Digital formats to drive Western Europe’s media ad spending

The news: Digital advertising spending will rise steadily in Western Europe over the next few years, and Google and Meta Platforms will be the main beneficiaries.

• Spending on digital ads in the region will top $90 billion this year and $100 billion in 2023, per our forecast.
• Spending across digital ad formats, including display, search, and classified categories, will rise acutely this year. Across the region, display will boost its lead over search, aided by rising spending on video ads.
• Mobile ad spending is rising faster than overall digital ad spending.

The Meta and Google appeal: Savvy marketers aren’t turning their backs on search, which is crucial to Western Europe shoppers being pinched by inflation. Facebook and Instagram hold credibility for brands that are hoping to capitalize on social commerce.

In France, Germany, Italy, Spain, and the UK—Western Europe’s five leading markets—Google and Meta will continue to garner over two-thirds of digital ad spending.

• Google’s net ad revenues in those markets will increase 11.6% this year, driven by high engagement with search and YouTube.
• Meta ad revenues in the region will rise 14.1% in 2022.

Looking forward: Though search and social ad formats remain viable, brands shouldn’t ignore the promise of newer options such as retail media networks and video advertising.