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

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 that mobile advertising spending will grow from less than half of total online advertising spending in 2016 to roughly two-thirds by 2021, and we expect its growth rate to be almost double that of the total online advertising market. This forecast details how Forrester expects mobile advertising spending and overall online advertising spending 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.