The Europe media planning and buying market attained a value of USD 130.03 Billion in 2025. The market is expected to grow at a CAGR of 10.80% during the forecast period of 2026-2035. By 2035, the market is expected to reach USD 362.61 Billion.
The rise of connected TV and digital streaming services are reshaping the Europe media planning and buying market. Platforms, such as Netflix, YouTube, and regional players are witnessing a surge in viewership in the region. As per industry reports, Netflix was estimated to have nearly 17.6 million subscribers in the United Kingdom as of June 2025. This shift is redirecting ad budgets from linear TV to CTV, where advertisers benefit from addressable and data-driven advertising. Media planners are integrating CTV into omnichannel strategies, leveraging its blend of premium content and precise targeting.
AI is playing a transformative role in optimizing media plans and buying decisions. In Europe, agencies are deploying AI tools for audience segmentation, predictive analytics, and creative testing. In July 2024, AFP collaborated with top media firms to launch Europe’s first AI-powered marketplace for digital audio and podcast advertising solutions. AI is helping to analyse vast data sets to recommend optimal media mixes, forecast performance, and automate bidding strategies. Chatbots, generative AI, and dynamic creative optimization are also assisting to limit waste and boost ROI, contributing to the media planning and buying market in Europe.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
10.8%
Value in USD Billion
2026-2035
*this image is indicative*
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Programmatic advertising is revolutionizing the Europe media planning and buying market, allowing marketers to automate ad buying in real-time using AI and data-driven algorithms. In June 2024, a consortium comprising PXI, broadcasters, streamers, and agencies launched the European Programmatic TV Initiative (EPTVI) to advance programmatic TV advertising in Europe's key markets. This is increasing efficiency, reducing human error, and offering precise audience targeting. Europe’s mature digital ecosystem is also supporting the growth of programmatic across display, video, and connected TV.
With the phasing out of third-party cookies across browsers, first-party data has become a key asset in the Europe media planning and buying industry. Brands are building direct customer relationships via loyalty programs, apps, and CRM systems to gather consented data. In December 2024, DOUGLAS launched a self-service platform for enabling precise ad booking using first-party beauty retail data via partnerships with TheTradeDesk and cmmrcl.ly. Media buyers are prioritizing platforms and publishers that offer high-quality first-party data, adding to the market growth.
European advertisers are increasingly demanding accurate and cross-channel measurement, adding to the Europe media planning and buying market revenue. In May 2025, AudienceProject introduced a new integration with Google’s Ads Data Hub for offering advanced YouTube campaign measurement for marketers in key Northern and Western European markets. Advertisers are also seeking holistic views of reach, frequency, and attribution. Advanced measurement tools are using unified IDs, AI, and multi-touch attribution to optimize media mix strategies. This cross-media approach is allowing planners to allocate budgets more effectively.
Sustainability is emerging as a core component of media strategy in the Europe media planning and buying market, reflecting broader societal values. Agencies and brands are increasingly measuring and reducing the carbon footprint of their advertising campaigns. In July 2024, Alliance Digitale launched an eco-friendly programmatic media buying guide to help advertisers reduce carbon footprint and promote sustainable digital advertising practices. Advertisers are prioritizing partners who align with sustainability goals. This shift is also influencing media planning decisions, where ethical considerations now accompany performance metrics.
Digital audio is one of the fastest-growing channels in the Europe media planning and buying industry. Platforms, such as Spotify, Deezer, and Apple Podcasts are recording strong user growth across Europe. Local podcast production is booming, opening opportunities for regional and language-specific campaigns. In January 2025, Spain-based Paracuellos de Jarama launched “De cerca con”, a biweekly municipal podcast featuring local interviews, news, and cultural updates. As commute patterns evolve, digital audio is offering brands a versatile and engaging channel within broader media plans.
The EMR’s report titled “Europe Media Planning and Buying Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Key Insight: The traditional segment in the Europe media planning and buying market is growing steadily, especially in Germany, France, and Italy where TV, radio, and print are commanding large audiences. Television continues to dominate ad spend among traditional formats due to its broad reach and cultural influence. In December 2024, Ad Alliance introduced programmatic linear TV advertising in Germany by integrating Virtual Minds' Media Manager into RTL Deutschland’s TV playout system. Additionally, out-of-home advertising remains impactful in urban centres, such as digital billboards in London and Paris.
