Largest digital advertising markets in Europe 2023

In 2023, the United Kingdom (UK) was the largest digital advertising market in Europe, with a spend of 34.01 billion euros. Germany ranked second with an expenditure of 13.42 billion euros. Bright future for digital marketing A glance at digital advertising spend in the UK from 2007 to 2019 shows a steady year by year increase. Roughly 2.8 billion British pounds was spent on online advertising in 2007. This had increased five-fold by 2019 to 14 billion British pounds, and was projected to reach 15.6 billion British pounds by 2020, reflecting not only an ever increasing but continual shift towards digital marketing. According to Statista’s Digital Market Outlook, mobile advertising is expected to grow by a year-over-year average of three percent between 2020 and 2024. Relative to this, desktop advertising is projected to drop by roughly the same amount each year during this period. Growth of mobile advertising With 95 percent of households in the United Kingdom citing having at least one mobile phone, it is no wonder that marketers are seizing the opportunity to reach their audience through mobile advertisements such as banners, push notifications and text messages. Unlike desktops, the average person has their mobile phone constantly on hand, using it to access the internet continually throughout the day. As of January 2020, Apple’s Safari was the leading browser in the United Kingdom with a 47.66 percent market share. This was followed by Google’s Chrome with 41.15 percent.

于2023年，英国（UK）成为欧洲最大的数字广告市场，广告支出高达340.1亿欧元。德国位居第二，广告支出为134.2亿欧元。展望数字营销的辉煌未来，审视2007年至2019年英国数字广告的支出情况可见，其逐年稳步增长。2007年，英国在线广告支出约为28亿英镑，至2019年增长了五倍，达到140亿英镑，预计到2020年将达到156亿英镑，这不仅反映了广告支出的持续增长，也体现了对数字营销的持续转向。根据Statista的数字市场展望报告，预计从2020年至2024年，移动广告的年同比增长率将达到3%。相对而言，在此期间，桌面广告的年降幅预计将与移动广告的增长率大致相当。移动广告的增长，鉴于英国95%的家庭至少拥有一部手机，营销人员抓住通过移动广告如横幅、推送通知和短信触达目标受众的机会自是意料之中。与桌面不同，平均每个人手中都常备手机，并利用其全天候上网。截至2020年1月，苹果的Safari在英国市场上占据领先地位，市场份额为47.66%，紧随其后的是谷歌的Chrome，市场份额为41.15%。