Summary
In 2020, 14.6% of Western European advertising spend will come from online display advertising, up from 10.1% in 2015. Online display advertising spend will grow to €17.8 billion in 2020, up from €10.0 billion in 2015. The UK will remain the largest online display market in Western Europe. In 2015, three-quarters of online display ad growth will come from mobile, and the share of display ads bought and sold through programmatic advertising will increase from 37.5% in 2015 to 61% in 2020. Advertising spend will see an annual growth of 4.0% over the next five years as the European economy continues to improve. This forecast details online display market size and ad growth across 17 countries in Western Europe, including a breakout by mobile, display format, and programmatic share.
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