Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to marketers in Europe as of November 2025
Characteristic
Share of respondents
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among marketers at advertisers, agencies, ad tech, publishers and/or media owners
Method of interview
Email survey
Supplementary notes
The question was phrased by the source as follows: "What are the key drivers/business impacts for your company to consider investing in / increasing its digital advertising investment?"
According to the source, respondents in "over 27" countries in Europe were surveyed, but it did not specify the countries.
Multiple answers were possible.
Citation formats
Top drivers for investing in or raising digital ad investment in Europe 2025
As of November 2025, approximately ** percent of marketers surveyed in Europe selected performance and/or outcomes as a driver and/or business impact for their companies to consider investing in or increasing digital advertising spending. Operational efficiencies (including measurement, performance, use of data, creative) and cost efficiencies followed, chosen by ** and ** percent of respondents, respectively.
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IAB Europe. (January 14, 2026). Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to marketers in Europe as of November 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1662444/digital-advertising-investment-drivers-europe/
IAB Europe. "Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to marketers in Europe as of November 2025." Chart. January 14, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1662444/digital-advertising-investment-drivers-europe/
IAB Europe. (2026). Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to marketers in Europe as of November 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1662444/digital-advertising-investment-drivers-europe/
IAB Europe. "Leading Drivers And/or Business Impacts for Companies to Consider Investing in or Increasing Digital Advertising Investment According to Marketers in Europe as of November 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 14 Jan 2026, /statistics/1662444/digital-advertising-investment-drivers-europe/
IAB Europe, Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to marketers in Europe as of November 2025 ÌÇÐÄÆƽâ°æ, /statistics/1662444/digital-advertising-investment-drivers-europe/ (last visited July 30, 2026)
Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to marketers in Europe as of November 2025 [Graph], IAB Europe, January 14, 2026. [Online]. Available: /statistics/1662444/digital-advertising-investment-drivers-europe/
