欧洲数字广告市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSDigitaladvertisinginEuropeCHAPTER

01OverviewInternetadvertisingspendingworldwidefrom2000to2024,byregion(inmillionU.S.dollars)Globalspendingoninternetadvertising2000-2024,byregionCentral&EasternEuropeLatinAmericaWesternEuropeAsiaPacificNorthAmericaMiddleEast&NorthAfrica300,000250,000200,000150,000100,00050,00002000

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20212022*2023*2024*4Description:Internetadvertisingspendinghasbeenincreasingworldwideforthepasttwodecades,albeitatvastlydifferentspeeds.WhileNorthAmericamaintainsthetopdigitaladmarketglobally,withspendingsettosurpass223billionU.S.dollarsin2022,otherregionssuchasLatinAmerica,theMiddleEast,andNorthAfricaaretrailingbehind.ReadmoreNote(s):Worldwide;2000to2022;currentprices;*Forecast.ReadmoreSource(s):ZenithLeadingdigitaladvertisingmarketsworldwidein2022,byspending(inbillionU.S.dollars)DigitalMarketOutlook:largestdigitaladmarketsworldwide2022300243.8925020015010050155.6737.823.93Japan15.3513.6411.769.979.128.370UnitedStatesChinaUnitedKingdomGermanyCanadaAustraliaFranceSouthKoreaBrazil5Description:TheadspendingrankinginthedigitaladvertisingmarketisleadbytheUnitedStateswith243.89billionU.S.dollars,whileChinaisfollowingwith155.67billionU.S.dollars.Incontrast,Brazilisatthebottomoftherankingwith8.37billionU.S.dollars,showingadifferenceof235.52billionU.S.dollarstotheUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsFastestgrowingdigitaladvertisingmarketsworldwidein2023Fastestgrowingdigitaladmarketsworldwide2023Year-on-yeargrowthrate0%5%10%15%20%20%19.2%PeruArgentinaChile17%16.5%16%IndiaColombiaMexico14.5%Russia13.3%IndonesiaUnitedStatesTurkey12.1%12%12%6Description:In2023,Peruwasexpectedtobethefastest-growingdigitaladvertisingmarketintheworld,withanannualgrowthrateofabout20percent.ArgentinaandChileroundedoutthetopthreewithannualincreasesofapproximately19and17percent,respectively.ReadmoreNote(s):Worldwide;October2022;forecast;includingallthevariousadvertisingformatsondesktopandlaptopcomputers,mobilephones,tablets,andotherinternet-connecteddevicesSource(s):eMarketer;InsiderIntelligenceExpectedchangeindigitalmediabudgetsworldwidein2023,byformatGrowthofdigitalmediabudgetsworldwide2023,byformatShareofrespondentsSignificantincrease(<+10%)Slightdecrease(between0and-10%)Slightincrease(between0and+10%)Significantdecrease(<-10%)Maintain2022budgets80%0%20%40%60%100%120%AdvancedTV/connectedTVPaidsocialRetailmediaGaming/Metaverse/eSportsInfluencermarketingDigitalout-of-homeDigitaldisplayPaidsearchDigitalaudioIn-app7Description:DuringasurveypublishedinOctober2022,10percentofrespondingglobalbrandsstatedtheywereplanningtosignificantlyincreasetheirretailmediabudgetsin2023.Another36percentsaidtheywereplanningtoslightlyincreasethem.

ReadmoreNote(s):Worldwide;asofOctober2022;amongbetween39and43globalbrands,dependingonformatSource(s):Ebiquity;WorldFederationofAdvertisersShareofselectedglobalbrandsplanningcutsinthemediabudgetin2023,byregionExpectedcutsinadspendamongselectedglobalbrandsbyregion202335%32.5%29.3%30%25%20%15%10%5%22.2%20.6%14.7%0%Europe,theMiddleEast,andAfricaLatinAmericaNorthAmericaAsiaPacificOverall8Description:Amongtalksofaneconomicrecession,aroundone-thirdofglobalbrandsplannedcutsintheirmediabudgetin2023.Accordingtothesurvey,reductionsinadvertisingandmarketingexpendituresaremorelikelytohappeninEurope,theMiddleEast,andAfrica,with32.5percentoftherespondentsintheregionplanningtoslightlyorsignificantlydecreasetheirbudgetscomparedto2022.IntheAsiaPacific,roughly15percentoftherespondentsreportedintendingtolesseninvestmentsin[...]

