In 2021, advertisers in Europe spent 92 billion euros on online advertising, 30.5 percent more than in 2020. In the Netherlands, this growth was higher and it also appears that similarly developed countries spend significantly more online budget.
This is shown in the annual AdEx survey of IAB Europe, represented here by VIA Nederland.
Compared to previous years, the advertising market is making a huge leap. The developments are driven by two factors. First, the cyclical economic recovery from the pandemic and, second, the structural acceleration of underlying trends in digital consumerism and e-commerce. We expect that the digital transformation due to the pandemic has accelerated the entire advertising market for years.
By and large, the advertising market has not changed much. It has only grown larger, and new trends are visible on the edges. The largest growth in absolute numbers is realized in Germany, England and France. This is an increase of 13, 35 and 9 percent, respectively.
IAB Europe expects gross digital media spending to grow by 5.4 percent to 96.9 billion euros in 2022. Accounting, the accountants keep the forecast just below the symbolic limit of one hundred billion.
It is noteworthy that video advertising grew by 51 percent to 10.9 billion. For audio, such as podcasts and music streakers, advertisers in Europe spent 700 million euros on Digital Advertising.
