Europe Digital Ad Spend Business and Investment Opportunities Databook - 75+ KPIs on Digital Ad Spend Market Size, End-Use Sectors, Market Share, Product Analysis, Business Model, Demographics - Q1 2023 Update

According to the publisher, Digital Advertising Spend in the region are expected to grow by 7.9% on an annual basis to reach US$145,556.6 million in 2023.

Medium to long term growth story of Digital Advertising Spend in Europe remains medium. Digital Advertising Spend adoption is expected to grow steadily over the forecast period, recording a CAGR of 7.7% during 2023-2027. The Digital Advertising Spend Value in the country will increase from US$134,870.4 million in 2022 to reach US$196,035.1 million by 2027.

The European online ad spend market has been growing consistently over the last few years. However, in the short term, the market is expected to experience muted growth owing to macroeconomic factors such as inflation and interest-rate hikes announced by central banks in the region. Furthermore, the growing losses for brands and increased focus on profitability are also expected to impact marketing dollars in 2023.

Over the next three to four years, more marketing dollars are projected to shift from traditional channels to digital platforms. Furthermore, the entry of new players in the segment is also expected to drive the competitive landscape in the segment, while challenging the duopoly of Google and Meta. Although the short-term outlook remains bleak, the industry is expected to report strong growth in the medium to long-term perspective.

The British beauty retailer is cutting ad spending with big tech giants to focus on the app and its stores

For several years, tech giants such as Google and Meta have dominated the online ad spending market globally, and the European region has been no different. To end their dominance in the segment, British beauty retailer Lush announced that the firm is cutting down its ad spending on Google.

• In March 2023, Lush announced that the firm will cut down the millions it spends on Google to reach customers. Notably, the retailer is planning to cut the investment by a third on Google, while focusing on the app and its stores to drive experiences for its customers going forward.

Over the last few quarters, the dominance of Google and Meta in the segment has been challenged by players such as TikTok and Amazon, who are seeking to build a strong presence in the segment. This, coupled with the cut in spending by retailers, will significantly affect the ad revenue growth for both Meta and Google from the short to medium-term perspective.

European telecom firms are planning to launch a privacy-led digital advertising platform in 2023

In January 2023, four of the largest telecom firms in Europe - Deutsche Telekom, Orange, Telefonica, and Vodafone - entered into a joint venture. As part of the collaboration, these firms are developing a privacy-led digital advertising platform. Notably, the initiative was presented to the EU antitrust watchdog with the aim of developing a jointly controlled, full-functional platform.

With the launch of the advertising platform, the four telecom giants are seeking to take the competition to big tech giants such as Meta, Google, Apple, and Amazon, among others. The development of the platform has begun in 2022. The advertising platform is expected to operate under explicit user consent from the brand using an opt-in basis. Furthermore, users will be able to review the brands they have consent to and can withdraw the consent when they wish.

The launch of the platform will further drive the competitive landscape in the fast-growing sector, thereby aiding the growth of the online ad spending market in Europe from the medium to long-term perspective.

Large advertisers are planning to cut down on their television spending to shift to digital channels

With looming fears of recessions, large businesses are expected to cut down on their television ad spending in a move to shift their marketing dollars to online channels, including Social Media platforms, in the United Kingdom.

• According to a survey report from the Incorporated Society of British Advertisers and Ebiquity, 67% of advertisers are planning to cut down on TV ads. The data clearly indicates the growing pressure put on advertisers by the looming fears of recession. Notably, marketing spendings are the first to take a hit when businesses are faced with the task of significant cost savings.

While 40% of the business said that they plan to cut spending on offline channels, a third of the businesses revealed that they are seeking to increase the spending on paid search and social channels, such as digital screens, podcasts, and music streaming platforms, among others. The last-minute bursts of promotions will also aid the online ad spending growth in the United Kingdom in 2023.

The Digital Ad Spend payment industry in Europe region has recorded strong growth over the last four quarters, supported by increased ecommerce penetration.

According to the publisher, Digital Ad Spend payments in the region expected to grow by 20.5% on an annual basis to reach US$1,84,658.3 million in 2023.

