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Starcom Mediavest Europe Emarketer

Digital to account for 28.1% of total ad spending in Western Europe, with mobile web expenditure up 118%

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By Ishbel Macleod, PR and social media consultant

September 30, 2014 | 2 min read

Expenditure on measured media in Western Europe is set to grow 2.3 per cent from last year’s $112.03bn (£70.42bn), according to eMarketer.

Digital advertising

The company’s fifth annual "Global Media Intelligence Report," developed in collaboration with Starcom MediaVest Group (SMG), stated that the UK and Germany, which are the two largest ad markets in the region, are set to register major percentage gains in ad spending.

Between them, Germany and the UK will account for 44.5 per cent of regional ad investment in 2014, while spending by France is expected to dip slightly to 13.5 per cent of the total Western European investment.

It is expected that digital will account for 28.1 per cent of total ad spending in Western Europe this year, with this figure expected to climb to 63.4 per cent in 2018.

Advertisers will boost their expenditure on the mobile web by 118.4 per cent this year to nearly $7.75bn (£4.76bn), with 40.8 per cent of this spend coming from the UK.

Starcom Mediavest Europe Emarketer

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