ReadmoreNote(s):Worldwide;asofOctober2022;43globalbrands*;*Therespondents'countvariedbyregion:40inEurope,theMiddleEast,andAfrica;36inLatinAmerica;34inNorthAmerica,and34inAsiaPacific.Slightdecreaseinmediabudget[...]

ReadmoreSource(s):Adweek;Ebiquity;WorldFederationofAdvertisersChangeindigitalmarketingspendingplannedbymarketersinEuropein2ndhalf2023DigitaldigitalmarketingspendinggrowthinEurope202370%63%60%50%40%30%20%10%26%11%0%IncreasingNochangeDecreasing9Description:Duringa2023surveycarriedoutamongseniormarketingandcommunicationsleadersresponsibleforatleastthreeEuropeanmarkets,63percentofrespondentsstatedtheywereplanningtoincreasetheirdigitalmarketingspending.

ReadmoreNote(s):Europe;asofJuly2023;350respondents;amongseniormarketingandcommunicationsleadersresponsibleforatleastthreeEuropeanmarketsSource(s):TytoPRDigitaladvertisingrevenueinselectedregionsandcountriesinEuropein2022(inmillionU.S.dollars)DigitaladvertisingrevenueinselectedregionsandcountriesinEurope2022RevenueinmillionU.S.dollars020,00040,00060,00080,000100,000120,000EuropeCentral&WesternEuropeUnitedKingdomD-A-CH107,726.8179,398.3337,803.8720,490.36GermanySouthernEuropeFranceNorthernEuropeEasternEuropeItaly15,353.3113,668.249,968.569,143.765,516.475,322.064,645.864,521.684,322.44SpainNetherlandsRussia10Description:Europeisleadingtherankingbyadspendinginthedigitaladvertisingmarket,recording107.7billionU.S.dollars.FollowingcloselybehindisCentral&WesternEuropewith79.4billionU.S.dollars,whileEstoniaistrailingtherankingwith103.32millionU.S.dollars,resultinginadifferenceof107.6billionU.S.dollarstotherankingleader,Europe.ReadmoreNote(s):Europe;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsCHAPTER

02FormatsAdvertisingformatswiththelargestshareindigitaladvertisingandmarketingbudgetsinEurope,theMiddleEast,andAfrica(EMEA)asofJune2022LeadingdigitaladformatsinEMEA2022Averageshare0%5%10%15%20%VideoSearch22%19%Display18%BrandedcontentInfluencersAudio11%9%4%MessagingGaming3%3%Other10%12Description:Duringa2022surveycarriedoutamongin-houseandagencymarketersfromEurope,theMiddleEast,andAfrica(EMEA),itwasfoundthatvideoactivitiesaccountedfor22percentofdigitaladvertisingandmarketingbudgetsonaverage.Searchrankedsecond,with19percentofthebudgets,followedbydisplaywith18percent.ReadmoreNote(s):Africa,Europe,MENA;MayandJune2022;718respondents;amongin-houseandagencymarketersSource(s):MMA;WARCDistributionofdigitaladvertisingexpenditureinEuropein2022,byformatDigitaladspendinginEurope2022,byformat100%90%80%70%60%50%40%30%49.9%43.5%20%10%0%6.6%DisplaySearchClassifieds/directories/affiliate13/statistics/455001/europe-distribution-online-ad-spend-by-formatIn2022,displaywasthelargestdigitaladformatinEurope,accountingfor49.9percentoftheadspend,followedbysearchwith43.5percent,andclassifieds,directories,affiliatewith6.6percent.Europeandigitaladspendstoodat86billioneurosin2022.ReadmoreNote(s):Europe;2022;figuresexcludeBelarusandRussiaSource(s):IABEuropeDigitaldisplayadvertisingspendinginEuropefrom2013to2022(inbillioneuros)DisplayadspendinEurope2013-2022IncludingBelarus&RussiaExcludingBelarus&Russia*504540353025201545.637.440.933.929.123.319.316.812.310.99.5105201320142015201620172018201920202021202214Description:In2022,digitaldisplayadvertisingspendinginEuropestoodat40.9billioneuros,growing9.5percentyearonyear.DisplaywasthelargestdigitaladformatinEuropethisyear,accountingfornearlyahalfoftotalEuropeandigitaladspend.

ReadmoreNote(s):Europe;2013to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEuropeDigitalvideoadvertisingspendinginEuropein2021and2022(inbillioneuros)VideoadspendinEurope2021-2022201816141210818.416.264202021202215Description:In2022,digitalvideoadvertisingspendinginEuropeamountedto18.4billioneuros.Ayearearlier,theexpenditurestoodat16.2billion.Thissignifiesayear-on-yeargrowthof13.6percent.