Medium to long term growth story of Digital Ad Spend industry in Europe remains strong. Digital Ad Spend payment adoption is expected to grow steadily over the forecast period, recording a CAGR of 11.4% during 2023-2028. The Digital Ad Spend Gross Merchandise Value in the region will increase from US$1,53,254.7 million in 2022 to reach US$3,16,728.3 million by 2028.

The growing competition between Digital Ad Spend providers in the European market is reshaping the industry. In 2022, Digital Ad Spend schemes became a household name amid the growing adoption, which has grown significantly in H2 2022 due to the surging cost of living and rising inflation. While Klarna has seen its valuation drop significantly, it has continued to maintain a strong foothold in the European Digital Ad Spend industry.

Neo-banks, including Monzo and Revolut, has also forayed into the growing competitive landscape in Europe. With so signs of a market slowdown across Europe, the surging popularity of Digital Ad Spend schemes is expected to keep shaping the digital payment ecosystem from the short to medium-term perspective. The European Digital Ad Spend market is expected to receive growth assistance from the flourishing B2B Digital Ad Spend segment.

Many of the leading venture capital and private equity firms are foreseeing growth in the space, and the publisher expects B2B Digital Ad Spend to drive the next growth phase for the European Digital Ad Spend industry over the next three to four years.

Europe-based Digital Ad Spend startups are raising funding rounds to further expand and accelerate their growth

Despite the growing scrutiny of the Digital Ad Spend business model in Europe, the payment method has continued to experience high adoption among consumers. This has resulted in rapid growth for fintech firms. To keep up their growth momentum and to further expand their presence in the region, Europe-based providers are raising funding rounds. For instance,

• In December 2022, Bumper, a United Kingdom-based Digital Ad Spend startup for vehicle repairs, announced that the firm had raised £26.1 in an extended Series A round. The investment round saw participation from ITOCHU, JLR Investment, and Revo Capital, among others. As the cost of living rises in Europe, more and more vehicle owners have turned to Digital Ad Spend schemes for funding the repair of their cars. The firm had recorded strong growth in the United Kingdom and is on a similar growth trajectory in Ireland, Spain, and Germany.

From the short to medium-term perspective, the automotive-focused Digital Ad Spend startup is planning to further expand its operations in more European countries, as a growing number of consumers seek flexible payment options for their vehicle repair services.

B2B Digital Ad Spend is gaining strong traction across Europe

The macroeconomic environment has dampened the growth of various businesses across industry verticals. Moreover, the rise in interest rates means that access to capital has become even costlier for small and medium-sized businesses in Europe. As a result, more and more businesses are turning to B2B Digital Ad Spend platforms to access working capital for funding inventories, among other things.

• Billie, Playter, Hokodo, and Mondu are among the many B2B Digital Ad Spend firms that have recorded strong growth over the last 12 months in Europe. All of these firms have also scored millions of dollars in venture capital and private equity funding in 2022, and the publisher expects the trend to further continue in 2023.

As central bank accounts hike interest rates, access to capital through traditional is expected to become costlier for small and medium-sized businesses. This will keep driving SMEs toward B2B Digital Ad Spend providers, thereby supporting the growth of the industry from the short to medium-term perspective in Europe.

European retailers are banking on Digital Ad Spend payment option to drive customer engagement and sales

The prominence of Digital Ad Spend schemes has grown significantly over the last two years. Businesses are seeing the payment method as a potential way to drive customer engagement, thereby resulting in increased revenue and sales for the firm.

• In November 2022, Carrefour, the French multinational retailer, announced that the firm is intending to launch a Digital Ad Spend product for in-store transactions in 2023. The launch of the Digital Ad Spend product is part of the firm’s strategy to drive 2023 omnichannel customer engagement across Europe.

With the payment method becoming an integral part of business strategy, more businesses are expected to bank on Digital Ad Spend schemes going forward. This will further drive in-store Digital Ad Spend value and volume over the next three to four years, thereby assisting the growth of the overall market.

This regional report provides a detailed analysis of Digital Ad Spend (Digital Ad Spend) industry at global and country level, covering market opportunities and risks across a range of retail categories. With over 75 KPIs at country level, this report provides a comprehensive understanding of Digital Ad Spend market dynamics, market size and forecast, and market share statistics.