Market Breakup by Enterprise Size
Key Insight: Large enterprises dominate the Europe media planning and buying market due to their vast advertising budgets and global brand presence. Multinational corporations are investing heavily across traditional and digital media channels. These firms are also partnering with top media agencies to execute data-driven, cross-market campaigns with high levels of personalization and measurement. In July 2024, Pernod Ricard selected dentsu’s Carat to lead media planning and buying for its European entities to optimize media strategies, efficiencies, and audience engagement for Pernod Ricard’s premium brands. The demand for large enterprises is also growing for centralizing and scaling media strategies for consistency, efficiency, and deeper audience engagement in the continent.
Market Breakup by Application
Key Insight: The FMCG segment is leading the Europe media planning and buying market. Major companies are consistently investing in large-scale and multi-platform campaigns to maintain brand visibility and drive sales while relying heavily on TV, digital video, social media, and in-store advertising. In February 2025, Unilever appointed Omnicom’s 180 Amsterdam to lead a social-first campaign for Wall’s ice cream set for launch in early 2026 across key European countries. FMCG brands are also prioritizing high-frequency campaigns, broad reach, and omnichannel presence to maintain their edge in highly competitive consumer categories.
Market Breakup by Country
Key Insight: The United Kingdom is substantially contributing to the Europe media planning and buying market, driven by its mature digital ecosystem as well as high ad spend. Regional brands across the FMCG, BFSI, automotive sectors are investing heavily in multi-platform campaigns. Programmatic advertising, CTV, and social media marketing are widely adopted. For instance, In June 2025, Samsung Ads launched GameBreaks in the United Kingdom to tap into Smart TV users with interactive ads. Brands and agencies also benefit from advanced data targeting regulations, making the UK a model for innovative, ROI-driven media planning strategies.
Rising Popularity of Digital Media Planning and Buying in Europe
The digital segment is gaining popularity in the Europe media planning and buying market. Driven by rising mobile penetration and streaming habits, advertisers are shifting toward programmatic advertising, social media, and connected TV. As per industry reports, Europe is estimated to have 527 million mobile subscribers by 2030. Platforms including Meta, YouTube, and TikTok are also attracting major ad investments. The United Kingdom and the Netherlands are leading in digital ad spend, led by sophisticated consumer targeting and high internet usage.
SMEs to Boost Media Planning and Buying in Europe
Small and medium enterprises (SMEs) are contributing to the Europe media planning and buying industry, particularly in the digital space. As limited budgets restrict access to large-scale traditional campaigns, SMEs are focusing on programmatic ads, social media, influencer marketing, and local digital platforms to maximize ROI. Tools and self-serve platforms are enabling SMEs to run geo-targeted and cost-efficient campaigns. In July 2024, Flyeralarm Digital partnered with RTL AdAlliance to offer SMEs addressable TV ads via a self-service campaign configurator in Germany. The agility and niche targeting strategies of SMEs also make them a vital segment in regional and local media ecosystems.
Surge in Media Planning and Buying across BFSI & Automotive Applications
The BFSI sector is a vital segment of the Europe media planning and buying market, focusing primarily on digital media, performance marketing, and brand trust campaigns. Banks are utilizing targeted digital advertising to reach consumers besides investing in display ads, and search engine marketing. With data security and compliance being crucial, BFSI brands are working closely with agencies that specialize in privacy-first media strategies. In January 2025, Spanish financial services firm Santander selected Publicis as its sole global agency for both media planning and creative services for consolidating efforts across its European markets.
The automotive segment in attaining significant revenue in the Europe media planning and buying market, particularly in Germany, France, and Italy. Brands, such as Volkswagen, BMW, and Renault are running comprehensive campaigns involving TV commercials, digital and programmatic video. New vehicle launches are comprising immersive, multi-channel strategies to showcase features, lifestyle alignment, and sustainability credentials. The shift toward electric vehicles is also accelerating media spending in digital formats where tech-savvy consumers are engaging more frequently.
Great Media Planning and Buying Demand in Germany & France
Germany media planning and buying market is driven particularly by the prominence of traditional media, such as TV, print, and radio. Global brands including BMW, Volkswagen, and Allianz are dominating the media landscape with large-scale campaigns supported by agencies. There have been significant investments in digital media transformation. In September 2024, German media giant Bertelsmann increased its planned investments from €5-€7 billion to more than €8 billion by 2026 on its TV subsidiary RTL and digital/education platforms. Germany is further maintaining high-value, brand-safe media environments with steady digital growth.
