France, Germany, and the UK Retail Media Ad Spending Forecasts 2024

Digital Advertising’s Third Wave Swells on Western European Shores

Report by Bill Fisher  | Feb 13, 2024
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Executive Summary
The retail media wave is building in France, Germany, and the UK
A closer look at each country reveals distinctive dynamics at play
Media Gallery
About This Report
The growth in retail media ad spending in these three countries will outpace all other formats for years to come. It’s thus gaining an important place at the ad budgeting table.
Topics
Digital Ad Spending
Retail Media
Western Europe
Table of Contents
Executive Summary
The retail media wave is building in France, Germany, and the UK
A closer look at each country reveals distinctive dynamics at play
Media Gallery

We’ve been talking about digital advertising’s “third wave” for a few years now, but the focus has been primarily on the US market, where retail media’s growth has been particularly pronounced. Our latest digital ad spending forecasts show that the retail media wave is rising in France, Germany, and the UK.

Key Question: How big is the retail media advertising opportunity in France, Germany, and the UK?

The Retail Media Wave in Western Europe Will Crest Highest in the UK
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Key Stat: The UK will remain the biggest market for retail media ad spending, passing $4 billion this year, but all three countries will experience significant growth through 2027.

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Table of Contents

  1. Executive Summary
  2. The retail media wave is building in France, Germany, and the UK
  1. A closer look at each country reveals distinctive dynamics at play
  2. Media Gallery

    Charts in This Report

    The Retail Media Wave in Western Europe Will Crest Highest in the UKDigital Advertising's Third Wave Comes to the UK: Retail Media Reached £3 Billion Within 7 Years, Much Faster Than Search or Social Advertising
    Retail Media Will Take a Bigger Piece of the Digital Advertising Pie in GermanyRetail Media Advertising Growth Will Outpace All Other Digital Formats
    Retail Media Ad Spending in France, 2023-2027 (billions, % change, and % of total digital ad spending)Retail Media Ad Spending in Germany, 2023-2027 (billions, % change, and % of total digital ad spending)
    UK Retail Media Ad Spending, 2023-2027 (billions, % change, and % of total digital ad spending)

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    authors

    Bill Fisher

    Contributors

    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Carina Perkins
    Senior Analyst
    Paul Verna
    Principal Analyst