✅ Ads: key lessons from EMEA trends for global brands

The advertising industry is evolving rapidly, and the EMEA region (Europe, Middle East, and Africa) is no exception. The latest MAGNA – EMEA MEDIA LANDSCAPE (Feb 2024) report highlights the growing importance of digital advertising, while traditional media, including OOH (Out-Of-Home) advertising, must adapt to the changing media landscape. What are the key takeaways for 2024? Let’s dive in.

✅ Advertising Spend in EMEA – Growing Competition and New Priorities

According to the report, total advertising spending in EMEA reached $185 billion in 2023, with a projected increase to $197 billion (+6.2%) in 2024. This reflects not only a recovery from global economic uncertainty but also the increasing role of digital advertising and emerging technologies.

There are significant differences between EMEA markets:

• Germany, the UK, and France are the top players, accounting for over 40% of total ad spend.
• Poland represents 4% of the EMEA market, indicating its growing potential.
• Turkey shows artificially inflated advertising growth, mainly due to high inflation.

✅ Which Industries Invest the Most in Advertising?

Advertising spending in EMEA is driven by several key industries. The biggest spenders include:

• Retail (16%)
• Media & Entertainment (10%)
• Finance & Insurance (9%)
• Telecommunications (8%)
• Travel & Tourism (+28% YoY growth)

Travel and automotive sectors recorded the highest ad spend growth in 2023, signaling that consumers have resumed an active lifestyle post-pandemic, and brands are capitalizing on this trend.

✅ Digital Advertising in EMEA – The Dominant Force

The most critical trend? Digital advertising continues to dominate ad budgets:

• In 2023, digital advertising accounted for 68% of total ad spend, projected to increase to 76% by 2028.
• On average, 65% of advertising budgets in Europe are allocated to digital media, with the UK exceeding 70%.
• Retail Media Networks (RMNs) are becoming a crucial ad channel, with global spending reaching $124 billion in 2023.

✅ TV and OOH – Stability or Decline?

While digital advertising grows, traditional media such as TV and OOH are undergoing transformation:

• TV remains strong in Southern and Eastern Europe (e.g., in Italy, the average daily TV viewing time is 201 minutes).
• OOH still plays a vital role, particularly in urban areas where demand for DOOH (Digital Out-Of-Home) advertising is increasing.
• 2024 is expected to bring a slight increase in traditional media spending, mainly due to major sports events like the UEFA EURO 2024 and the Summer Olympics.

✅ What Do These Changes Mean for Brands and Advertisers?

The MAGNA report highlights several key strategies for businesses to maximize their advertising investments in the EMEA region:

• Increasing presence in digital media, while still leveraging TV and OOH strategically.
• Investing in DOOH, which combines the benefits of traditional OOH with digital targeting capabilities.
• Adjusting budgets for seasonal events – campaigns around EURO 2024 and the Olympics can deliver high engagement.
• Experimenting with interactive ad formats, such as QR codes, augmented reality (AR), and dynamic DOOH content.

✅ How Can BE Media Help?

MAGNA’s data confirms that OOH and DOOH and Transit Advertising remain powerful tools in marketing strategies. At BeMedia, we specialize in high-impact outdoor campaigns, blending traditional media with cutting-edge digital solutions. Our expertise and extensive media network in Poland allow us to precisely target audiences and support both local and international brands.

If you’re looking for expert guidance on how to navigate the evolving advertising landscape, let’s talk!

📩 Get in touch with us today!