ReadmoreNote(s):Europe;2021and2022Source(s):IABEuropeSearchadvertisingspendinginEuropefrom2013to2022(inbillioneuros)SearchadspendinEurope2013-2022IncludingBelarus&RussiaExcludingBelarus&Russia*454035302520151039.533.837.430.4282521.919.114.914.713.3201320142015201620172018201920202021202216Description:In2022,outofthetotalof86billioneurosinvestedindigitaladvertisinginEurope,morethan37billionwerespentonsearchadvertising.Searchwasthesecondlargestformat,followingdisplaythatattracted41billioneurosinspending.

ReadmoreNote(s):Europe;2013to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEuropeDigitalaudioadvertisingspendinginEuropefrom2019to2022(inbillioneuros)DigitalaudioadspendinEurope2019-20220.90.80.70.60.50.80.60.50.430.40.30.20.10.02019*20202021202217Description:In2022,digitalaudioadvertisinginEuropeattractedapproximately800millioneurosininvestments,up22percentfromthe600millioneurosreportedayearearlier.Audiomade0.9percentofthetotaldigitaladspendinEurope,whichstoodat86billioneurosin2022.ReadmoreNote(s):Europe;2019to2022;*Figurefor2019calculatedbySource(s):IABEuropebasedondataprovidedbythesourceinanearliereditionofthepublication.ReadmorePodcastadvertisingspendinginEuropefrom2018to2023(inmillioneuros)PodcastadspendinginEurope2018-2023250200150100207.2144.691.9645038.622.70201820192020*2021*2022*2023*18Description:InEurope,thevalueofadvertisinginvestmentsinthepodcastformatisexpectedtoreach207.2millioneurosin2023.Thiswouldbeamassiveincreasecomparedtotheadspendof2019,amountingto38.6millioneuros.

ReadmoreNote(s):Europe;2019;*ForecastReadmoreSource(s):IABEuropeMobileadspendingofthedigitaladvertisingindustryinEurope2018-2028(inbillioneuros)MobileadspendingofthedigitaladvertisingindustryinEurope2018-20289080706081.6176.2370.8465.3259.5553.5546.965040302010042.0631.96202026.57201921.8320182021202220232024202520262027202819Description:Theindicator'AdSpendingMobile'inthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketinEuropewasforecasttocontinuouslyincreasebetween2023and2028byintotal28.1billioneuro(+52.47percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach81.61billioneuroandthereforeanewpeakin2028.Notably,theindicator'AdSpendingMobile'ofthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketwas[...]ReadmoreNote(s):Europe;2018to2028Source(s):DigitalMarketInsightsMobilerevenueshareofthedigitaladvertisingmarketinEuropefrom2019to2028MobilerevenueshareofdigitaladvertisinginEurope2019-202860%50%53.99%53.08%52.16%51.07%49.74%48.18%46.41%44.51%42.93%40.05%40%30%20%10%0%201920202021202220232024202520262027202820Description:ThemobilerevenueshareofthedigitaladvertisingmarketinEuropewasforecasttocontinuouslyincreasebetween2023and2028byintotal5.8percentagepoints.Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach53.99percentandthereforeanewpeakin2028.Notably,theindicator'AdSpendingShareDesktop&Mobile'ofthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):2019to2028Source(s):DigitalMarketInsightsCHAPTER

03SocialmediaSocialmediaadvertisingspendinginEuropefrom2016to2022(inbillioneuros)SocialmediaadspendinEurope2016-2022IncludingRussiaandBelarusExcludingRussiaandBelarus*25201521.710.920.310.916.113.911.511058.615.850201620172018201920202021202222Description:In2022,socialmediaadvertisingspendinginEuropestoodat10.9billioneuros,growingwith7percentyear-on-year.TheUnitedKingdomisbyfarthemarketwithhighestsocialadspendinEurope,followedbyGermanyandFrance.

ReadmoreNote(s):Europe;2016to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEuropeSocialmediaadvertisingspendinginEuropefrom2019to2022,byformat(inbillioneuros)SocialmediaadspendinEurope2019-2022,byformatNon-videoVideo1210.910.910.8109.38.77.9864207.26201920202021202223Description:In2022,videoadsonsocialmediainEuropeattractedaninvestmentof10.8billioneuros,upfrom9.3billionayearearlier.Non-videoads(e.g.staticdisplay)garnered10.9billioneuros.

