Overall, spending on digital platforms in the region will increase 9.1 per cent in 2015 to reach US$35.25bn, and pass $45bn within four years, as outlined in the new eMarketer report, “Western Europe Digital Ad Spending: Uneven Growth Across the Region.”
Last year, Western Europe—and the eurozone in particular—were expected to be well on the road to economic recovery by late 2015. But this optimistic prediction has largely failed to materialise. That means advertisers in many of the region’s markets and industries are still cautious, and eMarketer forecasts only modest increases in total media ad spending in most countries. Digital continues to grow strongly, however.
Western Europe ranks second globally in annual digital ad spending per internet user. That sum has already passed $100, eMarketer estimates, and will approach $115 this year—about half the amount projected for North America. In 2019, digital ad spending per internet user in Western Europe is expected to reach $142.27.
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