Western Europe is the world’s third largest advertising market, worth nearly $100 billion in 2016, eMarketer estimates. More than 35% of that total will go to digital ads, though growth overall will be slower compared with other regions.
Digital advertising, video games, and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7 percent, 8.1 percent, and 7.8 percent, respectively, to 2019.
Research by Zeentee.com shows that 60% of marketers in the region plan to increase content marketing budgets over the next year, in 2016. Zeentree.com has released findings from its first survey on the importance of content marketing in the Middle East. The survey shows the region’s marketers are rapidly turning towards Content Marketing as a key focus of their digital marketing efforts. The report finds that 69% of marketers interviewed view content marketing as ‘very important’ to their marketing efforts, with 60% expecting to increase their content marketing budgets this year – and 31% reporting it would grow to be up to half of their entire digital budget.
Among the six regions tracked by eMarketer (Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe), Latin America will rank fourth in total media ad spending ($42.01 billion) and first in terms of growth rates for total media ad expenditures (13.2%) in 2015.
Latin America is expected to boast the highest total media ad spending growth globally this year. June 2015 research from Magna Global forecast that advertising expenditures in the region would improve by 9.9% in 2015, down slightly from 11.3% in 2014.