5 trends in online advertising in Europe

Opinions expressed by Contractor the contributors are theirs.

You are reading Entrepreneur Europe, an international Entrepreneur Media franchise.

In the first six months of 2018, businesses spent $ 25.7 billion on online advertising. If you are running a business in Europe, these statistics prove that you cannot deny the importance of having an online advertising strategy.

makyzz | Getty Images

Here are five online advertising trends that I consider important and that will hopefully inspire your next steps.


Google announced on its blog that as of January 2019, 12% of all display ads served by the company are AMPHTML ads. These will not only be displayed on AMP pages but also on normal web pages.

According to Vamsee Jasti, product manager of the AMP project, there are many benefits to creating AMP HTML ads. Some of the more notable are better ROI for advertisers and publisher revenue and provide better user experience for website visitors.

Simply put, AMPHTML ads are a faster, lighter, and safer way to advertise online. They’re rendered instantly using Fast Fetch rendering, and they work equally well with static or animated ads.

Volkswagen is one of the companies that saw huge potential here. The company launched its first end-to-end AMP campaign and used AMP HTML ads on AMP pages, resulting in a 76% increase in conversions.

2. Retail is moving online

The future of retail is a combination of the offline and online world. This means that for a physical storefront, businesses also need a digital point of contact. A recent survey even showed that when it comes to groceries, 50% of offline grocery sales are digitally influenced.

A good example here is Carluccio’s, an Italian restaurant chain with dozens of establishments across the UK. In May 2018, the chain announced the closure of 34 restaurants, so no one expected what would happen next.

As stated by James Backhouse, Marketing Director at Carluccio’s, “Our goal was to develop a website that responded very well to the fundamentals, while demonstrating the stories behind the brand and the products, and seamlessly connecting to the e-commerce. “

The company has partnered with BigCommerce and invested £ 10million in the brand’s reboot. Much of the investment went into the redesign of the site, which has been transformed into a content-rich, e-commerce platform. The new established online presence was successful, as 80% of its online sales were made in the two months leading up to Christmas.

3. Mobile advertising

The most important benefit of mobile advertising is that it helps you deliver targeted advertising content in various forms and formats, including web pages and apps. It is also one of the most convenient ways to advertise online, as most people use their smartphones several times a day. In fact, it seems we are now spending up to four hours a day on our phones.

IAB Europe, in collaboration with IHS Markit, carried out a study which showed that mobile ad spend in Europe exceeded 10 billion euros in 2018.

Here’s a great example of mobile advertising done well: Facebook Messenger has over 1.3 billion monthly active users, so Mobile Monkey, a messaging marketing platform, took this opportunity for its Facebook mobile advertising.

Its objective was to generate leads and the call-to-action was optimized so that its audience could send it messages via the Messenger application. The company knew it had to grab people’s attention before they clicked the button, which is why it used a bold image featuring a colorful unicorn. The results speak for themselves.

4. Contextual advertising

Contextual advertising lost its popularity when marketers began to focus more on audience-based advertising and retargeting. Today, in the post-GDPR era, personalization has declined and contextual advertising is making a comeback.

Now, because businesses can’t collect data on people without their consent, targeting people based on the type of content they are viewing online seems like the right thing to do.

Robin O’Neill, managing director of digital commerce at Group M, said it’s the best thing that can happen to the industry as some advertisers have gone too far when it comes to targeting a specific audience.

Contextual advertising can even be more powerful than highly targeted advertising simply because it provides information about the type of content that a brand can create in order to be relevant to their audience when they visit a web page.

5. Content will diversify

The more variety you add to your online advertising efforts, the easier it will be to grab the attention of more people.

People react to different ad formats when browsing online, which is why you need to make sure that you cover everything from static content to animation, video and even audio.

Depending on the platform you are advertising on and the industry you operate in, you will need to adjust your strategy accordingly so that your advertising engages your audience and increases conversions.

One trend that you shouldn’t deny when it comes to diversifying online advertising is podcasting. Right now, podcasts provide a fantastic opportunity for brands to get their point across in a contextual environment.

Now that there are many more tools people can use to measure its effectiveness, podcast advertising has gotten even more sophisticated.

Final thoughts

Brands now face more challenges than ever before, but at the same time, the diversity of platforms they can use to reach their audiences allows them to be creative and set themselves apart from their competition.

Hope you will use this article as inspiration for your online advertising strategy and create amazing campaigns.