Digital advertising revenues are closing the gap with traditional media as consumers internet usage continues to grow. In fact in many countries ad spending on traditional platforms such as print (newspaper/magazine) and TV have started to flatten out and in many cases even decline.

Digital advertising is driving the majority of growth in the Western European advertising market, with all countries expected to see double digit annual growth rates between 2014 and 2018. The video advertising and social networking segments are expected to see the highest growth across all territories. Digital media will account for more than half of total ad spend by 2018 in the United Kingdom, Denmark and Sweden. In contrast, despite continuous growth in digital ad spend, traditional advertising mediums will continue to dominate in Germany, Italy and Spain as these remain the favorite means for major brands to reach audiences.

For a detailed breakdown of Western Europe advertising market forecast by country and segment please see the Advertising Market Forecast: Western Europe. The key territories covered in this forecast are the United Kingdom, Germany, France, Italy, Spain, Denmark, Finland, Norway, Sweden and the Rest of Western Europe. The segments covered include: TV, print, radio, cinema, out-of-home (OOH), search, display (video/banners/others), classified, social networking and mobile advertising.