Western Europe Ad Spending 2022

Why Marketers Should Make Mobile a Top Priority This Year

Report by Karin von Abrams  | May 18, 2022

Worldwide Ad Spending 2022

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Table of Contents
Key Points
Impact of the Ukraine Conflict and Market Instability
Total Media Ad Spending in Western Europe Will Near $150 Billion
Digital Leads the Advance as France’s Ad Market Bounces Back
Germany’s Ad Sector Will Remain Robust, Despite Political and Economic Turbulence
Google and Meta Will Take the Lion’s Share of Ad Revenues in Key Regional Markets
What Do These Forecasts Mean for Marketers in Western Europe?
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About This Report
Digital advertising will drive total media ad spending in Western Europe toward $150 billion in 2022, as brands scramble for advantage in a rapidly changing world.
Topics
Digital Ad Spending
Western Europe
Table of Contents
Key Points
Impact of the Ukraine Conflict and Market Instability
Total Media Ad Spending in Western Europe Will Near $150 Billion
Digital Leads the Advance as France’s Ad Market Bounces Back
Germany’s Ad Sector Will Remain Robust, Despite Political and Economic Turbulence
Google and Meta Will Take the Lion’s Share of Ad Revenues in Key Regional Markets
What Do These Forecasts Mean for Marketers in Western Europe?
Read Next
Sources
Media Gallery

Total media ad spending in Western Europe will approach $150 billion this year, with digital as the main driver. Google and Meta will claim most of those online ad revenues.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will advertisers in Western Europe spend on traditional, digital, and mobile ads in 2022 and beyond?
  2. How do regional spending patterns play out in France and Germany?
  3. What share of digital ad spending in major markets will go to Google and Meta?

WHAT’S IN THIS REPORT? Our latest forecasts for ad spending in Western Europe, including leading markets France and Germany, and the top trends that will shape digital ad spending this year and beyond.

Mobile Ad Spending in Western Europe, 2021-2026 (billions, % change, and % of total media ad spending)
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KEY STAT: Spending on mobile ads is rising much faster than any other ad category, as advertisers follow consumer eyeballs. Mobile ad spending in Western Europe will pass $66 billion in 2022 and approach $100 billion by 2026.

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Table of Contents

  1. Key Points
  2. Impact of the Ukraine Conflict and Market Instability
  3. Total Media Ad Spending in Western Europe Will Near $150 Billion
  4. Digital Leads the Advance as France’s Ad Market Bounces Back
  1. Germany’s Ad Sector Will Remain Robust, Despite Political and Economic Turbulence
  2. Google and Meta Will Take the Lion’s Share of Ad Revenues in Key Regional Markets
  3. What Do These Forecasts Mean for Marketers in Western Europe?
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Mobile Ad Spending in Western Europe, 2021-2026 (billions, % change, and % of total media ad spending)Total Media Ad Spending in Western Europe, 2021-2026 (billions and % change)
Digital Ad Spending in Western Europe, 2021-2026 (billions, % change, and % of total media ad spending)Digital Ad Spending in Western Europe, by Format, 2021-2026 (billions)
Total Media Ad Spending in France, 2019-2024 (billions and % change)Total Media Ad Spending in France, by Media, 2021-2026 (billions)
Digital Ad Spending in France, 2021-2026 (billions, % change, and % of total media ad spending)Digital Ad Spending in France, by Format, 2021-2026 (billions)
Total Media Ad Spending in Germany, 2021-2026 (billions and % change)Total Media Ad Spending in Germany, by Media, 2021-2026 (billions)
Digital Ad Spending in Germany, 2021-2026 (billions, % change, and % of total media ad spending)Digital Ad Spending in Germany, by Format, 2021-2026 (billions)
Meta Ad Revenues in France, 2020-2024 (millions and % change)Google Net Ad Revenues in France, 2020-2024 (millions and % change)
Google Net Ad Revenues in Germany, 2020-2024 (millions and % change)Meta Ad Revenues in Germany, 2020-2024 (millions and % change)

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authors

Karin von Abrams

Contributors

Alina Brentnall
Senior Researcher
Oscar Bruce Jr.
Senior Forecasting Analyst
Bill Fisher
Principal Analyst, UK
Paul Verna
Principal Analyst
Debra Aho Williamson
Principal Analyst