State of The Nation: Trends in Advertising Expenditure in Europe

28th May, 2025 I 12:00 PM CET 

Join us for the latest edition of State of the Nation with our Chief Economist, Dr. Daniel Knapp, as he delivers an in-depth analysis of the latest trends in advertising expenditure across Europe.

We are also pleased to announce the launch of IAB Europe’s 2024 AdEx Benchmark Report, the definitive guide to digital advertising investment across 30 European markets.

Unveiled live at Interact 2025, this year’s report reveals that the European digital advertising market has exceeded €100 billion for the first time, reaching €118.9 billion - the strongest growth recorded since 2011 (excluding 2021’s post-pandemic surge).

Key highlights include:

• 16% overall growth
• Video and Retail Media emerge as top growth drivers, with video accounting for over 50% of Display advertising in nine markets,
• Social media advertising surged by 23.9%
• Double-digit growth in 21 out of 30 markets

This year’s edition also includes, for the first time, a comprehensive analysis of Retail Media, highlighting its expanding role in the digital landscape.

The findings from the AdEx Benchmark Report will be discussed in detail during the webinar, providing valuable context and expert interpretation from Dr. Knapp.

Register now to gain valuable insights into the state and future of digital advertising in Europe.

Read the press release here.

Download the full report here.