The European spending on digital ads has elevated 10.5 % final yr, in comparison with 2024. The full got here to 131.1 billion euros. Retail media had a stronger improve, of 16.7 %. The market reached a spending of 13.3 billion euros.
These information come from the newest IAB Europe report. It covers 30 European markets and tries to provide insights into progress tendencies throughout channels, codecs and markets of digital promoting funding throughout Europe. In line with the report, each one of many 30 markets that have been lined grew in 2025. Earlier analysis already talked about that spending on digital advertisements is prone to proceed rising.
It appears that evidently the digital promoting market progress has normalized final yr, slightly below its pre-pandemic long-run common. The expansion of 10.5 % is barely decrease than between 2023 and 2024, when the market elevated 16 %. In 2021, the market had a peak of 30.5 % progress in comparison with 2020.
Retail media grows above market degree
When wanting on the completely different codecs, it turns into clear that video-led and retail media have been the quickest growers final yr. Complete video promoting elevated 19.6 %, to 34 billion euros. For the primary time, video accounts for greater than half of all show funding in Europe. Social promoting elevated 19.2 %, and reached 35.5 billion euros. It’s led by social video, which was the fastest-growing format at 25.7 %.
It’s the first time that retail media crosses the edge of 10% of the entire European digital advert spend
In 2025, retail media reached a complete of 13.3 billion euros. It’s the first time that this market crosses the edge of 10 % of the entire European digital advert spend. Because of this investments in advertisements on web sites of on-line shops, purchasing apps or platforms are making up a much bigger share of all digital advertisements.
United Kingdom greatest digital promoting market
Taking a look at all digital advert spend throughout the 30 markets, it turns into clear that the UK is by far the most important market. Advertisers within the nation spent 46.9 billion euros on digital advertisements. It’s adopted by Germany (21.6 billion euros) and France (12.7 billion euros). They contribute 62 % to the entire European market.