ReadmoreNote(s):Europe;2019to2022Source(s):IABEuropeChangeinsocialmediaadvertisingspendinginEuropefrom2017to2022SocialmediaadspendgrowthinEurope2017-2022IncludingRussiaandBelarusExcludingRussiaandBelarus*50%45%40%35%30%25%20%15%10%5%47%42.2%34%24.9%15.9%20207%0%2017201820192021202224Description:In2020-thefirstyearoftheCOVID-19pandemic-socialmediaadvertisingspendinginEuropegrew16percentoverthevaluesreportedayearearlier.In2021,thegrowthrateincreasedto42.2percent.In2022,thesamegrowthratedroppeddowntosevenpercent.ReadmoreNote(s):2017to2022Source(s):IABEuropeAveragemonthlysalaryofasocialmediaspecialistinselectedcountriesinEuropeasofJanuary2023SalariesofsocialmediamarketersinEurope2023Country

(currency)Amount5980Belgium(ineuros)Denmark(inDanishkronor)Finland(ineuros)391004270France(ineuros)3920Germany(ineuros)Italy(ineuros)36303580Ireland(ineuros)3330Luxembourg(ineuros)Netherlands(ineuros)Norway(inNorwegiankroner)Poland(inPolishzloty)Portugal(ineuros)463049004770068002620Russia(inRussianrubles)10000025Description:IntheUnitedKingdom,asocialmediaspecialistearnedonaverage5,740BritishpoundspermonthasofJanuary2023.In2022,UKorganizationsreportedthehighestsocialmediaadvertisingspendinginEurope.Thespendingamountedto8.26billionU.S.dollars.ReadmoreNote(s):EuropeSource(s):NumberofsocialmediausersinEuropefrom2019to2028(inmillions)SocialmediausersinEurope2019-2028800750.12741.35730.53717.26701.11681.567006005004003002001000658.05630.05597.24559.34201920202021202220232024202520262027202826Description:ThenumberofsocialmediausersinEuropewasforecasttocontinuouslyincreasebetween2024and2028byintotal68.6millionusers(+10.07percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach750.12millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Europe;2019to2028;allvaluesareestimatesSource(s):AveragedailysocialmediauseviaanydeviceinselectedEuropeancountriesduringthe3rdquarterof2022(hours.minutes)AveragedailysocialmediauseinselectedEuropeancountries2022Averagedailyuseinhours.minutes0.00.51.01.52.02.5RomaniaRussia2.322.16Poland2.02SwedenNorway1.581.56UnitedKingdomSpain1.561.551.551.55FranceGreeceCzechia1.531.481.471.43ItalyDenmarkSwitzerland27Description:Accordingtoastudyconductedinthethirdquarterof2022,internetusersinRomaniaspentanaverageoftwoandahalfhoursaccessingsocialmediaplatformsacrossalloftheirdevices.Overall,usersinRussiaspentaroundtwohoursand15minutesonsocialmediaeveryday,whilstusersinPolandspentjustovertwohoursononlinenetworks.IndividualsinBelgiumandAustriaspentanaverageofoneandahalfhoursonsocialmediaplatformsdailyasofthethirdquarterof2022.

ReadmoreNote(s):Europe;Q32022;16-64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

04ProgrammaticProgrammaticadvertisingspendinginEuropefrom2017to2026(inbillionU.S.dollars)ProgrammaticadvertisingmarketvalueinEurope2017-202614012010080120.84113.18104.795.5885.3373.88580949.57201839.8120172019202020212022*2023*2024*2025*2026*29Description:In2021,thevalueoftheprogrammaticadvertisingmarketinEuropestoodat73.88billionU.S.dollars,upfrom58.17billionayearearlier.Tocompare,the2021programmaticadsendintheUnitedStateswasestimatedat167.1billiondollars.

