Forrester Data: Mobile Advertising Forecast, 2016 To 2021 (Europe), Q3 2016 Update

As mobile usage continues to climb, mobile advertising across all three primary mobile ad channels — display, search, and social — is becoming an increasingly important method for businesses to communicate with their customers. In the EU-7 countries of France, Germany, Italy, Netherlands, Spain, Sweden, and the UK, we forecast mobile advertising spending will become an increasingly larger piece of overall online ad spending as its growth rate exceeds that of overall online ad spend. This forecast provides detail on how mobile advertising spending and overall online advertising spending are expected to trend across the three primary advertising channels — online display, paid search, and social media. The data also breaks out how we expect mobile ad spend in each of the EU-7 countries to develop.