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Mobile advertising and marketing in Europe - statistics & facts

Ads targeting mobile devices account for 48 percent of digital advertising spending in Europe, which puts Europe below the global average of 62 percent. It is also worth pointing out that no European country is among the top 10 markets with the largest share of mobile in digital ad spending. Considering that industry sources put Europe’s digital ad spend at over 69 billion euros in 2020, mobile investments likely stood at around 31 billion euros, respectively. Europe’s largest mobile ad market – the United Kingdom – accounts for well over half of that sum.
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Published by A. Guttmann, Dec 17, 2025

Key insights

  • Share of mobile in digital ad spend
  • **%
  • Share of marketers with a mobile-first strategy
  • **%

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