ReadmoreNote(s):Europe;2017to2021;*Forecast.ReadmoreSource(s):LeadingprogrammaticadvertisingmarketsinEuropein2021,byspending(inbillionU.S.dollars)LargestprogrammaticmarketsinEurope2021SpendinginbillionU.S.dollars150510202530UnitedKingdomGermanyFrance24.0110.517.89Italy3.963.53.42.972.582.55RussiaSpainNetherlandsSwedenSwitzerlandNorway1.330Description:TheEuropeancountrywiththehighestspendingonprogrammaticadvertisingin2021wastheUnitedKingdom,withanexpenditureof24billionU.S.dollars.Germanywasrankedsecond,withanestimatedspendingof10.5billionU.S.dollars.ReadmoreNote(s):Europe;2021Source(s):ProgrammaticadvertisingformatsidentifiedasgrowthareasinEuropeasofAugust2022,bystakeholdertypeProgrammaticadformatsidentifiedasgrowthareasinEurope2022FormatAd

tech11%Publishers9%Agencies9%Advertisers6%Artificialintelligence(AI)Digitalout-of-home(DOOH)Over-the-top(OTT)ConnectedTV(CTV)Voice21%21%19%19%21%30%22%23%58%54%58%54%18%27%28%32%Audio28%18%25%24%31Description:Duringa2022surveycarriedoutinEurope,connectedTVwasidentifiedasthemostlikelyareaofgrowth,namedby58percentofadtechrespondentsandover50percentofrespondentsamongadvertisers,agencies,aswellaspublishers.Artificialintelligencewastheleastoftenmentionedformat,namedonlyby11perfectofadtechandninepercentofagencyrespondents.ReadmoreNote(s):Europe;JulyandAugust2022;1,000respondentsSource(s):IABEuropeDriversofinvestmentinprogrammaticadvertisinginEuropeasofAugust2022,bystakeholdertypeDriversofinvestmentinprogrammaticadvertisinginEurope2022DriverAdvertisers27%Agencies26%Publishers20%Ad

tech48%CostefficienciesGranularityofcontrolsandtransparencyofreporting22%22%18%9%AvailabilityandscaleofinventoryOperationalefficiencies(e.g.automation)Abilitytodiscoveraudiences19%16%17%20%19%13%22%19%21%24%17%6%32Description:Duringa2022surveycarriedoutinEurope,27percentofrespondingadvertisersand26percentofrespondingagenciessaidthatcostefficiencieswereadriverofinvestmentinprogrammaticadvertisingintheirorganization;itwasalsowasthemostmentioneddriveramongadtechrespondents.ReadmoreNote(s):Europe;JulyandAugust2022Source(s):IABEuropeBarrierstoinvestmentsinprogrammaticadvertisinginEuropeasofAugust2022,bystakeholdertypeBarrierstoprogrammaticadinvestmentinEurope2022BarrierAdvertisersAgencies19%Publishers18%AdTech39%24%9%Costs22%18%18%17%13%11%OperationalelementsHiringandtrainingstaffQualityofmediaPoliticalandeconomicenvironmentSustainability16%18%20%17%11%15%15%7%21%14%13%18%5%33Description:Duringa2022surveycarriedoutinEurope,17percentofrespondingadvertisersand11percentofrespondingagenciessaidthatqualityofmedia(issuessuchasadfraud,brandsafety,viewability,andtransparency)wereabarriertoinvestinginprogrammaticadvertising.Costwasthemostmentionedbarrieramongadtechrespondents.ReadmoreNote(s):Europe;JulyandAugust2022Source(s):IABEuropeLeadingadvertisingeffectivenessmetrictypesusedtoevaluateprogrammaticcampaignsinEuropeasofAugust2022,bystakeholdertypeLeadingprogrammaticadeffectivenessmetricsinEurope2022,bystakeholdertypeShareofrespondents0%10%20%30%40%39%50%60%59%70%Advertisers:interactionmetricsAdvertisers:qualitymetricsAdvertisers:mediametricsAgencies:qualitymetrics55%60%Agencies:revenuedrivingmetricsAgencies:mediametrics46%44%Publishers:qualitymetrics53%51%Publishers:interactionmetricsPublishers:revenuedrivingmetrics43%34Description:Duringa2022survey,53percentofrespondingpublishersfromEuropestatedtheyusedqualitymetricsasakeyadvertisingeffectivenessmetric.Thesamemetrictypewasusedby55percentofadvertisersand60percentofagencies.

ReadmoreNote(s):Europe;JulyandAugust2022;1,000respondentsSource(s):IABEuropeCHAPTER

05MarketerinsightsDigitalmarketingprioritiesinEurope,theMiddleEast,andAfrica(EMEA)asofJune2022DigitalmarketingprioritiesinEMEA2022Shareofrespondents20%0%10%30%40%50%60%70%Brandawareness62%61%Generatingleads&salesUsingdatamoresuccessfullyGrowingmarketshare29%27%27%Creatingmoreinnovativeanddata-drivencampaignsCreatingamoreintegratedmarketingmixBrandloyalty24%23%EmployinggreatermeasurementLeveragingmarketingtechnologyOther11%10%3%36Description:Duringa2022surveycarriedoutamongin-houseandagencymarketersfromEurope,theMiddleEast,andAfrica(EMEA),62percentnamedbrandawarenesswhenaskedabouttheirortheirtypicalclient'skeyprioritiesindigitalmarketing.Generatingleadsandsalesaswellasusingdatamoresuccessfullyfollowed,mentionedby61percentand29percentoftheinterviewees,respectively.

