Market Insights Advertising & Media Advertising

Digital Banner Advertising - EU-27

EU-27

The Digital Banner Advertising market in EU-27 is anticipated to reach US$16.13bn in 2024.
The market is expected to exhibit a Compound Annual Growth Rate (CAGR 2024-2029) of 4.89%, leading to a projected market size of US$20.48bn by 2029.
When compared globally, the United States is forecasted to contribute the most to ad spending, with US$67,120.00m in 2024.
The projected average ad spending per internet user in the Digital Banner Advertising market is US$41.62 in 2024.
By 2029, 58% of the total ad spending in the market will be generated through mobile.
In the EU-27, Digital Banner Advertising is experiencing a surge in demand due to the shift towards online shopping and digital consumption habits.

Key regions: India, China, Europe, Japan, United States

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Analyst Opinion

The Digital Banner Advertising market in EU-27 is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in the EU-27 region are increasingly turning to digital platforms for information, entertainment, and shopping. With the growing popularity of smartphones and internet access, consumers are spending more time online, creating a vast audience for digital banner advertising. Additionally, customers are becoming more tech-savvy and are comfortable with online advertising, making digital banner ads an effective way to reach and engage with target audiences.

Trends in the market: One of the key trends in the Digital Banner Advertising market in EU-27 is the shift towards programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, optimizing targeting and reach. This trend is driven by advancements in technology and data analytics, enabling advertisers to deliver personalized and relevant ads to consumers. Programmatic advertising also offers greater transparency and efficiency in ad buying, making it an attractive option for advertisers in the EU-27 region. Another trend in the market is the increasing use of mobile devices for internet access. Mobile advertising has gained significant traction in recent years, as smartphones and tablets have become the primary devices for online activities. Advertisers are leveraging this trend by creating mobile-optimized banner ads that are tailored for smaller screens and touch interactions. The mobile-first approach allows advertisers to reach consumers wherever they are, enhancing the effectiveness of digital banner advertising campaigns.

Local special circumstances: The EU-27 region is characterized by a diverse cultural and linguistic landscape. Advertisers need to consider these local special circumstances when creating digital banner ads. Localization of content and language is crucial to effectively engage with target audiences in different countries within the EU-27 region. Advertisers may need to adapt their messaging, visuals, and even ad formats to align with local preferences and cultural nuances.

Underlying macroeconomic factors: The Digital Banner Advertising market in EU-27 is also influenced by underlying macroeconomic factors. Economic growth, consumer confidence, and disposable income levels play a significant role in driving advertising spending. As the EU-27 region recovers from the economic downturn caused by the COVID-19 pandemic, businesses are expected to increase their advertising budgets, leading to further growth in the Digital Banner Advertising market. Additionally, regulatory changes, such as the implementation of the General Data Protection Regulation (GDPR), impact how advertisers collect and use consumer data for targeted advertising, shaping the market landscape in the EU-27 region. Overall, the Digital Banner Advertising market in EU-27 is thriving due to changing customer preferences, emerging trends like programmatic advertising and mobile optimization, local special circumstances, and underlying macroeconomic factors. Advertisers in the EU-27 region need to stay attuned to these factors to effectively reach and engage with their target audiences in an increasingly digital world.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital banner advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers digital banner advertising on websites accessed via desktop PCs, on mobile-enabled websites, in apps, or on social media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.