Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Western Europe marketers to favor search, retail media in tough economy

The prediction: Advertisers and marketers in Western Europe will increase their reliance on search ads and retail media this year as high prices force consumers to buckle down on expenditures and focus on necessities.

Advertisers will scrutinize their budgets in exhausting detail amid fears of recession. Brands will have to justify pricing and deter shoppers from trading down, which means rethinking pack sizes, loyalty discounts, or product improvements to maintain price premiums.

Eye of the consumer: Bargain hunters seeking deals will go to search engines. Our forecast calls for search spending to rise faster than total digital ad spending.

  • In Western Europe, digital ad spending will go up 8.9% in 2023, per our forecast. Search spending will top that at 9.2%.
  • Across Europe, search will claim a higher share of digital ad spending in 2023 than in other regions.

Brands’ best friend: Retail media will be a godsend for brands that use it wisely. Potential benefits include better ad placements, digital promotions, and tapping into retailer loyalty programs and validated sales data. Brands that don’t take advantage of retail media opportunities will suffer.

Go further: For more on developments that are likely to affect the region this year, read our report, Western Europe Trends to Watch for 2023.