Forecast Report

Forrester Data Online Display Advertising Forecast, 2016 To 2021 (Europe)

ForecastView Spreadsheet

May 17th, 2016


Forrester expects online advertising to continue to be the primary driver for advertising spending in Europe, with its share growing compared with offline spending. Within the online advertising market, we expect online display advertising to be a key driver of growth, with a compound annual growth rate (CAGR) of 11.2% from 2016 to 2021 — faster than search’s 9.5% but slower than social’s 18.4%. We expect all three major online channels to grow faster than the total advertising market’s CAGR of 4.1%. With less centralized control and more fragmentation than search and social, online display is one of the more dynamic areas of online advertising. It also encompasses a large portion of the online video market, which is poised to become a significant part of the digital ad market as video consumption shifts online and away from traditional linear TV. This forecast provides insight into these trends: It details the online display market size and growth expectations across all of Europe, with country-level detail for the EU-7 of France, Germany, Italy, Netherlands, Spain, Sweden, and the UK; it also has breakouts by device platform type (laptop/desktop, tablet, mobile phone), by display format (text and static image, rich media, video), and for programmatic share by display format.

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