A recent report on eMarketer points out the evolution of digital marketing in Western Europe. According to estimates by eMarketer, Western Europe should increase its spending on mobile advertising. This increase will be boosted over the period by Norway, Germany and the Netherlands. Spain and Italy’s growth rates, which reflect those markets’ relative immaturity, are still climbing and are projected to begin contributing only after 2015.
“Digital advertising has evolved at different speeds in the leading Western European nations. Germany, the largest Continental market, is more mature than France in this respect, and both are more advanced than Italy and Spain.”
Advertisers in Western Europe were pioneer in the digital marketing industry. Regions such as the UK, Germany and the nordic countries are considered nowadays mature marketplaces for digital advertising.
In conclusion, according to eMarketer, advertisers in Western Europe should spend 6,8 of their communications budget in mobile advertising, slightly above the global average (6,7) but less than North America (10) . However, the money spent in mobile advertising varies within Europe, with an average of 13 in the United Kingdom and less than 5 in France, Germany, Italy and Spain.