisers, it comes as no surprise that amongst online companies in the UK, Google's net digital advertising revenue was the highest and was projected to grow further in future years. While Google generated more than 2.5 billion British pounds in revenue through its digital advertising channels in 2013, Facebook’s digital ad revenue accounted for 371 million British pounds.
Meanwhile, ad blocking services and their increasing popularity are having a significant effect on the revenues of the digital advertising market. In 2015, it was estimated that revenue losses due to the use of ad blockers amounted to 3.6 billion U.S. dollars in the UK. In 2016, Western Europe had the highest penetration of enabled ad blocking software in the world. France and Germany were the leading European countries in terms of ad blocking use in 2015, at 27 percent and 24 percent, respectively.
Digital advertising in Europe - Important statistics
- 1. Market Overview
+Online advertising spending in Europe 2006-2016- +Internet advertising expenditure in the European Union (EU 28) 2009-2015
- +Largest online advertising markets in Europe 2015-2016
- +Digital advertising expenditure in European countries 2015
- +Fastest growing online advertising markets in Europe 2015-2016
- +Online advertising spending in Western Europe 2014-2016, by format
- +Online advertising spending in Central and Eastern Europe 2014-2016, by format
- 2. Market Breakdowns
- +Online advertising spending in Europe 2013-2016, by format
- +Digital advertising spending in the United Kingdom (UK) 2010-2017, by format
- +Leading digital advertising formats in the United Kingdom (UK) 2014-2015, by ad spend
- +Digital advertising expenditure in France 2008-2015, by medium
- +Digital advertising expenditure in Germany 2008-2015, by medium
- +Digital advertising expenditure in Italy 2008-2015, by medium
- +Mobile share of the online display advertising market in European countries 2013-2015
- +Mobile search ad spending share of paid search in European countries 2013-2016
- 3. Western European Markets
- +Internet advertising expenditure in Austria 2010-2016
- +Internet advertising expenditure in Belgium 2007-2016
- +Internet advertising expenditure in Denmark 2007-2016
- +Internet advertising expenditure in Finland 2007-2016
- +Internet advertising expenditure in France 2007-2016
- +Internet advertising expenditure in Greece 2007-2016
- +Internet advertising expenditure in Ireland 2007-2016
- +Internet advertising expenditure in Italy 2007-2016
- +Internet advertising expenditure in the Netherlands 2007-2016
- +Internet advertising expenditure in Norway 2007-2016
- +Internet advertising expenditure in Portugal 2007-2016
- +Internet advertising expenditure in Spain 2007-2016
- +Internet advertising expenditure in Sweden 2007-2016
- +Internet advertising expenditure in Switzerland 2007-2016
- +Internet advertising expenditure in the United Kingdom (UK) 2007-2016
- 4. Central & Eastern European Markets
- +Internet advertising expenditure in Bulgaria 2007-2016
- +Internet advertising expenditure in the Czech Republic 2007-2016
- +Internet advertising expenditure in Hungary 2007-2016
- +Internet advertising expenditure in Latvia 2007-2016
- +Internet advertising expenditure in Poland 2007-2016
- +Internet advertising expenditure in Turkey 2007-2016
- 5. Programmatic Advertising
- +Europe: programmatic display ad spend 2012-2015
- +Programmatic desktop display: advertising spend in Europe 2013-2015
- +Europe: programmatic mobile display ad spend 2013-2015
- +Market share of programmatic video advertising in selected countries in Europe 2015
- +Distribution of programmatic advertising adoption in Europe 2016, by sector
- +Reasons for investing in programmatic ads according to advertisers in Europe 2015
- +Reasons for investing in programmatic advertising according to agencies Europe 2015
- 6. Digitization Forecasts
- +Digital share of advertising spending in Denmark 2013-2019
- +Digital share of advertising spending in France 2013-2019
- +Digital share of advertising spending in Germany 2013-2019
- +Digital share of advertising spending in Italy 2013-2019
- +Digital share of advertising spending in the Netherlands 2013-2019
- +Digital share of advertising spending in Norway 2013-2019
- +Online share of advertising spending in Spain 2005-2017
- +Digital share of advertising spending in Sweden 2013-2019
- +Digital share of advertising spending in the United Kingdom (UK) 2013-2019
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