The European spending on digital commercials has elevated 10.5 p.c final yr, in comparison with 2024. The entire got here to 131.1 billion euros. Retail media had a stronger enhance, of 16.7 p.c. The market reached a spending of 13.3 billion euros.
These knowledge come from the newest IAB Europe report. It covers 30 European markets and tries to present insights into development developments 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 adverts is more likely to proceed rising.
It appears that evidently the digital promoting market development has normalized final yr, slightly below its pre-pandemic long-run common. The expansion of 10.5 p.c is barely decrease than between 2023 and 2024, when the market elevated 16 p.c. In 2021, the market had a peak of 30.5 p.c development in comparison with 2020.
Retail media grows above market stage
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 p.c, 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 p.c, and reached 35.5 billion euros. It’s led by social video, which was the fastest-growing format at 25.7 p.c.
It’s the first time that retail media crosses the edge of 10% of the overall 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 p.c of the overall European digital advert spend. Which means investments in adverts on web sites of on-line shops, procuring apps or platforms are making up a much bigger share of all digital adverts.
United Kingdom largest 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 biggest market. Advertisers within the nation spent 46.9 billion euros on digital adverts. It’s adopted by Germany (21.6 billion euros) and France (12.7 billion euros). They contribute 62 p.c to the overall European market.
