Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to advertisers in Europe as of November 2025
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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.
The source does not specify the number of responding advertisers, but it informs that it surveyed "over 170 respondents" and that approximately 14 percent of them were advertisers.
Multiple answers were possible.
Citation formats
Top drivers for advertisers to invest in or raise digital ad spend in Europe 2025
As of November 2025, approximately ** percent of advertisers surveyed in Europe selected cost efficiencies as a driver and/or business impact for their companies to consider investing in or increasing digital advertising spending. Performance and/or outcomes, operational efficiencies (including measurement, performance, use of data, creative), and ability to discover audiences followed, each chosen by around ** percent of advertisers.
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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 advertisers in Europe as of November 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1662455/digital-advertising-investment-drivers-advertisers-europe/
IAB Europe. "Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to advertisers in Europe as of November 2025." Chart. January 14, 2026. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1662455/digital-advertising-investment-drivers-advertisers-europe/
IAB Europe. (2026). Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to advertisers in Europe as of November 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1662455/digital-advertising-investment-drivers-advertisers-europe/
IAB Europe. "Leading Drivers And/or Business Impacts for Companies to Consider Investing in or Increasing Digital Advertising Investment According to Advertisers in Europe as of November 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 14 Jan 2026, /statistics/1662455/digital-advertising-investment-drivers-advertisers-europe/
IAB Europe, Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to advertisers in Europe as of November 2025 ÌÇÐÄÆƽâ°æ, /statistics/1662455/digital-advertising-investment-drivers-advertisers-europe/ (last visited August 03, 2026)
Leading drivers and/or business impacts for companies to consider investing in or increasing digital advertising investment according to advertisers in Europe as of November 2025 [Graph], IAB Europe, January 14, 2026. [Online]. Available: /statistics/1662455/digital-advertising-investment-drivers-advertisers-europe/
