Why Use This Forecast
Online display advertising in Western Europe is growing at a 10.3% compound annual growth rate (CAGR) over the next five years. Drivers for growth include a growing online population together with an increase in the time people spend online. The most important formats that are driving growth are video and rich media. Similarly, the growth of the online display advertising market would be negligible if smartphones and tablets were excluded. At a country level, the UK leads the way in mobile and tablet display advertising, with more than one-quarter of online display advertising revenues coming from these devices in 2013. The forecast is complementary to other online forecasts, notably the Western Europe online retail forecast that details online retail spend and the mobile and tablet commerce forecast that details online retail spend across tablets, smartphones, and desktops/laptops. Together with the Western Europe online search forecast, this forecast can be used to understand the trends in online advertising spend from 2014 through to 2019. The forecast details the total advertising spend and online display advertising spend across 17 countries in Western Europe.