European media marketing spend to reach €4.3 billion by 2019

European social media marketing spend will reach €4.3 billion by 2019, up from €2.6 billion this year – a 10.5 percent compound annual growth rate (CAGR). This is according to research firm Forrester's latest five-year social media marketing forecast for the 17 Western European countries.

Inhaltsübersicht

Reading time: 00:45 minutes
Across the region, social marketing spend is being driven by consumers' increased mobile usage, with social mobile advertising growing at a 20 percent CAGR over the next five years. By 2019, approximately €3,540 million – 82 percent of total spend – will be delivered through mobile, while only €772 million (18 percent) will come from desktop. This shift is most obvious in the UK and Germany, where Forrester forecast social media spend on desktop to fall at a compounded annual rate of -17.9 percent and -14.4 percent, respectively, through 2019. Facebook continues to dominate European consumers' social habits, with an 8 percent increase in engagement since 2012. Twitter lags behind Facebook, with only 14 percent of EU-7 online adults visiting the social site at least monthly, compared to Facebook's 60 percent. But recent changes to Twitter's advertising platform and its geotargeting offering will help it to become a media force to be reckoned within Europe over the next few years. <link http: www.forrester.com>www.forrester.com
Back: News