It breaks down market opportunity by type of business model, sales channels (offline and online), and distribution models. In addition, it provides a snapshot of consumer behaviour and retail spend dynamics. KPIs in both value and volume term help in getting in-depth understanding of end market dynamics.

The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

This title is a bundled offering, combining the following 19 reports (1026 tables and 1206 figures):
1. Europe Digital Ad Spend Insight, Brief
2. Europe Digital Ad Spend Business and Investment Opportunities (2019-2028) Databook
3. Austria Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
4. Belgium Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
5. Denmark Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
6. Finland Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
7. France Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
8. Germany Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
9. Ireland Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
10. Italy Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
11. Netherlands Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
12. Sweden Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
13. Switzerland Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
14. Norway Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
15. Russia Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
16. Spain Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
17. Greece Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
18. Poland Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook
19. United Kingdom Digital Ad Spend Business and Investment Opportunities (2018-2028) Databook

Scope

Country reports in this bundled offering provide in-depth analysis of Digital Ad Spend industry. Below is a summary of key market segments offered at country level:

This title is a bundled offering, combining the following 47 reports, covering 2679 tables and 3149 figures:

Europe Digital Ad Spend Market Size and Forecast 2018 2028

Europe Digital Ad Spend Market Size by Advertising Channel 2018-2028

• Television Advertising
• Print Advertising
• Radio Advertising
• Outdoor Advertising
• Online Advertising
• Direct Mail Advertising
• Event Sponsorship
• Others

Europe Digital Ad Spend Market Size by Online Ad Spend Market 2018-2028

• Search Engine Sites
• Ecommerce Sites
• News & Media Sites
• Social Media
• Gaming Platforms
• Forums & Classifieds
• Others

Europe Digital Ad Spend Market Size by Social Media Platform 2018-2028

• Line
• Facebook
• Instagram
• Twitter
• Tik Tok
• LinkedIn
• Others

Europe Digital Ad Spend Market Size by Gaming Platforms 2018-2028

• Around Games Environment Ad Spend
• In Game Environment Ad Spend
• In Game Immersive Ad Spend
• Exclusive Advertising Games Spend

Europe Digital Ad Spend Market Size by Format & Media 2018-2028

• Video
• Display
• Email
• Influencer Marketing
• Blogging and Podcasting

Europe Digital Ad Spend Market Size by Platform 2018-2028

• Mobile
• Desktop and Laptop

Europe Digital Ad Spend Market Size by Pricing Model 2018-2028

• Cost Per Mile (CPM)
• Cost Per Click (CPC)
• Performance-Based Advertising
• Others

Europe Digital Ad Spend Market Size by Marketing Objective 2018-2028

• Branding
• Increase Traffic
• Direct Online Sales
• Lead Generation
• Product Launch

Europe Digital Ad Spend Market Size by Industry 2018-2028

• Technology
• Increase Travel & Hospitality
• FMCG
• Automotive
• Media & Entertainment
• Telecommunications
• Retail & Consumer Goods
• Business and Financial Services
• Pharmaceutical and Healthcare
• Public Sector
• Construction and Real Estate
• Education
• Home Appliances and Furniture
• Other Industries

Reasons to buy

• Get a comprehensive understanding of market dynamics for Digital Ad Spend: Identify market opportunities, major trends, and forecasting (2018-2028). Understand market trends through crucial KPIs like Gross Merchandise Value, Volume, and Average Value per Transaction, to stay ahead of the curve.
• Insights by end-use sectors: Evaluate new opportunities across multiple end-use sectors, and obtain market dynamics by end-use sectors in order to swiftly catch up with the latest and upcoming developments in Digital Ad Spend markets.
• Market-specific strategies: Identify growth segments focused on specific opportunities, and analysing market-specific risks and important trends in the Digital Ad Spend sector with our exclusive blend of quantitative forecasting and innovative insights.
• Gain knowledge of consumer attitudes and actions: This report identifies and interprets important Digital Ad Spend KPIs, such as spend by age, gender, and income level, using data from a proprietary survey.
• Develop proactive and lucrative business strategies through market intelligence and forward-looking analysis of Digital Ad Spend market spend and major opportunities in Europe.