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So digital ad spending in the country was far more proportionally significant and happened earlier than anywhere else. In 2008, for example, digital ad spending accounted for 25.3% of total media ad spend, almost twice the proportion in the US. Programmatic rode the coattails of digital display advertising trends in the UK and thus had a significant head start on France and Germany.

This is the first installment of our 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

UK Digital Ad Spending Benchmarks. Digital Ad Spending at a Glance. Digital Ad Spending. Digital Ad Spending, by Format. Digital Ad Spending, by Channel. Digital Ad Spending, by Device. Digital Ad Spending, by Industry*. Digital Ad Revenues, by Company. UK Digital Ad Spending Benchmarks, by Format. Digital Ad Spending, by Format鈥�. Search Ad Spending鈥�. Search Ad Spending, by Device鈥�.

China鈥檚 share of global digital ad spending has also declined over the past five years. This year, programmatic will account for more than 9 in 10 display ad dollars in every major market except China. Despite relying heavily on digital channels, advertisers in China have been slower to embrace programmatic.

Retail continues to lead digital ad spending in France, though its share is diminishing as other sectors gain momentum. Overall, digital ad spending is seeing strong growth, driven by an improving economy and increasing investments across industries.

An improving UK economy means digital ad spending in all industries will see healthy growth this year. Retail will still lead total spend, but automotive will receive a boost thanks to significant investments.

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

With demand cooling stateside, both ecommerce giants ramped up digital ad spend in Europe as they sought to drive growth. The EU鈥檚 proposed tax appears to be a defensive play that shields local retailers from an influx of cut-rate goods that might otherwise be dumped in the region.

Germany鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals the trends shaping digital spending, retail sales, and more.

Italy鈥檚 digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

Interactive Advertising Bureau Europe (IAB Europe). Mars United Commerce. Mimbi. Retail Economics. Smartly.io. TikTok.