France is reinforcing the Europe media planning and buying market revenue with its balanced media mix. While traditional media remains influential, the country is witnessing rising investments in digital platforms, especially social media and programmatic display. Publicis Groupe, headquartered in Paris, is a major global player driving innovation in media strategies. FMCG companies are regularly launching large-scale, integrated campaigns. The French media market is also shaped by cultural and language localization in planning.
Key players in the Europe media planning and buying market are employing strategies that focus on leveraging data-driven insights, technological advancements, and cross-channel integration to enhance campaign performance. Companies are increasingly relying on programmatic advertising and AI-powered tools to automate media buying and optimize real-time bidding for ensuring higher ROI and better audience targeting. Another critical strategy is the adoption of omnichannel marketing, where players coordinate campaigns across digital, TV, print, radio, and out-of-home media to create consistent brand messaging.
Personalization based on user behaviour, demographics, and preferences is emphasized to improve engagement and conversion rates. Players are investing in first-party data collection and analytics platforms to comply with GDPR while maintaining targeting precision. Strategic partnerships with tech firms, data providers, and creative agencies are allowing for more integrated services and innovation. Moreover, market leaders are focusing on sustainability and brand safety while avoiding disinformation platforms and ensuring ads for aligning with brand values. Localized content strategies and cultural relevance are prioritized, especially in multi-lingual regions.
Founded in 1999 and headquartered in Paris, France, Havas Media Group offers a wide array of media services, including strategic planning, digital marketing, data analytics, and content creation. The agency focuses on meaningful media experiences for helping brands to connect with audiences via targeted, data-informed campaigns across multiple platforms.
Launched in 2000 and headquartered in Chicago, the United States is a global media agency under Publicis Groupe. Starcom blends data science with creativity to deliver personalized brand experiences by leveraging emerging technologies and consumer insights to optimize marketing impact.
Wavemaker Global Limited, formed in 2017 via the merger of MEC and Maxus, is headquartered in London, United Kingdom. Wavemaker is known for its commerce-focused approach, combining media expertise with data and technology to drive business growth. The agency offers services, such as media planning, digital advertising, and content strategy.
Founded in 2007 and headquartered in New York City, the United States, Mediabrands Worldwide, Inc. operates as the media and marketing solutions division of Interpublic Group. The firm delivers services in media planning, data analytics, marketing technology, and performance marketing.
Mediaplus Group is one of the top independent media firms in the globe with 44 offices and partnerships, 1,000 total personnel, and solid ties to North and South America and Asia. Mediaplus maximises the success of its campaigns by utilising an integrated working style that takes into account cutting-edge data-driven technologies, increased automation, and the globalisation of all talents, tools, and technology.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other players in the Europe media planning and buying market are Mediaplus Group, among others.
Discover emerging Europe media planning and buying market trends 2026 with Expert Market Research. Download a free sample report to access key data, competitive insights, and growth forecasts that drive smarter media investments. Stay ahead in a rapidly evolving industry—get your Europe media planning and buying market report today to make informed decisions.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2025, the market reached an approximate value of USD 130.03 Billion.
The market is projected to grow at a CAGR of 10.80% between 2026 and 2035.
Key strategies driving the market include growing investment in programmatic advertising, cross-platform integration, and data-driven targeting. Agencies and brands focus on digital transformation, use of AI tools, addressable TV, and self-serve platforms to optimize campaigns, personalize messaging, and improve ROI across diverse regional audiences.
Expanding advertising budgets and increasing proportion of online marketing funds generated from social networking and user-generated content are the key industry trends propelling the growth of the market.
The major countries in the media planning and buying market are the United Kingdom, Germany, France, and Italy, among others.
The various types of media planning and buying in the market are traditional and digital.
On the basis of size of organisation, the market is segmented into small and medium enterprises, and large enterprises.
The significant applications in the market are FMCG, BFSI, automotive, IT and telecom, education, healthcare, food and beverage, media and entertainment, among others.
The key players in the market report include Havas Media Group, Starcom Worldwide, Inc., Wavemaker Global Limited, Mediabrands Worldwide, Inc., and Mediaplus Group, among others.
Large enterprises dominate the market due to their vast advertising budgets and global brand presence.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Enterprise Size |
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| Breakup by Application |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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