ReadmoreNote(s):Africa,Europe,MENA;MayandJune2022;718respondents;amongin-houseandagencymarketersSource(s):MMA;WARCShareofdigitalinadvertisingandmarketingbudgetsinEurope,theMiddleEast,andAfrica(EMEA)asofJune2022ShareofdigitalinmarketingbudgetsinEMEA202228%25%23%20%20%15%10%5%17%12%0%0-15%16-30%31-45%46-60%>60%37Description:Duringa2022surveycarriedoutamongin-houseandagencymarketersfromEurope,theMiddleEast,andAfrica(EMEA),40percentofrespondentsstatedthattheyortheirclientsinvestedlessthan31percentoftheirmarketingbudgetsintodigitaladvertisingandmarketing.Ontheotherhand,17percentreportedspendingmorethan60percentofthetotalbudgetondigitalactivities.ReadmoreNote(s):Africa,Europe,MENA;MayandJune2022;718respondents;amongin-houseandagencymarketersSource(s):MMA;WARCMetricsusedinEurope,theMiddleEast,andAfrica(EMEA)tomeasuredigitalmarketingeffectivenessasofJune2022DigitalmarketingmetricsusedinEMEA202268%70%60%50%40%30%20%10%0%54%54%54%30%10%Engagementmetrics

AudiencedeliverymetricsBusinessmetricsBehavioralmetricsAttitudinalmetricsCommunicationmetrics38Description:Duringa2022surveycarriedoutamongin-houseandagencymarketersfromEurope,theMiddleEast,andAfrica(EMEA),68percentnamedengagementasoneofthemetricstheyortheirclientsusedtomeasuredigitalmarketingeffectiveness.Audiencedeliverymetricsandbusinessmetricsfollowed,bothmentionedby54percentoftheinterviewees.ReadmoreNote(s):Africa,Europe,MENA;MayandJune2022;718respondents;amongin-houseandagencymarketersSource(s):MMA;WARCDigitalconsumerbehaviorsimportantformarketingaccordingtomarketersinEurope,theMiddleEast,andAfrica(EMEA)asofJune2022DigitalconsumerbehaviorsimportantformarketinginEMEA2022Shareofrespondents0%10%20%30%40%50%60%MultiscreeningWatchingvideo53%50%Gaming38%Creatinguser-generatedcontentVirtual&augmentedrealityAudio30%25%25%M-commerce23%VoiceinteractionOTTs21%12%Showrooming7%39Description:Duringa2022surveycarriedoutamongin-houseandagencymarketersfromEurope,theMiddleEast,andAfrica(EMEA),multiscreeningwasvotedthemostimportantdigitalconsumerbehavior.Itwasmentionedby53percentofrespondents.Watchingvideocontentrankedsecond,with50percent,followedbygamingwith38percent.ReadmoreNote(s):Africa,Europe,MENA;MayandJune2022;718respondents;amongin-houseandagencymarketersSource(s):MMA;WARCDigitalmarketingandadvertisinggrowthbarriersinEurope,theMiddleEast,andAfrica(EMEA)asofJune2022DigitalmarketinggrowthbarriersprioritiesinEMEA2022Shareofrespondents10%

15%0%5%20%25%30%35%40%39%SkillsMetrics&measurementFragmentationofmarketingecosystemBudgets41%27%26%25%Consumerconcernsaboutprivacy/securityPrivacyrequirementsInternalchallengesandsilosAdfraud21%20%19%Datapricing17%16%EducationAdblocking12%Guidelines&bestpracticesLackofuser-friendlysites8%6%40Description:Duringa2022surveycarriedoutamongin-houseandagencymarketersfromEurope,theMiddleEast,andAfrica(EMEA),41percentnamedskillsasoneofthebiggestbarrierstothegrowthofdigitalmarketingandadvertising.Metricsandmeasurementandfragmentationofthemarketingecosystemfollowed,mentionedby39percentand27percentoftheinterviewees,respectively.ReadmoreNote(s):Africa,Europe,MENA;MayandJune