Social Media Advertising - Europe

In Europe, ad spending in the Social Media Advertising market market is projected to reach US$35.29bn in 2024.
This ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 9.83%, leading to a projected market volume of US$61.95bn by 2030.
In a global context, China will generate the majority of ad spending, expected to be US$84.65bn in 2024.
Within the Social Media Advertising market market in Europe, 72% of total ad spending is projected to be generated through mobile by 2030.
Furthermore, the number of users in the Social Media Advertising market market in Europe is expected to reach 734.9m users by 2030.
In Europe, the growing emphasis on data privacy regulations is reshaping social media advertising strategies, compelling brands to adopt more transparent practices.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

The Social Media Advertising market in Europe is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to this positive trajectory. Customer preferences in Europe are shifting towards digital platforms, with social media being a primary source of information and entertainment. Europeans are increasingly using social media platforms to connect with friends and family, share content, and discover new products and services. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through social media advertising. Trends in the market indicate that social media advertising in Europe is becoming more personalized and targeted. Advertisers are leveraging the vast amount of user data available on social media platforms to create highly tailored and relevant advertisements. This personalized approach not only increases the effectiveness of advertising campaigns but also enhances the overall user experience by delivering content that is more meaningful to individuals. Local special circumstances also play a role in the development of the Social Media Advertising market in Europe. Each country in Europe has its own unique cultural and regulatory environment, which can impact the way social media advertising is conducted. For example, some countries may have stricter data protection laws, requiring advertisers to obtain explicit consent from users before collecting and using their personal information for advertising purposes. Advertisers must navigate these local nuances to ensure compliance and maximize the impact of their campaigns. Underlying macroeconomic factors contribute to the growth of the Social Media Advertising market in Europe. The region has a strong digital infrastructure, with widespread internet access and high smartphone penetration rates. This enables advertisers to reach a large and diverse audience across various social media platforms. Additionally, the European economy is stable, with steady GDP growth and a robust consumer market. Advertisers are capitalizing on this economic stability by investing in social media advertising to drive sales and brand awareness. In conclusion, the Social Media Advertising market in Europe is thriving due to shifting customer preferences, personalized advertising trends, local special circumstances, and favorable macroeconomic factors. Advertisers in Europe are embracing social media as a powerful advertising channel to connect with their target audience and drive business growth. As the digital landscape continues to evolve, the Social Media Advertising market in Europe is expected to further expand and innovate.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.