J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Advertising in Europe – statistics & facts
The rivalry between France and the United Kingdom may be a cliché – or a stereotype, depending on one's language preferences. But the two countries compete, indeed, for influence in the advertising industry, shaping the European ad market. In 2023, the region's ad spending grew by less than two percent to an estimated 144.6 billion U.S. dollars, solidifying its relevance on the global stage. 2024 projections indicate that the UK alone accounted for around 5.8 percent of ad revenues worldwide, whereas Germany and France held shares of four and 2.3 percent, respectively.
The UK also ranked first among the fastest-growing European ad markets in 2024. Italy and France rounded the top three, with the latter's predicted increase rate matching the average for most of Western Europe. A 2023 effectiveness ranking – which assesses agencies, brands, campaigns, and entire countries' ad output based on their performance at award shows – places the British market hundreds of points ahead of its regional contenders. France comes in second, followed by Romania and Spain.
The French ad market has attracted fewer dollars (or euros) per year than Germany yet its impact on the global industry remains strong thanks, among other elements, to being home to two of the world's largest creative holdings: Publicis and Havas. In 2023, France's ad revenues increased about twice as much as the European average to over 17 billion euros. Albeit less online-reliant than the neighbor on the other side of la Manche – known in the UK as the English Channel – France also concentrates more than half of its spending on digital media. The online ad expenditure was roughly twice as high as TV and out-of-home (OOH) ad spend combined.
Within that subsegment, online retail media has become more than a trend. Between 2019 and 2024, digital retail media ad spending in Europe grew more than threefold to an estimated 14.3 billion euros, a value projected to increase by another 50 percent over the next two years. Amazon accounts for around 70 percent of the revenues, indicating that brands want European consumers' attention where many of them have already been shopping.
The UK also ranked first among the fastest-growing European ad markets in 2024. Italy and France rounded the top three, with the latter's predicted increase rate matching the average for most of Western Europe. A 2023 effectiveness ranking – which assesses agencies, brands, campaigns, and entire countries' ad output based on their performance at award shows – places the British market hundreds of points ahead of its regional contenders. France comes in second, followed by Romania and Spain.
France and the UK: highly creative, highly digital
While both countries infallibly make it to the top three of Europe's key advertising rankings, the Brits have the upper hand, often placing first regionally. In 2023, the UK's ad expenditure rose three times more than the continent's average, surpassing 36.6 billion British pounds. Digitization fuels the expansion, with online search alone receiving nearly twice as many investments as all offline channels combined. Famous for its inventiveness and harboring the world's largest ad holding, WPP, the British ad industry's relevance extrapolates regional boundaries and influences business and creative decisions across the planet.The French ad market has attracted fewer dollars (or euros) per year than Germany yet its impact on the global industry remains strong thanks, among other elements, to being home to two of the world's largest creative holdings: Publicis and Havas. In 2023, France's ad revenues increased about twice as much as the European average to over 17 billion euros. Albeit less online-reliant than the neighbor on the other side of la Manche – known in the UK as the English Channel – France also concentrates more than half of its spending on digital media. The online ad expenditure was roughly twice as high as TV and out-of-home (OOH) ad spend combined.
Online boosts ad revenues, and retail media boosts online channels
The good news is Europe's ad revenues are forecast to continue to expand. The not so good news is that the projected increase rate between 2024 and 2026 falls behind five percent, reinforcing a stalling third place on a global level, hundreds of billions of dollars below the United States and Canada or the Asia-Pacific (APAC) region. Historically, Europe's digital ad spend annual growth rates have been significantly higher, often reaching double-digit levels.Within that subsegment, online retail media has become more than a trend. Between 2019 and 2024, digital retail media ad spending in Europe grew more than threefold to an estimated 14.3 billion euros, a value projected to increase by another 50 percent over the next two years. Amazon accounts for around 70 percent of the revenues, indicating that brands want European consumers' attention where many of them have already been shopping.
